Considering the current evolving path to healthcare marketing strategy, digital marketing now plays a central role when it comes to capturing the interest of prospective segments be it patients, physicians, or any healthcare professionals, and getting them through the door of the medical practice. Perhaps even more importantly, effectively reaching professionals today requires targeting specific segments with highly relevant, customized messaging. Confirming this point, according to a recent survey1, “75% of consumers want personalized ad experiences and offers, and, unsurprisingly, this approach typically generates 10x as many clicks as more general campaigns”.
Transforming the conventional healthcare professional (HCP) engagement model has become increasingly important. Following are some of the reasons which have made this inevitable in today’s scenario:
The above-listed reasons are pushing biopharma companies to look at other marketing channels to enhance product reach and sales. Thus, presenting an opportunity to fundamentally realign their strategy and adopt the next-generation HCP engagement model using rich, interactive, personalized, and targeted content, based on their needs.
The urgency and importance of personalized engagement have only grown through the COVID-19 pandemic, reflecting the shift and openness towards the adoption of the next-generation HCP engagement model leveraging advanced analytics engine and solutions capable of ingesting structured and unstructured data from multiple sources across the HCP value chain. Below are a few use cases of when and how the HCP data should be captured by the platform across the value chain:
The automated ability to collect, manage, and present all this data is essential for gaining an HCP 360° view, managing 1:1 personalized engagement, orchestrating interactions by channel, and achieving improved commercial insights.
AI & Analytics engine uses this data collected across the HCP value chain to cater to the needs of dynamic micro-segmentation, precise targeting, and provider network analysis. Hyper-personalized professional experiences to be created by leveraging ML capabilities providing critical insights into the HCPs’ behavior & preferences, delivering customized content, including drugs and devices detailing, latest research and innovation, upcoming campaigns, patient assistance programs, and so on, and finally enabling a feedback loop for insights-driven decision making.
The next-gen customer engagement requires an end-to-end integration with different systems in place including CRM, digital asset management systems, salesforce cloud, and patient engagement solutions, to improve overall organizational efficiency.
With the next-gen HCP engagement solution, pharma companies can see significant benefits:
But these goals can only be accomplished when pharma companies start to move their engagement models toward personalization of content, channel, and time of delivery and take pilot efforts in implementing these. With in-depth healthcare sales and marketing knowledge and expertise, Brillio is uniquely positioned to work along with healthcare enterprises globally to deliver such an integrated HCP engagement solution.
Working as a Consultant for the Product & Platform Engineering practice at Brillio, Rishav has over 5 years of industry experience in consultative selling & solutions for global clients to drive revenue growth through digital transformation projects. Experienced in developing technology POVs, GTM strategies, and emerging tech use cases.
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