La guía para principiantes de marketing de circuito cerrado en el sector farmacéutico Posted on August 8, 2022 by Andrii Nikulin ¿Recuerda cuando los representantes de ventas tenían visitas cara a cara y llamadas telefónicas frías con médicos y otros profesionales sanitarios? En la industria farmacéutica y de atención médica, el detailing era una herramienta popular para demostrar productos y servicios médicos. Sin embargo, no fue eficiente porque era caro, parecía contradictorio y tendencioso. Después de que el mundo de la atención medica comenzó a moverse hacia la tecnología digital, el e-detailing como alternativa al detailing tradicional disminuyó el poder de los representantes de ventas y otorgó más poder a los profesionales del marketing que recibieron acceso a un enfoque multicanal. Desde entonces, las empresas farmacéuticas pueden usar el e-detailing y otros contenidos médicos en diferentes tipos de comunicación digital, como sitios web, redes sociales, correo electrónico y más. Sin embargo, solo algunas empresas farmacéuticas pudieron analizar sus campañas y comprender el impacto en sus audiencias. Esto se debe a que comenzaron a implementar el marketing de circuito cerrado (CLM, por sus siglas en inglés). Averigüemos qué significa CLM en la industria farmacéutica y cómo su empresa puede beneficiarse de ello. ¿Qué es el marketing de circuito cerrado en la industria farmacéutica? El marketing de circuito cerrado es un modelo omnicanal que permite a las empresas farmacéuticas aumentar las conversiones y el retorno de la inversión (ROI, por sus siglas en inglés) al aumentar la cantidad de clientes potenciales y mejorar la experiencia personalizada del cliente con comentarios en tiempo real y análisis detallados de datos. ¿Cómo funciona el marketing de circuito cerrado? Si desea que su marca crezca y prospere, la clave es conocer a sus potenciales clientes y tratarlos como su mejor amigo. En el sector farmacéutico, el marketing de circuito cerrado ofrece respuestas a las preguntas esenciales: ¿Cómo encuentran una marca los clientes potenciales y cómo interactúan con ella por primera vez?¿Por qué los clientes potenciales se convierten en clientes y por qué no se están convirtiendo todavía?¿Qué hace que los nuevos clientes confíen en una marca? El proceso de marketing de circuito cerrado es un ciclo que comprende cuatro etapas: Lanzar una campaña de marketing.Interactuar con los clientes.Recoger datos.Analizar datos. Cerrar el circuito significa repetir este ciclo una y otra vez. Una marca farmacéutica lanza una nueva campaña, recoge los datos relevantes, reconoce las lagunas en su conocimiento sobre el público objetivo y comienza una nueva campaña optimizada para las necesidades y preferencias de los clientes potenciales. Después de cada ciclo, la marca obtiene más experiencia para fortalecer la conexión con la base de clientes potenciales. Cómo comenzar con el marketing de circuito cerrado en el sector farmacéutico Para poder tener una visión general, las empresas farmacéuticas deben crear un sistema integrado basado en una estrategia de marketing precisa y un software adecuado. Crear una estrategia farmacéutica de marketing de circuito cerrado El marketing de circuito cerrado permite que los equipos de marketing y ventas unan sus actividades dentro de un negocio de atención médica y obtengan muchos conocimientos importantes que mejorarán el proceso de generación de clientes potenciales en el futuro. Por ejemplo, qué canales prefieren los clientes para la comunicación y la exploración de contenido, qué contenido valoran, cuál es el mejor momento para interactuar con ellos, y muchos otros datos esenciales. Estos son los componentes clave necesarios para implementar una estrategia de circuito cerrado en la industria farmacéutica: Desarrolle el sistema de indicadores clave de rendimiento (KPI, por sus siglas en inglés). Elija las métricas que ayudarán a su empresa a lograr los objetivos de marketing digital con la máxima eficiencia.Realice una segmentación de mercado. Analice sus principales canales de marketing digital y segmente a los clientes potenciales en varios grupos según su comportamiento.Planifique recorridos personalizados para sus clientes. Personalice los mensajes individuales para cada categoría de clientes potenciales teniendo en cuenta sus necesidades de consumo y canales preferidos, y envíelos en el momento adecuado. Aproveche el software de marketing de circuito cerrado en la industria farmacéutica Cuando la tecnología prevalece, la infraestructura técnica que incorpora todos los procesos de marketing y ventas juega un papel clave. Para implementar una estrategia de marketing de circuito cerrado, las empresas farmacéuticas necesitan tres plataformas principales: La plataforma de gestión de relaciones con los clientes (CRM, por sus siglas en inglés) organiza los datos recogidos, realiza un seguimiento de los comentarios en tiempo real y segmenta los clientes y los clientes potenciales para las campañas de marketing.La plataforma de marketing automatizado (MA) optimiza el proceso de marketing de circuito cerrado.La plataforma de creación de contenido desarrolla mensajes personalizados para múltiples canales y audiencias. Los beneficios del marketing de circuito cerrado en el sector farmacéutico El uso de conocimientos actualizados de marketing de circuito cerrado dentro de un entorno único impulsado por tecnología de próxima generación es esencial para las empresas farmacéuticas de hoy y su gestión de marketing. Estos son algunos beneficios significativos que pueden tener las estrategias de marketing farmacéutico si se basan en el enfoque de cierre del circuito. Recursos guardados Enviar información precisa a las personas adecuadas en el momento adecuado reduce el coste por cliente potencial. Permite que los equipos de marketing y ventas optimicen sus presupuestos y gasten energía en otras actividades que hacen que su marca médica sea mucho más poderosa. Mayor conocimiento de la marca Un alto grado de interacción y comunicación entre los equipos de ventas y marketing aumenta el nivel de interacción y comunicación entre la marca y su base de clientes. A su vez, mejora significativamente la tasa de retención de clientes. Digamos que tiene médicos o cualquier otro tipo de profesionales sanitarios como su público objetivo. Si los comprende perfectamente y planifica recorridos personalizados para sus clientes, le recordarán y difundirán su marca en toda la industria de la salud a la velocidad de la luz. Predicción del comportamiento del cliente Cuando accede regularmente a datos de marketing relevantes de circuito cerrado, tiene suficiente información y experiencia para predecir cómo puede comportarse un profesional sanitario cuando recibe cierto contenido o visita un canal en particular. Sin mencionar que algunas de las principales empresas del mercado podrían ya estar utilizando inteligencia artificial y aprendizaje automático para analizar los patrones de comportamiento de los clientes. Contenido personalizado de mayor calidad El contenido nunca ha sido tan vital para promocionar productos y servicios médicos, así como para aumentar las ventas; así que el contenido de alta calidad atrae clientes potenciales de alta calidad. Y no olvide que el contenido personalizado es el rey. Los datos de marketing de circuito cerrado permiten a los profesionales del marketing conocer las preferencias de contenido de los profesionales sanitarios y crear contenido personal que no moleste a los destinatarios y no sea percibido como spam. NOTA: Un enfoque de contenido modular puede ahorrarle hasta un 60% en la creación de contenido personal mientras mejora su calidad, gestión y distribución entre múltiples audiencias y medios de comunicación. El contenido modular creado en la plataforma eWizard reduce significativamente el proceso de revisión médica, legal y reglamentaria. Solución integral de marketing farmacéutico de circuito cerrado para su estrategia omnicanal Cuanto mejor cuide a sus clientes potenciales, más ventas y mejor ROI obtendrá su negocio. El marketing de circuito cerrado omnicanal para las empresas farmacéuticas es como las medidas de prevención para los pacientes: los conocimientos de alta calidad analizados constantemente en un sistema de marketing unificado son la mejor herramienta para construir una comunicación duradera con el público objetivo. ¿Su marca necesita asistencia con marketing de circuito cerrado u omnicanal? Viseven puede ofrecerle varias estrategias de implementación para mejorar la calidad de sus clientes potenciales y aumentar su ROI a través del uso de tecnología avanzada y técnicas de experiencia del cliente. Envíenos un correo electrónico o un formulario, ¡y nuestro experto se pondrá en contacto con usted en breve!
