2021 in Pharma: What We Have Learned and Where We Have Won Posted on December 28, 2021November 19, 2024 by Andrii Nikulin Are you still processing 2020? Well, here is the news, 2022 is almost here. And while you are thinking about how it could happen; we can only assume that the last year was so intensive and eventful that no wonder it passed before we knew it. It may seem a bit chaotic at least because it frustrates the hopes of all humanity associated with an early end of the pandemic. But in fairness, we must give the credit to 2021 as the one that brought us one step closer to defeating covid and many other diseases. With ongoing digital transformation and the success of mRNA vaccines, we literally can observe how modern technologies shape the healthcare system of the future. As for pharma marketing, we made a huge step forward to deliver personalized experiences to customers with the widespread of a modular approach and current innovations in omnichannel marketing. Wrapping up this year, let’s look closer at the achievement, hopes, and fears we have for the year we step in and arm ourselves with the most recent data on the hottest topics of 2021: Building a successful communication mix with omnichannel approach The rise of modular content and its role in advanced personalization Balancing of customers’ expectations and data security Collaboration to save the day: Viseven is the part of Veeva’s Digital Factory Accelerator Program (DFAP) The current trends, challenges, and opportunities Searching for a balance between digital and virtual promotion Stepping into 2021, our biggest hope was to draw a line under the period of the coronavirus. The emergency vaccine invention suggested a chance to overcome the pandemic in record time, but the year started with news on new mutated strains. They rained down like a bolt from the blue and now, when the omicron has entered the scene, we realize that the covid period is now an era. What does it mean for pharma? In terms of communication, it prolonged the prevalence of digital communication, making pharma look closer to the mixed communication where face-to-face now is just one channel. New 2021 Veeva Pulse Report demonstrates stability in HCPs’ preferences towards digital with the sixfold growth of virtual meetings. At the same time, it poses the challenge for pharma that now is looking for a balance between offline and digital promotion. Resilience to changes Can we say that pharma’s digital moment has arrived? The digital transformation is on every corner, but the biggest challenge remains the resilience to becoming digital and the unevenness of transformation among regions. This can be explained by the growing complexity of content production and the difficulty of digital tools adoption across regions. Technology is changing and sometimes much faster than we are. Currently 1/3 of pharma believe they are poorly resourced for digital engagement. To win this competition, pharma should ensure that content development process is accelerated to the needed extent. With the introduction of smart content, however, it is easier to keep content creation at scale and navigate the complex digital landscape. The concept assumes content and data to be synchronized and supports supreme enterprise context management (taxonomy, claims, business rules, and tags). It is the whole new approach to content management with more features designed specifically to support rapid content development. Personalization The word of the year in pharma would likely be personalization. Now all the habits that we, as patients and customers, have acquired in 2020 have finally taken root. And pharma is rushing to introduce something extra to the customers as the main ingredient to win this competition. According to Smart Insights, 72% of consumers say they now only interact with marketing messages that are personalized and tailored to their interests. The number of channels has increased giving us additional opportunities to engage customers. However, we must admit that currently we use it blindly, bombarding HCPs with thousands of emails and other messages. To reach customers with the right message, it must be perfectly tailored to their needs. Only then, we can call it personalization. Where pharma won in 2021 Omnichannel to mix it up wisely A digital shift has turned healthcare to reach new heights in omnichannel. After two years, this approach has established its position as a key provider of flexible communication for generation covid who, above all, appreciate empathy, accuracy, and flexibility when it comes to interaction with a healthcare provider. In pharma, omnichannel covered the exposed gaps that were not that obvious before the pandemic. It turned out that besides being one the most expensive channel, according to data on Viseven’s projects, face-to-face visits cannot cover up to 80% of the database. It is especially painful for regions with a stable issue of low audience coverage. Thus, in 2021 pharma chooses to digitize and further actively spends an impressive part of its budget on digital tactics. However, not everything can be achieved by focusing only on digital activities. With HCPs who are still divided into tribes of digital natives and those who prefer in-person communication, face-to-face meetings do not get pale and remain especially important when it comes to product launches. Recovering from a pandemic, it is hard to predict where the channel mix will go further. However, in 2022 only 10% of pharma plan a big increase in budget allocations on-field force activities. And if recently the demand for a mix of virtual and hybrid interaction among HCPs was 85%. Now, this figure has grown to 87%. Top communication channels in 2021 A large number of omnichannel projects we were lucky to have this year allows us to share our internal observations regarding customer preferences and the channel that interest them the most. The email has confirmed its championship with 3x more demand among our pharma customers compared to the previous year. The second most relevant channel was SMS. And especially remarkable this year was for messengers that were in high demand among our customers. At their request, eWizard received a new feature, namely the support of messenger ad content creation for WeChat messenger. For us, these numbers and demands are just a confirmation of the industry’s ambition to move further towards digital and omnichannel excellence. Smart investment into digital The variety of channels, systems, and connections between them captures the imagination at first but later it creates some difficulties as the multiple means of communication make it difficult to track the performance of each activity in the campaign, leaving you in the dark about what you invest in and what you get in the end. Viseven’s experts in omnichannel suggest that pharma can easily drive efficient campaigning with a clear connection of how it influences HCPs’ loyalty and can measure and define the activities that spurge the decision of a particular client. The rise of modular content The widespread modular content has made the trend of personalization sound much louder. Over the years, content production in the pharmaceutical industry was considered a time-consuming process associated with many bottlenecks. The modular approach that was previously practiced exclusively by trailblazers is now entering the pharma mainstream. According to researchers, 54% of pharma use modular content, and a further 40% plan to start. These impressive numbers can be proved by the number of requests Viseven received this year. When we speak of our expertise in modular content, we mean a flexible and reusable digital asset living in the form of modular units that can be father used in various channel-specific templates, channels, and contexts. Modular approach of Viseven eliminates the need for affiliates to create content from scratch, but instead, successfully reuse (localize) global content and reap up to 65% of content development costs. The feature of auto-translation, in its turn, allows to translate only the needed assets that will by further reused. The use of pre-approved content modules can significantly accelerate content production, time to market and ensure rapid MLR approvals. But most importantly, it gives a green light to simplified content production that, in its turn, forces personalization and more creative work with content. Many of our great achievements in 2021 were marked by modular. Auto-tagging has become a feature the year with the ability to synchronize content and data (taxonomy, claims, business rules, and tags) within our Content Experience Platform. eWizard now embodies even more opportunities to sew various experiences together and create a unified, automated, and scalable content development standard for our pharma customers. This can be proved by Viseven’s experience on successful modular implementation in several leading pharmaceutical companies. Follow our updates to be among the first to reveal the details of these success cases. Establishing a secure hierarchy Today balancing between customers’ expectations and data security is the challenge for all who are actively digitizing. Digital technologies empower us to deliver more personalized content, tailored messages and cover the expectations of the target audience. At the same time, unfortunately, it rises data security and access management concerns. These are having a long history in life sciences. The tangled mess of countless laws and regulations don’t make it easier for pharma, posing the great challenge not to lose the customer’s trust, pursuing personalized experiences. 95% of customers say they are more likely to be loyal to a company they trust. Of the greatest features of meta-tags, except making it easier to find the information in the DAM is to provide accesses hierarchy, where each user role includes a certain level of access to certain information. Working with pharmaceutical content implies certain requirements and measures to be followed. The International Standards Organization (ISO) guarantees that the company works according to all required procedures, policies, and guidelines, protects, and has full authority over the Company’s assets. To confirm our determination to protect our customers’ data, Viseven has passed the supervisory audit ISO 27001 and regularly confirms its status and the ability to provide a secure environment for the pharma customers. Partnerships to save the day Partnerships has taken a new sense in pharma over the last year. Collaborative approaches and cross-enterprise collaboration are exactly what helped pharma to pass a rough test it has been put on. If you were reading comics, you know that even the coolest of superheroes cannot cope without trusting a partner on their side. The same goes for our partnership with Veeva aligned with greater achievement catalyzing our powers in aspiration to make healthcare invincible. Digital Factory Accelerator Program (DFAP) is designed and launched by Veeva initiative to provide additional support to narrow circle of Veeva’s customers that are building large-scale Digital Content Factories in place and using Veeva services. We are pleased to announce that Viseven Group is now among the first Veeva’s DFAP Partners. Parting thoughts 2021 was the consolidation of our habits as HCPs and patients and the ways we are consuming services. Agile and flexible communication is what pharma customers are striving for today. The current innovations in omnichannel marketing open up new horizons to meet customers’ needs and offer timely, sequential digital interactions in an appropriate format. The only MUST is the flexible content that will boost a content supply chain and will make it circulate through the omnichannel system. These two absolute prerequisites of today’s HCP engagement can fully be covered, regardless of your current level of digital maturity. Turn to us for assistance and help – Viseven’s mission is to enable digital transformation for businesses of all sizes and digital maturities.
