A KOL (Key Opinion Leader) in Pharma: An Expert Who Shapes the Drug Industry Posted on November 9, 2022March 4, 2025 by Andrii Nikulin The drug industry is highly regulated, and its products and offerings have far-reaching impacts on the public’s health and well-being. From the ideation stage to the marketing of the drugs, the pharma market employs medical experts, researchers, and thought leaders. These professionals are known as key opinion leaders (KOLs) in the pharma industry. Key opinion leaders play a critical role in the life sciences industry – pharmaceutical companies often engage them during clinical trials and drug commercialization. However, given the current regulatory approval challenges, many pharma companies seek to collaborate with KOLs medical throughout the entire drug development cycle. The role of KOL in pharma is pivotal as they provide invaluable insights that help manufacturers navigate the regulatory landscape and bring credibility during the marketing phase. Who are Key Opinion Leaders in Pharma? Key opinion leaders in pharma provide valuable feedback about new medicines. They are experienced physicians who help shape how a new medication is marketed and its features. They have become invaluable in the drug industry. Many healthcare professionals opt to become a key opinion leader (KOL) because it allows them to share and increase their knowledge about the latest innovations, better treat their patients, widen their professional circle, and receive handsome compensation. KOLs can be a valuable source of knowledge for patients and ensure that patients receive the best treatment possible. Potential and Expertise KOLs have the potential to reach peers and patients from all over the world. This global perspective helps create other KOL engagement and management activities. Working with KOLs allows you to create referral networks and connect new patients, regardless of location or affiliation. A KOL’s expertise can help in making a successful clinical treatment. In some cases, a KOL may be the one who coordinates the clinical trials and keeps everything organized, especially when there are multiple study sites involved. Having such a physician on board can help ensure that the process of clinical trial runs smoothly and successfully. The Role of KOLs in the Pharma Market Key opinion leader is regarded as the mastermind in the pharma industry. They’ve put in the time and research to be recognized by their peers as experts in their field. As a result, they have gained a reputation as a thought leader within their specific niche. Their expert opinions and actions can significantly affect the adoption of a new product/brand or the ability to influence consumer purchasing decisions. Key opinion leaders in healthcare are sort of like the avengers of the clinical research world. They can fill many different roles, and their skill sets are highly sought after by those in the know. A key opinion leader can be critically important in helping to educate physicians about a new drug. They can provide information about the working of drugs, which patient demographics can benefit the most, and what treatment regimens are most effective. KOLs can also offer their unique insights as early adopters of new therapies, which can help to identify and create brand acceptance in healthcare. Additionally, pharma brands strive to engage with KOLs with extensive expertise in their target therapeutic areas to assist them in participant recruitment for clinical trials and data analysis. These leaders help to identify the unmet needs of both physicians and patients, allowing companies to produce more effective drugs with less side effects. Besides, KOLs have influence over the medical community and therefore can help companies boost their marketing efforts. How to Identify KOLs in Pharma? Correctly evaluating a KOL’s influence and expertise is crucial to developing successful pharma initiatives that engage them. You could use key factors to gauge a KOL’s strength and involvement, including the breadth and depth of their participation, brand adoption, and behaviors. Area of expertise Before engaging with KOLs, it is imperative to learn about their area of expertise. Do they participate in panel discussions? Have they ever worked in hospices or emergency care? Do they have hands-on experience working with older adults? What kind of academic achievements are they known for? The first thing to do on your list should be to understand their clinical and research interests and contributions Knowledge about critical medicine A KOL in healthcare can be experts in complex conditions associated with increased chances of relapses. For instance, diagnosing and treating such chronic conditions as endometriosis is a time-consuming journey for patients, often involving surgery. However, thought leaders can offer valuable insights, aiding gynecologists in understanding innovative treatments and expediting the recovery process. Influence over the local and global medical community Some KOLs might offer treatment themselves or receive patient referrals from all over the world. Collaborating with these experts can be incredibly advantageous, extending the reach and impact of marketing campaigns. Openness to adopting new innovations and practices If you need to improve your drug development or clinical trial process, you might want to connect with KOLs that are early adopters of innovative approaches and treatments. This type of KOLs usually do not shy away from participating in clinical studies and are eager to get involved in early drug assessments. This way, they have a critical role in getting first approvals of medicines and expediting time-to-market. Expertise in conducting clinical trials Pharma companies may also seek KOLs that could refer patients to participate in clinical trials. Their role cannot be underestimated when there are multiple study sites in the trial process. Moreover, they can implement investigator-initiated trials to test alternative approaches to using certain medicines. KOL Identification and Mapping Before a company can start working with leadership, they must identify which experts have a sphere of influence within their area of interest. To do this, organizations track healthcare professionals who regularly speak at scientific meetings and medical congresses. They also monitor medical practitioners whose work is published in respected journals and who are frequently cited by media outlets as clinical experts. KOL identification and mapping are like finding a needle in a haystack. It’s a quantitative way to locate physician leaders who influence the medical community. It’s about finding HCP leaders with the most influence within the pharmaceutical industry. KOL mapping is vital for pharmaceutical companies because it allows them to weed out physicians who don’t meet their requirements. This categorization process is done based on factors like location, specialty domain, and influence that help these manufacturers collaborate with the most influential person in that vertical. Why are Key Opinion Leaders Important to Pharma Companies? Key opinion leaders in healthcare have a lot of experience, making them influential in their community. That means that KOLs could help create awareness for a new drug and can also be beneficial for pharmaceutical companies to generate turnover and increase sales. KOLs help organizations to make precise decisions while purchasing new medicines – like how a rock star’s opinion makes their fans buy more merch from a band they love. A KOL in the pharma industry plays an integral strategic role as they help manufacturers to have the desired impact with their target audience since they help bring credibility. They can also help companies by providing buy-in at a hospital or health network. KOL Engagement in Pharma Thought leaders engagement in pharma is beneficial for companies because it allows them to generate data, refine strategy and create persuasive medical and promotional content with the help of an expert. KOL relationships are built on trust and a mutual need for long-term cooperation. From this perspective, if a company does not take the time to ask questions internally about what an individual KOL needs, it will not have anyone to speak up for the company’s interests in the relationship. Build Trusted Relationships With Thought Leadership in Healthcare Product managers are under a lot of pressure to make decisions quickly. However, by forming relationships with respected experts in various medical divisions, they can gain invaluable ideas that will help them make better decisions and shape their businesses more effectively. Thus, KOLs offer their expertise throughout the product life cycles and development, among other things. They can share it via various communication channels like live conferences or social media. In other words, using KOL in pharma marketing can be a powerful tool to popularize their product. If you’re in the health science and medical market, you know that effective KOL management is important to your success and business. After all, engaging the right healthcare thought leaders can make or break your drug development efforts. KOL management is constantly evolving, so companies must look for new and better ways to interact with key opinion leaders. But if you can stay ahead of the curve, you’ll be in an excellent position to succeed and increase sales. Effectiveness of KOL Management When KOLs are managed well, they can hugely impact a drug product’s success – from the early stages of discovery and research to when it hits the market. You can see the benefits in more persuasive medical and marketing materials, quicker patient recruitment for trials, more vital consumer awareness, and even influencing prescribing behaviors. In other words, managed KOLs can be a real game-changer. When a pharmaceutical company and a Key Opinion Leader work together successfully, it’s a win-win situation. The company gets valuable insights from an expert, and the Key Opinion Leader gets opportunities for networking and professional development, not to mention the chance to share ideas and learn from others. Go ahead and gather conferences, webinars or create a blog article for social media to combine your brand message with thought leaders influence. Conclusion The meaning of KOL in pharma is like the megaphone of the clinical trial world. They help get the word out about trial results and outcomes, which are essential for successful market access and eventual drug product adoption. Consequently, they know the best language to communicate trial outcomes and the most effective platforms to disseminate information to healthcare professionals and patient communities. Moreover, when they serve as principals or even sub-investigators in clinical trials, they naturally boost the visibility of the trials to their peers and other decision-makers in the healthcare sector. It helps both boosting high-quality pharma brands and involve more experts to the hottest topics. Learn how to engage Key Opinion Leaders in your brand strategy and build effective communication — fill out the form below so our experts can reach out to you.