The Beginner’s Guide to Closed-Loop Marketing in Pharma Posted on August 8, 2022November 19, 2024 by Andrii Nikulin Do you remember when sales reps had face-to-face visits and cold phone calls with physicians and other HCPs? In the pharmaceutical industry and healthcare, detailing was a popular tool for demonstrating medical products and services. Nevertheless, it was hardly efficient because it was expensive, looked contradictory, and felt biased. After the healthcare world started shifting to digital, e-detailing as an alternative to traditional detailing diminished the power of sales reps and granted more power to marketers who received access to a multi-channel approach. Since then, pharmaceutical companies could use e-detailing and other medical content across different types of digital communication such as websites, social media, email, and beyond. However, only a few pharma companies could analyze their campaigns and understand their impact on their audiences. All because they began to implement closed-loop marketing (CLM). Let’s find out what CLM stands for in pharma, and how your business can benefit from it. What is Closed-Loop Marketing in Pharma? Closed-loop marketing is an omnichannel model that allows pharma companies to boost conversions and return on investment (ROI) by increasing the number of leads and improving personalized customer experience with real-time feedback and in-depth data analysis. How Does Closed-Loop Marketing Work? If you want your brand to grow and prosper, knowing your lead and treating them as your best friend is the key. Pharmaceutical closed-loop marketing does the job by giving answers to the essential questions: How do leads find a brand, and how do they engage with it for the first time? Why do leads convert into customers, and why aren’t they? What does make new customers trust a brand? The closed-loop marketing process is a cycle that consists of four stages: Launching a marketing campaign. Engaging with customers. Collecting data. Analyzing data. Closing the loop means repeating this cycle over and over. A pharma brand launches a new campaign, collects the relevant data, feels the gaps in its knowledge about the target audience, and starts a new campaign optimized for the needs and preferences of leads. After each cycle, the brand gets more expertise to strengthen the connection with the lead base. How to Get Started with Pharma Closed-Loop Marketing To see the big picture, pharma companies have to build an integrated system based on an accurate marketing strategy and suitable software. Create a Closed-Loop Marketing Pharma Strategy Close-loop marketing allows the marketing and sales teams to join their activities within a healthcare business and get many important insights that will improve the lead generation process in the future. For example, which channels customers prefer for communication and content browsing, what content they value, what’s the best time to engage with them, and tons of other essential data. Here are key components that are necessary for the implementation of a closed-loop strategy in the pharmaceutical industry: Build the key performance indicator (KPI) system. Choose the metrics that will help your business achieve its digital marketing goals with the highest efficiency. Conduct market segmentation. Analyze your top digital marketing channels and segment leads into multiple groups according to their behavior. Plan personalized customer journeys. Tailor individual messages to every group of leads considering their consumer needs and channel preferences and send them at the right time. Take Advantage of Pharma CLM Software When technology prevails, the technical infrastructure that incorporates all the marketing and sales processes together plays a key role. To implement a closed-loop marketing strategy, pharma companies need three primary platforms: Customer relationship management (CRM) platform arranges the gathered data, tracks real-time feedback, and segments leads and customers for marketing campaigns. Marketing automation (MA) platform optimizes the CLM process. Content creation platform develops tailored messages for multiple channels and audiences. The Benefits of Closed-Loop Marketing in Pharma Using up-to-date CLM insights within a single environment powered by next-generation technology is essential for today’s pharma companies and their marketing management. Here are a few significant benefits pharma marketing strategies can have if based on the closing-the-loop approach. Saved Resources Sending accurate information to the right people at the right time reduces the cost-per-lead rate. It lets marketing and sales teams optimize their budgets and spend energy on other activities that make their medical brand much more powerful. Increased Brand Awareness A high level of interaction and communication between the sales and marketing teams grows the level of interaction and communication between the brand and its customer base. In turn, it significantly improves the customer retention rate. Say you have physicians or any other type of HCPs as your target audience. If you perfectly understand them and plan successful customer journeys, they’ll remember you and spread the word about your brand across the healthcare industry lightning-fast. Customer Behavior Prediction When you regularly access relevant CLM data, you have enough information and experience to predict how an HCP can conduct themselves when they receive certain content or visits a particular channel. Not to mention that some of the top companies in the market might already be using artificial intelligence and machine learning to analyze customer behavior patterns. Personalized Content of Higher Quality Content has never been so vital for promoting medical products and services, as well as for increasing sales. High-quality content attracts high-quality leads. And don’t forget that it’s personalized content that’s king. CLM data allows marketers to find out the content preferences of HCPs and create personal content that doesn’t annoy recipients and doesn’t feel like spam. NOTE: A modular content approach can save you up to 60% on personal content creation while improving its quality, management, and distribution across multiple audiences and means of communication. Modular content created on eWizard significantly reduces the medical, legal, and regulatory (MLR) review process. End-to-End CLM Pharma Solution for Your Omnichannel Strategy The better you look after your leads, the more sales and the better ROI your business gets. Omnichannel CLM for pharmaceutical companies is like prophylaxis for patients. High-quality insights perpetually analyzed in a unified marketing system are the best tool for building long-lasting communication with the target audience. Does your brand need assistance with CLM or omnichannel? Viseven can offer you several implementation strategies to enhance the quality of your leads and increase your ROI based on advanced technology and customer experience techniques. Fill out the form below to request a consultation from Viseven’s expert!
Interactive Email Marketing Benefits: How to Win the Race in the Pharma Industry Posted on July 29, 2022November 19, 2024 by Andrii Nikulin Email is one of the core channels for building and developing communication between pharma brands, patients, and HCPs. As a marketing tool, email allows delivering well-targeted messages to the recipients, highlighting the key point of your emails and it is a fast and simple way to communicate with your target audience. Thoughtfully designed email campaigns may benefit pharma brand image in multiple ways: Increase brand awareness Increase sales Develop trust Increase traffic Communication automation Today pharma email marketing has the capacity to reach patients, clients, and HCPs on a personal level, giving brand sales the opportunity to create a close connection with the audience. At the same time, large-scale email campaigns designed for reaching more generalized target audiences, allow marketers to work with customers on an international level. Modern marketing practices in pharma and life sciences industries show that email marketing is not only a powerful standalone tool but also has to serve as a vital part of the omnichannel approach as well. However, many marketing specialists working in the pharma sphere nowadays face multiple obstacles when it comes to a better understanding of the effect of email communication. As well, many marketing practices and tools frequently turn out to be task-irrelevant or simply obsolete. And when it comes to international campaigns, the quality of communication can be compromised due to the large target audience volumes and the lack of data which may result in complete entropy for email marketing managers. All these major concerns witness that pharma companies require a powerful email platform, that will allow its users to make informed decisions. The modern pharma market requires an approach reaching above “universal”, above non-industry-specific tools and pre-omnichannel marketing conventions. Nowadays it is not a question of whether it will be a benefit to use AI and ML-based algorithms for reaching high personalization in mail targeting, but a necessity recognized by both pharma brands and top MarTech companies working in the field. In the present blog, we will highlight some of the top obstacles that stand before sales representatives in pharma and will focus on the major directions of marketing innovations that help break through the noise and make thoughtful analytics-motivated solutions. But let’s start with some of the key specifics of email marketing for pharmaceuticals, so we can understand the challenges better. What is interactive email? Interactive email is, basically, an approach in digital marketing that allows creating complex digital letters featuring such interactive elements as dynamic templates and AMP elements. The other important element of the interactive email ecosystem is the analytical tools suite that helps gather relevant data, process, segment and employ it for better personalization of your email campaigns and customer behavior prediction. For businesses, interactive email is a great opportunity to boost email marketing and contribute to the digital maturity of the brand. Email marketing in Pharma: Channel-specific features Marketing approach and, namely, email marketing codes are, of course, not the same for all industries. When we are talking about the pharma and life sciences field, it is important to understand the smallest nuances, to get a clear understanding of how the workflow can be optimized. MLR requirements Every piece of content and information provided by pharma marketers has to go through a legal audit before the information can be published. This requirement adds a certain complexity to the production of big volumes of content, increasing its value and time required for production. However, with the help of advanced digital content practices like module and reusable content approaches, the marketing team can save resources by smartly dividing content into semantic modules that can be used multiple times across different channels. Hybrid marketing approach When we are talking about marketing in pharma companies it is also important to keep in mind that conventional, face-to-face marketing methods are still playing an important role in communication between different stakeholders. Hence, all digital marketing efforts should stay in line with the non-digital activities, complementing each other within an omnichannel approach. This means that effective marketing strategies imply the integration of all related activities and all marketing agents, whether they communicate with customers via digital channels or in person. Various stakeholders in the patient journey Sometimes the sales funnel can be a little bit complex when it comes to marketing services and goods in the pharma industry – multiple HCPs like doctors and pharmacists are important agents that may influence the decision made by the patient. This means that each valuable groups of influence have to be targeted at various levels, to build and support effective communication with all stakeholders involved in the process. Privacy matters Quite often the most valuable information that can be used by the marketing team to draw up a roadmap and better understand the market is classified. When we are talking about the healthcare industry, we face multiple information-protective legislations aimed at concealing patients’ personal data and other sensitive information. However, modern AI-based algorithms are frequently applied to get a better understanding of the market and the audience based on information collected by your system. This means that valuable data is not unreachable, still, it requires some special solutions to be extracted. Interactive Email Campaigns by Viseven Interactive Emails Solution is a specialized tools kit designed for building effective strategies. With more than 12 years of experience in the MarTech sphere, Viseven has built numerous omnichannel marketing strategies, utilizing all advanced marketing automation platforms and essential analytics. Interactive Emails functionality can be integrated with the eWizard content development ecosystem opening opportunities for automation of the content production process, implementation of a modular approach, and achieving cost and time reduction. So, let’s have a sneak peek at some of the key Interactive Emails features and find out how they help marketers to break through the noise and deliver the key ideas to the users in a most engaging way. Analytics and performance metrics As we already mentioned, advanced analytics is crucial for the pharma industry, since the spere has numerous legislations aimed at the protection of the personal data of the patient. However, it does not mean that marketers have to stay completely “blind”, once they can rely on advanced behavioral data collected by AI-powered algorithms. Interactive Emails solution allows collecting basic metrics like delivery rate or click-to-open rate, processing large volumes of behavioral data, and coming up with a better understanding of the target audience. Dynamic Email Theme Template Dynamic Templates is a technology that, foremost, helps to save time and resources spent on the production of email content. The major benefits of this approach are: Reduced number of template archives Single email master template The production time is reduced by 20% The present Interactive Emails feature is very much rooted in the modular approach to content production. It means that you will be able to use multiple reusable content modules like MLR-approved segments or you can make edits to the master email, automatically editing all the subordinate emails at once. This interactive email approach facilitates email content production and helps pharma businesses to free time for a creative part. AMP Emails (Interactive elements) AMP Email (Accelerated Mobile Pages Emails) – is a feature that helps to add dynamic elements to the email design. AMP features primarily serve two major purposes – to make your pharmaceutical emails more engaging and to organize visual information and written content in a more appealing and structured manner. With the help of AMP, the designers can add interactive visual elements, action buttons, gamification elements, mini-applications, etc. Also, an interactive email service allows inserting a customer survey. For example, surveys on user experience or a personalized questionnaire for clients and long-time subscribers. Nowadays, email marketing is almost unthinkable without advanced design elements that help you to add interactivity to your design, break through the noise and make a strong impression on the recipients. Email automation This important module allows sending automated interactive emails triggered by some of the actions made by the subscribers. It is an essential feature that is crucial for providing fast and relevant feedback to the clients who are already engaged in their journey. Automated emails also serve for client retention, informing about policy changes or events. Automated emails also allow personalizing email content, with the help of user data collected by your system. AI and Machine Learning Algorithms Interactive Emails Solution help marketers take the personalization of communication to the next level, being able to collect essential behavioral data which also contributes a lot towards the automation of all processes. For example, ML algorithms help analyze the attributes of each subscriber for better management of the customer journey. In this case, every next channel of communication can vary in each next journey, depending on system recommendations. Also, AI and ML-based algorithms may help set the best sending time for each subscriber, which helps maximize the efficiency of the email campaign. And with a reliable database, the marketing team can implement the omnichannel approach to its furthest extent, introducing prediction models and personalization on a scale of each individual subscriber. Interactive Emails within an omnichannel approach As you can see, Interactive Email is a powerful tool that can be used for building a solid email marketing strategy based on an innovative approach to email marketing. However, you can get even more out of your digital campaigns, once you learn to orchestrate all channels and manage the content according to the omnichannel approach, which implies the unification of all marketing channels into a single ecosystem. The great advantages of this level of system integrity are the ability to assemble the global marketing data and to create marketing campaigns that use several channels of communication which allows reaching higher engagement rates among your audience. The omnichannel approach is proven to provide a 20% higher click-through rate and a 250% higher engagement rate in the pharma industry. One of the main conceptual points of the approach is that unified channels create more customer journey opportunities, while the well-targeted, personalized content also helps reduce the cost of each contact acquired. The Interactive Emails by Viseven are fully integrated within the eWizard Platform, which allows marketers to build global omnichannel campaigns, orchestrating multiple digital and non-digital channels via a single management ecosystem. Remember that content is king Interactive Email Solution can do a lot to help you optimize email strategy, boost your omnichannel marketing efforts and provide you with relevant data. However, the content still remains the key element of the success of your email marketing. No matter how well-targeted and aesthetically sophisticated your mail is, how good it is in terms of interactivity if the subject line does not resonate with the interests and needs of the receiver. That’s why we also included several essential tips for content production you may find helpful. Goal and task of pharmaceutical email marketing: Email is not a blog, neither it is a white paper or a complex guide. That’s why you need to define the main goal and task of the email, so you will have a clear vision of what exact information you want to communicate. The major goal of a marketing team is to lead the customers through the journey and reach the expected results. At the same time, the task of the email can be far narrower. It is defined by the key influence that the message is expected to make. We can designate the following key tasks of email in the pharma: Awareness Engagement Registration Acquisition Retention Special The key influence, in other words, the task of the email, will define the style and tone of content you provide. Also, a clear understanding of the email marketing objectives helps to manage your content according to the mission it serves, segment and store your content according to its major purpose. Content testing There is no other universal way in email marketing to find out if your headline is really killing it, rather than to test it in the field. When planning a large-scale campaign, it is important to test your content – define the most clickable headlines, engaging core text, eye-catching interactive elements and define the most effective letter from the point of your strategies and goals. Simple A/B testing will help to increase the efficiency of the headline and express the main point of the letter in a clear manner. When your digital reaches a certain level of maturity, the data acquired during testing will also contribute to your global research data assets. Overview Nowadays it is no longer the question of whether pharma and life sciences industries need to boost their digital presence or not since it is becoming obvious that the role of digital is growing faster than many businesses manage to understand it. Since conventional door-to-door marketing can’t offer solutions for all the challenges the pharma sphere faces today, the importance of digital communication grows dramatically. Viseven interactive digital solutions designed specifically for carrying out marketing efforts in the sphere can offer all the required tools for building an effective marketing strategy for your pharma brand. Learn more about Viseven MarTech solutions for pharma and life sciences industries and how your business can benefit from them. If you have any questions about interactive email marketing for pharmaceuticals, in particular, fill out the form below and our representative will contact you with more information about Viseven products and solutions.