Using omnichannel approach to achieve better HCP engagement: how does it work? Posted on November 22, 2021November 7, 2024 by Andrii Nikulin The pharmaceutical industry has talked about improving communication with HCPs for decades. While even several years ago, “closing the loop” was routinely equaled to traditional rep calls plus maybe a couple of emails, things have changed a lot recently. After the seismic shift of 2020, when the F2F variable temporarily left the equation, one thing became obvious: one-way communication (pharma speaks, HCPs listen) is no longer enough. Where is the guarantee the physicians do hear the message? Where is the value they are expecting? Establishing real, reciprocal HCP engagement is a challenge, yes. However, an increasing number of pharma organizations are using digital and omnichannel approach to resolve it – and successfully so. HCP engagement? Customer experience is the key To understand how to achieve genuine HCP engagement, it is helpful to define what it really is. Nodding at a representative or liking a pharma brand’s social media post – does this count? How far does the interaction really need to go to be considered significant for the overall communication funnel? In reality, it makes sense to define engagement as either a two-way interaction (HCP actively responding to pharma), or any event that can potentially lead to such an interaction (e.g., a physician downloading materials from a portal or subscribing to a service). From the HCP’s viewpoint, all of this happens within a certain “landscape” – their overall experience with the brand. At some point, when this customer experience attains a certain level of value to the HCP, they actively engage to get more. There are two prerequisites: The value already received from the experience (proof that the brand can offer more), e.g., a fruitful conversation with a rep or an interesting webinar The “promised” value – i.e., what the doctor can get if they only click that CTA button or ask the rep/MSL a question, etc. The effects of a well-constructed customer experience are hard to underestimate. In recent research by McKinsey (immunologists, n=600), the doctor’s satisfaction with “prescription journey” (in HCP-to-patient and HCP-to-pharma aspects) had the power to almost double the likelihood of prescribing the product. In other words, the overall experience interacting with the brand (in this case, via the representative) influenced the decision making roughly as much as the convenience factor while leading the patient. Interestingly, this refers to a “rep-only” or “rep-led” scenario. Seeing as how digital resources and channels are gaining more weight and credibility (for example, 46% HCPs reported to trust branded professional web resources in 2019), the power of a coordinated omnichannel experience would be even more impressive. But pharma already has a number of digital channels at disposal. Why is the problem still not obsolete? What could be improved? What areas of improvement are still active? Even though most organizations are, by now, using at least several forms of digital communication (tools, channels), there are factors that undermine the effort when it comes to HCP engagement. Drawing on Viseven’s experience, the most typical ones are as follows: Attempt to “squeeze” as much as possible into a single touchpoint. A tradition from F2F era, when the rep was supposed to deliver a list of obligatory messages within the 2-7 minutes of the call – and an unnecessary constraint in an omnichannel environment. With proper organization, the information to deliver can be split across touchpoints and delivered in the sequence most likely to get the HCP engaged. Lack of personalization. While a “one-size-fits-all” approach to messaging and content may sound temptingly simple, it no longer works well. Other industries, including retail, have raised the bar of expectations for customer experience. Siloed channels. The digital maturity stage immediately preceding omnichannel – “multichannel” really used to presuppose broadcasting the same messages across different channels without actual interconnection or traceability across them. However, this approach severely limits the marketer and only allows to operate in broad, crude segments. Addressing these three areas of improvement at once is the essence of the omnichannel approach as it has emerged lately. Omnichannel in pharma: what is it, actually? Compared to simply having multiple channels, an omnichannel approach presupposes integration and interconnection between these channels. This is the next stage of strategic development, empowered by modern technology to connect the once-separate online and offline platforms into a single, observable and manageable whole. From the HCP’s perspective, this connection between the channels means they are no longer “bombarded” by the same messages in different situations (reps, emails, messengers, web) but rather enjoy a cohesive, meaningful experience with the brand. For the marketer, this approach allows to truly coordinate the channels and touchpoints and arrange the experiences delivered to the HCP. By knowing what the certain physician (individual or group) has been exposed to prior to the next touchpoint, and what the feedback was, the marketer can provide the experience that will engage with more probability. Essentially, the integration of channels and cross-channel campaigning based on data, insights and automation provides the possibility of choice at multiple levels. By having a 360-degree outlook on the target audience, the brand can deliver the right message or information in the right context, and via the right channel at every touchpoint. For example, the understanding of where exactly in the adoption funnel the HCP is right now, the marketer can choose to offer them the information they need at this stage. At the same time, the HCP make choices of their own, based on their interests, needs, and other individual characteristics. These choices contribute to the pool of data that the marketer can then use to provide even better experiences, further reinforcing the connection. Technology and mindset The omnichannel approach is powered by technology, which includes integrated digital tools, Marketing Automation System, and (increasingly) even ML-based tools to account for large amounts of data. At the same time, using omnichannel is also linked to a change in mindset when it comes to operating the entire system. Omnichannel pharma marketing requires the ability to think in terms of customer journeys – and making them automated. Tools help in this process; marketing automation platforms offer journey planners that allow creating of automated flows, where the HCP’s decisions (clicks, reactions, subscribes, etc.) serve as disambiguations in the flow. A certain event (triggered by the HCP) essentially “tells” the algorithm to offer the next touchpoint. Of course, it is best at least at the initial stage of implementation to have a skilled professional arrange the journeys for maximum efficiency. How to increase engagement rate in HCP audience (3 aspects) So how does a pharmaceutical brand use all of this in practice to increase HCP engagement? What to look at? Here is a short checklist. #1 Personalized communication With the advent of digital, the demand for personalized communication has increased. An HCP will not have the time to listen to a rep detailing “obligatory” slides when they are interested in other information they can find online. Is this a problem? Not really, once an omnichannel system is functioning around the brand. Arranging touchpoints across channels, the marketer can ensure that the messages get through, while the HCP retains their right to choose according to their real individual needs. Personalization can be delivered in terms of content, tone of voice, channel mix, and even timing of the touchpoints. #2 Logically crafted Customer Journeys A good customer journey is one that looks good from the HCP’s side, so for building it, the professional has to keep in mind both the campaign goals and the perspective of the customer. For example, a chain of touchpoints that starts as emails, can be programmed to cross over to messengers with the same content if the emails are simply not opened. The same journey can “behave” differently if the HCP opened the email but did not engage with it, switching the tone of voice, supporting material, etc. #3 Using digital to reinforce F2F Digital channels can be used to reinforce the traditional F2F interactions within the same context. For example, a rep call can be followed up by an email or message, further inviting the HCP to engage with content on a portal, website or landing page. Where to start Adopting an omnichannel communication model gives a considerable competitive edge and allows to engage HCPs in meaningful dialogues. Of course, to make it work, an organization will want to account for all the aspects, including technology, mindset, workflows, and even elements of psychology, not to mention the work on data management. As of now, though, this has become easier since pharma does not need to “transplant” best practices from other industries and risk every time. Engaging experts who have overseen omnichannel implementation with industry leaders is the most feasible solution. Viseven Group offers this expertise in all aspects, drawing on dozens of projects for TOP 50 pharmaceutical and Life Sciences enterprises. Learn more about how professional teams can help boost HCP engagement for your brand.
How to increase the coverage of HCPs with the Healthcare Omnichannel Communications Posted on October 20, 2021November 20, 2024 by Andrii Nikulin The way of reaching and targeting healthcare professionals and patients is transforming; it is mostly linked to the changing nature of their behaviors, preferences, and priorities. The pandemic has boosted the value of online engagement along with the focus shifted to remote means of communication (which are playing a key role). Pharma marketers are being challenged more than ever to promote pharmaceutical products, evaluate the right mix of channels, and increase the coverage of their audience. Remote, fast, and safe are now widely used adjectives added to the term “communication” (in the healthcare industry, in particular). They became ground words that portray the nature of any social activity across the pharmaceutical marketplace. With social distancing measures and restricted access for medical representatives, pharma executives need to refine their strategies and traditional techniques toward building a genuine marketing ecosystem that will suit changing demands, help reach the intended audience, hit business goals, improve key performance indicators and increase conversions at scale. With many hurdles on the rise, the promotion of pharmaceutical brands to HCPs might not be a quick fix in today’s digital-driven age. Redefine your Omnichannel Communication in Healthcare Engaging physicians across traditional marketing channels (aka F2F or physical patient visits) can lead to many drawbacks, not allowing healthcare workers to attain the desired audience retention rate or even frequency. It goes hand in hand with customers’ growing needs for on-demand content, personalized experiences, and more agile communication models (e.g., digital and non-digital channels). Relying too much on personal visits of medical representatives can now be not sufficient to cover the HCP audience to its fullest extent. “According to research on Viseven omnichannel customer data worldwide, up to 80% of the HCP database might not be covered by personal visits”. Still, healthcare organizations can increase the coverage of healthcare providers and patients, address any modifications in physicians’ priorities, and meet profile-specific needs. The shortcut to better Omnichannel Patient Engagement Let’s run through 3 core statements, and go more in-depth: Former pharma marketing models of patient engagement cannot operate in a modern, post-pandemic world (businesses are migrating to the online-driven scope of communication) Pharmaceutical marketers are prompted to employ a vast mix of physical and digital channels to create a coherent experience for the target audience Omnichannel acts as the solution that helps increase the coverage of the doctors and patients as well as boost the quality and frequency of communication – without any losses in the share of voice and sales volume Omnichannel Healthcare Strategy as the Answer By missing out on the opportunity to use a broader spectrum of channels, marketers might lack the brand force to effectively build brand awareness as well as have limited coverage of the target audience. However, they can become more nimble in their decision-making process, reach more audiences and develop meaningful relationships when adopting omnichannel tactics. “As per statistics, 65% of modern physicians use social media for professional purposes, and over 70% of HCPs search for scientific data online daily”. As one would expect, the trend is gaining momentum: physicians are becoming more educated outside of visits with med representatives. A medical representative is supposed to be more of an advisor, a supporter, someone who helps build loyalty and trust in pharmaceutical brands but not just sells. Besides, using personal visits as the core marketing touchpoint might result in high cost-per-contact or negatively impact your business ROI. The omnichannel healthcare strategy came as the solution to any concerns faced by marketers. Such a strategy enriches a communication mix (that used to rely on a single channel or isolated channels) with other means of engagement such as email, social media, digital advertising, webinars, online events, etc., in which HCPs can obtain information on demand at any particular time. You can build a single marketing ecosystem, improve patient satisfaction and increase the target audience coverage with communication frequency. What channels does a healthcare organization use to create an organic ecosystem? Here are some commonly used channels inside patient journey mapping: rep-triggered email mass mailing messengers paid advertising social media portals landing pages with SEO Here is how that channel interconnection might work inside the omnichannel healthcare model (from encountering the first message to making the decision). The company’s goal was, for example, to invite HCPs to a webinar through email invitation. Some part of the audience opened an invitation and registered through the link. While some physicians didn’t respond to the email (or “skipped” the part of filling up the registration form) since they prefer to use messenger as the main communication channel. In order to reach the registration goal, further communication was done through messenger, and so on. As one can see, omnichannel orchestration requires deep knowledge of HCP behaviors and needs within each segment. The ultimate benefit of omnichannel in healthcare is that the key message is always delivered in its entirety through multiple digital and non-digital means. It is a centralized model where all these touchpoints are unified together into coherent storytelling (based on audience preferences). Plus, a customer journey is designed and tailored with robust marketing automation to provide better patient outcomes with exactly what they need at a specific moment, time and place. “According to research, pharma companies that implemented Viseven omnichannel solution in 2020, managed, on average, to triple the frequency of communication with target physicians through the use of optimized channel mix”. So, let’s imagine a pharma company planned to increase its presence in a specific area and boost a market share. F2F visits were chosen as the main marketing channel. Medical representatives managed to capture contact details, but there was no perspective for more interactions. When digital channels can complement F2F visits and improve targeting: no opportunity for further visits in a specific area (due to restrictions, country-specific regulations, etc.) there is a perspective to engage but with a low frequency high-frequency engagements but with the need for follow-up communication or any promotional/medical materials delivery remote region or region with a low expected profitability “Viseven customer data revealed that pharmaceutical companies (from the Middle-East and Scandinavian countries), which implemented omnichannel tactics, covered 84% of the audience that have not been covered by F2F visits. Previously, the coverage rate was limited by the presence of contact details of physicians”. How to enhance your Omnichannel Engagement in Healthcare Even with the diversity of the channel “palette”, it turned out that the implementation of omnichannel transformation is not as easy as supposed: communication channels simply merging might be orchestrated as completely different focus areas. Still, a shortcut to omnichannel patient engagement exists. Viseven owns strong expertise in integrating digital and non-digital channels for pharma and healthcare companies across the globe. A true omnichannel experience is enabled by the marketing automation system that binds together various channel-specific platforms and tools. We work inside such automation systems, preparing and launching complex, non-linear, and personalized campaigns. You do not need to develop content from scratch each time for every single channel. At Viseven, we can grow an omnichannel ecosystem for a pharmaceutical company organically from any stage up. Contact us to expand your healthcare professionals’ coverage, create seamless and personalized experiences, and reap the tangible benefits of omnichannel healthcare strategy implementation.
