HEALTHCARE

Pharmaceutical multichannel
marketing in a .me world
Nearly

1/3

of consumers
ages 30-49 and

38%

of those o...
PHARMACEUTICAL MULTICHANNEL MARKETING IN A .ME WORLD

GUIDING PRINCIPLE

1

Embrace customer centricity
Today’s consumers ...
GUIDING PRINCIPLE

2

Treat customers like people, not targets

72

%

personalization

of marketers see the
importance of...
Our approach
Creating effective connections that drive tangible business results

About Epsilon
Epsilon works with 10 of t...
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Pharmaceutical Marketing in a .me World

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Pharmaceutical Marketing in a .me World

  1. 1. HEALTHCARE Pharmaceutical multichannel marketing in a .me world Nearly 1/3 of consumers ages 30-49 and 38% 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 54.2% 48.6% OF WOMEN interactions in blogs and online videos for everyone to see. OF MEN 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 20% Increase in consumer expectations over the past 5 years epsilon.com 5% How much brands have kept up with expectations, a big gap between what’s desired and what’s delivered 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.
  2. 2. PHARMACEUTICAL MULTICHANNEL MARKETING IN A .ME WORLD GUIDING PRINCIPLE 1 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 the organization. TA RG ETED MU LTICHA NNEL MA RK ETING O N L I N E O F F L I N E O F F L I N E I M P E R SON AL MULT I C H AN N EL MARKET I N G BR AND O N L I N E Impersonal multichannel marketing is ineffective. Inundating customers with the same information won’t get you far. epsilon.com 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.” 2
  3. 3. GUIDING PRINCIPLE 2 Treat customers like people, not targets 72 % personalization of marketers see the importance of online personalization but don’t know how to incorporate it 54% of marketers who have used Web personalization generated positive ROI within months of implementation 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. GUIDING PRINCIPLE 3 Get outside the database 41 % of people said social media would affect their choice of healthcare provider 77% of patients used search prior to booking an appointment 52% of smartphone owners, have used their phone to look up health or medical information 81% of people click on a sponsored link when looking for health information 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. Sources 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 3
  4. 4. Our approach Creating effective connections that drive tangible business results About Epsilon Epsilon works with 10 of the top 10 global pharmaceutical companies creating customer connections that build brand and business equity. A new breed of agency for a consumer-empowered world, our unique approach harnesses rich data, world-leading technologies, engaging creativity and transformative ideas to ignite connections between brands and customers that deliver results. Recognized by Ad Age as the #1 U.S. Agency from All Disciplines, #1 World CRM/Direct Marketing Network and #2 U.S. Digital Agency Network, we employ over 5,000 associates in 60 offices worldwide. Epsilon is an Alliance Data company. For more information, visit www.epsilon.com, follow us on Twitter@EpsilonMktg or call 800.309.0505. 800.309.0505 | epsilon.com | info@epsilon.com Copyright © Epsilon 2014 Epsilon Data Management, LLC. All Rights Reserved

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