Mobile Health Applications for Patient Engagement Posted on July 26, 2022November 7, 2024 by Andrii Nikulin Apart from high-quality care, personalization, and transparency, patients are eager to have more control over their time and day-to-day health activities with easy access to accurate medical information. A healthcare mobile app is a perfect tool to satisfy all these needs. mHealth apps don’t aim to replace doctors and medical devices but to revolutionize the healthcare system by improving healthcare delivery. The revolution in digital health development can potentially exceed customers’ expectations and help attain a higher level of clinical engagement. As wearable technology and mobile devices have already created a new tone of connectivity within the patients-HCPs-pharma triangle, the demand for mobile applications in pharma has become immense. In this article, you’ll find more about mobile health app development, its enormous role in HCP engagement, and the principal outcomes of including mHealth apps in your multichannel or omnichannel marketing strategy. What Is an App in Healthcare? Healthcare apps, or healthcare applications, are software designed to provide users with health-related services, such as online consultations, live chats, appointment scheduling, and more. mHealth apps help professionals deliver more personalized treatment, assist patients worldwide, and collaborate with other experts. Due to the increasing demand and technological advancements, the mHealth market is projected to surpass $269.31 billion by 2032. Healthcare Mobile Apps: A Brief Statistics Overview The number of healthcare apps downloaded worldwide is expected to reach 8.6 billion by 2025. According to Statista, more than 52,000 healthcare and medical apps are available on the Google Play Store worldwide, and over 53,000 mHealth apps are available on the Apple App Store; By 2023, nearly 30% of American adults regularly utilized a health-tracking or management app multiple times daily; The global mHealth app market will reach $68.77 billion in 2024. How mHealth Apps Are Changing Healthcare Hospital in a pocket Patients can take advantage of healthcare services while staying home. With the help of a mobile device, they can get consultations and prescriptions and even send payments. Entire workflow in a mobile device Mobile apps can help healthcare workers remember their daily tasks, browse the documentation, and optimize communication within their teams. Healthcare professionals can conduct quick online checks, access information about their patients within seconds, monitor their health, prescribe medicine, and so on. Mobile platform for pharma Pharma companies can develop a healthcare mobile app where their staff can send propositions, close deals, and do other business activities with partners and clients. Personalized care Users can receive personalized treatment plans, answers to their questions, and medical advice through healthcare apps within a few clicks. This decreases the time needed to contact a doctor and makes healthcare resources more accessible. AI-powered assistance AI-enhanced technology has completely changed the course of the pharmaceutical industry. Apps with AI technology integration offer instant assistance with various patients’ requests, providing them with around-the-clock support. Moreover, AI-driven algorithms can help healthcare organizations analyze patient data, find more effective ways to assist them, and offer better treatment. Benefits of Mobile Apps in Healthcare More powerful brands Revolution in mHealth has stepped ahead. Assistant apps are helping pharma brands boost awareness by approaching the maximum number of smartphone customers. It means pharma brands can quickly improve their marketing campaigns with intuitive navigation to company data such as contacts or other first-hand details, which are always available, accessible, and visible on apps. Improved time management Due to constant direct contact with the audience, applications in healthcare can help physicians save plenty of time and effort. It will streamline HCPs’ workflows, improve productivity, and maintain patient communication agility. Not to mention that people who need medical assistance can schedule or cancel an appointment with a nearby physician using the app. Patient loyalty Mobile medical apps significantly increase transparency with the help of constant remote monitoring, support, and online interactions. It keeps users engaged and involved in each step of their healthcare journey. Data harvesting Mobile health apps can work as a single hub for all medical information — from numerical data to their preferences, emotional reactions, and current behavior patterns. It provides professionals with a complete pack of insights valuable for further care and treatment enhancements. Real-time response Doctors can respond to people who receive medical treatment proactively using mHealth apps while providing effective treatment anytime and anywhere. Patients can request assistance whenever they need it, and an available doctor can consult them immediately. Moreover, mobile app users can avoid going to the doctor over minor problems or questions and just receive all the answers they need right in the app. Main Types of Mobile Healthcare Applications Many types of apps help patients manage and improve their health independently and assist healthcare professionals with multiple tasks. Here are some mobile health applications examples: Patients’ apps Symptom checkers; Reminders and alerts; Applications for remote monitoring; Support for patients with chronic diseases; Health plus applications; Health insurance apps; Mental health apps; Fitness apps; Diet apps. Apps for healthcare professionals Medical calculators; Prescription management; Appointment reminders; Pharma guides and surveys for eLearning. Medical salesforce apps Remote communications; eDetailing scripts and guides; Informational materials. Most In-Demand Patient Engagement Healthcare Apps Medical education Patient engagement healthcare apps support and strengthen learning processes. Instead of wasting time on long-turning educational sessions, these apps give permanent access to up-to-date medical materials, prescription guidelines, diagnostics, and more. Apps for clinical communications Apps of this type simplify interactions between healthcare providers and facilitate quick responses with virtual functionalities, such as voice calling, video conferences, messaging, and beyond. Calculators Such healthcare mobile apps for patients can calculate dosage or offer dosing suggestions based on multiple complex formulas and individual medical parameters. Disease management and diagnostics Various symptom checkers are among the most popular apps used in healthcare. Doctors and other HCPs can stay in touch with their patients to keep track of their drug adherence and lab results, check current health conditions, and coach them in their health journey. For example, doctors use the SkinVision app to identify skin cancer in its early stages. It reveals the diagnosis immediately. Drug reference Such healthcare apps for doctors provide health information about medicine, pharmacology, indications, dosages, interactions, contraindications, costs, and beyond. Patient education and engagement mHealth apps designed specifically for patients can include educational content such as treatment options, health issues, prevention methods, and more. It results in a better experience and a higher satisfaction rate. For example, TalkLife is one of the healthcare apps that help patients talk to people with the same symptoms or illnesses. They can ask for advice or exchange their experiences if they need it. Mobile telemedicine Another great feature in mHealth apps is an implemented video service technology that can provide remote patient monitoring. Doctors and other healthcare professionals can deliver real-time medical assistance to patients through remote video functions. It concerns those who cannot access their healthcare providers directly or get needed care due to remote location or physical disorders. For example, Dr. Now is one of the best healthcare apps for patients to make a video call and reach their physicians anywhere they want. Top Use Cases of Mobile Apps by Viseven Here are some of the best health apps for patients and healthcare professionals Viseven has developed: Dosage calculator for children’s caregivers. The app can calculate dosage and the frequency of pill or suspension administration. All the medical data is based on the criteria of disease as well as on the little patient’s weight; Dosage calculator for parents and HCPs. This app provides instant access to medicine instructions and allows parents or physicians to calculate the accurate dosage; Offline application. This app provides patient care recommendations for specialists in the oncology sphere (adjuvant, neoadjuvant, and surgical therapy); Versatile medical reference app for pharmacists. The app offers diagnostic possibilities and helps users identify a type of pain depending on its location, duration, or intensity. Osteohelp also allows choosing among the best treatment alternatives, investigating its pharmacological properties, route of medical administration, and beyond; Pharmacist’s guide. This app offers a wide range of up-to-date medical education materials for HCPs with various reference videos for clinical procedures; Health app for tracking health. Based on PhoneGap, this hybrid app has a built-in video module and BMI Calculator technology. The mHealth app provides users with the needed medical records regarding their disease, sets up custom pill reminders, and allows them to keep track of their current health situation; Life Plus App. This mHealth app allows program members and pharmacists to share offers with clients. It includes various options such as promotions for top products, redeems and redemptions, and eVouchers. Users receive the latest information continuously and always stay updated. Core Usability Principles for Healthcare Apps The best healthcare apps for patients and HCPs have the following features: Intuitive user experience (UI) and excellent user experience (UX); Simple installation and flawless functioning; Synchronization of data across devices; Safety and security of personal information. Innovations in digital mHealth technologies help augment clinical efficiency, provide accurate diagnoses, and help pharmaceutical brands stand out. mHealth application development includes business analysis, UI/UX design, backend, app development, and quality assurance. As for operating systems, Android and iOS are still at the top. However, Android remains the lead platform for mobile health application development. Need a mHealth app? Viseven is an app healthcare provider that can develop a hybrid, native, or web app for your pharma, healthcare, or life sciences brand, considering your marketing strategy and the needs of your target audience. Download our case study or fill out the form below for more information. We’ll get back to you shortly!
