Keeping people safe during the COVID-19 pandemic has forced us to change how we communicate, and as a result many organizations are now seeing the benefits of virtual approaches. The shift from in-person to remote interactions has been dramatic in most individuals' day-to-day lives. In healthcare marketing, it has become increasingly important to adopt an omnichannel strategy to effectively reach patients and healthcare professionals. This doesn't mean simply having a presence on every channel, however, implementing an omnichannel approach will maximize communication reach. The importance of personalization and creating optimal experiences for a broad spectrum of audiences requires informed decision making and is a critical consideration for marketers as they prioritize brand promotional spend.
It has been estimated that approximately 60% of consumers use the internet as their first source of health information1. Due to our consuming nature, people are actively seeking easily accessible, personalized information that meets their specific, individual needs. Personalization has fast become an essential part of marketing campaigns across all industries. According to research, personalized marketing has some impact on purchases made by 86% of consumers2. Companies all around the world are using data to create personalized online content, spanning websites, emails, and social media. The results speak for themselves, as such content helps achieve improved customer experiences, brand loyalty, consistency across channels, and ultimately, improved ROI.
In healthcare, traditional physician marketing spend has focused on personal interactions, such as face-to-face meetings. However, with increasing demand for personalized, online information, and evolving landscapes that present barriers to an in-person approach, now is the time to differentiate. In the current absence of face-to-face meetings due to COVID-19, most physicians report that they prefer to be contacted via email (68%) and telephone calls (18%), with only one in ten physicians preferring video calls3. While these figures may change in a post-COVID world, it is undeniable that remote practices will be here to stay to some extent. By applying relevant data and using it to inform omnichannel marketing strategies, marketers can confidently make decisions about the prioritization of spend, and ensure they reach their audience with the right message at the right time.
An orchestrated approach to omnichannel marketing that relies on large datasets and expertise, may require a trusted partner who can provide transparent support. If quick wins can be identified by the partner at the offset, pharma marketers can see instant returns for campaigns. At the next stage, experts and technology can be used alongside existing investment plans to optimize them in the most effective way. It is here where access to privacy-safe data and the ability to run forward-thinking analytics allow marketers to truly understand engagement. The last stage is the time to bring the customer experience to life and implement personalization. It has never been more crucial to develop messages that resonate, and to deliver them at the right time to the right place. That is what data-driven decision making helps marketers achieve.
At IQVIA, we can guide you through these stages and create transparent, trustworthy partnerships. In turn, you can rest assured knowing your customers are getting an optimal omnichannel experience. Find out more about this proven approach by visiting our website.
- health. Consumer Health Online – 2017 Research Report. Retrieved January 2021 at https://get.health/research
- Infosys. Rethinking Retail. Insights from consumers and retailers into an omnichannel shopping experience. Retrieved January 2021 at https://www.infosys.com/newsroom/press-releases/Documents/genome-research-report.pdf
- FirstWord Pharma. Physician survey conducted March 2020. Retrieved January 2021 at https://www.firstwordpharma.com/node/1707417