eWizard Auto-Tagging for Content Operating Excellence Across Brands and Markets Posted on September 1, 2021November 20, 2024 by Andrii Nikulin None of our habits happened overnight, and almost none of them stay with us unaltered during our lifespan. This same postulate pertains to content experience. The way we used to consume content a couple of years ago is indeed not the same anymore. Hardly anyone can now imagine not having a smartphone at their fingertips, checking, answering, and gripping information on whatever data is required. Or let’s take social media as an example. The latter is no more a “nice-to-have” solution but a powerful means for customer-centric engagement (as this is where people are “hanging out”). These days brands can seize more opportunities than ever before to engage customers and create a meaningful dialogue along with more data and insights available. However, staying on top of the content evolution curve is crucial, and now we are off to dwell on the “essence” of life sciences content and its area of focus. When the whole industry is still under extreme uncertainty going through the challenging period, the digitalization process is showing no signals of slowing down. Still, it might be just the right time to bring innovations to light in order to serve customers even better whatever circumstances we are experiencing now. This tendency, though, entirely reflects our mission, which is to enable digital transformation (as it’s gaining momentum) and facilitate the best-in-class omnichannel customer experience for Pharma and Life Sciences. In 2023, being an effective pharma marketer refers to being enough tech-equipped, as digital-first strategies to engage physicians and patients have skyrocketed in the last few years. That shift also promises to bring more advancement and effectiveness into customer engagement, and quality data will play a crucial role in helping make that approach live and function. Well, the pain point we must draw attention to is how to keep content creation at pace with that shift? It’s obvious that the content development process must now be accelerated to the needed extent. Easier said than done, right? Here’s the way out. Main Business Challenges Pharmaceutical Companies Might Grapple with: Low (or no) consistency in brand strategic communication: local marketers need to readjust the global content or create their own from scratch No regular practice of modular content reuse (what content can be reused and how to control that process) MLR approval process can take too long and is often complicated with low cost-efficiency No single content development framework and centralized processes Creative and content development agencies might be operating their own flows for different pharmaceutical brands No proper content tagging and taxonomy support as a part of a strategy, etc. How can pharma marketers and brand managers surpass those burdens alongside the growing complexity of content and rising expectations of modern physicians? Modular content management will be key in enabling content creation at scale and helping navigate the complex digital landscape. What is Auto-Tagging? Before we explain auto-tagging, let’s answer the “What is content tagging?” question first. Content tagging is the process of organizing any type of content, such as images, videos, or texts, in a certain way that allows sorting it out into groups and categorizing it based on certain characteristics. To put it in simpler words, content tagging is the same thing as labeling items in order to describe them. Let’s take a look at some content tagging examples: Assigning tags like “Education”, “Technology”, or “News” to different blog articles to help readers quickly find relevant content; Labeling videos with descriptions like “Tutorial”, “Demo”, or “Interview” for quick identification of specific types of video content; Tagging content based on details, with tags that stand for products, services, partner names, target audience, etc. Content tags are what you can use to quickly organize all content items and mark the content to make it easier to search. Content tags can be easily customized to fit your business objectives and specifics, providing customers with a more personalized experience and improving the navigation through your website. Metadata tagging is similar to content tagging, but while the latter one focuses on tags visible to users, metadata tagging mostly involves adding descriptive metadata to the aforementioned content. By combining both metadata tagging and content tagging, you can enhance the discoverability of your content and make it easier to manage. Another term to keep in mind is content tagging taxonomy, which is used to organize and classify content. Without taxonomy, it would be much harder to deliver personalized content and optimize it for search. Content tagging taxonomy can ensure that your content finds the user at the right time in the right place, making your content more accessible and easier to find. Auto-tagging is just the same thing as content tagging, but automated, meaning that there is no need to spend a lot of time manually creating and assigning tags to your content. By using various auto-tagging tools and instruments like AWS auto-tagging, you can spare a lot of time that can be dedicated to other projects. When it comes to the auto-tagging vs manual tagging comparison, automated content tagging is a virtually error-free and consistent process that is resistant to potential mishaps, which is guaranteed to make marketing assets a lot easier to manage. Manual tagging, on the other hand, requires a lot of time and effort, and it could take a few days to sort out just one content category. Automation might be difficult to set up and get used to at first, but in the long run, it is definitely a worthy investment. What is AI Сontent Tagging and What are Its Benefits? AI content tagging is what many people think will soon become one of the best content tagging practices, and it uses Artificial Intelligence to analyze and tag content of any type. Most commonly, AI content tagging involves a number of related technologies, such as Machine Learning or Natural Language Processing. By delegating content tagging to AI, companies will be able to manage, search, retrieve, and share content on all sorts of platforms faster, without compromising the quality. AI can enhance content tagging strategy in numerous ways, such as: Increased efficiency. AI-driven content tagging is capable of handling large data volumes much faster compared to humans, making it a few times more effective and time-efficient. Real-time analysis of tags. Artificial Intelligence is capable of analyzing and tagging content in real-time, meaning that it will also stay up to date without a need to do it manually. Reduced errors. “To err is human”, everyone has heard that. Unfortunately, when it comes to something as scrupulous as content tagging, it becomes extremely easy to make a mistake. Moreover, many details are hard to catch for the human eye. Nothing can escape AI’s grasp though, and it is capable of capturing virtually everything. Availability in different languages. AI can create and process tags in various languages, which can help to reach consumers across the globe. AI auto-tagging also helps to keep tags in various languages more organized without the need to onboard multiple specialists who master respective languages. A better understanding of your content. Automated content tagging with the help of AI does not only label content and sort it out. It can also compare different documents, categories, or formats and find similarities humans might have missed. Artificial Intelligence can offer fresh insights into your content and audience. Remember that Artificial Intelligence is not an ultimate solution that will completely get rid of manual tasks, yet it is expected to demonstrate an annual growth rate of 37.3% from 2023 to 2030, and an increasing number of companies are already embracing the technology and integrating it into their workflows and processes. AI auto-tagging is a step toward automation, and it’s best to take this step as early as possible. eWizard Content Auto-Tagging Overview eWizard auto-tagging solution is an optional function to structure enterprise-level modular content and metadata with auto-tagging, auto-recognition, and taxonomy support. eWizard auto-tagging is aiming at two main goals: to process brand digital content, namely audit, auto-tag, visualize and analyze; to help optimize the workflows, such as brand content planning, MLR approval, content development, content distribution, and content performance analytics. eWizard AI-based auto-tagging can automatically extract and tag data from digital content, providing contextual navigation (smart search) and helping to implement a personalized customer experience. Simply put, the algorithm is trained to apply relevant and descriptive tags by “understanding” the content behind the asset. Auto-tagging solves the main challenge for users of finding the relevant content in a few clicks, removing the need for manual search. eWizard tagging solution automatically scans different content types and extracts key metadata as well as assigns tags to the new content types that pair with similar topics. To summarize, auto-tagging helps to optimize: content discovery; content reusability; metadata management; workflow automation. eWizard Auto-Tagging Types Standard content auto-tagging is a highly scalable solution that applies tags to imagery, video, and text-based digital assets. You can audit your brand’s digital content, identify objects, people, text, scenes, and activities. Besides, it can detect any inappropriate or legal risk data and supplement the content with additional information (metadata). Another type is custom auto-tagging. It allows distinguishing the objects and scenes in images specific to your business needs. Custom solutions offer a more personalized approach tailored to business-specific taxonomies (pharma and life sciences, in our case). Making Far-Reaching Changes to Your Content Production Model By reckoning on a robust technological stack, our company is helping Life Sciences and pharmaceutical companies worldwide accelerate content experience and deliver the best-in-class customer engagement techniques. We are pioneers of creating digital ecosystems that lead the way to agnostic content management, superior client experience, and data management. Our dedicated team is ready to cover all phases of your omnichannel project workflow: starting by developing and localizing a global brand communication strategy, preparing the operational foundation, orchestrating customer engagements, and finishing with measuring the results and performance of digital assets. To learn more about how tagging in eWizard works and how to strengthen your content-searching experience – contact our expert by using this form:
