marketing in a .me world
ages 30-49 and
of those over 50
interact with companies
via social marketing
With the breakneck pace of innovation, the world today is
vastly different than it was a decade ago. You can no longer
take a one-size-fits-all approach to marketing. Today’s
consumers, whether patients or Healthcare Professionals
(HCPs), demand that you know who they are, where they
are, what they need, and when they need it. With the rise
of social media, consumers have greater control, openly
sharing their positive and negative opinions of everyday
interactions in blogs and online videos for everyone to see.
have engaged in a brand-related
social sharing activity based on
something seen on or in an ad
To be successful in this “.me” world, you need a new solution that recognizes
and embraces channel fragmentation, and the maturity of digital. You require
a strategy that acknowledges the shifting power balance, and that brand
relationships reside in a highly distributed environment.
Developing a multichannel marketing strategy
CONSUMERS EXPECT MORE
Increase in consumer
the past 5 years
How much brands have
kept up with expectations,
a big gap between
what’s desired and
The essence of a Multichannel Marketing (MCM) strategy must center on
your ability to reach, connect, and deliver value and relevance to various
customers. An MCM solution should have a simple, but hugely ambitious
purpose: To inspire people to take action—to learn, to speak with confidence,
to participate, and to share. It’s about engagement and dialogue. And by
embracing an MCM strategy, you can create connections with HCPs and
patients that lead to measurable business impact.
To succeed in this new environment and drive stronger MCM initiatives, you
should follow three guiding principles explained on the following pages.
PHARMACEUTICAL MULTICHANNEL MARKETING IN A .ME WORLD
Embrace customer centricity
Today’s consumers have more resources at their fingertips than ever before,
empowering them to research, connect, curate, and engage anytime and
anywhere. You are also leveraging more channels—from social media and
mobile to email and the Web. Real-time capabilities and automation tools
enable engagement around the clock.
In this “customer-centric” world, you must plan and execute campaigns that
go beyond the multi-stage batch efforts of the past and intelligently use data
collected from the myriad consumer engagement points.
Focus on channel-agnostic, next-best interaction.
Embed capabilities that enable delivery of the “next, right message” every
time an HCP engages.
Track consumers—how they engage, and what topics they value to ensure
that websites, email, etc. are updated with relevant and compelling content.
Create direct links to internal systems so live operations teams know what
content is most useful for inbound and outbound calling.
The end result will offer a feeling of connectedness and continuity across
TA RG ETED
MU LTICHA NNEL MA RK ETING
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I M P E R SON AL
MULT I C H AN N EL MARKET I N G
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Impersonal multichannel marketing is ineffective. Inundating
customers with the same information won’t get you far.
Using a targeted multichannel approach will help you understand
customers’ individual needs and tailor your messages. Customers
will walk away with the feeling— “They understand my needs
and give me relevant, timely information at every turn.”
Treat customers like people, not targets
of marketers see the
importance of online
personalization but don’t
know how to incorporate it
of marketers who have
used Web personalization
ROI within months of
The challenging part of MCM is that you may attempt to build relationships
with HCPs and patients who don’t fully understand what you offer, especially
amid brand confusion and the chaotic healthcare landscape. When asked
about your customers, you may look through your database and give general
information such as HCP practice profiles, prescribing patterns, co-morbidities,
medications, response history, or channel preference.
To achieve superior MCM:
Surpass basic geo-demographic and transactional level data and past behaviors.
Analyze insight from consumer activity, in real time.
Determine what consumers are discussing, what they’re sharing, which
topics they value, and what channels they prefer.
Get outside the database
of people said social
media would affect
their choice of
of patients used
search prior to booking
of smartphone owners,
have used their phone
to look up health or
of people click on a
sponsored link when
looking for health
You may think of MCM in terms of outbound communications or interactions
with people who are in a marketing database. The challenge is that most,
if not all, interactions you have with consumers are not initiated in the
marketing database or from your website. Brand interactions start with
consumers searching for information on the Web, discussing topics with
their peers (online or offline), and visiting third-party sites.
Determine how customers learn about your brand and build relationships
with you across these channels.
Identify all touch points.
Understand which engagements are most important and connect those
touch points in a meaningful way.
By creating brand experiences and relationships that provide inspiration,
you can drive audiences to take the next step in their treatment journey
or prescribing path.
To learn more about how MCM strategies will drive results for your business, contact
Steve Messina, Business Development Manager, Epsilon, at 905.425.0440.
Social Interactions Affect Brand Perception, MediaPost, Feb. 19, 2013
Online Insights, Burst Media, April 2013
Brand and Marketing Trends for 2014, Forbes, Dec. 4, 2013
11 Useful Digital Marketing Statistics, Business2Community, May 31, 2013
Pew Internet: Health, Dec. 13, 2013, Pew Internet & American Life Project
Infographic: How Health Consumers Engage Online, Geonetric, Nov. 1, 2012
The Digital Journey to Wellness: Hospital Selection, Google Think Insights, September 2012
Infographic: Rising Use of Social and Mobile in Healthcare, Spark Report Dec. 17, 2012