How to Create Rep-Triggered Emails to Expand your engagement with healthcare professionals Posted on September 22, 2022March 4, 2025 by Andrii Nikulin Targeted and automated email campaigns are still one of the most honored sources of marketing that brings real value to HCP engagement for the last decade. They are the primary force among other communication channels in marketing. Therefore, we are up to plunge into the subject. Pharma email marketing: what is rep-triggered email and how is it different from a broadcast? A little bit of rep-triggered email definition (or approved) and broadcast (automated) emails: Rep-triggered (in such well-known systems as Veeva, ‘Approved’) emails are targeted and personalized (only to one client). Medical sales reps use this type to send welcome emails or follow-ups with presentation shows or other customized information. These emails widen alternatives for customers to interact with credible approved content efficiently with timely and coherent follow-up material given by pharma reps. Broadcasts (automated) emails are addressed to the whole HCP segment (for mass mailing). Such emails allow to reduce expenses on digital marketing and in its turn bring cost-effective customer engagement to bigger categories of customers. Here is more in-depth information. Broadcast email campaigns A kind of correspondence sent to a wide array of customers by a marketing team: it is not customized, so it is relevant for the whole HCP segment broadcast emails give generalized and complete information regarding the brand to medical professionals. It covers a sustained number of audiences bringing medical and commercial updates. give a big advantage to pre-define and get email approved in advance. Rep triggered email campaigns Despite specific materials of any kind you are filling in your campaigns, they should be pre-defined and pre-approved as far as you communicate with a person. To deliver your message to your specific audience, you should be keen to move on with a personalized approach in your outreach. Types of triggered emails could be utilized by medical sales rep as: welcome or post-visit communications (invitation or follow-up) part of the Patient Support Program scientific articles and professional information e-learning: invitation, information about courses You can directly use a CRM application to send approved content through email providing the HCPs with customized sales messages. It allows the building of tailored digital communication for long-term relationships. At present, almost 37% of HCPs utilize social media networks to be in contact with colleagues, pharmaceutical representatives, or patients. Roughly 57% of specialists report their intentions to use them in the future. Why is it important to use email campaigns in omnichannel pharma marketing? The omnichannel approach, in short, has given a series of new opportunities for marketing, especially, the ability to create relevant customer experience as one inseparable while making it as flat as a pancake both online and offline. Does it sound like something promising? Many market players confirm it. At the same time, it remains a bit of a challenge. The omnichannel approach in the pharma industry is a kind of delicate needlework, meaning that customers have to be continuously involved through a variety of communication channels regarding the company’s product, services, or other messages. Despite its massive work on planning and delivering huge amounts of content, rep triggered email is a great way to inform your clients about your latest news and deliver your key message directly. It is not surprising that pharmaceutical email marketing is still a bit of a rough stone, meanwhile, research shows us its productive approach in great numbers. How to push forward a brand plus upskill your HCPs at once: Top 5 tips for an outstanding: 1. Shooting targeted rep emails You can increase email relevancy through personalized and approved email campaigns to build up customer relationships and personalized marketing, which would provide you with an opportunity to carry on customer loyalty and magnify brand recognition. Sales managers would smoothly fill the gap and improve HCP outreach with this brand-new content approach. 2. Timely communication with target audience It allows the announcement of new medicine updates via rep triggered emails as well as covering those physicians who are hardly available to catch up by rendezvous or visit the website for required information. 3. By deeper impact Such channels as personalized email marketing campaigns enhance communication by combining diverse channels, such as live meetings, online conferences, messengers, presentations, and a coherent experience for customers. 4. Evaluate the quality You can always track customer attention to your HCPs email campaigns by checking the reaction of recipients. It opens a road to make the content more personalized and up-to-date to meet clients’ needs. This marketing strategy allows evaluating open rates, click rates, the number of unsubscribes, etc. This metrics system provides a completed image of letter campaign efficiency. 5. Supply only applicable content Boost product recognition by approved email marketing messages to educate your customers. This way reps can build long-term relations with physicians as well as retention strategies. How to proceed with triggered emails? Best practices What about keeping effective communication with HCPs? The answer is to allocate an effective software for pharmaceutical email marketing that allows sending approved content to boost communication with medical professionals. And that is it, here is a solution in the air that works like that: eWizard platform is a tool for omnichannel marketing that coincides with the main content rules in the pharma industry. eWizard would come in handy for marketing specialists when they need to create, update or localize content as a sole proprietor or as a company. This platform is a multichannel content creation software that supplies rapid, smooth demanded content. commercial and medical compliance workflow MLR review and approval one-click delivery to any system global-to-local re-use There is also an Email Templates option in eWizard that gives means to create and edit industry-segmented email templates and distribute them for marketing campaigns through one of the in-built mailing providers. So it is a universal tool for rep triggered emails and automated marketing emails with an integrated solution for management, localization, and creation. Short guidance on how to send approved email in eWizard Step 1 – Build an email If you are going to create a rep-triggered email or fragment for the approved email, it would be easier to choose a target system, for example, Veeva Vault . It works perfectly as the triggered email campaign automation tool that collects customer engagement data. Step 2 – Pour content into your email Define the key message of your content and then take a few successful email examples from sales reps. Personalize your email (or fragment) based on data collected from customers’ behavior so it will deliver demanded content to the target audience. You can open in Edit mode and be changed it accordingly. Step 3 – Publish your email to the target system Process your email to Veeva Vault or Salesforce Marketing Cloud to make the email visible for both marketers and medical reps. Step 4 – Approve triggered email The email can be reviewed in eWizard. When your company utilizes Veeva Vault approval, publish it as a PDF to Veeva Vault. Step 5 – Post your email When the approval is completed, put the email to the target system where you are going to use it according to its purpose. Once your email is published to the target system, it can be opened by just following the link on the publication results page. *(publish your Rep-triggered email as an Interactive email to Veeva Vault; publish your Broadcast email to Salesforce Marketing Cloud) Fair to say that email marketing will keep on performing and engaging productively further due to its advantages that are open to pharma marketers and sales reps. It leads to more opportunities to boost business growth as well as widen product recognition with a creative approach. Thus eWizard tools set is a powerful user-friendly pharma software toolkit for approved email campaigns launch. eWizard templates will give a great number of methods to build new emails with a customized approach. To try on, take a free eWizard journey here.