Balancing the World of Innovation: Stay True to the Product with Medical Experts Posted on August 12, 2021November 8, 2024 by Andrii Nikulin The Great Digital Transformation has brought pharma into the place where often it remains only to guess what is behind words about another big transformation, dramatic shift, or new normal. Thus, at all times, amid periods of stagnation or great innovations, medical experts help companies not to lose the truth about their product and its essence. When it comes to the proper use of new technologies, they are the single source of truth in pharma. Their role and rich clinical experience are credible sources for the protection of patients’ safety. To send this message around, we held a dedicated session at the recent Next Webinar – to show how the dramatic shift towards omnichannel that occurred in the healthcare industry has made medical experts permanently change the emphasis of their work; how integral they are for the life sciences community and how they fit in such a rapidly developing environment. What has changed for medical experts? They say pharma too often throws the words “digital transformation” around. However, these people don’t understand that each business industry is individual and has its own evolution path. In the sense of digitalization, pharma has been behind for a long time, with many regions on the map where even in our days, sales reps were presenting information to HCPs exclusively on paper booklets. That was until a “small incident” that shook our planet a year and a half ago forced pharma to reconsider old canons. Now even the regions with severe budget shortages have at least the grounds of a digital strategy in-places. And despite previous efforts, in our opinion, it was a true moment when the Great Transformation started. 2,500 companies around the world participated in the recent survey conducted by Twilio. 74% of healthcare decision-makers from the US, UK, Germany, Australia, France, Spain, Italy, Japan, and Singapore reported they had sped up their digital transformation as a result of the COVID-19 crisis. According to ABI Research, the overall digital factory revenue will exceed US$4.5 billion in 2030. This great transformation is mostly associated with personalization, the rise of omnichannel – and the technology developments that enable all of these. Omnichannel has become an evolutionary link in the lifecycle of pharma’s digital transformations as the approach to maintaining a consistent value-based dialog with the target audience. A recent study found out that the companies using omnichannel marketing strategies retain 89% of their customers, compared to only 33% of customers in companies with a weaker omnichannel marketing strategy. The role of medical experts in the world of omnichannel innovation Such a rapidly changing environment has modified the role of medical experts and, in a way, significantly expanded it. Both external and internal medical experts today are balancing innovation and accuracy of medical data during a product launch, providing tech-driven support to stakeholders, and making all messages aligned. Internal medical experts: Company Employee Immersed in specialization Formed installations Limited by time resource External medical experts: You can connect an entire team with large resources when you need them. A broad view of the problem Have an understanding of Best Practices after working with other companies These two groups include both highly specialized specialists and generalists with knowledge of all branches of medical science. They help find new ideas for promotion while their advanced skills in the search and analysis of medical sources of information provide a larger array of data to be worked out. The pharmaceutical company also gets transparent and relevant information based on medical and economic analysis to demonstrate the value of therapeutics at the market scale – the benefits that the market will get if it’s going to accept and promote the drug in a certain territory. It is statistically proven that the information the doctor hears from the Rep during eDetailing has an impact on the prescriptions process. According to the iPhysicianNet study, there is a 58% increase in the volume of prescriptions with eDetailing programs. A medical advisor with both medical and marketing experience has a deep understanding of prescription making. They help to prepare materials for each stage of the prescription process, as a result, making the number of long-term prescribers grow. However, as it turned out, the work of medical experts is not limited to this, and their role in pharma’s omnichannel transformation is, in fact, unique. Misinterpretation or a broken telephone Channels are the foundation of the omnichannel approach. As your strategy grows stronger, you overgrow with more channels – and this is the first case when it’s worth involving a medical expert – to avoid a so-called ‘broken telephone’. Under a broken telephone, we mean a common case when the product message may get distorted traveling from one channel to another. For example, when you have just two channels, there is a slight chance to distort the message. But when there are more channels, it becomes more difficult to achieve the integrity of the message (see figure 1). Figure 1 This is where the medical expert may step in and make sure that your messages remain consistent and compliant at every step of the promotion. Explicit advertising In a bid to present the best side of the product, marketers can sometimes go to extremes, giving a rather distorted “portrait” of the medication. For example, let’s take a look at the properties of an ulcer disease product based on which you can extract 4-5 key messages. Each of them can be presented in varying degrees of scientific or emotional form. At these transitions, the marketer can get carried away and attribute the wrong properties to the drug or simply present them incorrectly. (see figure 2) Figure 2 That’s why medical experts work in close collaboration with the marketing department, keeping an eye also on the correctness and scientific accuracy of the product messages. The creation of omnichannel content is very specific due to the large amount of such content needed and a whole conglomeration of channels where it must circulate. This process may only be faster with well-coordinated teamwork guided by the experience of medical experts. They can provide: Adaptation of content for omnichannel and CLM Quick and inexpensive production of new content Finding of new medical articles and sources Offering additional opportunities for positioning Finding new advantages, selling points, potential indications, etc. The team of medical experts also participates in the tactical planning of omnichannel campaigns, deciding on a digital mix (online + offline promotion) plan, customer journeys, communication channels selection, and social media planning. Medical marketing – a single source of truth for marketing strategy development. The involvement of medical experts may also be significant cost savings going through rounds of obligatory regulations and approvals. Content is going through fewer approval stages and there is no need to involve KOLs to approve marketing materials. The approval of the material is faster since everything is done carefully and as medically correct as possible. Whatever changes happen around, the most important thing is to be true to yourself and what you are doing. No matter how important it is to move forward, in the end, you don’t get determined by the level of innovation, but by the quality of the products you offer to the audience. Contact us to take advice and assistance of professional medical experts, which perfectly balance innovation and product quality when it comes to omnichannel communication building.
eLearning Solutions for Pharmaceutical Companies: Why Does it Matter? Posted on July 30, 2021November 20, 2024 by Andrii Nikulin A sharp surge of innovations in the pharmaceutical industry has created an environment where new tools and models of work appear every day, making difficult pharma concepts even more confusing and complex. Pharmaceutical companies are ridden with different strategies, while behind the scenes, there is an arms race of various tools and systems. However, the main ingredient to win this competition is people, of course. Thus, pharma does everything to grow their talented specialist pool, investing all in the most valuable assets. Let’s talk about how eLearning has become the first choice in the education and training of pharma teams, MedReps, managers, and many other specialists who play a hand in pharma’s continuous growth. Why Pharma Chooses eLearning? Being in the spotlight during the last year, life sciences seem to be on an unprecedented rise, any minute ready for breakthroughs in science. 86% of technology professionals think that the healthcare and pharmaceutical industries’ digital moment has arrived. Sure enough, it has arrived, but the one thing it requires is talent. Simple outsourcing of these talents is not enough – many understand it, and now opt to grow their own in-house specialists, primarily investing in their future. We came across a report where Deloitte surveyed pharma and MedTech companies about their plans for future investments and changes, and almost 80% of the market leaders stated they needed to be more aggressive in adopting digital technologies. However, only about 20% of pharma companies are currently digitally mature. One of the biggest areas for improvement right now is education, and more and more organizations are now exploring the transition to e-learning. Nothing stands still. The global pandemic has provoked a rapid surge of digital initiatives in healthcare but on the other hand, it greatly disrupted workplace practices inside pharmaceutical companies. Managing, training, and onboarding remote teams during the global pandemic is quite a burden, of course. The 5th edition of the Salesforce report was investigating how global customer service professionals were adapting to the realities of work in the pandemic. It turned out that 39% of high-performing companies were successfully organizing remote teams’ training to keep employees updated, a little less but still 19% and 11% of moderate-performing and underperforming companies were also investing in remote training for the staff. A competitive environment like this has forced companies to reconsider their workplace practices and look for an alternative way to provide mandatory educational training. eLearning provides an opportunity to meet some of those training needs as well as many others. eLearning solutions offer a better learning experience based on interactive technologies, such as audio, video, graphs, and animations, and allow pharma leaders to conduct mandatory training and share valuable knowledge with all members of the teams. 