Guide to Strategic HCP Segmentation Posted on July 20, 2022November 8, 2024 by Andrii Nikulin Imagine you wake up an omnichannel marketer and ask: What does omnichannel strategy implementation start with? We bet you’ll say segmentation among the mumbled words. Any decent omnichannel strategy requires proper target audience segmentation; pharmaceutical marketing is no exception. And here’s the thing. Pharmaceutical marketing is a specific area where an omnichannel marketer cannot simply use best practices from other industries and hope they’ll work out. In this article, you’ll discover what’s unique about healthcare professional market segmentation. We’ll stress the main advantages, review the key criteria, and analyze current and future segmentation practices. Before getting started, let’s figure out: What Is HCP in Marketing? HCP’s meaning in pharma has different interpretations. HCPs stand for healthcare professionals, providers, or practitioners. HCPs can be individuals like physicians, dentists, nurses, pharmacists, or institutions like hospitals, clinics, and nursing homes. Healthcare professionals have diverse roles in the industry and engage with patients in various ways. It’s crucial to understand that not all HCPs can be your target audience, however, all HCPs are important when it comes to pharma marketing. What Is HCP Segmentation? (And What Is Not) HCPs segmentation refers to any practice of dividing a target audience into segments according to a set of relevant principles. On an intuitive level, all of us in marketing have that notion: you have a target audience that is a mixed crowd, but you want to be relevant and innovative to as many of them as you can. In other words, instead of offering everyone at a party a glass of wine and a steak, you want to cater to those who won’t go for that first option. In terms of a healthcare professional audience, physicians are different too. No one can reasonably expect that an eDetailing slide or other traditional content focused on patient challenges or costs will compel everyone to consider prescribing. If we take that analogy further, it may seem that the more segments there are, the better. In reality, though, it is not the case. First of all, there is content — if you have too many segments (carefully sliced up by your analysts based on a 12-dimensional matrix), each containing a handful of HCPs, there will be more of these categories than agencies available to craft all that content. Secondly, humans are highly complex. The account you find in one segment today may appear in a different one tomorrow. When done correctly, omnichannel approach is a powerful tool that can furnish monstrous amounts of customer data. Thus, it is crucial to remember what omnichannel audience segmentation is and is not: It is NOT segmenting based on anything you can think of, down to loads of tiny segments just because you can It IS segmenting based on the criteria relevant to your business, brand, and situation Main Benefits of Pharma HCP Segmentation The benefits of well-segmented campaigns are immense. Your tactics are more powerful, and they yield better results. With proper segmentation, you can identify more precise pharma HCP engagement moves. Based on actual needs, these moves are likely to involve HCPs. That impacts conversion even in a non-personal digital promotion channel like online ads. The conversion rate for targeted ads rises from 2.8% to 6.8% — more than twofold. The affinity between brand and customer increases, and it impacts loyalty. Essentially, it’s a principle similar to providing the beyond-the-pill value in pharmaceutical promotion. If life science professional feels there’s so much more to interacting with the brand than just listening to standard central messages, they’re more likely to perceive this value favorably and become loyal brand advocates. Quality leads. One of the best things about doing segmentation right is that once you have identified a segment, the audience within that segment that was under your radar suddenly becomes more accessible. You already have the content and methods to provide them the value they seek. Brand image and perception in the community. Customers form communities, and the power of reviews is enormous. That’s also true of the medical community, with key opinion leaders of different caliber swaying the fates of pharmaceutical products in entire regions. Segmenting your omnichannel campaigns will provide the life sciences professionals with targeted messaging and the reasons they personally need to refer to your brand as a trusted and valued one. Greater content personalization. Segmentation in Pharma allows companies to find the right audience and narrow it down only to those whose needs these businesses can meet. This strategy ensures that every service, piece of content, and even the smallest message or web banner is relatable to the consumers who encounter it. 80% of marketers consider personalization one of the biggest challenges, especially when integrating an omnichannel strategy, which makes segmentation one of the key ways to address this problem. Common Criteria for Pharmaceutical Market Segmentation A segmentation model or pattern is the combination of criteria you choose to segment a life sciences provider target. In some cases, it may be location, specialty, and the number of patients. In other cases, it may be the psychological type (see below), specialty, preferred channel, and beyond. Of course, these examples are too abstract because a more realistic combination is always focused on the brand, campaign, and many other specific factors. Here Are the Elements of Market Segmentation: Demographic data Age and gender Location For B2C: Income Ethnicity Family status For B2B: Industry Company size Position Translating this into the HCP-pharma market, we get: Age and gender Location Family status Specialty Employment at HCO Amount of patients Position in the community Behavioral data Purchasing habits Preferred channel of interaction History of interactions with the brand (frequency, proactivity, and beyond) In healthcare provider segmentation: Prescribing habits (open to innovation/experiment, traditionalist, and beyond) Preferred channel of interaction (rep calls, email, messengers, electronic health record) History of previous interactions (email open-rate, and beyond) Psychological data Personality (introvert/extravert, etc.) Values and priorities Interests For pharma marketing and HCPs, a similar list would apply as well. Geographical data What Is Special About Pharmaceutical Market Segmentation? For the most part, the segmentation components above have been developed in online campaigns, where the marketer is distant from the customer. But the pharma market lives in a different, much more individual reality with CRM and rep calls serving as a good launchpad. Pharmaceutical segmentation makes it possible for companies to find out what they should focus their marketing efforts on. It’s not just about understanding the problem and its solution, but also identifying who might need it and when. HCPs are busy, and usually, you have a window of just a few minutes per day to reach the right audience and make them interested in what you offer. The magic of pharma market segmentation lies in its ability to pinpoint the exact HCPs who would like to hear from you. Say you adopt more channels, each with its own metrics, and then start building a complete picture. How do you combine the two parts in your marketing strategy? It’s where it pays off to look closely at what the industry already has. Problem of Existing HCP Pharmaceutical Practices With the insight-collecting possibilities provided by CRM/CLM and the reps going from doctor to doctor, the market segmentation of the pharmaceutical industry would be more sophisticated for the F2F channel. However, it only seems that. In reality, most companies stick with a simplified segmentation pattern based on their immediate commercial goals. While reps may be instructed (ultimately by the global office) to collect data in the CRM, the actual decision-making for the cycle still often relies on two criteria: Loyalty Prescription potential The problem is that this is brand-centric, not a customer-centric model. Everything revolves around two questions: What can this account contribute to brand promotion, and is it worth it to sway their opinion? Of course, no marketer can escape these two factors, but this only tells how hard to try to engage, not how to engage. In this situation, the representatives possess insights into each healthcare professional, their preferences and psychological traits. However, representatives don’t decide what content to generate, at least directly. And it’s not too helpful with other channels than sales rep calls. By now, a big number of organizations use entire sets of digital channels with email segmentation often existing in a specific universe. Meanwhile, a smarter take on rep-collected metrics involves psychology. Psychographic Market Segmentation Nothing can be more beneficial in crafting high-ROI targeted campaigns than knowledge about the target audience’s psychology. In B2C and FMCG where omnichannel practices first emerged, things are less complicated than in pharma HCP marketing. Regulations don’t overshadow customers’ choices while making prescriptions requires a hefty dose of scientific evidence. However, as noted above, experienced and high-performing reps still use psychology in communications during their calls, if only to establish that famed personal connection with the provider. When you want to expand to multichannel and then omnichannel approach, the last thing you want to lose is that connection. Besides, being aware of what moves this or that segment of physicians to favor the product over others helps create innovative content that performs. That’s why companies are starting to include psychological data into their segmentation models, providing a further dimension. Some CRM systems have fields configured for this data. Currently, not many marketers use them in commercial operations planning, though. The trick here is to define what psychological traits will be helpful outside the CRM and in the global world of omnichannel HCP engagement. That which lies on the surface — introversion/extraversion, Myers-Briggs types, empathy scales — is not very helpful per se. That is until you find combinations that serve to determine common psychological types. For example, you may notice that the more pragmatic, cost-aware physicians are also patient-centric in their values. They’re generally more open to communications with pharmaceuticals regardless of their introversion/extraversion score. Such psychological typing helps develop and generate fragments for rep-triggered email campaigns that reps could combine before sending to HCPs. The same logic can be extended to HCP targeting strategies that include other digital channels. These channels influence healthcare professionals’ choices (and the choice of key messages) and behavior when building omnichannel customer journeys. Emerging Data Layers and Discrepancies As pharmaceuticals are embracing ever more channels, management boards come across targeting principles and models that are traditional to those channels. Take email (mass mailing, not the rep-triggered email). This channel comes with a targeting pattern that includes browser/device use and even habits when the customers open the emails (impacting sending time). The web has targeting practices too involving geolocation and other things tracked with click maps and SEO-related research. Do these models have life in pharmaceuticals? No doubt. Do they have value outside the channels they were developed for? Sometimes. What is the issue to solve? Few people take time to put these multiple models together and filter out what criteria are relevant everywhere, regardless of the channel. Instead of a brand-centric segmentation pattern we covered earlier, multichannel brings about a channel-centric one. This needs to be broken, and this break is part of the transition to the omnichannel experience. Integrating data from different channel-specific platforms is the tech side of the question and is already being implemented at many companies across the market. The next stage is a shift towards a truly customer-centric mindset. New HCP Targeting Practices in Omnichannel Marketing What is the future of HCP targeting and segmentation? What practices are sustainable in an omnichannel model? Various organizations are working on their models, tactics, and methods, but here are some common findings that our expertise at Viseven confirms. Implementation Process Thankfully, there is no need to start from scratch. A good practice is to build upon what your business has aggregated throughout the years: the customer base, CRM data, pharma HCP insights identified by reps, email metrics, and questionnaires. As you add more channels, find out whether the targeting segmentation that seems evident contributes to the overall ROI of the omnichannel campaign, not its channel-bound part. Another essential thing to remember is that segmentation is an ongoing process rather than a once-and-for-all initial step. Omnichannel approach starts with a segmentation process not chronologically but logically. You harvest additional data in the course of an omnichannel campaign. In a recent study, we described a case when the HCPs’ reaction to an automated email resulted in them either moving to the next step, the management changing the key message, or changing the channel to a messenger. It is natural to use the data on a message or channel preferences obtained in this way to segment the audience further along the way, refining the approach. Common Mistake We have briefly alluded to it when talking about the approximation analogy. It’s crucial not to make segmentation a goal in itself — refining here is not about creating an array of categories that multiply to produce a host of additional small segments of a target. It’s the message that matters. One should start thinking about the message (or messages) they want to convey. It’s in connection with the messages you want to get through that you can define what insights are relevant for segmentation solutions. Integrate at Every Step Finally, the most important point is that there should be one governing segmentation pattern above any channel, even above the CRM. That’s what makes the omnichannel approach different from extended multichannel solutions. It’s all about HCPs with their needs and the value your brand brings, not the possibilities of a single channel, however efficient. It requires a common data pool across channels and integration of the corresponding platforms that underlies it. With a robust, integrated omnichannel architecture, you can not only put together the data from CRM, email, web, or social, but make decisions based on the extended picture of customers you have. Currently, only 15% of pharmaceutical companies believe their approach to HCP engagement is omnichannel. This figure is expected to change in the coming years. However, many pharmaceutical organizations continue to grapple with numerous challenges that make their transition to omnichannel marketing impossible, including budget constraints and limited resources. With experience in setting up omnichannel architectures and campaigns based on the customer’s existing infrastructure and behavior, our experts know how to make your current technical and data capacities work to their maximum. Our team will create a new successful omnichannel mindset which you can then extend and scale. If you want to get more practical and actionable information, professional advice, and technical expertise on building a segmentable and segmented omnichannel strategy, contact our experts or fill the form below. We’ll get back to you shortly!