Comment créer des e-mails déclenchés par un représentant Posted on September 22, 2022March 4, 2025 by Andrii Nikulin Depuis plus de dix ans, les campagnes d’e-mails ciblées et automatisées sont l’une des sources de marketing les plus honorées qui apportent une réelle valeur à l’engagement des professionnels de santé. Elles sont la force principale parmi les autres canaux de communication en marketing. Par conséquent, nous sommes prêts à nous plonger dans le sujet. Marketing pharmaceutique par e-mail : qu’est-ce qu’un e-mail déclenché par un représentant et en quoi est-il différent d’une diffusion ? Voici la définition d’un e-mail déclenchés par un représentant (ou approuvé) et d’un e-mail de diffusion (automatisé) : Les e-mails déclenchés par les représentants (dans des systèmes bien connus tels que Veeva, « approuvés ») sont ciblés et personnalisés (uniquement pour un client). Les représentants médicaux utilisent ce type pour envoyer des e-mails de bienvenue ou des suivis avec des présentations ou d’autres informations personnalisées. Ces e-mails élargissent les alternatives permettant aux clients d’interagir efficacement avec un contenu approuvé crédible grâce à un matériel de suivi opportun et cohérent fourni par les représentants pharmaceutiques. Les e-mails diffusés (automatisés) sont adressés à l’ensemble du segment des professionnels de la santé (pour les envois de masse). Ces e-mails permettent de réduire les dépenses de marketing numérique et, à leur tour, d’apporter un engagement client rentable à de plus grandes catégories de clients. Voici des informations plus détaillées : Campagnes par e-mails diffusés : Une sorte de correspondance envoyée à un large éventail de clients par une équipe marketing. Ce n’est pas personnalisé et c’est donc pertinent pour l’ensemble du segment des professionnels de santé Les e-mails diffusés donnent des informations générales et complètes sur la marque aux professionnels de santé. Ils couvrent un nombre soutenu de publics et apportent des mises à jour médicales et commerciales. Cela donne un gros avantage pour prédéfinir et faire approuver les e-mails à l’avance. Campagnes d’e-mails déclenchées par le représentant : Malgré les supports spécifiques de toute nature que vous remplissez dans vos campagnes, ils doivent être prédéfinis et pré-approuvés dans la mesure où vous communiquez avec une personne. Pour transmettre votre message à votre public spécifique, vous devez vouloir passer à une approche personnalisée dans votre démarche. Les types d’e-mails déclenchés pourraient être utilisés par les représentants médicaux comme : des communications de bienvenue ou post-visite (invitation ou suivi) faisant partie du programme de soutien aux patients des articles scientifiques et informations professionnelles de l’e-learning : invitation, informations sur les cours Vous pouvez utiliser directement une application CRM pour envoyer du contenu approuvé par e-mail en fournissant aux professionnels de santé des messages de vente personnalisés. Cela permet de construire une communication digitale sur-mesure pour des relations pérennes. À l’heure actuelle, près de 37 % des professionnels de santé utilisent les réseaux sociaux pour être en contact avec des collègues, des représentants pharmaceutiques ou des patients. Environ 57 % des spécialistes déclarent avoir l’intention de les utiliser à l’avenir. Pourquoi est-il important d’utiliser des campagnes par e-mail dans le marketing pharmaceutique omnicanal ? En bref, l’approche omnicanale a offert au marketing une série de nouvelles opportunités, en particulier la capacité de créer une expérience client pertinente et inséparable tout en la rendant discrète à la fois en ligne et hors ligne. Cela vous semble-t-il prometteur ? De nombreux acteurs du marché le confirment. En même temps, cela reste un peu difficile. L’approche omnicanale dans l’industrie pharmaceutique est une sorte de travail de couturière délicat, ce qui signifie que les clients doivent être continuellement impliqués à travers une variété de canaux de communication concernant les produits, services ou autres messages de l’entreprise. Malgré son travail massif de planification et de livraison d’énormes quantités de contenu, l’e-mail déclenché par un représentant est un excellent moyen d’informer vos clients de vos dernières nouvelles et de transmettre directement votre message clé. Il n’est pas surprenant que l’e-mail marketing pharmaceutique soit encore un peu à l’état brut, mais la recherche nous montre son approche productive en grand nombre. Comment faire avancer une marque et améliorer les compétences de vos professionnels de la santé en même temps : Top 5 des conseils pour créer de l’exceptionnel : 1. Envoi d’e-mails ciblés par les représentants Vous pouvez augmenter la pertinence des e-mails grâce à des campagnes d’e-mails personnalisées et approuvées pour établir des relations avec les clients et un marketing personnalisé, ce qui vous donne l’occasion de fidéliser vos clients et d’amplifier la reconnaissance de la marque. Les responsables commerciaux comblent le vide en douceur et améliorent la sensibilisation des professionnels de santé grâce à cette toute nouvelle approche de contenu. 2. Communication opportune avec un public cible Cela permet l’annonce de nouvelles mises à jour de médicaments via des e-mails déclenchés par les représentants ainsi que la couverture des médecins qui ne sont guère disponibles pour un rendez-vous ou qui n’ont pas le temps de visiter le site Internet pour obtenir les informations requises. 3. Par un impact plus profond Des canaux tels que les campagnes de marketing par e-mail personnalisé améliorent la communication en combinant divers canaux, tels que des réunions en direct, des conférences en ligne, des messagers, des présentations et une expérience cohérente pour les clients. 4. Évaluer la qualité Vous pouvez toujours suivre l’attention des clients sur vos campagnes d’e-mails pour professionnels de santé en vérifiant la réaction des destinataires. Cela ouvre la voie pour rendre le contenu plus personnalisé et à jour pour répondre aux besoins des clients. Cette stratégie marketing permet d’évaluer les taux d’ouverture, les taux de clics, le nombre de désabonnements, etc. Ce système de mesures fournit une image complète de l’efficacité des campagnes de communication. 5. Ne fournir que du contenu applicable Boostez la reconnaissance des produits par des messages marketing par e-mail approuvés pour éduquer vos clients. De cette façon, les représentants peuvent établir des relations à long terme avec les médecins ainsi que des stratégies de rétention. Comment procéder avec les e-mails déclenchés ? Les bonnes pratiques : Qu’en est-il du maintien d’une communication efficace avec les professionnels de santé ? La réponse est d’allouer un logiciel efficace pour le marketing pharmaceutique par e-mail qui permet d’envoyer du contenu approuvé pour stimuler la communication avec les professionnels de santé. Et voilà une solution qui fonctionne comme ça : Le logiciel eWizard que vous pouvez utiliser immédiatement comme outil de marketing omnicanal qui coïncide avec les principales règles de contenu de l’industrie pharmaceutique. eWizard est utile à un spécialiste du marketing lorsqu’il a besoin de créer, mettre à jour ou localiser du contenu en tant que propriétaire unique ou en tant qu’entreprise. Cette plateforme est un logiciel de création de contenu multicanal qui fournit un contenu demandé rapide et fluide. workflow de conformité commerciale et médicale examen et approbation MLR livraison en un clic vers n’importe quel système réutilisation du mondial vers le local Il existe également une option de modèles d’e-mail dans eWizard qui permet de créer et de modifier des modèles d’e-mail segmentés par secteur et de les distribuer pour des campagnes marketing via l’un des fournisseurs de messagerie intégrés. Il s’agit donc d’un outil universel pour les e-mails déclenchés par les représentants et les e-mails marketing automatisés avec une solution intégrée pour la gestion, la localisation et la création. Bref guide sur comment envoyer un e-mail approuvé dans eWizard Étape 1 – Créer un e-mail Si vous envisagez de créer un e-mail ou un fragment déclenché par un représentant pour l’e-mail approuvé, il est plus facile de choisir un système cible, par exemple Veeva Vault. Il fonctionne parfaitement comme outil d’automatisation des campagnes d’e-mails déclenchés qui collecte les données d’engagement des clients. Étape 2 – Incorporer du contenu dans votre e-mail Définissez le message clé de votre contenu, puis prenez quelques exemples d’e-mails réussis de commerciaux. Personnalisez votre e-mail (ou fragment) en fonction des données collectées à partir du comportement des clients afin qu’il fournisse le contenu demandé au public cible. Vous pouvez l’ouvrir en mode Édition et le modifier en conséquence. Étape 3 – Publier votre e-mail sur le système cible Envoyez votre e-mail vers Veeva Vault ou Salesforce Marketing Cloud pour rendre l’e-mail visible à la fois pour les spécialistes du marketing et les représentants médicaux. Étape 4 – Approuver l’e-mail déclenché L’e-mail peut être examiné dans eWizard. Lorsque votre entreprise utilise l’approbation Veeva Vault, publiez-la au format PDF sur Veeva Vault. Étape 5 – Publier votre e-mail Lorsque l’approbation est terminée, placez l’e-mail sur le système cible où vous allez l’utiliser en fonction de son objectif. Une fois votre e-mail publié sur le système cible, il peut être ouvert en suivant simplement le lien sur la page des résultats de publication. *(publiez votre e-mail déclenché par un représentant en tant qu’e-mail interactif sur Veeva Vault. Publiez votre e-mail de diffusion sur Salesforce Marketing Cloud) Il est juste de dire que le marketing par e-mail continuera à fonctionner et à s’engager de manière plus productive en raison de ses avantages qui sont ouverts aux spécialistes du marketing et aux commerciaux pharmaceutiques. Cela conduit à plus d’opportunités pour stimuler la croissance de l’entreprise et élargir la reconnaissance des produits avec une approche créative. Ainsi, l’ensemble d’outils eWizard est une boîte à outils logicielle pharmaceutique puissante et conviviale pour le lancement de campagnes par e-mail approuvées. Les modèles eWizard donnent un grand nombre de méthodes pour créer de nouveaux e-mails avec une approche personnalisée. Pour essayer, commencez votre parcours eWizard gratuit ici.