5 Reasons to Consider eLearning for Pharma A few reasons why eLearning has become a preferred mode of learning in the pharma industry come down to the various benefits it offers. According to statistics, LMS/SaaS models provide a more standardized education environment and make up over 29% of the total eLearning market share. A survey of 2,500 companies found that those with “comprehensive training programs” have 218% higher revenue per employee and 24% higher profit margins. On top of that, retention rates are also usually increasing by 25% to 60%. Excellent indicators, but these are mainly economic, and let’s see what the long-term benefits are: 1. Keep the team updated & provide the necessary training Now practically all advanced pharma companies are mastering omnichannel. This approach has become an evolutionary link in the lifecycle of pharma’s digital transformations. But it is important to understand that the real evolution towards omnichannel takes place within. When a global pharmaceutical company is about to master and scale the right tools correctly – the desired aim is hard to achieve. For example, when your company is deploying certain omnichannel marketing tools they may simply not be suitable for all pharma’s affiliates. In fact, desynchronization occurs at different stages. Therefore, it is more convenient to master and learn how to use certain tools with the help of eLearning technologies that are proving a convenient learning environment that allows covering the entire team. Together with end users, you can create your own learning plan, update it gradually with new tools, translate content across all channels, and share valuable knowledge both globally and locally. 2. Get analytics and track the progress Typically, an eLearning program contains a progress tracker that allows tracking the success of each learner. On top of that, organizers can also provide weekly email feedback to keep track of where the student is in the program and what comes next. The learning plan consists of thematic modules with chapters, new modules become available as the student progresses. This creates a clear picture of how many employees of the company have mastered the new technology or completed their mandatory training and with what results. 3. Standardised approach to learning eLearning technology may save a lot of time and money for the company, as you will have a consistent, compliant plan at hand. A professional team may create content according to your recommendations, and the system will ensure fast delivery of content to learners across all channels. For example, when our team at Viseven creates content for our customers, the process is usually as follows: they provide an eLearning plan while we do the rest: create, design, localize, build a customer journey, and plan integrations. 4. Personalized, interactive experiences Finally, give yourself the first good reason why you would consider eLearning. The transfer of interactive knowledge contributes to better perception, memorization of the necessary information, as well as providing inspiration to learn more. This is especially applicable to life sciences, where huge volumes of information that are not the easiest to memorize require proper structuring, bright design, and correct presentation. 5. Better information retention After all, many people use eLearning because it helps them remember and process the received information much better. It is also facilitated by the fact that the learning process, as in the case of Viseven, can be organized not only around virtual training and quizzes but also around live training, creating an educational mix for better memorization of information. What is a Learning Management System (LMS)? Pharma learning management systems (LMS) represent a type of software that can be used to conduct pharma industry trainings or other learning activities and make it easier and more engaging for learners. Typically, LMS for pharma offers a wide range of interactive activities and opportunities for learning certain topics and subjects at a pace comfortable for those studying it. LMS can replace traditional learning models and help conduct internal training for pharma companies that will be both cost-efficient and effective. It is a chance for all pharma companies to not only foster a work environment where everybody gets a chance to refine their skills, but also to incorporate pharmaceutical eLearning programs and platforms into the daily routines of all employees. The global LMS market is expected to grow from $18.26 billion in 2022 to $47.47 billion by 2030. The demand is visibly escalating, and an increasing number of companies are already adopting learning management systems to train their staff. Let’s take a look at a few reasons why you should do it too. Reasons Why You Should Choose LMS LMS is an opportunity to have high-quality training for the pharmaceutical industry while working remotely The Covid-19 pandemic forced a whole new lifestyle upon many of us, and most companies, despite the pandemic being gone, have decided to keep remote work as one of the options for their workers. However, one of the downsides of remote work is the inability to participate in live educational events. This is where the learning management system for pharmaceutical companies truly shines, uniting all the study guides, games, events, books, and lectures in one place. LMS for the pharmaceutical industry is a very cost-effective solution We’ve touched on this before, but let’s elaborate. eLearning solutions for pharmaceutical companies can significantly lower the cost of staff training and re-training for one simple reason: such tools provide an accessible and easy-to-manage platform the support of which won’t cost a lot. Compared to instructor-led workshops and courses, which could often cost up to a few thousand dollars per event, companies can now completely switch to a pharmaceutical LMS at a very low cost. It becomes easier to keep up with the ever-changing market and update the content Pharmaceutical employee training must constantly be updated due to the dynamic nature of the industry. Unfortunately, offline training in the pharmaceutical industry is always a little bit outdated, since adding tweaks and changes to it often requires a lot of time and effort, and it is often done manually. When it comes to pharma eLearning, it becomes much easier to not only quicker update the pharma training program but automate some parts of this process. LMS is available across various platforms Thanks to LMS, pharmaceutical companies’ training programs can be accessed via any device, including laptops, mobile phones, and even tablets. This makes education possible from anywhere, making it easier for workers to complete internal training for pharma companies at their own pace, whenever they feel comfortable. E-learning fosters automation LMS is one of the best pharma internal training solutions for companies seeking ways to automate their workflows. With the help of a learning management system, companies can implement automation of the following processes: Notifications and reminders about certain courses and programs; Learning progress tracking; Feedback loop; Content updates; Assessment and quizzes. The importance of proper training in the pharmaceutical industry cannot be underestimated, and tools like LMS are what can greatly enhance the experience of both learners and educators and make it much better and more immersive. Learning management systems provide everyone in the pharma industry with an opportunity to become better professionals and obtain the desired education needed to advance in their careers. In addition, pharmaceutical companies can spend fewer resources on training and educating their staff, while also making sure that the education provided is of the highest quality. What is the Future of Pharmaceutical eLearning: What to Expect in 2023? E-learning is rapidly changing the world, while also being transformed itself. There are many trends that are either already reshaping eLearning in the pharma industry or are about to do so. Here are some of the biggest upcoming trends in the pharma eLearning to keep an eye on: Augmented/Virtual Reality VR and AR can assist learners by creating simulations and scenarios where it is possible to practice and hone your skills in an environment that’s almost identical to the real world. It is also much cheaper and safer to train staff using VR/AR since there is no need to invest in a testing environment. Artificial Intelligence and Machine Learning AI and ML are set to change the world, and e-learning won’t be standing aside for sure. AI-driven tools and technologies will reshape the world of pharma e-learning and provide both students and educators with an opportunity to customize training programs, get real-time feedback, receive personalized recommendations, and even create online courses based on the learning style and habits of a learner. Gamification Gamification is about making the learning process more interesting and engaging by adding some elements that resemble games, such as scores, leadership boards, mini-games, competitions, etc. Many platforms for learning are now introducing game-based learning to their adult audience to provide them with a fun and educational experience, regardless of the chosen course and field of study. International Business Machines Corporation (IBM) found that eLearning participants learned five times more materials without having to increase the time spent studying and training. Pharma companies across the world are already investing in LMS and tools for online training to provide their teams with high-quality education and skills necessary to become better experts. Now is the best moment to embark on your eLearning journey and fully embrace the transformative innovation it offers. What we offer When the audience of our client says: I need professional internal training in the pharma industry to get valuable information about products and services at the right time and in the right place, thereby saving my patients’ time and making life easier for them. … or the representatives of our client’s team say: I want to have the simplest and most effective omnichannel tools at hand to make my job easier, increase communication flows with our target audience, and avoid time-consuming tasks. We create a comfortable interactive environment in our Virtual Academy. The process of learning is organized around a chain of people and first-class tools on the basis of an omnichannel platform. eLearning technology from Viseven is built around a specific customer journey that is tailored to the needs of each customer. Our professional team will create content according to your recommendations, while audit and contextual understanding help us take advantage of each ecosystem to reduce complexity and simplify the user journey. You can scale the process correctly, complying with unique corporate standards for eLearning content, and unite multiple teams and offices around the world. While your company can deliver the same content to all students, Viseven provides support at every stage of content development and implementation. We create content for various types of learning. The result is a ready-to-use package suitable for any type of self-study. While a complete ecosystem of channels will encourage learners to continue their learning. Our omnichannel eLearning services include: concept creation; technology development; visual and sound design; UI/UX design; custom application development; distribution of materials to end users. Viseven offers a combination of high technology and team play: We are changing the daily approach to health through virtual and digital communication channels and believe that this will shape the healthcare industry of the future. Contact and join us in our Virtual Academy to exceed expectations together.
