If you’re thinking about an omnichannel strategy, you understand the value of putting your health audience—in this case the healthcare provider (HCP)—at the center of your go-to-market approach.
Omnichannel is more than just an ad campaign or marketing program. It is an approach to creating seamless and productive customer experiences that transcend the boundaries of channels.
Omnichannel entails setting strategy based on what the data tells you: using marketing, media, and clinical data to power your marketing and campaign strategy to meet HCPs’ needs and your business goals.
Getting value from omnichannel can be a big project: Media management systems and campaign and clinical data workflows are often siloed throughout organizations, and proving marketing ROI is becoming more important each day.
But it doesn’t have to be so complicated. This guide will provide you with a straightforward approach to using technology to implement your omnichannel strategy today.
In the pharmaceutical sector, particularly when targeting HCPs, embracing omnichannel tactics offers many benefits.
Like the rest of us, HCPs are now hyper-digital and always on. This translates to a huge opportunity for pharmaceutical brands. An omnichannel strategy ensures that pharmaceutical companies can engage these healthcare professionals in a variety of settings with precision and control, striking a balance between meeting their individual needs and preferences without inundating them.
This personalized approach improves the effectiveness of your marketing, the efficiency of your budgets, your marketing ROI, and the strength of your relationships with healthcare professionals.
The emphasis is on providing customers with options to interact through different channels, but the channels may not necessarily be integrated or coordinated in terms of messaging and customer experience. Multichannel marketing requires marketers to pre-determine where they have the highest likelihood of encountering their target HCPs. They then invest in those select channels with the expectation that the target HCP shows up and receives their messaging.
Multichannel = Table Stakes
- Manual, upfront coordination between channels in the planning phase; optimizations only by channel
- Multiple options for engagement but limited integration of experiences
- Data may be collected from various sources, but the integration of that data could be limited and/or a manual effort
With an omnichannel approach, you don’t have to make channel decisions in advance. Omnichannel gives you the ability to reach the HCP wherever they are, no matter what path they take in their journey from brand consideration to trial. And once you run your campaign, you can look at the data from the HCP lens to measure your overall impact with your HCP instead of just channel engagement.
Through the use of continuous, real-time data, omnichannel marketing is able to deliver a unified and integrated experience across all touchpoints.
Omnichannel = Next Evolution
- Coordinate across all HCP touchpoints, with real-time optimizations throughout the campaign life cycle
- Consolidate brand dollars for greater efficiency (platform fees, negotiated data rates, etc.)
- Create campaign management efficiencies (budget, frequencies, etc.)
- Generate one integrated data set
Ensure the platform follows relevant health and data privacy regulations (like HIPAA, GDPR) and has robust measures in place to protect user data.
Robust reporting tools can help you track campaign performance, optimize strategies, and demonstrate ROI to stakeholders.
Transparency into placements, performance, costs, and fees is crucial for evaluating the success of your campaigns and managing your budget effectively.
A user-friendly interface can save you time and frustration during campaign setup and management.
A good platform should have access to a wide range of reliable data sources to refine targeting and optimization. Best-in-class platforms will have access to verified first-party data.
Consider the platform's reach in terms of the number of impressions and users. This is especially important if you're targeting a broad audience.
Look for features like real-time bidding, dynamic creative optimization, and automated campaign adjustments to maximize your campaign's effectiveness.
Adequate support and training can make the platform onboarding process smoother and help you make the most of its features.
PulsePoint campaigns are powered by our Real-Time Intelligence Loop. For campaigns running through our platform, immediate results are gathered, which are then used to make more informed decisions to better influence HCP activity.
Once a campaign is live, this intelligence loop enables marketers to optimize budgets in the places that are delivering the most impact, refine targeting to reach HCPs who are likely to take action, and determine which HCPs should be getting which creative.
Like a flywheel, all of the data that’s gathered over time is being fed back into the system for auto-optimization, so your campaigns are being constantly refined to deliver better outcomes. And it’s completely transparent.
With PulsePoint, there is no black box around our segmentation or measurement methodologies or how we identify and activate dynamic audiences.
Platform-Based Omnichannel In Action
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