Marketing & Strategy

Creating more meaningful HCP engagement with multi-channel personalisation

Health Industry Hub | September 23, 2019 |
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Personalisation is the key to unlocking opportunity and creating more meaningful interactions with clinicians and allied health.

Until recently, healthcare companies were considered as lagging significantly behind the consumer sector when it came to implementing technology and embedding digital within planning. The landscape is changing.

Rising costs and their ensuing pressures on key stakeholders is forcing leaders in healthcare companies to tighten their digital strategies and activities, and link them more closely with customers. To do so, three strategies must be considered for optimising customer contact to deliver more impactful marketing; personalisation, targeted multi-channel marketing, and technology (machine learning) to guide meaningful interactions.

Personalisation

Using first and third party data will maximise targeting and personalisation. On the content-front, creating relevant content and messaging is critical to ensure that there is a balance between the brand strategy and what your audience will find meaningful.

A clear understanding of HCP segments and where they are on the adoption ladder is needed to deliver the right content to the right person. Data capture strategy is required in order to fill the gaps of what you know and don’t know about your HCPs. This will mean that in addition to the CRM notes from the commercial team, having the technical capability to collect and report on digital engagement data, such as email open/click rates or specific content that is clicked on and interacted with, is crucial.

The more data, the more you can enrich your knowledge of the customer journey and understand where the customer is within their adoption journey. The deeper that personalised journey becomes, whereby meaningful data can be captured, the more readily this can be turned into actionable insights that enable relevant experiences across multiple channels.

Multi-channel strategy

Multi-channel personalisation (MCP) is needed instead of more general multi-channel marketing (MCM). There are four core strategic pillars in the development of an MCP: Tech, CRM, Data Science and Media.

Image by: Dr Pamela Walker at Kin + Carta

At the core of true personalisation is deep customer understanding. This insight can effectively deliver solutions that drive revenue and long-term loyalty through a more targeted MCP. By combining marketing technology via machine learning and cross-channel strategic planning, you can use marketing spend efficiently and create more meaningful customer interactions.

Technology and machine learning to guide meaningful interactions

With a MCP strategy, you create the ability to guide customers through a personalised journey that dynamically responds to their behaviour and interests. Data science and machine learning build MCP personas to help inform how the automated programme should behave in terms of what communications are delivered to which HCPs and when.

Once the strategy and technology is in place, a deeper understanding of each customer can be obtained by enriching CRM data with information about their digital actvity and content engagement in addition to the commercial contact notes and sales data.

Image by: Dr Pamela Walker at Kin + Carta

Machine learning generates a detailed output for each customer. Internal stakeholders including sales professionals can then use this information to more effectively focus customer interactions and offer targeted support.

Transforming HCP contact through personalisation, targeted multi-channel marketing and technology creates more effective customer interactions. Future strategic planning becomes more streamlined internally, and externally, the overall engagement with each customer is more meaningful by delivering greater value and enhancing relationships.

Adapted from: https://pharmafield.co.uk

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