Digital or online marketing focuses on the increased use of marketing technologies to improve the customer experience and impact profit margins. This shift in marketing mantras is impacting the US pharmaceutical and healthy industry as well. Recent digital transformation trends provide patients and healthcare customers with updated information. According to McKinsey, digital marketing is the key to being a market authority in present times.
- Data Access Improves
Data visualisation is not just about aesthetics. Analytics are grounded in real results and industry findings. With expanding online marketing content available, the way people access and process the data is constantly evolving. For US pharmaceutical companies, digital transformation of their organisation directly impacts success rates. Sharing data-driven marketing intelligence offers a way to access a broader audience. Data visualisation and access can enhance how patient data is communicated. Digital trends also indicate patients are more engaged in pharmaceutical treatment plans.
- Optimising The Customer’s Experience
As per the eConsultancy 2017 report entitled Digital Trends in Healthcare and Pharma, close to 500 healthcare and pharma industry respondents were surveyed. Around 74 per cent of respondents from pharma and healthcare industries stated that optimisation of customer journeys across multiple touchpoints is the most important digital marketing strategy ahead. Online marketing is the means of bringing about broader engagement with patients across various touchpoints of the care process. So, from pharmaceutical sales representatives to patient teams, updated virtual care is now the norm across the industry. This offers leading US pharma brands a winning edge in global as well as domestic markets.
- The Value of Personalisation
Personalisation through online, web marketing and 24/7 care has led to personalisation. Technologies like apps and sensors even allow customised and unique patient care. For US pharma companies, the change in expectations as well as experience means the customer-centric change needs to be in place for success. Digital trends and healthcare point to the evolution of the digital ecosystem, according to McKinsey. Digital marketing is also helping in strategic patient care. Future-forward tech innovations like Artificial Intelligence offer in-depth data grounded in insights and analytical calculations.
As per the Deloitte Centre for Health Solutions, pharma apps trebled from 305 in 2013 to 988 in 2016. The importance of connected patients is emerging. With 77 percent of US patients and healthcare consumers using smartphones to access data online, people are able to track their health with the use of smart apps on an everyday basis. To succeed in the evolving digital landscape, pharma and healthcare companies in the US must offer personalised patient care that keeps individuals engaged through real time data visualisation and care. Around 19 million individuals search health portals like WebMD and ¼ of chronically ill patients visit peer sites to discuss health. The medical community is clearly making the shift to digital.
- The Evolution of Digital Channels
Digital channels are an invaluable asset for clinicians. Consider Merck’s Engage and Univadis platforms for digital communication. Smartphone apps like Janssen’s Care4Today and Sanofi’s GoMeals are perfect for patient oriented health management solutions. Some companies like AstraZeneca are even using health information to drive traffic to company sites. Others are tapping celebs and key opinion leads to tap social media reach. Novartis, for instance, has used partnerships and social media for a digitally enabled business model.
- Why Online Marketing Adds Value
The benefits of a digital-first strategy are many. Digital analytics allow companies to hone their communications as per consumer profiles. Through effective preference analysis, clinicians can target greater sales opportunities. Website statistics, social media monitoring and keyword research improve interactions, promotion and packaging. Digital marketing campaigns can also be objectively assessed and sales or promotion costs compared.
When companies decide to go digital first, increasing number of technology platforms provide multichannel capabilities and enable effective digital content management. Websites provide updated information regarding coaching, education and interactive tools like visualisation and co-browsing. With callback and web chat, such websites foster customer-driven engagement. Sales and marketing online also offer advanced analytics for monitoring and measuring consumption and developing as well as passing along customer insights.
- Evolving Digital Models
Pharma companies are also able to perform detailed analyses, mapping the digital profile of key customers along the journey. Pharma companies need to focus on competitor analyses and offer core competence for customers. Testing omni-channel customer platforms, pharma companies are embedding digital to the clinical or medicine delivery system and setting up media platforms to connect patients with one another and healthcare professionals. Becoming digital is the core business strategy.
Digital is changing the way pharma industry customers approach the market. The race for customer engagement in the internet marketplace is advancing. Those embracing digital at the core of their company’s engagement model also see lower costs, increased customer reach, higher sales plus enhanced value creation. Reliable influencers and brand ambassadors with a strong follower base can benefit business, too. Pharma companies are looking to engage with clients and understand the progress in the use of medical drugs or healthcare devices.
- Fostering Deeper Engagement
To this end, most pharma businesses in the US are also leveraging messaging apps to build a rapport and foster one-on-one conversation with customers, doctors and patients. Chatbots are also being used because these programmed automated scripts are perfect for 24/7 conversations, concern resolution and routine requests like frequently asked questions, surveys and questionnaires. Chatbots help pharma companies to provide more personalised services and automate customer support and marketing.
- The Rise of Native Advertising
For pharma companies, native advertising is catching on. A native article can help in building brand awareness, for example. Native content about quitting smoking or syncing glucose meters with mobile apps are just some of the ways pharma companies are fostering a deeper connect with clients. A wide range of apps are deploying AR, VR and 360 degree videos including health product demos, therapies and training as well as education.
Since the launch of affordable healthcare, online marketing for the pharma industry is really catching on and digital marketing strategies make sense for offering increased value to patients, caregivers and pharma customers.