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Engage like Amazon: omnichannel HCPs engagement for pharma marketing

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The popularity of omnichannel approach is growing across all markets and regions, leaving multichannel behind. Giants like Amazon, Disney, and Starbucks have already built their own omnichannel digital marketing strategies. Unveil the difference between multichannel and omnichannel engagement in pharma marketing and choose the best way to launch your next HCPs engagement campaign.
Contact Viseven to build the efficient multi/omnichannel strategy: https://viseven.com/contact-us
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Engage like Amazon: omnichannel HCPs engagement for pharma marketing

  1. 1. 1. Digital Transformation: What is happening out there 2. Omnichannel marketing: How does it transform industries 3. How do Amazon engage customers with omnichannel 4. Ways of overcoming barriers to omnichannel implementation in pharma and medical devices companies 5. The role of Modular Content in omnichannel marketing: COPE approach Agenda
  2. 2. “Digital transformation is not just a trend – it is a strategy for all the businesses within the next years”. Digital Evolution within Industries
  3. 3. Meaningful moves in pharma digitalization history
  4. 4. The transformation in pharma is powered by core digital enablers: Cloud Computing Big Data Artificial Intelligence Internet of Things Mobility
  5. 5. Most engaging channels in HCPs communication 73% prefer emails 87% see a lot of benefits in digital devices 57% see value in social media 46% use medical journal websites Resource: Healthcare Professional Communication Report 2018 79% use materials given by life sciences companies
  6. 6. Single-Channel vs Several Channels Marketers using three or more channels in campaigns earn 90% higher customer retention than those using single-channel campaigns. Customer retention rate for single-channel marketers 34.8% 66.12% Customer retention rate for three or more channels Customer retention rate Resource: https://www.clickz.com/onmichannel-marketing-automation-statistics-for-2019/231381-2/231381/
  7. 7. Single-channel marketing (“one” channel) – refers to the ability to interact with your target audience via only one channel. !The risk - missed opportunities as your target audience must be using alternative channels. What is single-channel marketing?
  8. 8. Multichannel marketing (“many” channels) – refers to the ability to interact with your target audience via different channels. What is multichannel marketing? All channels are available to the HCP, but are not cross-connected
  9. 9. Omnichannel marketing (“all” channels) – refers to the multichannel approach, which revolves around the HCP and provides a single, unified experience for the customer across all the channels. Omnichannel marketing ensures that no matter which channel the HCP will choose, the message will be seamless. What is omnichannel marketing? All channels are available to the HCP and are cross-connected
  10. 10. All channels are available to the HCP, but are not cross-connected All channels are available to the HCP and are cross-connected Evolution from multichannel to omnichannel marketing
  11. 11. Strong brands choose omnichannel marketing strategy Multichannel approach turns to Omnichannel one
  12. 12. Amazon omnichannel approach: general overview Connected Customer Experience Omnichannel Marketing Building Customer Profiles Amazon Database
  13. 13. Amazon omnichannel approach: general overview Connected Customer Experience Omnichannel Marketing Building Customer Profiles Amazon Database
  14. 14. And how all this omnichannel magic can work in pharma?
  15. 15. 1 2 3 4 INTERACT WITH TARGET AUDIENCE VIA CHANNELS THEY PREFER INCREASE CONSUMER ENGAGEMENT & CONVERSION REDUCE CUSTOMER ACQUISITION COSTS DELIVER RELEVANT CONTENT TO THE TARGET AUDIENCE Wins you get with omnichannel marketing
  16. 16. WIN LOYALTY IMPROVE BRAND PERFORMANCE MEASURE COMMUNICATION EFFECTIVE COMMUNICATION Omnichannel marketing – what it gives to pharma
  17. 17. What can be a barrier to omnichannel marketing implementation • Cost and complexity • Availability of suitable technology • Appropriate content • Legal restrictions on the content • Acquiring the appropriate professionals
  18. 18. Approved Email Omnichannel campaign Website Broadcast Email E-Detailing Analytics and Data APIAPI API API API API Micro services Architecture Webinar Web Meetings eLearning Mobile App for Pharmacists Patients’ portal Mobile App for Physicians Patients’ Support Program Congresses Content is Connecting us
  19. 19. The Solution: MODULAR CONTENT​ Mix & Match in a flexible way
  20. 20. What is a module? DESIGN CONTENT META-DATA MODULE
  21. 21. • Modular content framework to create, update, and reuse cross-channel modules • eWizard omnichannel content Builder, Localizer, Converter to assemble cross-channel content within global templates, update and localize content effortlessly and in a cost-effective manner • Integrations with corporate ecosystem to publish modules for approval and distribute final content to all channels and systems automatically: Veeva, Veeva Vault, Salesforce Marketing Cloud, Adobe Experience Manager, etc. Key capabilities: eWizard Platform – digital content authoring solution for omnichannel pharma marketing
  22. 22. Cross-channel connected modules Platform and integrations Content Factory and strategic content management approach How we do it:
  23. 23. eDetailing Email Web Final content assemblies from cross-channel modules​ COPE: create once – publish everywhere
  24. 24. Case Study: Modular content creation approach ✓ 3 times faster go-to-market process - from 1 month to 7 - 10 days ✓ Improved cost efficiency: 25% re-use rate across cycles for local materials ✓ Performance increase ✓ Better alignment: content is completely aligned to local market needs ✓ Administrative relief for brand teams through central agency coordination The company is listed among Top 15 global pharma companies with 300+ brands in portfolio Goal: • Reduce time-to-market • Maintain quality • Save agency costs Results:
  25. 25. Philosophy of Modular Content WINS Stricter brand governance over the content published More definitive measurement of message effectiveness and reuse Consolidation of medical and legal review Ability to create dynamic personalized content 4 times faster time to market 50% reduction in agency costs Direct connection to target systems
  26. 26. VR/AR Landing Pages Mobile Apps3D Video Surveys eLearning We are experts in creating Pharma Omnichannel content Content types: eDetailing Email Templates Remote Detailing With a strong focus on Pharma and Life Sciences customers Operating since 2017
  27. 27. 10 Years expertise of content development in global pharmaceutical market OVER 30 Pharma and Life Science customers OVER 100 Agencies are subscribed to our technology OVER Veeva Level 4 Certified Agency since 2013 Veeva Technology Partner since 2019 Viseven at a glance
  28. 28. © confidential 33 viseven.com Estonia - USA - Canada – Ukraine - Russia THANK YOU! info@viseven.com THANK YOU! info@viseven.com viseven.com 1170 US Highway 22 Bridgewater New Jersey 08807 908 - 399 - 8362 USA

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