AMP Emails in Pharma – How and Where to Use? Posted on May 31, 2021November 11, 2024 by Andrii Nikulin Have you ever thought about how great it would be if we could insert interactive elements into a regular static booklet? Carousels, purchase buttons, videos, gifs, animations… Imagine how it could diversify our promotional materials and which new horizons it can open for the pharmaceutical industry. Yes, we know it is currently impossible, but the future is near at hand… After all, a few years ago they thought the same thing about emails. Today an interactive email format known as Accelerated Mobile Page (AMP) is storming all business industries and has already got to the life sciences. What are AMP emails and how can they benefit your business? Let’s discuss the potential of AMP emails in pharma, how to work with them in practice, what are complexities and pitfalls, and decide if it is ultimately worth it. The interactivity matters. Trends of the new decade Ideas akin to that of the interactive booklets come into users’ heads because it is expected that interactive technologies will soon enough be able to literally peel our banana. 60% of customers say COVID-19 has changed their relationship with technology. Another 67% of customers say their expectations for good experiences are higher than ever. That sets the new standard of customer experience for marketers. High interactivity of marketing materials is what all marketers are working on. Thus, a channel like social media took the center stage in customer engagement strategies as it is much easier to catch customers in Instagram that they visit several times a day. Interactive quizzes and polls are now the third most popular story format. Another clear case is Buzzfeed which has conquered most of its audience, providing above all interactive, engaging content. In the same way, video used to be, and remains, your biggest opportunity. It conquers the market in the new decade as now we are looking for information on YouTube almost as often as on Google. Viewers say they retain 95% of a message when obtained via video. All the generated statistics is only intended that interactive content works and should be deployed. In fact, such tools are an integral part of many industries’ business strategies. 79% of marketers say they plan to increase the use of interactive content in the next 12 months. Will these channels be relevant in the pharma industry? Of course, you can split the messaging across different channels. For instance, effectively use email, which for many years has occupied the reigning position in communication with the HCPs. What is AMP? How to Use it in emails? Before you ask the “What is AMP for email?” question, you need to first learn what is it and why businesses put much effort into learning how to use it. AMP technology allows you to create dynamic content in the email body. This technology allows sending interactive content to HCPs. Email receivers can fill out surveys or order samples, respond to invitations, view carousels, and perform many other actions right in the email. An AMP email may include: Carousels and accordions; Surveys; Catalogues and leaflets; Feedback forms. Another benefit is that it allows to speed up the loading of web pages on mobile devices. This is important because, just as we do, physicians read emails primarily on their smartphones (60%). The mobile-friendliness of AMP emails plays a significant role in their marketability. AMP eliminates the need to open another web page to perform any actions. You can click on an element and the content appears right on the same page. You are not leaving the web page you’re on and email works like an autonomous web page. All actions may be performed right in the email body. Dynamic content also opens a new world for deeper personalization across all channels via the reuse of the content in question. 77% of marketers agree that interactive content has “reusable” value, resulting in decreased production times and multiple exposures. How to Use AMP in Pharma? Surely, the main value of AMP emails for pharma is in the development of email campaigns considering their interactive nature. It allows you to feature various types of content on your website within the email, reducing the need to recreate it. It may turn your static email into an appealing, user-driven story. Earlier, HCPs had to go directly to sample sites and leave their information there to order samples. The AMP technology removes this little inconvenience. AMP emails also complement other communication channels, allowing the creation of rep-triggered email campaigns containing eDetailing and self-detailing presentations for HCPs to examine on their own. In the email body, HCPs may also schedule a call with a medical rep, as well as evaluate the quality of the session. Can we add surveys to the email? Of course, a pharma company can send surveys of any length right within the email. Does AMP email support video? The answer is, yes. You can send promotional videos or video materials from your pharma webpage and add them to your mail. But perhaps the most common use of AMP emails is to invite doctors to participate in various conferences and events. AMP simplifies the process of registration for HCPs and eliminates the unnecessary bouncing between pages. How to Send AMP Emails? Sending an AMP email is not as easy as sending a regular email we all are used to, but it is definitely worth the effort. Here is a step-by-step guide on how to send this kind of email: Choose an email service provider (ESP) Not all email service providers support sending AMP emails, so first you should think about a platform that is suitable for your goals. Some of the platforms that do support it are Gmail and Yahoo. Validate your email To be able to create AMP for emails and send them, you need to make sure that your email address is authorized to do so. Most ESPs require you to authenticate all addresses that are meant for sending AMP emails, so check beforehand if you’ve met all the requirements. Incorporate all the necessary components into your email There are certain AMP-enabled elements that allow you to create any interactive email. There are three types of AMP components that can be added to your email: media, dynamic, and AMP layout. On the official website, you can find a full list of these components that can be included in your email. Add a fallback Not all email clients support AMP, meaning that you need to have an alternative version ready just in case. All the AMP elements should be substituted with HTML, which will make it possible for all recipients, even those that cannot view AMP emails, to see your message. Test your email Testing your emails before actually sending them is crucial, since you never know how your message might look in different browsers and target operating systems. By using AMP Playground or similar tools, you can easily preview and test your email to see if you’ve built it correctly. Send your email After testing your email, you can finally send it without any hesitation; and this is generally how a whole email campaign will unfold. However, remember that every ESP might have their specific guidelines regarding AMP emails, so ensure that you comply with the requirements and follow their instructions before you send anything. The process of creating and sending AMP in emails heavily depends on the chosen ESP, so before you start crafting your email, first consult the documentation for specific instructions on sending these types of emails on certain platforms. AMP: challenges and pitfalls Accelerated Mobile Page was first officially launched by Google in 2019 and has become a real boom in digital email marketing. However, the problem at that time was that Google remained the only platform that supported this format, which implied obvious technical limitations. And even though a few years have passed since then, there are still many limitations that make many marketers avoid AMP. Only a handful of ESPs support AMP Most email service providers don’t support the MIME type needed to create AMP emails. Outlook withdrew its support of AMP a few years ago, and Apple never even considered adding it. And even though the demand is rapidly growing, there is still no news regarding the support being added across Apple devices. It’s possible that due to the pressure and unwillingness to stay behind most ESPs will decide to finally allow their users to experience the full power of Accelerated Mobile Page, but not for now. Tracking the performance is much harder compared to the traditional email It is not enough to just check such metrics as “delivered”, “opened”, and “clicked”. AMP goes well beyond that. Many marketers are reluctant to use such emails due to the complexity of performance tracking, and the only way to tackle this issue is by acquiring other methods and tools for tracking performance metrics. AMP emails have an extremely short lifespan No more how great your coding is, or how well your email provider supports AMP, it will inevitably fail. There is nothing you can do about it other than to make sure you always include an HTML version of your email just to make sure that either way, the recipient will receive all the important info. AMP doesn’t always work on mobile devices Even though AMP renders on mobile devices in some situations, it is not always displayed correctly, or even displayed at all. The best way to deal with this problem is to include a plain text version in your email so that your clients will get it in any case, no matter what. At first look, it seems like AMP is not the most popular feature right now. However, it is still in development, and more features will emerge in the near future. Moreover, the state of AMP in 2023 is much better compared to the days when it first appeared on the market. It has noticeably improved, has better support, and is much easier to implement. And things will only keep getting better. Pulling off AMP emails might not be an easier task to tackle, but, just like any other tool for marketing, by putting some effort into it, you will enhance user experience and boost engagement. More and more platforms are now considering enabling the support of AMP, so it’s likely that in the future, we’ll see even more of it! See examples of AMP emails in eWizard The interactive capability of AMP is too great to be bypassed. Considering all challenges, we had passed the “testing” period and mastered all the subtleties of this format. Now our team of dedicated email marketing professionals have solid experience in the development of AMP email for pharma on the base of eWizard platform. In the future, we plan to extend this functionality to diversify the experiences for HCPs and patient engagement. Dynamic content inside eWizard mail templates offers a variety of ways to create interactive emails and improve: exposure and click-through rate; customer experience; your messages into an interactive and dynamic story; insert interactivity keeping your brand’s consistency. Would you like to hear more about our expertise in the development of dynamic email content and take a look at some AMP email examples? Fill out the form below and our experts will reach out to you!
Ensuring Data Protection and Pharma Compliance in Digital Transformation Posted on May 18, 2021November 11, 2024 by Andrii Nikulin Quicker than a storm, a pandemic has left us in a black hole of confusion and uncertainty. On this matter, pharma could be compared to a large ship that suddenly has lost its navigation in a stormy sea of changes that a new wave of digital has brought along. Various regulatory compliance pharma processes were paused, and many companies were looking for new solutions and ways to adjust to the new world. Since then, information security, pharmaceutical compliance standards, and consent management issues have become much more urgent and complex. Events like Next Normal Week exist to give us a landmark on how to navigate such turbulent times. We were excited to be a part of this event and share our expertise on how to secure pharma companies in terms of regulation and management of personal data thanks to the best DCF security standards – one of the hot-button topics of 2023. Read to discover the best practices and technical expertise that provide a robust, hyper-secure ecosystem “trained” to respect information security and pharma content compliance. What is Сompliance in Pharma? Regulatory compliance in the pharmaceutical industry refers to adherence and conformity to regulations, norms, and laws that apply to various processes in pharmaceutical companies, including marketing, operational, manufacturing, and others. The importance of regulatory compliance in the pharmaceutical industry cannot be overstated, since pharmaceutical products and services have a huge impact on public health. Navigating Data Security and Pharma Compliance Challenges Practically all areas of the pharma industry are entirely dependent on patient and HCP data and consent gathering. Pharma companies that are optimizing their content production workflows with organizations like Digital Content Factory in place often face increasing concerns regarding data security, access management, and compliance in the pharma industry. The rapid shift towards digital provides many opportunities for improved content management, but at the same time, it contains a lot of risk of information leakage – which has always been one of the biggest threats for pharmaceutical companies. It comes along with a snow globe of laws and regulations that only grows every year. When people are talking about gathering consent, the first thing they think about is compliance. It includes multiple areas: The General Data Protection Regulation (GDPR) The California Consumer Privacy Act (CCPA) and other regulations. The other important layer is Personal Data Management which includes gathering and storage of users’ consents, usage of systems that help us to get it (Web Forms, CRM systems, and others), Data Flow, Cyber Security, and Data Protection – the essential elements of pharma compliance, consent gathering and other pharmaceutical standards and compliance requirements. User experience (UX) is often overlooked but it is an important point for modern customers who are more than ever concerned with the security of their personal data. This process must be transparent enough, as according to statistics, 95% of customers say they are more likely to be loyal to a company they trust. At the level of