Healthcare Content Marketing Essentials: Channels and Strategies Posted on July 12, 2022November 12, 2024 by Andrii Nikulin Content is king. You’ve probably heard these three words many times. But only a few know that it’s the title of Bill Gates’ essay published on the Microsoft website in 1996. Here’s a little excerpt from it: The Internet also allows information to be distributed worldwide at basically zero marginal cost to the publisher. Opportunities are remarkable, and many companies plan to create content for the Internet. Now, it’s finally true for healthcare and life sciences. In digital marketing, medical content is experiencing groundbreaking changes. Having gotten through the COVID-19 pandemic, we realized the pivotal role of technology in human interaction and business engagement. The Clinician of the Future 2023 report made by Ipsos reflects these significant changes: 73% of respondents see it as favorable for doctors to possess digital expertise, while 71% hold the same view for nurses; 48% consider it desirable for physicians to incorporate AI into clinical decision-making; 55% of clinicians view telehealth as favorable for serving as the primary method for routine checkups in the next 2-3 years, whereas 28% regard it unfavorably. More patients consider themselves customers. More healthcare professionals (HCPs) naturally require the same customer-focused attitude, where face-to-face visits are only the tip of the iceberg. It means that one of the healthcare marketers’ top priorities is to reconsider how they create and provide their medical content. Content management in Pharma has become more than just looking for the target audience and publishing suitable content; it now encompasses a holistic approach that integrates collaboration, data security, compliance, and many other elements. According to the State of Content Marketing 2022 report by Semrush, healthcare content marketing is in the top ten trending searches related to content marketing, with a volume of more than 40,000. If you regularly google the equivalent topics to become a medical content ninja, you’re in the right place. Regardless of your target audience — patients, doctors, pharmacists, or any other group of HCPs — this tutorial will help you: discover the channels that are most necessary in medical content marketing; learn the tips to get started with these channels; grasp the practices to optimize your content strategy in healthcare and make it successful. Prepare a cup of your favorite beverage, and let’s begin! Most Vital Channels for Medical Content Creation A customer-first paradigm has widened the boundaries of medical content, its creation, and its marketing. With that in mind, we highlighted the most vital channels for medical content marketers so far: Medical Websites; Medical Blogs; Landing Pages; mHealth Apps; SMS; Messaging Apps; Social Media; Email; Video. Let’s analyze every channel and see how you can use them within your content strategy. Optimize your medical website content A website is a primary channel for any non-commercial institution or business in healthcare and life sciences. Most of the website traffic comes from search engines. That’s why when you create medical website content, you should optimize it according to the search engine optimization (SEO) practice called on-page SEO or on-site SEO. Also, any specialist who creates medical content for websites should comply with three factors that affect the website quality: User experience (UX) is a set of practices applied to make websites more convenient to visit. In other words, UX is how people feel when engaging with a website and its content. Medical websites with better UX get more conversions; User interface (UI) is the way people interact with a website. The typical UI elements of a medical website are menus, fields, tabs, buttons, and beyond. This specific type of medical website content requires in-depth analysis and research before creating. The level of UX mostly depends on UI; Customer experience (CX) is an overall impression of customers over a business. In other words, CX is how a medical brand engages with its clients. Here’s where website content plays a crucial role, along with customer support. A medical website should have enough content resources to generate traffic and constantly increase it. There are three main types of medical website content resources you can use for that: Webinars. Generate leads by inviting professionals and non-experts to online events to discuss various topics and trends; Events. Tell how your team participates in offline healthcare events such as conferences and presentations; Blog. Post about your business and niche using multiple kinds of healthcare content. Become an authority with an SEO-friendly blog Blogging is the best way to grow a medical website organically. If you regularly fill a medical blog with organic healthcare content, you’ll get the most influential source for increasing your website audience. At a proper pace, website traffic will increase, leading to more readers and conversions. More conversions result in higher profit. Here’s how to produce relevant, captivating, and high-quality healthcare content for this channel: Master SEO techniques. Learn how search engines work to improve the content writing process and boost the positions of your medical content on search engine page results (SERPs). Start with search engine optimization basics such as crawling, indexing, ranking, keyword research, competitor analysis, and link building; Write on multiple topics. Divide your content into a few categories to make it varied and engaging. These categories can include short articles about news and updates in your company (its services and products), research-based long reads, infographics about industry trends, and beyond; Provide unique insights. Publish information that no one posted before to become an industry influencer. Google loves it when content writing on health has real value. It can be case studies about clinical research, articles that contain statistics, interviews with clients (or patients), and beyond; Post regularly. Create content plans and schedule articles every month. The more you post, the more traffic you can generate; Share content via social media and email. That’s how you’ll facilitate the growth of each channel; Be patient. Keep posting no matter what. Blogging brings benefits in the long run. Create landing pages to convert your leads A medical landing page is a single-page website where your leads land after you engage them with your medical content on any other marketing channel. The goal of a medical landing page is to convert a lead into a customer. A medical landing page content depends on its marketing objective. Must-have content elements for a medical landing page: A catchy headline that shows the value; A simple copy that evokes interest; An image that reflects the landing page goal; The lead form for filling the lead’s personal information; A call-to-action button for collecting the lead’s personal information. Develop a mobile app to increase the target audience As of 2024, the global smartphone user base is expected to reach 7.1 billion. In the United States alone, more than 90% of the population owns a smartphone. mHealth apps span various categories among the top five funded digital health sectors in 2023, with consumer demand steadily increasing. The mHealth market size is forecasted to reach $861.40 billion by 2030. Medical content development in mobile apps can increase the target audience of any institution or business that belongs to healthcare: Health apps can be helpful to users who want to improve their health conditions; Healthcare marketing apps can help marketers optimize their daily activities, such as task organization, team communication, customer engagement, results tracking, and beyond; Doctor apps can streamline the medical affairs of healthcare professionals of any kind. In such an app, doctors can store documentation, track patient visits, provide instructions, etc.; Patient apps can assist users in a clinic or hospital with health monitoring, medication reminders, and other features. Note: Viseven can develop a mobile health app of any type according to your requirements and needs. Use SMS as notifications Short Message Service or SMS is a traditional medical content channel used by HCPs to send: Critical information like health alerts or test results; Educational information like diet or pregnancy tips; Reminders about appointments or prescription refills; Feedback collection requests. SMS sending recommendations: Choose the best sending time; Send only the information that has value. Boost customer experience with messaging apps As a decent alternative to SMS, messengers or messaging apps are an effective medical content channel to generate high-quality leads and make customer communication more personal. Here are a few tips to help your company connect with customers in conversation: Develop live chat with a chatbot for your medical website. Boost customer experience and optimize the communication for visitors searching for simple answers for basic information; Enable live chat widgets on your medical website. Allow customers to chat via the platforms they like. For instance, you can add Messenger and WhatsApp chat widgets to your medical website; Test messaging ads. Launch targeted advertising campaigns as an alternative to social media ads. Targeting online ads via messengers can be a profitable opportunity to boost marketing results. For example, Messenger ads can have 61% higher message-per-reach than photo ads on Facebook. When creating content for your messaging ads: Keep a copy short; Use visuals that attract attention. When answering your customers in messaging apps, don’t forget to: Respond quickly to gain their trust; Keep the conversation personal and friendly. Boost social media to build stronger connections Social media is an extraordinary tool that allows medical marketers to re-establish relationships with their audiences using a variety of content formats on multiple platforms. Three factors determine any medical social media strategy: Social media platforms. Before creating medical content for social media, figure out which platforms are the most important for your clients (or patients); Content formats. You’ll need to find the formats to bring more likes and impressions to your accounts. It can be anything from a text publication with a visual to an audio podcast; The type of content. In addition to creating organic posts for free, you can use an advertising platform like Google Ads or Facebook Ads Manager to target different audiences with online ads based on particular advertising objectives. If you want to succeed in creating social media content for healthcare, always listen to the feedback you get in the form of comments and messages, use a positive tone of voice, and be simple and precise. Here are a few important content touchpoints: Inform. Tell the news, schedule events, and do everything for everyone to stay up to date; Educate. Provide professional tips on the topics related to your healthcare niche; Inspire. Share reviews of satisfied clients (or patients), write human behind-the-scenes stories about your business and beyond; Support. Answer people who contact your profiles directly. Have a plan for medical content sent via email Email has always been a tried-and-tested channel in the medical world. However, the laws that worked a few years back have no power anymore. Even die-hard marketing professionals should accept that the email creation process in healthcare has become more consumer-centric. If you’re a rookie in sending such emails, here are a few basic practices to get started: Learn email marketing metrics. They’ll help you measure the success of your email campaigns. The primary metrics are open rate, click rate, bounce rate, conversion rate, spam score, return on investment (ROI), customer lifetime value (CLV), and cost per acquisition (CPA); Choose an email marketing platform. That’s the place where you’ll create and optimize your email campaigns; Segment your audience. It’s the first practice you should exercise once you choose your platform and set your goals. Email segmentation is necessary to send more relevant information and more specific offers; Experiment all the time. This practice is called A/B testing. Test different audiences and content to improve your results. A newsletter is the backbone of the medical content you send via email. Before sending your newsletter, you must have a comprehensive content plan that should conform to three things: Content. Plan the content to send valuable and attractive offers. The main thing here is to learn how to balance information and benefits in your content marketing for healthcare; Time. Choose the best days of the week and time of the day to send your medical content. If you don’t know when to do it, A/B test it; Frequency. Experiment with your emails to know the number of sending days. When creating your medical email, take into account the following: Subject line. Keep it relevant, engaging, straightforward, and short; Preheader. Find the golden middle between its length and the information you need to send; Body text. Pick ready-made email templates from your platform. To get better results, test different templates to find the best option. Shoot videos with best solutions for content (for medical video) Video marketing is one of the most powerful methods to promote healthcare products and services. It’s a perfect alternative to television which has been a traditional patient engagement channel for years. According to HubSpot: 86% of businesses use videos as a marketing tool; 92% of marketers claim videos are an essential part of their strategy. Unless you want to launch advertising campaigns, video is a must-use healthcare marketing practice because it doesn’t require a budget. All you need is a smartphone with a last-generation camera and imagination. It’s okay to focus on several platforms, considering the information above. It depends on your goals, the time you’re ready to spend, and your brand voice. Here’s how content practices on the major platforms differ from each other: YouTube — longer content that reveals the subject with lots of facts and details; Instagram — Stories adorned with text and