Cómo Crear Correos Electrónicos Activados por Representantes? Posted on September 22, 2022March 4, 2025 by Andrii Nikulin Las campañas de correo electrónico dirigidas y automatizadas siguen siendo una de las fuentes de marketing más respetadas que aportan un valor real a la participación de los profesionales de la salud durante la última década. Son la fuerza principal entre otros canales de comunicación de marketing. Por lo tanto, nos sumergiremos en el tema. El marketing por correo electrónico en el sector farmacéutico: ¿qué son los correos activados por representantes y en qué se diferencian del correo informativo? Definición de correo activado por representante (aprobado) y correo informativo (automatizado): Los correos activados por representantes (“aprobados”, en sistemas muy conocidos como Veeva) están dirigidos y personalizados (solo para un cliente). Los representantes de ventas médicas usan este modelo para enviar correos electrónicos de bienvenida o seguimiento con muestras de presentación u otra información personalizada. Estos correos electrónicos amplían las alternativas para que los clientes interactúen con contenido aprobado creíble de manera eficiente con material de seguimiento oportuno y coherente facilitado por representantes farmacéuticos. Los correos informativos (automatizados) están dirigidos a toda la categoría de profesionales de la salud (para envíos masivos). Dichos correos electrónicos permiten reducir los gastos en marketing digital y, a su vez, resulta en una interacción rentable en categorías más grandes de clientes. Aquí hay información más detallada: Campañas de correos informativos: Un tipo de correspondencia enviada a una amplia gama de clientes por un equipo de marketing. No es personalizada, por lo que es relevante para todo el sector de profesionales sanitarios Los correos informativos brindan información generalizada y completa sobre la marca a los profesionales médicos. Cubre una serie de audiencias al ofrecer actualizaciones médicas y comerciales. Ofrece una gran ventaja para predefinir y obtener la aprobación del correo electrónico por adelantado. Campañas de correos electrónicos activados por representantes: No importa el tipo de material específico de cualquier tipo que incluya en sus campañas, debe estar predefinido y aprobado previamente para transmitir un mensaje a una persona. Para entregar su mensaje a una audiencia específica, debe estar dispuesto a seguir adelante con un enfoque personalizado en su alcance. Los representantes de ventas médicas podrían utilizar tipos de correos activados como: comunicaciones de bienvenida o posteriores a la visita (invitación o seguimiento) parte del programa de apoyo al paciente artículos científicos e información profesional formación a distancia: invitación, información sobre cursos Puede usar directamente una aplicación de gestión de la relación con el cliente (CRM) para enviar contenido aprobado por correo electrónico y brindar mensajes de ventas personalizados a los profesionales de la salud. Permite crear una comunicación digital a la medida para relaciones a largo plazo. En la actualidad, casi el 37% de los profesionales de la salud utilizan las redes sociales para estar en contacto con colegas, representantes farmacéuticos o pacientes. Aproximadamente, el 57% de los especialistas tiene intención de usarlos en el futuro. ¿Por qué es importante utilizar campañas de correo electrónico en el marketing farmacéutico omnicanal? En pocas palabras, el enfoque omnicanal ha brindado una serie de nuevas oportunidades para el marketing, en particular, la capacidad de crear una experiencia relevante para el cliente como algo esencial y sencillo, tanto en línea como de manera presencial. ¿Suena prometedor? Muchos protagonistas del mercado lo confirman. Al mismo tiempo, sigue siendo un desafío. El enfoque omnicanal en la industria farmacéutica es una especie de labor delicada, lo que significa que los clientes tienen que estar continuamente involucrados a través de una variedad de canales de comunicación con respecto a los productos, servicios u otros mensajes de la empresa. A pesar de su función masiva en la planificación y entrega de grandes cantidades de contenido, el correo electrónico activado por representantes es una excelente manera de informar a sus clientes sobre sus últimas noticias y entregar su mensaje clave de manera directa. No sorprende que el marketing por correo electrónico farmacéutico por correo electrónico farmacéutico todavía sea una joya en bruto, aunque la investigación nos demuestra su enfoque productivo en grandes cantidades. Cómo impulsar una marca y mejorar, al mismo tiempo, las habilidades de sus profesionales de la salud: Los 5 mejores consejos para un resultado excepcional: 1. Enviar correos personalizados de representantes Puede aumentar la relevancia del correo electrónico a través de campañas de correo electrónico personalizadas y aprobadas para desarrollar relaciones con los clientes y marketing a medida, lo que le brindaría la oportunidad de continuar la lealtad del cliente y aumentar el reconocimiento de la marca. Los gerentes de ventas llenarían el vacío sin problemas y mejorarían el alcance de los profesionales de la salud con este nuevo enfoque de contenido. 2. Comunicación de manera oportuna con el público objetivo Permite el anuncio de nuevas actualizaciones de medicamentos a través de correos electrónicos activados por representantes, e informa a los médicos que apenas están disponibles para ponerse al día o visitar el sitio web para obtener la información requerida. 3. Ampliar los medios de impacto Canales como las campañas de marketing por correo electrónico personalizadas mejoran la comunicación al combinar diversos canales, como reuniones en vivo, conferencias en línea, mensajeros, presentaciones y una experiencia coherente para los clientes. 4. Evaluar la calidad Siempre puede realizar un seguimiento a la atención de clientes de sus campañas de correo electrónico para profesionales sanitarios al verificar la reacción de los destinatarios. Esto abre un camino para que el contenido sea más personalizado y actualizado para satisfacer las necesidades de los clientes. Esta estrategia de marketing permite evaluar las tasas de apertura, las tasas de clics, el número de cancelaciones de suscripciones, etc. Este sistema de métricas proporciona una imagen completa de la eficiencia de las campañas de cartas. 5. Ofrecer solo contenido aplicable Aumente el reconocimiento del producto mediante mensajes de marketing por correo electrónico aprobados para educar a sus clientes. De esta manera, los representantes pueden construir relaciones a largo plazo con los médicos, así como estrategias de retención. ¿Cómo gestionar los correos activados por representantes? Mejores prácticas: ¿Cómo mantener una comunicación efectiva con los profesionales de la salud? La respuesta está en destinar un software eficaz para el marketing por correo electrónico farmacéutico que permita enviar contenido homologado para potenciar la comunicación con los profesionales médicos. Tan sencillo como eso, aquí hay una solución que funciona de esa manera: Los agentes del sector farmacéutico pueden usar eWizard platform como una herramienta para el marketing omnicanal que coincide con las principales reglas de contenido de la industria farmacéutica. eWizard sería útil para los especialistas en marketing cuando necesitan crear, actualizar o localizar contenido como único propietario o como empresa. Esta plataforma es un software de creación de contenido multicanal que proporciona contenido solicitado de forma rápida y fluida. flujo de trabajo de cumplimiento comercial y médico revisión y aprobación médica, legal y reglamentaria entrega con un solo clic a cualquier sistema reutilización de global a local eWizard también ofrece una opción que brinda los medios para crear y editar plantillas de correo electrónico segmentadas por industria y distribuirlas para campañas de marketing a través de uno de los proveedores de correo integrados. Por lo tanto, es una herramienta universal para correos electrónicos activados por representantes y correos de marketing automatizados con una solución integrada para administrar, localizar y crear. Breve guía sobre cómo enviar correos electrónicos aprobados en eWizard Paso 1: Cree un correo electrónico Si va a crear un correo electrónico activado por un representante o un fragmento del mismo para el correo aprobado, sería más fácil elegir un sistema de destino, por ejemplo, Veeva Vault. Funciona perfectamente como herramienta de automatización de campañas que recopila datos de compromiso del cliente para este tipo de correos electrónicos. Paso 2: Vierta contenido en su correo electrónico Defina el mensaje clave de su contenido y luego tome algunos ejemplos de correos electrónicos exitosos de representantes de ventas. Personalice su correo electrónico (o fragmento) en función de los datos recopilados del comportamiento de los clientes para que entregue al público objetivo el contenido solicitado. Puede utilizar el modo de edición y cambiarlo según sea necesario. Paso 3: Publique su correo electrónico en el sistema objetivo Procese su correo electrónico a Veeva Vault o Salesforce Marketing Cloud para que lo puedan ver los profesionales del marketing y los representantes médicos. Paso 4: Apruebe el correo electrónico activado El correo electrónico se puede revisar en eWizard. Cuando su empresa utilice la aprobación de Veeva Vault, publíquelo como PDF en Veeva Vault. Paso 5: Publique su correo electrónico Cuando se complete la aprobación, coloque el correo electrónico en el sistema de destino donde lo va a utilizar de acuerdo con su propósito. Una vez que su correo electrónico se publica en el sistema de destino, se puede abrir simplemente siguiendo el enlace en la página de resultados de la publicación. *(publique su correo electrónico activado por representante como correo electrónico interactivo en Veeva Vault; publique su corre informativo en Salesforce Marketing Cloud) Es justo decir que el marketing por correo electrónico seguirá mejorando su funcionando e interacción de manera productiva debido a las ventajas que ofrece a los profesionales del marketing farmacéuticos y representantes de ventas. Genera más oportunidades para impulsar el crecimiento del negocio, así como para ampliar el reconocimiento del producto con un enfoque creativo. Por lo tanto, eWizard representa un poderoso conjunto de herramientas de software farmacéutico fácil de usar para el lanzamiento de campañas de correo electrónico aprobadas. Las plantillas de eWizard brindarán una gran cantidad de métodos para crear nuevos correos electrónicos con un enfoque personalizado. Para probarlo, realice un viaje gratuito por eWizard aquí.