UX it is important to provide opportunities for: Consent Gathering (Opt-in, Forms, Notifications); Terms of Use and Privacy Policy; Data Flow; Data Termination (Opt-out, Unsubscribe, Notifications); Right to be Forgotten. With the emergence of Artificial Intelligence, compliance in Pharma has started to change once more. Even though AI has opened a multitude of amazing opportunities, issues related to ethics, safety, and pharma data integrity compliance cannot be ignored. The compliance requirements for pharmaceutical companies are set to shift again, and organizations should initiate the groundwork for new beginnings right now. Even though the future of pharma regulatory compliance is still vague, we know for sure that there will be many new rules and laws that offer better protection of personal data and enhance market governance. The world of regulatory affairs is changing, and everyone is getting ready for what the future might hold for us. In such a highly regulated environment, pharma should apply all digital talents and pharmaceutical compliance management software to handle all processes in terms of data security and compliance management. Additionally, comprehensive training programs should be implemented to improve industry-based regulatory compliance across the organization. Why is Compliance Important in the Pharmaceutical Industry? Security of Medical Database So, how to establish an effective data compliance system? According to the IntSights report, about one-third of healthcare databases stored both locally and in the cloud are currently exposing sensitive patient data. Factors like misconfigured databases present one of the highest risks to security of patients and doctors’ data. The problem is that many healthcare providers have continued to shift data and other assets online without prioritizing investments in cybersecurity tools or procedures to prevent the leakage of sensitive information. Another possible threat is an expansion of the functionality without involving certified developers. In some cases, the limitations of the budget or the wrong choice of tech providers may lead to unacceptable practices, such as reverse engineering or unauthorized extensions, which make data vulnerable. So, it is strongly recommended to involve certified professionals whenever dealing with a licensed system. In terms of access, businesses are increasingly focused on measures like multi-factor authentication. Security-conscious companies may further limit the number of accesses to specific IP addresses and implement manual review or confirmation systems to minimize the risk of data leaks. Security of Content While the question of security and compliance issues in the pharmaceutical industry remains urgent, customers still expect coherent messaging and best-in-class content. The secure production of pharmaceutical content needs a specific protocol of the required measures and regulations. That’s why industry leaders are currently looking for a solution that can automate these processes. When pharma has an idea for a new project, they need an agency to turn it into reality. But it also comes with risks, as a lot of the data contained in the marketing and promotional materials are sensitive for the pharma companies. While meta-tagging greatly simplifies the search for the necessary information in digital asset management (DAM), a much better solution in terms of data security would be establishing access hierarchy. Under this system, each user is provided with a specific level of access to information. Also, to provide additional security when working with content, agencies can sign an NDA agreement and implement monitoring through a briefing tool. This approach improves the outcomes of pharmaceutical-agency partnerships. Even though a comprehensive brief is very important, it’s not always transmitted in a secure manner. It is much more convenient to use tools designed specifically for briefing, and that are built into the platform for working with content. The Brief Tool from eWizard is a valuable platform functionality used by Pharma & Life Science brand managers or marketers to provide comprehensive instructions to production partners. This tool outlines the vision for producing specific assets such as IVAs/eDetailers, Landing Pages, and Emails. It integrates pre-approved content modules and other branding elements, helps to define content structure and design expectations, ensuring the resulting production aligns with the brand’s objectives and guidelines. Consent Management Now, for the most part, the consent-gathering process is happening at the meetings with HCPs. This happens as follows: med rep asks an HCP if they are willing to receive updates from the pharma company. If the HCP is ready to share personal information – the consent-gathering process starts (see scheme 1). After that, all the data is going to the CRM or Marketing Automation system and the HCP starts getting bombarded by traffic from the pharma company. This is the model that is basically associated with the multi-channel approach. The problem is that it does not allow differentiation of the initial interest of the HCP and provides targeted communication where each message presents a real value for the customer. Scheme 1 Where the change of mindset should happen Where the change of mindset should happen Instead of getting a single tick from HCP that they are willing to receive further information on one channel, HCP is getting a full detailed list of the options you are offering as a service. From that moment on, the HCPs are getting targeted information that is based on their initial interest. For example, if the HCP ticks a face-to-face visit, the information goes straight to the CRM system or the Consent Management system, depending on the infrastructure that the company is using. Then, a sales rep can process this information and plan the eDetailer presentation and further activities accordingly. If the HCP chooses to receive a broadcast email, it brings the whole integration with a marketing automation system. HCPs can get various types of marketing information from marketers, contractors, and other people who are in charge of this process. This practically changes the name of the game and gives the customer a broad picture of what they are signing up for and what type of information they can expect from the pharma company in exchange for consent. However, the other cast-iron rule is that the customer, at any minute, has a right to unsubscribe from the information they previously agreed to receive. Another key aspect of changing the mindset in the consent management process is hat with this model, customers have the option to opt out of communication through one specific channel, such as broadcast emails (see scheme 2), while still receiving information through other channels like portals and events. By using this checkbox, the company may deactivate undesirable activities without interrupting an entire communication with the HCP. Scheme 2 This way, we can generate the golden rule of consent management: the customer should always be provided with transparency regarding the use of their data, communication channels used, and meaning behind each checkbox they choose. Which ISO is for the Pharmaceutical Industry? The International Standards Organization (ISO) means that the company has implemented a number of procedures, policies, and guidelines, allowing it to attain robust control and protection over the company’s assets. Thanks to ISO, we can guarantee complete pharma regulatory compliance. There are a few other certifications that pharmaceutical companies must have to continue operating safely and without causing any harm to their clients and patients. Here is a short list of those certifications: ISO 45001 This certification helps create a safe environment for employees and reduces various health and safety risks. ISO 9001 This standard specifies the requirements for Quality Management Systems. Before launching a new pharmaceutical product, it’s crucial to ensure that it complies with all applicable regulatory requirements to guarantee its safety and efficacy, and this is what this certification is responsible for. ISO 14001 With this certification, companies can improve their environmental performance and mitigate environmental harm. Pharma regulatory and compliance guidelines are constantly evolving, requiring many organizations to stay updated with the latest industry standards. Pharmaceutical companies manage a huge amount of sensitive information that cannot be disclosed. Today, the need to remain competitive and provide a secure environment for pharma customers prompts us to be certified against a strictly defined and delineated standard which is ISO/IEC 27001. Viseven has successfully passed the first supervisory audit ISO 27001. Among the main advantages of adhering to the completed pharmaceutical compliance certification norms and pharma compliance regulations are asset protection from leakage, theft, or loss; higher trust from the customers, as well as employees’ confidence. All of this ensures our greater strength in the highly competitive landscape, with clear and transparent workflows, as well as role distribution among our specialists. In case you have questions concerning our expertise in establishing a robust hyper-secure ecosystem – turn to our experts for insights and guidance.
What the Pharmaceutical Industry can Gain from Digital B2B Strategies? Posted on May 13, 2021November 8, 2024 by Andrii Nikulin The fast-growing e-commerce became our natural environment in the last couple of years, no matter what age group we belong to, be it Gen X, Millennials, or Generation Z, our buying experience with a sales representative or assistant might be soon completely overlooked, while the new means of marketing and selling are taking their rightful place. As one generation influences another, one can only forecast how tech-savvy digital buyers are going to look and behave in the future. Enterprises must be flexible and adaptable to the ever-changing needs of their customers. But the starting point that should be thoroughly examined first is always the target audience. Now it comes as no surprise to see online buyers constantly shopping or requesting services using online channels (just look at younger consumers who are almost “glued” to their smartphones). With mobile technologies rapidly evolving, making purchases, engaging with brands via social networks, or searching for information using mobile devices became part of our regular day-to-day smartphone usage. Of course, we are not necessarily talking about actual online buying. The thing is that online presence helps companies to build stronger brand awareness via the right channel mix and boost customers’ loyalty – that is an essential part of the customer lifecycle today. Companies have to adopt an omnichannel approach, merging their marketing tools, data, technologies, and people to ensure the best-in-class experience. What is B2B pharma? 2B is all about building strong relationships between businesses and making sure that they keep evolving and improving. In B2B pharma, one company sells certain products or services to another company instead of offering them directly to end customers. The primary focus of B2B pharma is collaborations and partnerships between pharmaceutical companies, which often result in such activities as drug development, knowledge exchange, medical research, clinical trials, and many others. Thanks to B2B in pharma, hospitals, pharmacies, clinics, and healthcare providers (HCPs) can obtain the necessary equipment, medicine, software, and even furniture to provide patients with the necessary care. The most common place to find other organizations to conduct business with is a B2B pharma marketplace, where various suppliers, distributors, PCD pharma companies, and other organizations in the pharma sector can connect with each other. This is where every business, from B2B pharma startups to big pharma franchise companies, has a chance to showcase their offerings and share more information about their business, attracting new partners and finding more buyers. And, on the other hand, a B2B pharma marketplace is a perfect opportunity for many companies to compare prices, learn more about the current market, and find a supplier that is the best fit for their budget and goals. What B2B Pharma Companies Can Learn from Worldwide Digital Practices? In the customer-oriented age, the online shopping experience should be embraced and developed to the full extent — no matter where the client is. As statistics reveal, today’s B2B buyer runs nearly 12 online searches before purchasing a specific brand; while 55% of B2B marketing budgets are allocated toward digital promotion that helps provide a more personalized buying experience. Only one-third of the companies surveyed are now executing ot optimizing their omnichannel strategy, whereas 3% of businesses have no actual plans to implement an omnichannel strategy at all. When it comes to B2B pharmaceutical marketing, nothing is different. Patients, as well as physicians, are indeed craving a first-class personalized experience from pharmaceutical brands, as long as these experiences concern their health and well-being. Omnichannel might provide the required impact here. It has been shown that happier clients lead to better business results: 23% of retailers say they expect to reach more consumers with their online B2B marketing activities, and 25% are driven to boost client fulfillment. But a truly comprehensive omnichannel strategy is not about creating a website with a huge amount of content flowing from many web sections. Patients and healthcare professionals don’t expect to be bombarded with information or long lists of medical prescriptions over the myriad of channels – but instead, they want to be diagnosed, treated, and supported by each digital (or non-digital) touchpoint, and become more health-aware and data-savvy. Only tailored digital experiences and B2B pharma marketing activities can link the company’s visions and goals to the specific needs and behaviors of every client, optimizing overall outcomes in each customer segment. What is Going on in the B2B Pharmaceutical Marketing? An omnichannel strategy is unfolding around content, people, and tech – meaning that companies transform their staff, technology, workflows, and even their culture to support the customer when and where necessary. Let’s look at a few primary dimensions more in detail: People behind the brand How well are your teams connected? Are they well informed about their responsibilities, roles, and tasks? Are they conscious enough about their strengths and weaknesses? In fact, for successful team performance, everyone should be in the right place. 