stickers or tiktokish Reels; TikTok — concise, amusing videos. Here are a few golden rules you need to know before getting started: Viewers got used to watching tons of content every day. Lure their attention within three seconds; Viewers love storytelling. Create stories, not promotions; Test live streaming as an alternative to short and longer videos; Watch the content of your competitors and other creators to get more expertise. Watch a lot. How to Optimize a Medical Content Strategy Medical content can have an immense impact when created and targeted right. But here’s the question. What is medical content writing, designing, and targeting in its essence? It’s a lot of conscious efforts and hard work because marketers must simultaneously engage with multiple channels and hundreds and even thousands of customers. However, two advanced techniques can significantly simplify everything. Build an omnichannel environment Omnichannel marketing is a set of activities that provide customers with a personalized experience by integrating all online and non-digital channels into a single environment. It allows companies to use medical content and fulfill their objectives more effectively thanks to the ability to: Find out what content channels customers use and plan their journey in advance; Segment customers into multiple target groups; Tailor personalized information to customers at the right time and with no spam; Build consistent communication and strong connections with customers Automate omnichannel activities with the help of a single marketing platform. Master modular content creation The modular approach is a marketing practice that streamlines omnichannel pharmaceutical content creation by breaking down content into the tiniest possible semantic pieces called modules. A content creator can reuse, interchange, and customize modules across multiple channels and target audiences, which allows: Reduce content production period; Cut production costs and allocate smaller pharma content marketing budgets; Come up with large-scale personalized segmentation strategies; Accelerate the Medical, Legal, and Regulatory (MLR) review process for pharma content; Dedicate more time to other advertising affairs. Monitor the performance of your content Track how well your medical content performs. How can a marketer always ensure your audience genuinely enjoys your content? First, define the metrics you will track, such as conversions or tracking. Then, choose the tools suitable for the type of content you work with. You can also use various other methods to gather information about the performance of your content, such as polls, surveys, reviews, and more. Keep up with industry trends Every month, at least one trend arrives that everyone will be talking about. So, make the most of current trends to attract more customers and engage with your audience. From personalized medicine to artificial intelligence, a myriad of topics creates tons of discussions all over the internet, and it’s worth adding them to your content marketing ideas for healthcare. Reach out to the community According to The State of Influencer Marketing 2024, 85% of marketers believe that influencer marketing is one of the most effective forms of marketing. Collaborate with experts in the field as much as possible. From writing blog posts in tandem to conducting interviews, collaborating with influencers and experts can significantly boost engagement and enhance your content’s credibility. By partnering with healthcare bloggers and professionals, you can also increase reach thanks to content creators’ large number of followers. End-to-End Pharma Content Management Solution If you want to use omnichannel and modular approaches to accomplish your goals with medical content. In that case, Viseven can develop a custom end-to-end healthcare content management system based on your strategy. Send us an email or a message via a contact form to get a full consultation, and we’ll get back to you shortly. Also, you’re welcome to test eWizard — our content experience platform where you can create modular medical content for multiple channels. Want to learn more about medical content and pharmaceutical content management? Fill out the form below to get a consultation!
Top Commercial Benefits of Modular Approach Posted on June 23, 2022November 19, 2024 by Andrii Nikulin The faster digitalization goes worldwide, the more pharma companies find out about new tools and approaches for digital self-promotion. Digitalization brought new challenges to any industry related to online activities and social influence. Pharma and the specialties of pharma’s marketing appeared to be under influence as well. Modern days marketers are as good as quickly they adapt and overcome today’s challenges. The most successful of them create strategies to foresee the challenges of tomorrow. This is the reason why the omnichannel approach becomes a powerful methodology in the arms of a farsighted marketer. Omnichannel allows to both cover the whole customer’s perspective on the internet, reaching out to him wherever it is comfortable for them across channels, and provide them with an engaging experience, being flexible with content and message delivery from channel to channel. Being able to build a solid and at the same time flexible content production management for omnichannel purposes sounds like a never-ending nightmare full of additional costs and creative hell. Well, it is a truly unique experience, but definitely not a nightmare, and the ‘additional costs and creative hell’ part is quite overrated. The name of this idea is the modular approach, and it works perfectly when it comes to covering omnichannel issues. It may sound obvious or boring, but standardization is key. The main idea of effective resource usage is to standardize everything you can and personalize the rest to create unique and consistent modular content. The perfect thesis for omnichannel interaction will contain the same key message you promote in every channel with a small difference in delivery as different digital channels may require a certain attitude. In a few words, you can adapt it, but the core always stays the same, as you have a pre-approved solution. Modular content approach with omnichannel strategies: why they fit each other What does modular content mean in Life Sciences? Modular content itself is a combination of an image and text, organized relative to the content needs describing the required information in so-called blocks. These blocks can be combined depending on channel and purpose requirements, so they can be adapted to prints, landing pages, social media, and others. The best part of it all is that these blocks are reusable, interchangeable, and customizable. In a nutshell, modular content is the complex solution that helps to significantly reduce time and costs for content production, adaptation, and time-to-market. Let’s figure out how exactly this approach influences the commercial part of digital marketing. Why is it great for commercial purposes? How to decrease Time-to-market (TTM)? The first of the most uncomfortable issues that happen during content production is time planning. Missed deadlines are not only about additional costs for content rework or else, but also more about being on time with your product, ideas, or messages before someone else do the same instead of you. Fast TTM directly affects your sales metrics, as being first with something valuable in a market means winning the competition. Often, missing deadlines happen because of misunderstandings while collecting requirements and sharing them with your content agency or marketing team. Each separate detail of your plan has a chance to be lost, forgotten, or misunderstood which leads to more time spent on explanation or reference search. At this point, the modular content becomes a savior as standardization and unified branding design leave no space for incorrect interpretation but gives a lot of opportunities to go through past activities and find something to reuse or redesign. Thanks to the unification, there’s no need to look out for a branding design code or create content from scratch — go on with pre-approved modular content, interpreting it to suit your needs. Simple as that, the modular approach significantly improves your ability to self-representation and engagement. How to calculate cost efficiency? How much money have you spent on content creation agencies? Most often, agencies charge you for every separate asset that needs to be coded, localized, or reworked. The cancellation fee may cost up to 10% of the initial production cost. Along with standard content production issues like an unclear technical task, missed deadlines, or changed priorities, the price for being relevant to your audience in life sciences may cause a heart attack as the lack of standardization only creates more questions. From a modular perspective, there’s a way to significantly reduce the number of spendings as the modular content is highly reusable when it comes to gathering materials and coding automation. Metadata tagging allows searching for a needed piece of delivery faster and easier than usual research on the content subject. Again, thanks to unified branding and design assets, the change of missed time frames are reduced along with the possible cancellations. It’s easier to foresee upcoming spending and know how to balance your budget right when you know exactly what your end content should look like. he changes management How to measure content effectiveness? The main purpose of any content is to attract HCPs and call them to action in perspective. Without a clearly defined approach, the creation of supporting materials for any pharma company’s strategy becomes a mess and it doesn’t perceive as a whole concept. Of course, we know that a personalized customer experience approach always raises the number of KPIs, but personalization becomes a struggle to guess whether you need to concentrate on a new design or focus on the message delivery or else. The modules give you consistency in content management system and customer journey. A clearly defined initial thesis plus a unified design code make a perfect foothold to personalize it further, whether we are talking about a channel or HCP audience personalization. Modular content works perfectly for both cases, as it helps to collect the whole library of templates filled with unique meta tags for quick search. It becomes easier to navigate through sales representatives and local teams; as a result, sales reps become more satisfied as clearly defined modules allow them to precisely address the key messages in pharma industry. Reasons to try the modular content strategy Ecosystem. Implementing modular content into your daily marketing routine means building a whole development structure that changes many production aspects. Once you design and create your core modular templates, you are open to a huge number of opportunities. For example, being able to collect and analyze content interaction data and adapt content pieces accordingly significantly increases content re-use rate and reduces development costs. Along with that, content creation teams spent less time on gathering materials and creating concepts, as well as the risk of small mistakes, and MLR decline possibility is significantly reduced due to established and preapproved modules. The pharma sales representatives would be happy to work with clearly defined messages, personalized for particular needs without extra effort. Communication quality and agility. Modern HCPs are used to going through most of the pharma sales funnel without the direct involvement of representatives. It’s your top priority to make this way as comfortable, unobtrusive and engaging as possible, so your sales department will be able to catch that lead, continue communication and turn the lead into a customer. When it comes to such complex marketing approaches, as omnichannel in pharma marketing, the modular content reveals its potential as a tool for creating standardized messages that serve to close all possible conceptual gaps between customer and expert. Resource spending reduction. The best fact about the commercial benefits of the modular approach is the reduction of spending, as the modular content is based on template re-use and personalization technology. Stable production chains guarantee clear technical requirements, availability of required assets, and specific direction vector for development processes. The speed of modular content creation and content reuse increases in a few times. As there’s no need to regularly invent new ways of reaching out to customers’ points of interest, so the cost for development for all channels is based on what we already have and what can we do to adapt it for a certain case. MLR review. As your content strategy is based on modular content, there’s nothing to worry about MLR review and approval. Usually, it becomes such a pain to create, deploy and approve the piece of content for the medical legal regulatory review process as you rarely know what can be rejected and how much it would cost you to fix it. An unstandardized content development process usually only delays the process as your content creators must redo the whole work from scratch. However, the standardized modular content, built on previous feedback and highlighted for MLR representatives, significantly help to speed up the approval verdict. If the modules are approved once, content reuse becomes the everyday solution for marketing teams. Since all pharma companies dream about delivering their ideas to customers, the innovation of the digital era serves to translate these dreams into reality with a help of technologies and creativity. The more ways you find to deliver your messages, the more ways there are to raise engagement and make it more conceptual, and viral across channels. From the commercial point of view, modular content is the perfect marketing tool to optimize your production and delivery processes, increasing reply and interaction rates. It may sound a bit complicated for starters, however we provide full support during this journey with our educational materials and effective change management. Start implementing the module approach now. Don’t know where to start – ask our experts. We are here to help and guide.