7 Core Components of a Successful Global Marketing Strategy Posted on August 24, 2022February 4, 2025 by Andrii Nikulin For most businesses, a global marketing strategy is an ultimate dream. Before entering the global market and becoming world-famous, each top brand name like McDonald’s, Volkswagen, or Samsung (you name it!) had a long and rough journey starting with something small in one country or city. Today, becoming a part of the worldwide market with an original brand has become less complicated thanks to search engines, digital advertising, social media, and video platforms. Despite the abundance of marketing channels and the tremendous opportunities of advanced technologies, going to global markets is still a challenge that takes consideration and resources. In this article, the Viseven team will review everything that concerns global marketing. You’ll discover the main strategy types, the key advantages of conquering international markets, and the core components for implementing international marketing techniques. What Is Global Marketing? Global marketing is a set of measures aimed at producing, introducing, advertising, and selling products and services to more customers in different countries across the globe. It is the process of adapting the company’s strategies to meet the needs of customers in the targeted countries. One of the global marketing examples is Pfizer. The leading pharmaceutical manufacturer aligns its marketing campaigns to satisfy the needs of customers with diverse cultural backgrounds. The pharma brand not only translates marketing materials into local languages but also considers cultural nuances to craft relatable and compelling advertisements. In the past, global brand strategy was an option restricted to multinational corporations only. With the rise of the Internet and e-commerce, even startups can reach their potential customers worldwide. To reach the foreign audience, all they need to do is to let them know that they are up and running. It is also essential to convince customers that a product or service is worth spending their hard-earned money on. This is when global marketing comes in. Finding the Balance Between Global and Local Marketing teams, especially in large businesses, may choose opposite tactics when it comes to globalization. Sometimes, central departments take control over every single local market. In other cases, they focus on a specific local market, fragmenting their efforts and failing to see the whole picture. Each brand that plans to go global should find the balance between accumulating a profitable business environment in the home country and concentrating marketing efforts in foreign markets. Let’s consider this question more clearly below. The Main Types of Global Marketing Strategies There are a few ways companies can enter the global market: An international marketing strategy presupposes importing and exporting a product or service around the world with the assistance of foreign suppliers while keeping the physical facilities in their homeland. The capital market of an international business is the native country. Multinational marketing implies the positioning of the company’s offices and facilities across multiple countries intending to produce, promote, and sell a product or service in place and at local prices. Regional offices in multinational companies act separately with no coordination with each other. Global marketing involves activities of multiple offices in multiple countries that act together under the guidance of the central corporate office that has a global strategy for the brand. In addition to that, there are two global marketing strategies used to spread brand messaging: Standardization Strategy Brands use the same standard message in every target market translating it into native languages. Standardization is about consistency in delivering universal experience to all the markets. Though this kind of global strategic marketing requires less control and resources, it may be difficult to use it in some markets due to high competition or local regulations. Localization Strategy Brands adjust campaigns to each target market considering the national, cultural, and individual peculiarities of customers. Though localization requires in-depth market research, this global marketing strategy allows brands to create a stronger connection with customers on a personal level which leads to a better customer experience. What Are Global Marketing Advantages? Let’s start with the most obvious thing. The first advantage of any global digital marketing strategy is a large scale of activity reflected in the continuously increasing number of customers and sales. Along with that, a global brand has: More Insights Information is the most important resource for any global brand because it drives growth and expansion. The importance of global marketing lies in getting and analyzing loads of unique data that brands can use to: Understand strengths and solve weaknesses Learn about customers and improve customer service in different regions Figure out how to enter new markets Compete with other companies more efficiently Improve products and services More Influence Promotional techniques that global brands apply across different markets change lives, dictate lifestyles, and create trends that can last for years. By creating compelling campaigns, these brands can instigate conversations, challenge norms, and foster inclusivity. This way, they not only capture market share but also leave a profound, lasting impact on the way people think, live, and interact, shaping the cultural landscape for years to come. More Innovation Globalization marketing strategy allows companies to get enough resources to move their industries forward by inventing new products and shifting customer experience to the highest level using the next-generation approaches based on technological advancement. This strategy powerfully promotes collaboration across countries and experience exchange, paving the way for transformative breakthroughs. The Core Global Marketing Strategy Components Here are a few recommendations for building a successful global marketing campaign. 1. Define and Separate Global and Local Activities A global marketing strategy should include general plans scheduled around the world and specific initiatives that happen on the local level. Some sectors would rather be guided globally, namely branding policy, overall planning, and budgeting. Other sectors are better managed on a regional level. Such activities may include local campaigns, PR events, tactical initiatives, and communication across social media channels in the region. Dividing the markets into layers can significantly improve your business perspective. It helps efficiently allocate resources both on global and local levels. Identify various areas within your marketing concern before you’re stuck with time and money issues. 2. Resonate with the Needs of Local Markets One of the biggest mistakes marketers could make within their global marketing strategy is to ignore regional diversity. Global brands must constantly monitor current trends and the personal needs of customers across local markets. Global and local teams must develop a single comprehensive approach to gain mutual benefits. The times of one-size-fits-all marketing initiatives applied internationally have gone. It’s no secret that the mentality and cultural background of people from the USA, France, and India differ greatly. Thus, you must concentrate on different customer values to meet their needs. 3. Build a Proactive Marketing Strategy Identify marketing areas beforehand. Make an upfront analysis of all business activities from the viewpoint of a certain region. Consider local characteristics and customer behaviors, including legal systems and economic situations. It’ll save you from unreasonable costs and help plan an actionable marketing strategy. 4. Energize Your Local Marketing Campaigns Local teams to build up an effective and scalable marketing plan. All departments must be well-trained and positively motivated to fulfill brand goals. Find an experienced global campaign manager who can guarantee workflow excellence and successful communication between a central office and affiliates. Planning business activities must be clear and consistent. All the staff, from global execs to regional employees, must know the work schedule, project objectives, and deadlines. Consider different time zones in the countries where your marketing team will deploy campaigns. Keep your company calendar straight to time changes. Otherwise, everyone will confuse your global marketing business plan. 5. Keep Track of All Marketing Processes Monitoring and coordinating activities in multiple markets. You need reputable brand officers to manage the performance tracking of your marketing campaigns. Make sure you remember the following: Build KPI systems based on marketing objectives. Pick the most effective KPIs for global and local teams. Collect the KPI data separately. That’s how your brand will better understand the contribution level of each team to the overall success. Make the analytical information accessible on every level and review it regularly. The marketing strategy results will help the teams move in the right direction and drive a good deal of friendly competition between them. Deliver the best practices to every single department. Keep in touch with in-market teams personally or through your officers to analyze and make current decisions and tactics optimized. 6. Examine the Overall Impact of Marketing Actions Conclude at the end of each global to local story. Estimate the insights you have gained. Reverse-engineer the most advantageous ideas to avoid pitfalls and outperform in the future. It is also recommended to rely on advanced analytics to measure return on investment (ROI), evaluate conversion rates, and monitor customer engagement. Conducting A/B testing can be also a smart move to hone your strategy. Do not underestimate the importance of customer feedback. Use surveys and social media monitoring to gain valuable insights. The use of automated solutions would help you process this feedback faster and more efficiently. Adjust your global marketing strategy based on this data to timely respond to the market and customers’ needs. It is equally important to regularly reevaluate your approach, demonstrating agility in this ever-evolving environment. 7. Elaborate Consistent In-Between Interactions Make sure local and global teams stay in touch even when the company has got through with the localization campaign. Close communication helps improve professional growth and keeps everyone informed about industry trends around the world. If your local marketing teams are far from the central office, you can connect them via digital channels. It is pivotal to encourage knowledge sharing, allowing teams to look at issues through different lenses. You should strive to promote cross-cultural competence, while ensuring constant alignment with overarching common goals. This kind of interaction not only drives professional development but also actively supports the company’s adaptability to new environments. Execute a Global Omnichannel Marketing Strategy With Viseven At Viseven, we’ve assisted dozens of global pharma brands with their marketing strategies. Are you planning to go global with your pharma company or have issues with a current global campaign? Our professional team will be glad to help you create a marketing strategy from scratch or enhance your existing plan regardless of scale and the level of digital maturity. Based on an omnichannel marketing approach, modular content approach, and advanced technical infrastructure, we can improve the level of customer experience, reduce time-to-market, and save marketing expenses by: managing global-to-local content production covering the entire content lifecycle with KPIs for every channel streamlining the content localization and adaptation processes automating the content distribution and delivery Fill in the form below, and we’ll get back to you shortly!
