Online and mobile channels have transformed the ways organizations connect with consumers. The convenience and versatility of getting in touch via email, chat and social media, coupled with the strategic awareness possible through analytics, unlocked new possibilities for the customer experience. As customer expectations have grown in response to new technology, businesses are meeting the challenge with more powerful, agile and customized marketing campaigns and service.
A strong digital engagement strategy is now a must for companies in all industries, including life sciences. Organizations must consider how to appeal to the physicians and other professionals involved in making crucial decisions about purchasing pharmaceuticals, medical devices and other products. With advanced tools and the right approach to customer engagement, life sciences firms can unlock enormous opportunities for growth.
Make all communications narrowly targeted and highly relevant
“Physicians at hospitals have different needs from those in private practice.”
Doctors are extremely busy people who receive a lot of email, so seizing their attention is a significant challenge for any organization. Of course, the most interesting communications are the ones carefully tailored to a physician’s particular context. Physicians who work at hospitals have different needs from those in private practice, and gastroenterologists have a perspective distinct from that of oncologists.
Every aspect of an organization’s engagement efforts should be based in a thorough understanding of these variations and targeted appropriately. That’s why it’s vital for life sciences businesses to obtain access to an up-to-date medical email marketing database full of current contact information and pertinent details. With intelligence about the specialties, practices and locations of healthcare providers, marketers can segment their messages accordingly, resulting in more productive relationships.
Draw on analytics
Across industries, analytics has become essential to customer-engagement initiatives. As a study from Accenture found, pharmaceutical and medical device firms see the value of gathering large-scale data on consumer behavior and marketing outcomes. With this quantitative information, it’s possible to make smarter decisions about spending and maximize the return-on-investment.
Organizations learn a great deal by tracing how a medical professional goes from first hearing about a product, to requesting more information, to influencing a sale. A robust customer engagement operation gathers quantitative information on the effectiveness of marketing campaigns and calls upon data cleansing services to ensure these findings are representative. Marketers and sales representatives can then draw on these results to optimize processes and strengthen the bottom line.
Provide information, but get to the point
Physicians want to know more about the products and services that have produced measurable results and could offer meaningful benefits for their patients or facilities. Consequently, engaging healthcare providers depends on convincing them that your firm is offering useful, well-researched information about its products. Messaging should always be clearly built on claims that are supported by extensive testing and studies.
Meanwhile, it is also vital to be cognizant of the limited time a doctor will likely spend examining any single email or message. Concision is key, so avoid padding or overly flowery language, and instead strive to convince the recipient to take the next step in the journey. When physicians in the right specialty see a brief but intriguing product description followed by a strong call-to-action, they are likely to seek out more details.
Get in touch through multiple channels
Life sciences organizations must take into account the devices and channels that medical professionals use most. According to McKinsey & Company, 98 percent of healthcare providers reported searching for information online, and 67 percent said they used social media to address health-related issues. Reaching out to decision-makers through their preferred channels and being available to answer questions forms the beginning of a relationship.
Since their days are packed with important duties, doctors are likely to scroll through their email on a phone or tablet, rather than sitting at a desktop computer. Create all messages with mobile devices in mind, opting for a clean, simple appearance with minimal images.
Success in the field of medical products depends on the ability to capture the attention of healthcare providers and guide them through an often long journey to a purchase. Wise customer engagement strategy and data-driven tools provide an important starting point for that journey.