For years, pharmaceutical companies promoted products in person to healthcare professionals by utilizing the services of pharmaceutical sales reps, or “detail men.” While this method has been the tried and true approach, over the years the industry has changed and new channels have emerged, first in the form of direct to-consumer advertising.
Now life sciences marketers are challenged to employ a digital — but personalized — approach to promoting their brands, with the goal of targeting all “three P’s” in healthcare: providers, payors, and patients.
A 2013 study by Accenture, a global management consulting, technology services, and outsourcing company surveyed 200 U.S. sales and marketing executives at large pharmaceutical companies, and found that about one in four of all interactions over the past two years have been digital in nature.
That is expected to increase by 26% over the next two years, meaning that by 2016 about half of prescriber interactions will be digital and non-personal in nature. Marketing automation is a helpful resource enabling healthcare marketers to improve the efficiency of these critical digital communications. Here are 3 key ways healthcare marketers are leveraging automation:
1. Glean and leverage data more effectively. Automation helps marketers create and manage comprehensive activity profiles for any individual that visits your website, receives an email, or gets uploaded to your database. With a digital behavioral database targeted by persona, marketers can improve campaign delivery based on common behaviors, and track responses to specific campaigns and align interests to content Advanced targeting and segmentation capabilities also improve campaign reach and maximize sales staff effectiveness by enabling marketers to personalize engagement and foster one-to-one conversations with healthcare professionals and prescription influencers.
2. Keep up with evolving organizational practices. Tasks such as recording call activities, keeping track of sales calls, passing relevant call details on to superiors, and presenting approved marketing collaterals to healthcare providers, are now done automatically. Automation allows marketers to maximize the brand message with templates designed specifically for Live Medical Events, Digital Medical Events, eDetailing, and Formulary with emails, dynamic content, and landing pages based on best practices.
3. Support meaningful relationships with healthcare providers, payors, and prescription influencers with more personalized communications. With an enhanced focus on digital, personal engagement can’t be sacrificed. More importantly, meaningful interactions are the only way to cut through the digital clutter. Information must be personalized according to customer buying cycles and needs, and automating these key tasks helps orchestrate communications across channels, increase efficiency, and decrease resource requirements.
Times are changing. Healthcare marketing is more data-driven, collaborative, and of course, patient-centered. Click here to find out more about the newly released Oracle Eloqua Life Sciences Marketing solution.