Le guide du débutant sur le marketing en boucle fermée dans l’industrie pharmaceutique Posted on August 8, 2022March 4, 2025 by Andrii Nikulin Vous vous souvenez lorsque les commerciaux avaient des visites en face à face et des appels téléphoniques à froid avec des médecins et d’autres professionnels de la santé ? Dans l’industrie pharmaceutique et les soins de santé, le detailing était un outil populaire pour faire connaitre les produits et services médicaux. Néanmoins, il n’était guère efficace car il était coûteux, paraissait contradictoire et semblait biaisé. Quand le monde de la santé a commencé à passer au numérique, l’e-detailing en tant qu’alternative au detailing traditionnel a diminué le pouvoir des commerciaux et a accordé plus de pouvoir aux spécialistes du marketing qui ont eu accès à une approche multicanal. Depuis, les laboratoires pharmaceutiques ont pu utiliser l’e-detailing et d’autres contenus médicaux dans différents types de communication numérique tels que les sites Internet, les réseaux sociaux, les e-mails, etc. Cependant, seuls quelques laboratoires pharmaceutiques pouvaient analyser leurs campagnes et comprendre leur impact sur leurs audiences. Tout cela parce qu’ils ont commencé à implémenter le marketing en boucle fermée (CLM). Découvrons ce que signifie CLM dans le secteur pharmaceutique et comment votre entreprise peut en bénéficier. Qu’est-ce que le marketing en boucle fermée dans l’industrie pharmaceutique ? Le marketing en boucle fermée est un modèle omnicanal qui permet aux laboratoires pharmaceutiques d’augmenter les conversions et le retour sur investissement (ROI) en augmentant le nombre de prospects et en améliorant l’expérience client personnalisée avec des commentaires en temps réel et une analyse approfondie des données. Comment fonctionne le marketing en boucle fermée ? Si vous voulez que votre marque grandisse et prospère, il est essentiel de connaître vos prospects et de les traiter comme vos meilleurs amis. Le marketing pharmaceutique en boucle fermée fait le travail en donnant des réponses aux questions essentielles : Comment les prospects trouvent-ils une marque et comment s’engagent-ils avec elle pour la première fois ? Pourquoi les prospects se convertissent-ils en clients, et pourquoi ne le font-ils pas ? Qu’est-ce qui fait que les nouveaux clients font confiance à une marque ? Le processus de marketing en boucle fermée est un cycle composé de quatre étapes : Lancement d’une campagne marketing. Engagement avec les clients. Collecte des données. Analyse des données. Fermer la boucle signifie répéter ce cycle encore et encore. Une marque pharmaceutique lance une nouvelle campagne, collecte les données pertinentes, ressent les lacunes dans ses connaissances sur le public cible et démarre une nouvelle campagne optimisée pour les besoins et les préférences des prospects. Après chaque cycle, la marque acquiert plus d’expertise pour renforcer le lien avec la base de prospects. Comment démarrer avec le marketing pharmaceutique en boucle fermée Pour avoir une vue d’ensemble, les laboratoires pharmaceutiques doivent construire un système intégré basé sur une stratégie marketing précise et un logiciel adapté. Créer une stratégie de marketing pharmaceutique en boucle fermée Le marketing en boucle fermée permet aux équipes marketing et commerciales de joindre leurs activités au sein d’une entreprise de soins de santé et d’obtenir de nombreuses informations importantes qui amélioreront le processus de génération de prospects à l’avenir. Par exemple, quels canaux les clients préfèrent pour la communication et la navigation dans le contenu, quel contenu ils apprécient, quel est le meilleur moment pour interagir avec eux et de nombreuses autres données essentielles. Voici les éléments clés nécessaires à l’implémentation d’une stratégie en boucle fermée dans l’industrie pharmaceutique : Construire le système d’indicateurs de performance clés (KPI). Choisissez les mesures qui aideront votre entreprise à atteindre ses objectifs de marketing numérique avec la plus grande efficacité. Procéder à la segmentation du marché. Analysez vos principaux canaux de marketing numérique et segmentez les prospects en plusieurs groupes en fonction de leur comportement. Planifier des parcours clients personnalisés. Adaptez les messages individuels à chaque groupe de prospects en tenant compte de leurs besoins de consommation et de leurs préférences de canaux et envoyez-les au bon moment. Profitez du logiciel Pharma CLM Lorsque la technologie prévaut, l’infrastructure technique qui intègre tous les processus de marketing et de vente joue un rôle clé. Pour implémenter une stratégie marketing en boucle fermée, les laboratoires pharmaceutiques ont besoin de trois plateformes principales : La plateforme de gestion de la relation client (CRM) organise les données collectées, suit les commentaires en temps réel et segmente les prospects et les clients pour les campagnes marketing. La plateforme d’automatisation du marketing (MA) optimise le processus CLM. La plateforme de création de contenu développe des messages sur mesure pour plusieurs canaux et publics. Les avantages du marketing en boucle fermée dans le secteur pharmaceutique L’utilisation d’informations CLM à jour dans un environnement unique alimenté par une technologie de nouvelle génération est essentielle pour les laboratoires pharmaceutiques d’aujourd’hui et leur gestion marketing. Voici quelques avantages significatifs que les stratégies de marketing pharmaceutique peuvent avoir si elles sont basées sur l’approche en boucle fermée. Ressources économisées L’envoi d’informations précises aux bonnes personnes au bon moment réduit le taux de coût par prospect. Il permet aux équipes marketing et commerciales d’optimiser leurs budgets et de dépenser de l’énergie sur d’autres activités qui rendent leur marque médicale beaucoup plus puissante. Sensibilisation accrue à la marque Un niveau élevé d’interaction et de communication entre les équipes de vente et de marketing augmente le niveau d’interaction et de communication entre la marque et sa clientèle. En retour, cela améliore considérablement le taux de fidélisation de la clientèle. Supposons que vous ayez des médecins ou tout autre type de professionnel de santé comme public cible. Si vous les comprenez parfaitement et planifiez des parcours client réussis, ils se souviendront de vous et feront connaître votre marque à travers le secteur de la santé à la vitesse de l’éclair. Prédiction du comportement des clients Lorsque vous accédez régulièrement à des données CLM pertinentes, vous disposez de suffisamment d’informations et d’expérience pour prédire comment un professionnel de santé peut se comporter lorsqu’il reçoit certains contenus ou visite un canal particulier. Sans oublier que certaines des plus grandes entreprises du marché utilisent peut-être déjà l’intelligence artificielle et l’apprentissage automatique pour analyser les modèles de comportement des clients. Contenu personnalisé de meilleure qualité Le contenu n’a jamais été aussi vital pour promouvoir les produits et services médicaux, ainsi que pour augmenter les ventes. Un contenu de haute qualité attire des prospects de haute qualité. Et n’oubliez pas que c’est le contenu personnalisé qui est roi. Les données CLM permettent aux spécialistes du marketing de connaître les préférences de contenu des professionnels de la santé et de créer un contenu personnel qui ne gêne pas les destinataires et ne ressemble pas à du spam. REMARQUE : une approche par contenu modulaire peut vous faire économiser jusqu’à 60 % sur la création de contenu personnel tout en améliorant sa qualité, sa gestion et sa distribution sur plusieurs publics et moyens de communication. Le contenu modulaire créé sur eWizard réduit considérablement le processus d’examen médical, juridique et réglementaire (MLR). Solution CLM pharmaceutique complète pour votre stratégie omnicanale Mieux vous vous occupez de vos prospects, plus vos ventes augmentent et meilleur est le retour sur investissement de votre entreprise. La solution CLM omnicanale pour les laboratoires pharmaceutiques est comme une prophylaxie pour les patients. Des informations de haute qualité analysées en permanence dans un système de marketing unifié sont le meilleur outil pour établir une communication durable avec le public cible. Votre marque a-t-elle besoin d’assistance en matière de CLM ou d’omnicanal ? Viseven peut vous proposer plusieurs stratégies d’implémentation pour améliorer la qualité de vos prospects et augmenter votre retour sur investissement en s’appuyant sur une technologie de pointe et des techniques d’expérience client. Envoyez-nous un e-mail ou un formulaire et notre expert vous contactera rapidement !
La guía para principiantes de marketing de circuito cerrado en el sector farmacéutico Posted on August 8, 2022March 4, 2025 by Andrii Nikulin ¿Recuerda cuando los representantes de ventas tenían visitas cara a cara y llamadas telefónicas frías con médicos y otros profesionales sanitarios? En la industria farmacéutica y de atención médica, el detailing era una herramienta popular para demostrar productos y servicios médicos. Sin embargo, no fue eficiente porque era caro, parecía contradictorio y tendencioso. Después de que el mundo de la atención medica comenzó a moverse hacia la tecnología digital, el e-detailing como alternativa al detailing tradicional disminuyó el poder de los representantes de ventas y otorgó más poder a los profesionales del marketing que recibieron acceso a un enfoque multicanal. Desde entonces, las empresas farmacéuticas pueden usar el e-detailing y otros contenidos médicos en diferentes tipos de comunicación digital, como sitios web, redes sociales, correo electrónico y más. Sin embargo, solo algunas empresas farmacéuticas pudieron analizar sus campañas y comprender el impacto en sus audiencias. Esto se debe a que comenzaron a implementar el marketing de circuito cerrado (CLM, por sus siglas en inglés). Averigüemos qué significa CLM en la industria farmacéutica y cómo su empresa puede beneficiarse de ello. ¿Qué es el marketing de circuito cerrado en la industria farmacéutica? El marketing de circuito cerrado es un modelo omnicanal que permite a las empresas farmacéuticas aumentar las conversiones y el retorno de la inversión (ROI, por sus siglas en inglés) al aumentar la cantidad de clientes potenciales y mejorar la experiencia personalizada del cliente con comentarios en tiempo real y análisis detallados de datos. ¿Cómo funciona el marketing de circuito cerrado? Si desea que su marca crezca y prospere, la clave es conocer a sus potenciales clientes y tratarlos como su mejor amigo. En el sector farmacéutico, el marketing de circuito cerrado ofrece respuestas a las preguntas esenciales: ¿Cómo encuentran una marca los clientes potenciales y cómo interactúan con ella por primera vez? ¿Por qué los clientes potenciales se convierten en clientes y por qué no se están convirtiendo todavía? ¿Qué hace que los nuevos clientes confíen en una marca? El proceso de marketing de circuito cerrado es un ciclo que comprende cuatro etapas: Lanzar una campaña de marketing. Interactuar con los clientes. Recoger datos. Analizar datos. Cerrar el circuito significa repetir este ciclo una y otra vez. Una marca farmacéutica lanza una nueva campaña, recoge los datos relevantes, reconoce las lagunas en su conocimiento sobre el público objetivo y comienza una nueva campaña optimizada para las necesidades y preferencias de los clientes potenciales. Después de cada ciclo, la marca obtiene más experiencia para fortalecer la conexión con la base de clientes potenciales. Cómo comenzar con el marketing de circuito cerrado en el sector farmacéutico Para poder tener una visión general, las empresas farmacéuticas deben crear un sistema integrado basado en una estrategia de marketing precisa y un software adecuado. Crear una estrategia farmacéutica de marketing de circuito cerrado El marketing de circuito cerrado permite que los equipos de marketing y ventas unan sus actividades dentro de un negocio de atención médica y obtengan muchos conocimientos importantes que mejorarán el proceso de generación de clientes potenciales en el futuro. Por ejemplo, qué canales prefieren los clientes para la comunicación y la exploración de contenido, qué contenido valoran, cuál es el mejor momento para interactuar