Introduction
All of us, but particularly healthcare professionals, are inundated with information. And more than ever we expect seamless brand experiences that are relevant and meaningful.
Starting with a McKinsey & Company survey1 there's a growing body of evidence that only a small number of prescribers are satisfied with the prescription journey and the interaction with pharma representatives - from diagnosis to monitoring and follow-up, including the approach to acquiring and developing medical and scientific knowledge.
To win, pharma companies need distinctive HCP experiences, data and insight-driven, well planned and continuously optimized to boost engagement and drive measurable behavior change.
Digitalization, data, new technologies and platforms as well as AI create new opportunities. No matter if agencies or clients, global pharmaceutical companies or biotech start-ups – all of us need to understand their impact and chances to remain successful, especially in the healthcare business. Just as the effectiveness of pharmaceutical drugs is essential to saving or improving lives, the same rigorous standards should apply to pharma marketing.
The rise of data-driven, omnichannel marketing
At its core, omnichannel marketing ensures that pharmaceutical brands deliver consistent and seamless experiences across all touchpoints. With a data-driven approach, these interactions are no longer isolated but are integrated, allowing companies to track, analyze, and adjust engagements in real-time.
Companies that can effectively leverage data and omnichannel strategies are better positioned to meet the preferences and needs of today’s HCPs, who expect the same level of personalization in their professional lives that they experience as consumers.
AI and MarTech amplify omnichannel marketing
One of the most significant advancements in modern marketing is the use of AI and end-to-end platforms. AI enhances everything from content personalization to predictive analytics, while platforms provide the infrastructure to execute complex campaigns across multiple channels.
For example, AI can analyze huge volumes of data to identify trends and patterns in HCP behaviors. This can help pharma companies segment audiences more effectively, deliver tailored content, and even predict what type of information or resources a particular HCP might need next. Platforms like IPG Health’s end-to-end platform for insights, creativity and content (EPICC), to just name one, enable the execution of these strategies by providing tools for automating workflows, tracking customer journeys, and integrating data across platforms.
Opportunities for pharmaceutical companies
Pharmaceutical companies that adopt data-driven, omnichannel marketing strategies stand to gain in several ways:
1. Personalization at scale
HCPs have varying preferences for how they consume information. By leveraging data and AI to analyze behavior and engagement patterns, pharmaceutical companies can segment their audiences and tailor content to individual preferences.
2. Real-time insights and adaptability
With a data-driven approach, pharma companies can additionally monitor the effectiveness of their campaigns in real time. This agility allows marketers to adjust strategies dynamically based on performance metrics, ensuring maximum impact.
Moreover, predictive analytics powered by AI can forecast HCP needs, guiding marketing teams on when and how to engage, whether it's to provide new research data or information on the latest therapeutic breakthroughs.
3. Holistic view of HCP journeys
The integration of data across multiple touchpoints enables pharmaceutical companies to gain a 360-degree view of each HCP's journey. This complete picture helps marketers understand not just the content an HCP interacts with, but the overall relationship that the HCP has with the brand.
Key recommendations for success
To successfully implement a data-driven omnichannel marketing strategy, pharmaceutical companies must collaborate closely with experts that understand the unique needs and challenges of the healthcare sector and have the profound technical expertise.
1. Build a unified data platform for healthcare
One of the first priorities is to break down data silos and centralize HCP data across all channels. This ensures that marketing teams have a comprehensive, real-time view of HCP interactions, allowing for more accurate segmentation and personalization. We need to bring together all data stacks and engineer them in the right way, using AI as well.
2. AI
Agencies must offer AI-powered tools and expertise in data analytics, helping pharma companies interpret large data sets and turn insights into actionable strategies. They should also provide guidance on how to use AI to create dynamic, real-time campaigns that adjust based on HCP engagement.
3. Encourage cross-functional collaboration
Success in omnichannel marketing requires aligning marketing, sales, and medical affairs teams. This needs a close collaboration across departments to ensure a consistent, unified message is delivered at every touchpoint with HCPs.
Agencies act as a bridge between internal teams. They should facilitate collaboration by providing integrated tools that align communication strategies and by helping to streamline workflows.
Conclusion
To ensure successful data-driven omnichannel marketing strategies, it needs a deep knowledge of the pharmaceutical industry, including regulatory requirements, HCP engagement practices, and the nuances of medical communication.
And they need the specialized Data, AI and MarTech Capabilities. Those end-to-end platforms are living and learning non-stop using an omnichannel analytics feedback loop designed for healthcare and behavior change specifically. They are continuously evolving their insights and refining engagement and delivering increasingly more meaningful activations over time. So real-world customer data turns into a superior customer experience for HCP & patients, and marketing impact.
With comprehensive end-to-end platforms integrating data and AI, pharmaceutical companies can better implement and scale their data-driven omnichannel strategies, ultimately enhancing engagement with healthcare professionals and driving meaningful results, embarking on the next epic chapter in their marketing and doing what’s right for a healthier planet.
The author
Currently working as Managing Director, EMEA & APAC for SOLVE(D), an IPG Health company, Michael Le Brocq has worked in healthcare communications for more than 25 years. As a pharmaceutical marketer for Pfizer, Novartis, and Stiefel, as part of several successful healthcare start-ups, and as a planner and strategist for global advertising agencies, he has contributed to and led the development of integrated campaigns across almost every therapeutic area and disease state at the country, regional, and global levels. Today, Michael leads a multidisciplinary team across the broader regions EMEA & APAC including data analysts, data scientists, behavioral scientists, media strategists, and digital transformation advisors addressing the pressing need for effective, measurable omnichannel marketing campaigns in healthcare.
References
1 From Product to Customer Experience: the new way to launch in pharma