48% of B2B-only retailers stated they met this criterion. Processes Are your business processes and workflows clearly established? 41% of companies said “yes“. Technology Does your company hold the right technology and tools to execute an omnichannel strategy? 41% of businesses agreed to have met the criterion. Culture Is your company’s organization prepared for omnichannel commerce? 40% of respondents declared they met this criterion. Even though the future might not seem very clear at the moment, pharma B2B digital marketing is guaranteed to continue evolving, and more and more companies will start the process of its development and implementation. B2B pharma will not be confined to a simple use of digital tools and new technologies; we will likely see a strategic shift that would cover the whole spectrum of pharma B2B digital marketing activities, from ensuring a robust online presence to creating data-driven marketing campaigns. The B2B marketing pharmaceutical industry might not be something that we hear a lot about, but this is guaranteed to change in the near future. Potential Hurdles on the Way to Omnichannel Excellence in B2B industry As new technologies emerge at a fast pace, B2B pharma companies might be struggling with two main challenges while trying to keep up with their digital users. These are realizing time-to-value and a lack of budget. Among other reasons, retailers also mentioned a lack of unified experience across channels and barriers toward embracing e-commerce tools. Some companies‘ employees struggle to work with self-service digital websites for enhanced brand promotion, or, vice versa, many teams, who are involved in e-commerce only, might encounter hurdles when incorporating offline tools into their strategy. Ultimately, companies should build a cohesive presence of both online and offline touchpoints and keep the right balance, constantly managing how one channel interacts with another. Or, as it was mentioned in the research, to balance the benefits provided by digital automation with a more consultative customer-centric selling approach. Customer data is now being shared through a myriad of channels, including mobile, websites, social media, etc. When it comes to Pharma and Life Sciences, which is strictly regulated, clients’ data should be securely stored and unified. Data silos should be eliminated in order to succeed in the increasingly competitive market and attain customer loyalty through personalized messaging. For pharma, it means integrating CRM data and Marketing Automation System. The Use of Digital Technologies in Fostering Customer Experience More than two-thirds of retailers in this study adopted SaaS solutions for their eCommerce strategy. Among the key benefits are easy implementation, elimination of extra work of IT departments, a shorter learning process, and better cost-effectiveness. B2B marketers require a stable technological backbone to rely on while creating an omnichannel ecosystem and bridging their digital and traditional sales and marketing channels into a centralized approach. The adoption of technology is revolutionizing every industry with no exceptions. For example, a wide array of digital tools and platforms allow life sciences and pharmaceutical companies to make real-time decisions; HCPs – to provide quality care to their patients; sales representatives – to stay on the curve with the latest innovations in healthcare and Life Sciences, and much more. According to the study, retailers are most likely to manage three core technologies to run their online selling — a customer relationship management (CRM) platform, an eCommerce platform, and an enterprise resource planning (ERP) system. How can Pharma Employ B2B eCommerce as the Primary Driver for Future Success? The businesses are getting ready for an omnichannel selling future, with 83% saying they expect to increase the volume of eCommerce sales over the next three years. The shift to eCommerce adoption is only going to be accelerated and deepened in the years to come. Statistics show that B2B companies that run online selling showed increased revenue, a more effective pricing model, and product catalog optimization. Moreover, it is assumed that e-commerce strategies will help to open new markets much faster and at a lower cost by employing online channels – that indeed opens new perspectives for building an omnichannel selling future. Pharma has also been influenced by rapid digital marketing maturity and the revolution in embracing virtual channels. For example, VR and AR presentations for HCPs with educational purposes to create more interactive and engaging experiences; or ordering prescribed medicines by patients using a single application (such as the RefillPro app where users can “access” the selected pharmacy just in a few clicks), and many more. Let’s sum up Focus on the entire customer journey, not on separate phases. To ensure a better omnichannel experience, marketers and sales teams must understand that digital-oriented customers might change their behaviors and preferences more often if compared to more “offline-preferred” clients. They need to thoroughly design their journeys, including previous, current, and post-sale phases. Manage your teams accordingly to gain maximum from omnichannel selling. Organizational management should work on getting over barriers and focus on strengthening relationships between digital and traditional sales teams. Find a powerful partnership to ease omnichannel adoption. For example, a suitable technological partner comes with the most advanced tools and resources available for content creation, task automation, and analytics that help develop a seamless plan of your operational strategy according to your business needs. Grow an adaptive culture. When gearing up for new e-commerce opportunities, the approach to building an organizational culture should be adjustable and structured. Companies need to focus on constant measurement of their business impact and follow change management procedures, which help adjust employees to any sort of change or new competencies. Viseven specialists will help you to break silos, provide the missing links and systems, and establish workflows, from architecture to mindset. If you are interested in further opportunities on how to organically manufacture your omnichannel capacities, contact our experts. We will help you to thrive in the new era of omnichannel marketing.
The Horizons of Omnichannel Excellence in Life Sciences Posted on May 6, 2021November 20, 2024 by Andrii Nikulin COVID-19 has shaped a new type of customer. In retail, we have greatly changed our buying habits, evolving from a customer who opt in-store purchases to a customer who questions in-store experience if there is no apparent reason for this. The same goes for HCPs and patients who have rethought their interaction with healthcare providers in the same manner. Thus emerges a new customer that pharma should take into consideration. Read on about promising innovations in omnichannel technologies that open up new horizons to satisfy the needs the new type of post-covid customer. The new stage in customer service Think of a pandemic without all the technologies and capabilities that we enjoy these days. They didn’t make us forget about queues and trips to the store, however, we have to face how greatly they simplified our life in a pandemic. Now almost a half, 49% of consumers shop online more now than they did pre-COVID-19. Telemedicine, remote care, no queue for a cool t-shirt, and many other things – today seem to be obvious. But if a pandemic happened at least 20 years ago, everything might look different. A global crisis made us think about the horizons that technologies open up and what lies ahead. What was the role of omnichannel technologies in a pandemic? A rapid transition to remote communication has turned all businesses, including healthcare, to reach new heights in omnichannel. Both doctors and patients have appreciated the benefits of digital engagement and will not give up on it in the near future. This has led to a significant shift in promotional value by channel. Moreover, not only the channels have changed, under a growing pandemic pressure, the patients changed themselves. Thus, both post-covid patients and doctors share the same features and now want the same thing from interaction healthcare providers: To have an interconnected conversation with a healthcare provider Self-services and interaction that better fits into their schedule Interaction that complements face-to-face interaction To be able to better concentrate on information Have the information available online Actively participate in the process of treatment Mixed communication that includes as many channels as possible This kind of communication, focused primarily on the desires and needs of pharma’s target audience today is fully covered by omnichannel. This is already working and will work long after the pandemic is over. Because now true customer experience isn’t meant to have as many channels and systems as possible – it replicates the HCP’s path in the real world. Omnichannel technologies are offering that personal touch and taking into account all aspects of disease management. Thereby being relevant for a modern type of patient who no longer wants to surrender their health into the doctor’s hands but strives to actively participate in the process of treatment. The question is… What’s next? Omnichannel technologies are progressing in leaps and bounds. Innovations are waiting just around the corner. AI and ML are already opening even greater horizons for patients and healthcare professionals. Therefore, we invite you to have a look at the list of the most recent innovations in omnichannel technologies. Some of them are already partially available, some can become a reality very soon. Predictive analytics In the nearest future it is expected that predictive analytics will be able to calculate the result of each customer interaction. For example, today the ML model is able to calculate the probability of engagement in different actions (open, click, unsubscribe, registration, engagement, web conversion, etc.). It means that soon enough there will be even more possibilities to engage each group of customers differently. Thus, a med rep’s personal plan could not only show a visit to an HCP but actually calculate that right now, the impact would be higher when sending an email or vice versa. AI-based web and email recommendations Recently we reviewed Salesforce’s latest State of Service Report, there we found out that 46% of high-performing decision-makers say their teams use AI. Smart AI algorithms are able to choose the next best action, best send time, best channel during the whole customer’s journey. Thus, soon these algorithms will be able to suggest the manager the best time for a visit, email, etc. It may also suggest semantic analysis of texts with recommendations on which words and phrases work best (primarily in topics and headings). For example, you can analyze email subject lines and uncover insights to craft the best message. With this module, you can find word and phrase combinations that would potentially drive better engagement. Using natural language processing, the model predicts how copy contributes to the engagement of messages. Similarly, email recommendations can observe customer behavior to build preference profiles and deliver the next-best content or product via email. Dynamic message formation Dynamic content is now the whole world of personalized customer engagement in marketing. Substitution of the most suitable block, module, banner in messages individually for each subscriber can maximize the engagement. These technologies can dynamically restructure individual pages of the website depending on the visitor parameters (where they came from, what interests, whether they were before, what they have already viewed, etc.). Thus, for each identified visitor, the website looks as personalized as possible. For example: With this technology, a doctor can prescribe a medication being armed with additional information about the dosage and use in certain groups of patients, benefits, or guidelines. Automated creation of the customer journey Omnichannel is opening new vistas. It means that no less exciting innovations are waiting for us just around the corner. Earlier the creation of customer journey map could take a few weeks of work with manual tools to collect all the necessary information. In the nearest future, we expect to enjoy the automated formation of the entire journey individually for each subscriber depending on their behavior, characteristics and external factors. Through such a journey, each subscriber is assigned its own type of content, the best send-time, the optimal channel and type of communication. An ML model will monitor the engagement rate of each subscriber. If the communication load for the subscribers begins to increase, and their level of engagement decreases, the model makes recommendations for limiting. Then the only critical messages will be sent to this subscriber. This will also include, automated adding/exclusion of subscribers to individual journey at a certain stage of the customer cycle. Automated assets creation Earlier to create a brief, a brand manager had to go through many time-consuming stages. From searching everything needed in the DAM system (pictures, pieces of approved texts, videos, etc.) to thinking over the structure, transferring to the agency, MLR approvals, and many more. Pharma will move beyond this as the soon modules will be ready to generate almost ready-made content, give it to MLR (and it will be many times faster) – and drastically reduce time for content creation. Automatic creation of assets will be available for different channels from the initial set of modules (text and a set of images at the input, email, message in messenger, web page, etc.). A range of customer service evolves as rapidly as technologies. We at Viseven choose not just to keep pace with innovations but to create them here and now. If you want to know more about our expertise and innovations in omnichannel – book a meeting with our experts by filling out the form below.