con ellos, y muchos otros datos esenciales. Estos son los componentes clave necesarios para implementar una estrategia de circuito cerrado en la industria farmacéutica: Desarrolle el sistema de indicadores clave de rendimiento (KPI, por sus siglas en inglés). Elija las métricas que ayudarán a su empresa a lograr los objetivos de marketing digital con la máxima eficiencia. Realice una segmentación de mercado. Analice sus principales canales de marketing digital y segmente a los clientes potenciales en varios grupos según su comportamiento. Planifique recorridos personalizados para sus clientes. Personalice los mensajes individuales para cada categoría de clientes potenciales teniendo en cuenta sus necesidades de consumo y canales preferidos, y envíelos en el momento adecuado. Aproveche el software de marketing de circuito cerrado en la industria farmacéutica Cuando la tecnología prevalece, la infraestructura técnica que incorpora todos los procesos de marketing y ventas juega un papel clave. Para implementar una estrategia de marketing de circuito cerrado, las empresas farmacéuticas necesitan tres plataformas principales: La plataforma de gestión de relaciones con los clientes (CRM, por sus siglas en inglés) organiza los datos recogidos, realiza un seguimiento de los comentarios en tiempo real y segmenta los clientes y los clientes potenciales para las campañas de marketing. La plataforma de marketing automatizado (MA) optimiza el proceso de marketing de circuito cerrado. La plataforma de creación de contenido desarrolla mensajes personalizados para múltiples canales y audiencias. Los beneficios del marketing de circuito cerrado en el sector farmacéutico El uso de conocimientos actualizados de marketing de circuito cerrado dentro de un entorno único impulsado por tecnología de próxima generación es esencial para las empresas farmacéuticas de hoy y su gestión de marketing. Estos son algunos beneficios significativos que pueden tener las estrategias de marketing farmacéutico si se basan en el enfoque de cierre del circuito. Recursos guardados Enviar información precisa a las personas adecuadas en el momento adecuado reduce el coste por cliente potencial. Permite que los equipos de marketing y ventas optimicen sus presupuestos y gasten energía en otras actividades que hacen que su marca médica sea mucho más poderosa. Mayor conocimiento de la marca Un alto grado de interacción y comunicación entre los equipos de ventas y marketing aumenta el nivel de interacción y comunicación entre la marca y su base de clientes. A su vez, mejora significativamente la tasa de retención de clientes. Digamos que tiene médicos o cualquier otro tipo de profesionales sanitarios como su público objetivo. Si los comprende perfectamente y planifica recorridos personalizados para sus clientes, le recordarán y difundirán su marca en toda la industria de la salud a la velocidad de la luz. Predicción del comportamiento del cliente Cuando accede regularmente a datos de marketing relevantes de circuito cerrado, tiene suficiente información y experiencia para predecir cómo puede comportarse un profesional sanitario cuando recibe cierto contenido o visita un canal en particular. Sin mencionar que algunas de las principales empresas del mercado podrían ya estar utilizando inteligencia artificial y aprendizaje automático para analizar los patrones de comportamiento de los clientes. Contenido personalizado de mayor calidad El contenido nunca ha sido tan vital para promocionar productos y servicios médicos, así como para aumentar las ventas; así que el contenido de alta calidad atrae clientes potenciales de alta calidad. Y no olvide que el contenido personalizado es el rey. Los datos de marketing de circuito cerrado permiten a los profesionales del marketing conocer las preferencias de contenido de los profesionales sanitarios y crear contenido personal que no moleste a los destinatarios y no sea percibido como spam. NOTA: Un enfoque de contenido modular puede ahorrarle hasta un 60% en la creación de contenido personal mientras mejora su calidad, gestión y distribución entre múltiples audiencias y medios de comunicación. El contenido modular creado en la plataforma eWizard reduce significativamente el proceso de revisión médica, legal y reglamentaria. Solución integral de marketing farmacéutico de circuito cerrado para su estrategia omnicanal Cuanto mejor cuide a sus clientes potenciales, más ventas y mejor ROI obtendrá su negocio. El marketing de circuito cerrado omnicanal para las empresas farmacéuticas es como las medidas de prevención para los pacientes: los conocimientos de alta calidad analizados constantemente en un sistema de marketing unificado son la mejor herramienta para construir una comunicación duradera con el público objetivo. ¿Su marca necesita asistencia con marketing de circuito cerrado u omnicanal? Viseven puede ofrecerle varias estrategias de implementación para mejorar la calidad de sus clientes potenciales y aumentar su ROI a través del uso de tecnología avanzada y técnicas de experiencia del cliente. Envíenos un correo electrónico o un formulario, ¡y nuestro experto se pondrá en contacto con usted en breve!
The Beginner’s Guide to Closed-Loop Marketing in Pharma Posted on August 8, 2022March 4, 2025 by Andrii Nikulin Do you remember when sales reps had face-to-face visits and cold phone calls with physicians and other HCPs? In the pharmaceutical industry and healthcare, detailing was a popular tool for demonstrating medical products and services. Nevertheless, it was hardly efficient because it was expensive, looked contradictory, and felt biased. After the healthcare world started shifting to digital, e-detailing as an alternative to traditional detailing diminished the power of sales reps and granted more power to marketers who received access to a multi-channel approach. Since then, pharmaceutical companies could use e-detailing and other medical content across different types of digital communication such as websites, social media, email, and beyond. However, only a few pharma companies could analyze their campaigns and understand their impact on their audiences. All because they began to implement closed-loop marketing (CLM). Let’s find out what CLM stands for in pharma, and how your business can benefit from it. What is Closed-Loop Marketing in Pharma? Closed-loop marketing is an omnichannel model that allows pharma companies to boost conversions and return on investment (ROI) by increasing the number of leads and improving personalized customer experience with real-time feedback and in-depth data analysis. How Does Closed-Loop Marketing Work? If you want your brand to grow and prosper, knowing your lead and treating them as your best friend is the key. Pharmaceutical closed-loop marketing does the job by giving answers to the essential questions: How do leads find a brand, and how do they engage with it for the first time? Why do leads convert into customers, and why aren’t they? What does make new customers trust a brand? The closed-loop marketing process is a cycle that consists of four stages: Launching a marketing campaign. Engaging with customers. Collecting data. Analyzing data. Closing the loop means repeating this cycle over and over. A pharma brand launches a new campaign, collects the relevant data, feels the gaps in its knowledge about the target audience, and starts a new campaign optimized for the needs and preferences of leads. After each cycle, the brand gets more expertise to strengthen the connection with the lead base. How to Get Started with Pharma Closed-Loop Marketing To see the big picture, pharma companies have to build an integrated system based on an accurate marketing strategy and suitable software. Create a Closed-Loop Marketing Pharma Strategy Close-loop marketing allows the marketing and sales teams to join their activities within a healthcare business and get many important insights that will improve the lead generation process in the future. For example, which channels customers prefer for communication and content browsing, what content they value, what’s the best time to engage with them, and tons of other essential data. Here are key components that are necessary for the implementation of a closed-loop strategy in the pharmaceutical industry: Build the key performance indicator (KPI) system. Choose the metrics that will help your business achieve its digital marketing goals with the highest efficiency. Conduct market segmentation. Analyze your top digital marketing channels and segment leads into multiple groups according to their behavior. Plan personalized customer journeys. Tailor individual messages to every group of leads considering their consumer needs and channel preferences and send them at the right time. Take Advantage of Pharma CLM Software When technology prevails, the technical infrastructure that incorporates all the marketing and sales processes together plays a key role. To implement a closed-loop marketing strategy, pharma companies need three primary platforms: Customer relationship management (CRM) platform arranges the gathered data, tracks real-time feedback, and segments leads and customers for marketing campaigns. Marketing automation (MA) platform optimizes the CLM process. Content creation platform develops tailored messages for multiple channels and audiences. The Benefits of Closed-Loop Marketing in Pharma Using up-to-date CLM insights within a single environment powered by next-generation technology is essential for today’s pharma companies and their marketing management. Here are a few significant benefits pharma marketing strategies can have if based on the closing-the-loop approach. Saved Resources Sending accurate information to the right people at the right time reduces the cost-per-lead rate. It lets marketing and sales teams optimize their budgets and spend energy on other activities that make their medical brand much more powerful. Increased Brand Awareness A high level of interaction and communication between the sales and marketing teams grows the level of interaction and communication between the brand and its customer base. In turn, it significantly improves the customer retention rate. Say you have physicians or any other type of HCPs as your target audience. If you perfectly understand them and plan successful customer journeys, they’ll remember you and spread the word about your brand across the healthcare industry lightning-fast. Customer Behavior Prediction When you regularly access relevant CLM data, you have enough information and experience to predict how an HCP can conduct themselves when they receive certain content or visits a particular channel. Not to mention that some of the top companies in the market might already be using artificial intelligence and machine learning to analyze customer behavior patterns. Personalized Content of Higher Quality Content has never been so vital for promoting medical products and services, as well as for increasing sales. High-quality content attracts high-quality leads. And don’t forget that it’s personalized content that’s king. CLM data allows marketers to find out the content preferences of HCPs and create personal content that doesn’t annoy recipients and doesn’t feel like spam. NOTE: A modular content approach can save you up to 60% on personal content creation while improving its quality, management, and distribution across multiple audiences and means of communication. Modular content created on eWizard significantly reduces the medical, legal, and regulatory (MLR) review process. End-to-End CLM Pharma Solution for Your Omnichannel Strategy The better you look after your leads, the more sales and the better ROI your business gets. Omnichannel CLM for pharmaceutical companies is like prophylaxis for patients. High-quality insights perpetually analyzed in a unified marketing system are the best tool for building long-lasting communication with the target audience. Does your brand need assistance with CLM or omnichannel? Viseven can offer you several implementation strategies to enhance the quality of your leads and increase your ROI based on advanced technology and customer experience techniques. Fill out the form below to request a consultation from Viseven’s expert!