The War In Ukraine is a Global Crisis, Not a Ukraine-Only Crisis Posted on June 17, 2022November 11, 2024 by Andrii Nikulin By this moment, four months of full-scale conquest war of Russia against Ukraine feel like a single day, and this day feels like years have gone by. Thousands of people have died, millions have been displaced, and tens of millions had to seek refugee elsewhere. Among these millions are Viseven staff. Our colleagues are also on the battlefields defending their motherland. Ukraine is close to our company’s heart. It is a country where many of us were born; it is a place many call home; it is the home that so many people had to leave because of missile attacks, artillery fire, and constant shelling over Ukraine’s territory. The Battle On All Fronts Ukraine’s battle runs in all fields: military, economic, informational, political, and social. Our main duty is to be helpful here and now, with the things you can do best and bring more profit for everyone. The same goes for businesses with Ukrainian roots —the companies now have a mission to support Ukraine’s economic state by paying taxes and salaries and providing high-quality services. Our mission is to save lives by improving communication To us, there is no better time to put that to good use by helping the people who protect the free world from the evil Russia brought upon Ukraine. In 2022, there should be no place for war anywhere in the world. There should be no room for a crisis that is felt throughout the planet. Russia’s war against Ukraine is not just against the Ukrainian people, it is against all the values that democratic societies share, and it is against equality and freedom. The People Helping and Protecting Viseven was founded in 2009, and ever since then, the company has been growing globally. That said, our Ukrainian background is always a huge part of us. We will always cherish freedom and human rights. Since the first hours of February 24 (the day the full-scale invasion started), Viseven decided to cut all business relationships in Russia and Belarus. The company voiced its position principal position is to not participate in any business activities with Russia and Belarus and any sanctioned countries, which are equated to terrorist ones. We truly believe we have no time to waste, so the company has not laid off any employees or contractual benefits. Speaking about benefits, Viseven’s policy of paying wages does not change. We support the economic function of Ukraine. Even though the ministry of digital transformation of Ukraine does not recommend recruiting IT specialists for military service, a special mention is that as of April 1, eight Viseven employees serve in the Armed Forces, and many of us participate in regular volunteering activities. We are proud of the dedication and perseverance of our colleagues, and we support their initiatives, providing the maximum of available information and opportunities. Our company and staff have raised over 100000 USD for the needs of the Ukrainian military. We managed to buy equipment, uniforms, and necessities to help the Ukrainians protect the free world. Check out the personal stories of our team members about life and work in the middle of a full-scale military invasion. Viseven’s business We are glad to say that the business process is stable and solid. Viseven keeps reducing expenses so that employees do not feel the economic impact of the war: Zhytomyr and Vinnytsia offices are temporarily closed, and the Kyiv office won’t exist in the usual format. However, the longer the war lasts, the more frugal and efficient we must be. We appreciate anyone who tries to walk in our shoes during these unfortunate events so that the clients’ understanding feels even more touching and provides more motivation to continue providing great service. Just like those who protect our lives and freedom at the frontline right now, we have no other choice but to stay strong and reasonable during this time to protect those who need it most.
7 façons d’augmenter la productivité des représentants médicaux Posted on June 14, 2022 by Andrii Nikulin Si on s’interroge sur la manière d’améliorer les performances des représentants pharmaceutiques, il faut se poser une question simple : « qu’est-ce qu’être un représentant pharmaceutique ? Quelle est exactement la zone de responsabilité d’un représentant pharmaceutique ? » En cherchant la réponse, vous constaterez peut-être que le rôle clé d’un représentant pharmaceutique est de transmettre les idées et les messages du laboratoire pharmaceutique aux professionnels de santé de la manière la plus efficace, compréhensible et intelligible possible. Ainsi, la meilleure façon d’aider les représentants pharmaceutiques à améliorer leur service est de fournir toutes les informations, équipements et opportunités nécessaires pour améliorer les stratégies relatives aux professionnels de la santé. Explorons les nombreuses façons pertinentes d’améliorer les performances de la force de vente pharmaceutique. Commencez par une stratégie de vente axée sur le client La situation du marché professionnel est le moteur de la communication commerciale et industrielle. Ainsi, afin de ne pas passer d’innombrables heures à essayer de joindre le médecin, le représentant des ventes pharmaceutiques doit se concentrer sur le modèle de consommation. Cela dit, les représentants utilisant les dernières méthodes d’interactions étendues entre les clients afin de voir le succès venir à leur rencontre ont tendance à être à égalité avec leur stratégie pour atteindre les professionnels de santé. Il ne faut pas sous-estimer le pouvoir d’une interaction libre et individualisée entre les laboratoires pharmaceutiques, les prestataires et les patients. Il est donc nécessaire que les entreprises procèdent à des changements structurels et recherchent de nouvelles approches axées sur les clients. L’intégration des ressources et des connaissances technologiques peut être d’une grande aide à bien des égards pour qu’un représentant commercial se tourne vers le système axé sur le patient, pour atteindre le public cible à tout moment et fournir les informations requises. De plus, cela influence le processus de construction des connaissances, sans parler des relations prolongées et continues avec les clients. Équipez les commerciaux pharmaceutiques Le niveau d’équipement technologique montre le niveau de préparation des entreprises du secteur. Lorsque le représentant médical se tient à la porte des médecins, prêt à frapper et à démarrer le processus de communication, il doit se sentir prêt à présenter des informations et à recevoir les commentaires des prestataires. Il n’est pas nécessaire de surcharger les vendeurs en technologie pour chaque moment de la vie. Cependant, fournir une solution CRM et une plateforme de présentation utiles est un must absolu. Une solution CRM permet de collecter plus efficacement les données des professionnels de la santé, qu’il s’agisse de coordonnées, d’une description de poste ou d’un retour spécifique sur un produit actuellement sur le marché. La solution CRM de haute qualité devrait être en mesure de fournir aux représentants médicaux un certain nombre d’opportunités de communication pertinentes, allant des appels via VoIP à la planification des e-mails et des messages. Tout cela rend la communication entre les représentants médicaux et les professionnels de santé plus efficace et efficiente à tout moment et à l’endroit de votre choix. La plateforme de présentation intelligente est également un élément nécessaire de la pile de technologies de communication pour les délégués médicaux. La plateforme eWizard est la meilleure solution qui permet à la fois de gérer les présentations et de les montrer à distance. Préparez les représentants pharmaceutiques Votre base de données de contenu contient de nombreux supports différents pour les médecins : présentations interactives, plateformes d’apprentissage, conférences web, formations, etc. Cela fonctionne très bien pour l’implication et l’éducation des professionnels de la santé et devrait donc également être disponible pour les représentants médicaux pharmaceutiques. Vous pouvez fournir ces supports quotidiennement aux commerciaux à titre de mesure éducative pour accroître leurs connaissances en réalisant des enquêtes, des vidéos, des présentations, etc. En plus de la formation sur les documents de l’entreprise, vous devez leur fournir les dernières informations sur l’industrie pharmaceutique et les tactiques de vente. C’est d’une importance cruciale pour le représentant médical qui n’a pas plus de 3 minutes avec le professionnel de santé mais doit apporter des résultats par la suite. L’idée principale pour améliorer le niveau d’implication de votre représentant est de ne jamais le laisser dire : « Laissez-moi vérifier cela pour vous. Je vous rappelle. » Motivez les commerciaux pharmaceutiques Comme tout autre commercial, les représentants médicaux dépendent fortement de la motivation et de la rétroaction. Le travail d’un représentant consiste en de nombreuses heures passées à recueillir des informations et à essayer de les transmettre à court terme à quelqu’un qui peine à écouter. Le cauchemar typique d’un représentant commercial ressemble à ceci : beaucoup de temps et d’attention consacrés à quelque chose sans obtenir de résultat positif. Malheureusement, cela n’est pas inhabituel et peut conduire à l’épuisement professionnel des employés, ce qui est inacceptable pour tout le monde. N’oubliez pas que l’équipe de vos représentants médicaux est un outil pour transmettre votre message au public de l’industrie pharmaceutique. Vous voudrez peut-être garder cette équipe aussi saine que possible : créer une échelle de motivation, offrir des promotions, partager vos plans professionnels et chercher un moyen d’inspirer chaque membre. Un collaborateur inspiré et motivé cherchera lui-même des solutions. Sensibilisez les représentants médicaux De nos jours, tout le monde a accès à Internet, et, par conséquent, possède la capacité de s’auto-développer. Les professionnels de santé ne font pas exception en ce qui concerne l’industrie pharmaceutique. Par conséquent, il est extrêmement important de recueillir des données intelligentes sur les activités numériques, les réponses et les commentaires des professionnels de la santé et de les fournir à votre équipe de vente. Cela fonctionne très bien même à des fins stratégiques : le suivi des efforts des représentants médicaux dans la région choisie (par exemple, selon des critères géographiques) peut être effectué en quelques clics en ouvrant simplement les données de vente correctes. Chaque équipe, service et personne de l’entreprise doit clairement comprendre ses responsabilités, ses tâches et la manière dont on attend d’elle qu’elle les exécute. Chercher plus d’alignement, d’agilité et de productivité dans l’équipe mène à des changements continus et répond aux conditions du marché pharmaceutique. Laissez les représentants pharmaceutiques être courageux Un autre facteur de motivation sérieux est la capacité d’entendre « non » et de continuer à se rendre à la porte du professionnel de santé suivant. Accepter l’échec est extrêmement important pour chaque représentant médical. Peu importe son expérience, il lui faudra toujours faire face au refus d’un client. Manquer une bonne vente potentielle entraîne une frustration qui s’accumule et, à son tour, conduit à l’épuisement professionnel. C’est une façon traditionnelle pour tout représentant pharmaceutique de quitter son emploi. Ainsi, votre équipe doit apprendre de ses échecs et vous devez leur montrer comment les surmonter. La vérité est que plus vous échouez et apprenez, meilleur vendeur vous devenez. Passez du temps avec chacun de vos commerciaux pour tirer une leçon de chaque refus, afin que leur façon d’aborder les choses puisse être flexible et personnalisée pour toutes les circonstances difficiles de leurs clients. Gardez à l’esprit que la flexibilité va loin : s’il y a trop de pénalités suite à une absence de plan, votre employé pensera surtout à comment ne pas être verbalisé au lieu de rechercher l’efficacité. Gardez les commerciaux motivés Une grande motivation est toujours inspirante pour chaque personne. Essayez de les motiver de toutes les manières possibles. Il n’y a pas de meilleure chose qu’un chef d’équipe qui fait confiance à ses collègues. Un bon manager doit être capable de motiver les gens à travailler et être sûr des résultats futurs. Les collègues sont des pairs et l’ensemble de l’entreprise est une communauté, une famille. Transformez le travail quotidien en un processus plaisant. En effet, si vous inspirez les employés à voir de vrais objectifs et résultats futurs, ils travailleront sans aucun doute plus dur, en prêtant attention à chaque détail. Ce que vous en retirez Comme vous pouvez le voir, il existe de nombreuses façons d’influencer le processus de vente de votre représentant médical, de le rendre plus rentable et d’augmenter l’efficacité de la force de vente pharmaceutique. En un mot, le mieux que vous puissiez faire pour vos employés est d’essayer de se mettre à leur place et de voir ce processus de vente de leur point de vue. De cette façon, vous pouvez en savoir plus sur leurs besoins, en savoir plus sur le monde intérieur du marketing pharmaceutique et obtenir de nouvelles idées pour augmenter les ventes en pharmacie. Est-ce que ça sonne assez bien pour essayer ? Remplissez le formulaire ci-dessous pour nous contacter et découvrir nos approches qui vous aideront à être un champion de l’engagement dans le domaine de la santé et à amener l’efficacité de votre force de vente sur une nouvelle orbite.
7 maneras de aumentar la productividad de los representantes médicos Posted on June 14, 2022 by Andrii Nikulin Cuando existe la duda sobre cómo mejorar el rendimiento de los representantes de ventas farmacéuticas es necesario hacer unas preguntas simples: “¿Qué significa ser un representante farmacéutico? ¿Cuál es exactamente el área de responsabilidad de un representante farmacéutico?”. Al buscar la respuesta, es posible que descubra que la función clave de un representante farmacéutico es transmitir las ideas y los mensajes de la empresa farmacéutica a los representantes de atención médica de la manera más eficiente, comprensible e inteligible. Por lo tanto, la mejor manera de ayudar a los representantes farmacéuticos a mejorar su servicio es facilitar toda la información, el equipamiento y las oportunidades necesarias para perfeccionar las estrategias relativas a los profesionales de la salud. Exploremos las varias maneras de aumentar el rendimiento del equipo de ventas farmacéuticas. Comenzar con una estrategia de ventas centrada en el cliente La situación del mercado profesional es la fuerza motriz detrás de la comunicación comercial e industrial. Entonces, para no pasar innumerables horas tratando de comunicarse con el médico, el representante de ventas de productos farmacéuticos debe cambiar el enfoque hacia el modelo de consumo. Dicho esto, los representantes de ventas que utilizan los métodos más recientes de interacciones extendidas entre clientes para conseguir el éxito suelen estar a la par con su estrategia para llegar a los proveedores de atención médica. No se debe subestimar el poder de la libre interacción personalizada entre empresas farmacéuticas, proveedores y pacientes. Por lo tanto, existe la necesidad de que las empresas realicen cambios estructurales e investiguen nuevos enfoques dirigidos hacia los clientes. La integración de los recursos y conocimientos tecnológicos puede ayudar de varias maneras para que un representante de ventas recurra al sistema orientado al paciente, llegue al público objetivo en cualquier momento y brinde la información necesaria. Además, influye en el proceso de construcción del conocimiento, sin mencionar las relaciones prolongadas y continuas con los clientes. Equipar a los representantes de ventas farmacéuticas El nivel de equipamiento tecnológico demuestra el nivel de preparación de las empresas del sector. Cuando el representante médico está de pie en el consultorio de los médicos, listo para tocar la puerta y comenzar el proceso de comunicación, debe sentirse listo para presentar información y recibir comentarios de los proveedores. No hay necesidad de sobrecargar a los vendedores con material tecnológico para cada instante de la vida. Sin embargo, es absolutamente imprescindible ofrecer una solución de gestión de las relaciones con el cliente (CRM, por sus siglas en inglés) útil y una plataforma de presentación. La CRM permite recopilar datos de los profesionales médicos de manera más efectiva, ya sea información de contacto, descripción del trabajo o comentarios específicos sobre un producto actualmente presente en el mercado. La CRM de alta calidad debería ser capaz de proporcionar a los representantes médicos una serie de oportunidades de comunicación relevantes, como llamadas a través de VoIP para programar correos electrónicos y mensajes. Todo esto hace que la comunicación entre los representantes médicos y los profesionales sanitarios sea más eficaz y eficiente en cualquier momento y lugar de elección. Una plataforma de presentación inteligente también es una parte esencial de la oferta tecnológica de comunicación para los representantes médicos. La plataforma eWizard es la mejor solución que permite tanto gestionar presentaciones como mostrarlas de forma remota. Preparar a los representantes farmacéuticos Su base de datos de contenido incluye muchos materiales diferentes para médicos: presentaciones interactivas, plataformas de aprendizaje, conferencias web, formación y muchos más. Funciona muy bien para la participación y educación de los profesionales sanitarios (HCP), por lo que también debería estar disponible para los representantes médicos de productos farmacéuticos. Puede ofrecer diariamente estos materiales a los representantes como un recurso educativo para aumentar sus conocimientos a través de la realización de encuestas, vídeos, presentaciones y más. Además de la formación sobre los materiales de la empresa, debe facilitarles la información más actualizada sobre la industria farmacéutica y las estrategias de venta que son cruciales para los representantes médicos que tienen menos de 3 minutos con el proveedor de atención médica, pero que deben obtener buenos resultados. La idea principal para mejorar el nivel de participación de su representante es nunca dejar que diga: “Déjeme revisar esto. Me pondré en contacto con usted”. Motivar a los representantes de ventas farmacéuticas Como cualquier otro representante de ventas, los representantes médicos dependen en gran medida de la motivación y retroalimentación. El trabajo de un representante consiste en dedicar muchas horas a recopilar información y tratar de entregarla en un corto plazo a alguien que apenas quiere escuchar. La pesadilla típica de un representante parece algo así: mucho tiempo y atención dedicados a algo sin obtener ningún resultado positivo. Desafortunadamente, esto no es inusual y puede ocasionar el agotamiento de los empleados, algo inaceptable para todos. Recuerde que su equipo de representantes médicos es una herramienta para llevar su mensaje a la audiencia de la industria farmacéutica. Es fundamental mantener este equipo lo más saludable posible: cree una escalera motivacional, ofrezca promociones, comparta sus planes empresariales y busque una manera de inspirar a cada miembro. Un empleado inspirado y motivado buscará soluciones por su cuenta. Sensibilizar a los representantes de ventas de productos farmacéuticos Hoy en día, ya que todo el mundo tiene acceso a Internet y, por lo tanto, capacidad de autodesarrollo, los profesionales sanitarios no son ninguna excepción cuando se trata de la industria farmacéutica. Por eso, es de vital importancia recopilar datos inteligentes sobre las actividades digitales, las respuestas y los comentarios de los profesionales de la salud y proporcionarlos a su equipo de ventas. Funciona muy bien incluso con fines estratégicos: hacer seguimiento a los esfuerzos de los representantes médicos en la región elegida (por ejemplo, según criterios geográficos) se puede realizar con unos clics con solo abrir los datos de ventas correctos. Cada equipo, departamento y persona de la empresa debe comprender claramente sus responsabilidades, tareas y cómo las deben realizar. Impulsar más alineación, agilidad y productividad en el equipo permite llevar a cabo cambios continuos y cumplir con las condiciones del mercado farmacéutico. Dejar que los representantes de ventas farmacéuticas sean valientes Otro factor motivacional importante es la capacidad de escuchar un ‘no’ y seguir yendo a la puerta del próximo profesional sanitario. Aceptar el fracaso es fundamental para todo representante médico; no importa cuán experimentados sean, siempre se enfrentarán a la negación del cliente. Perder una posible venta buena provoca frustración, que tiende a acumularse y, a su vez, conduce al agotamiento: esta es una receta típica para que cualquier representante de ventas de productos farmacéuticos renuncie a su trabajo. Así que haga que su equipo aprenda de sus fracasos y cómo superarlos. La verdad es que cuanto más fracase y aprenda de ello, mejor vendedor será. Dedique tiempo a cada uno de sus representantes de ventas para aprender una lección de cada rechazo, de modo que su flujo de entrega pueda ser flexible y personalizado ante cualquier circunstancia difícil que tengan sus clientes. Tenga en cuenta que la flexibilidad da para mucho, si sanciona demasiado por no tener un plan, su empleado solo pensará en cómo evitar ser multado en lugar de buscar la eficiencia. Mantener motivados a los representantes de ventas La motivación siempre es inspiradora; trate de motivarles de todas las formas posibles. No hay mejor cosa que la confianza del líder del equipo en los compañeros. Un buen gerente debe ser capaz de motivar el trabajo en las personas y mostrar seguridad en los resultados futuros. Los colegas son compañeros y toda la empresa es una comunidad y una familia. Convierta el trabajo cotidiano en un proceso de disfrute. De hecho, si los empleados ven objetivos y resultados futuros reales, sin duda trabajarán más duro prestando atención a cada detalle. Conclusión Como puede ver, hay muchas formas de influir en el proceso de ventas de su representante médico, hacerlo más rentable y aumentar la efectividad del equipo de ventas en las empresas farmacéuticas. En definitiva, lo mejor que puede hacer por su equipo es tratar de ponerse en su lugar y ver el proceso de ventas desde su perspectiva. De esta manera, puede aprender más sobre lo que necesitan, descubrir más sobre el mundo interno del marketing farmacéutico y conseguir nuevas ideas para aumentar las ventas de farmacia. ¿Suena lo suficientemente bueno como para intentarlo? Complete el siguiente formulario para comunicarse con nosotros y obtener información sobre nuestros enfoques que le llevarán al éxito en la interacción médica y catapultarán la efectividad de su equipo de ventas a una nueva órbita.