Interactive Email Marketing Benefits: How to Win the Race in the Pharma Industry Posted on July 29, 2022March 4, 2025 by Andrii Nikulin Email is one of the core channels for building and developing communication between pharma brands, patients, and HCPs. As a marketing tool, email allows delivering well-targeted messages to the recipients, highlighting the key point of your emails and it is a fast and simple way to communicate with your target audience. Thoughtfully designed email campaigns may benefit pharma brand image in multiple ways: Increase brand awareness Increase sales Develop trust Increase traffic Communication automation Today pharma email marketing has the capacity to reach patients, clients, and HCPs on a personal level, giving brand sales the opportunity to create a close connection with the audience. At the same time, large-scale email campaigns designed for reaching more generalized target audiences, allow marketers to work with customers on an international level. Modern marketing practices in pharma and life sciences industries show that email marketing is not only a powerful standalone tool but also has to serve as a vital part of the omnichannel approach as well. However, many marketing specialists working in the pharma sphere nowadays face multiple obstacles when it comes to a better understanding of the effect of email communication. As well, many marketing practices and tools frequently turn out to be task-irrelevant or simply obsolete. And when it comes to international campaigns, the quality of communication can be compromised due to the large target audience volumes and the lack of data which may result in complete entropy for email marketing managers. All these major concerns witness that pharma companies require a powerful email platform, that will allow its users to make informed decisions. The modern pharma market requires an approach reaching above “universal”, above non-industry-specific tools and pre-omnichannel marketing conventions. Nowadays it is not a question of whether it will be a benefit to use AI and ML-based algorithms for reaching high personalization in mail targeting, but a necessity recognized by both pharma brands and top MarTech companies working in the field. In the present blog, we will highlight some of the top obstacles that stand before sales representatives in pharma and will focus on the major directions of marketing innovations that help break through the noise and make thoughtful analytics-motivated solutions. But let’s start with some of the key specifics of email marketing for pharmaceuticals, so we can understand the challenges better. What is interactive email? Interactive email is, basically, an approach in digital marketing that allows creating complex digital letters featuring such interactive elements as dynamic templates and AMP elements. The other important element of the interactive email ecosystem is the analytical tools suite that helps gather relevant data, process, segment and employ it for better personalization of your email campaigns and customer behavior prediction. For businesses, interactive email is a great opportunity to boost email marketing and contribute to the digital maturity of the brand. Email marketing in Pharma: Channel-specific features Marketing approach and, namely, email marketing codes are, of course, not the same for all industries. When we are talking about the pharma and life sciences field, it is important to understand the smallest nuances, to get a clear understanding of how the workflow can be optimized. MLR requirements Every piece of content and information provided by pharma marketers has to go through a legal audit before the information can be published. This requirement adds a certain complexity to the production of big volumes of content, increasing its value and time required for production. However, with the help of advanced digital content practices like module and reusable content approaches, the marketing team can save resources by smartly dividing content into semantic modules that can be used multiple times across different channels. Hybrid marketing approach When we are talking about marketing in pharma companies it is also important to keep in mind that conventional, face-to-face marketing methods are still playing an important role in communication between different stakeholders. Hence, all digital marketing efforts should stay in line with the non-digital activities, complementing each other within an omnichannel approach. This means that effective marketing strategies imply the integration of all related activities and all marketing agents, whether they communicate with customers via digital channels or in person. Various stakeholders in the patient journey Sometimes the sales funnel can be a little bit complex when it comes to marketing services and goods in the pharma industry – multiple HCPs like doctors and pharmacists are important agents that may influence the decision made by the patient. This means that each valuable groups of influence have to be targeted at various levels, to build and support effective communication with all stakeholders involved in the process. Privacy matters Quite often the most valuable information that can be used by the marketing team to draw up a roadmap and better understand the market is classified. When we are talking about the healthcare industry, we face multiple information-protective legislations aimed at concealing patients’ personal data and other sensitive information. However, modern AI-based algorithms are frequently applied to get a better understanding of the market and the audience based on information collected by your system. This means that valuable data is not unreachable, still, it requires some special solutions to be extracted. Interactive Email Campaigns by Viseven Interactive Emails Solution is a specialized tools kit designed for building effective strategies. With more than 12 years of experience in the MarTech sphere, Viseven has built numerous omnichannel marketing strategies, utilizing all advanced marketing automation platforms and essential analytics. Interactive Emails functionality can be integrated with the eWizard content development ecosystem opening opportunities for automation of the content production process, implementation of a modular approach, and achieving cost and time reduction. So, let’s have a sneak peek at some of the key Interactive Emails features and find out how they help marketers to break through the noise and deliver the key ideas to the users in a most engaging way. Analytics and performance metrics As we already mentioned, advanced analytics is crucial for the pharma industry, since the spere has numerous legislations aimed at the protection of the personal data of the patient. However, it does not mean that marketers have to stay completely “blind”, once they can rely on advanced behavioral data collected by AI-powered algorithms. Interactive Emails solution allows collecting basic metrics like delivery rate or click-to-open rate, processing large volumes of behavioral data, and coming up with a better understanding of the target audience. Dynamic Email Theme Template Dynamic Templates is a technology that, foremost, helps to save time and resources spent on the production of email content. The major benefits of this approach are: Reduced number of template archives Single email master template The production time is reduced by 20% The present Interactive Emails feature is very much rooted in the modular approach to content production. It means that you will be able to use multiple reusable content modules like MLR-approved segments or you can make edits to the master email, automatically editing all the subordinate emails at once. This interactive email approach facilitates email content production and helps pharma businesses to free time for a creative part. AMP Emails (Interactive elements) AMP Email (Accelerated Mobile Pages Emails) – is a feature that helps to add dynamic elements to the email design. AMP features primarily serve two major purposes – to make your pharmaceutical emails more engaging and to organize visual information and written content in a more appealing and structured manner. With the help of AMP, the designers can add interactive visual elements, action buttons, gamification elements, mini-applications, etc. Also, an interactive email service allows inserting a customer survey. For example, surveys on user experience or a personalized questionnaire for clients and long-time subscribers. Nowadays, email marketing is almost unthinkable without advanced design elements that help you to add interactivity to your design, break through the noise and make a strong impression on the recipients. Email automation This important module allows sending automated interactive emails triggered by some of the actions made by the subscribers. It is an essential feature that is crucial for providing fast and relevant feedback to the clients who are already engaged in their journey. Automated emails also serve for client retention, informing about policy changes or events. Automated emails also allow personalizing email content, with the help of user data collected by your system. AI and Machine Learning Algorithms Interactive Emails Solution help marketers take the personalization of communication to the next level, being able to collect essential behavioral data which also contributes a lot towards the automation of all processes. For example, ML algorithms help analyze the attributes of each subscriber for better management of the customer journey. In this case, every next channel of communication can vary in each next journey, depending on system recommendations. Also, AI and ML-based algorithms may help set the best sending time for each subscriber, which helps maximize the efficiency of the email campaign. And with a reliable database, the marketing team can implement the omnichannel approach to its furthest extent, introducing prediction models and personalization on a scale of each individual subscriber. Interactive Emails within an omnichannel approach As you can see, Interactive Email is a powerful tool that can be used for building a solid email marketing strategy based on an innovative approach to email marketing. However, you can get even more out of your digital campaigns, once you learn to orchestrate all channels and manage the content according to the omnichannel approach, which implies the unification of all marketing channels into a single ecosystem. The great advantages of this level of system integrity are the ability to assemble the global marketing data and to create marketing campaigns that use several channels of communication which allows reaching higher engagement rates among your audience. The omnichannel approach is proven to provide a 20% higher click-through rate and a 250% higher engagement rate in the pharma industry. One of the main conceptual points of the approach is that unified channels create more customer journey opportunities, while the well-targeted, personalized content also helps reduce the cost of each contact acquired. The Interactive Emails by Viseven are fully integrated within the eWizard Platform, which allows marketers to build global omnichannel campaigns, orchestrating multiple digital and non-digital channels via a single management ecosystem. Remember that content is king Interactive Email Solution can do a lot to help you optimize email strategy, boost your omnichannel marketing efforts and provide you with relevant data. However, the content still remains the key element of the success of your email marketing. No matter how well-targeted and aesthetically sophisticated your mail is, how good it is in terms of interactivity if the subject line does not resonate with the interests and needs of the receiver. That’s why we also included several essential tips for content production you may find helpful. Goal and task of pharmaceutical email marketing: Email is not a blog, neither it is a white paper or a complex guide. That’s why you need to define the main goal and task of the email, so you will have a clear vision of what exact information you want to communicate. The major goal of a marketing team is to lead the customers through the journey and reach the expected results. At the same time, the task of the email can be far narrower. It is defined by the key influence that the message is expected to make. We can designate the following key tasks of email in the pharma: Awareness Engagement Registration Acquisition Retention Special The key influence, in other words, the task of the email, will define the style and tone of content you provide. Also, a clear understanding of the email marketing objectives helps to manage your content according to the mission it serves, segment and store your content according to its major purpose. Content testing There is no other universal way in email marketing to find out if your headline is really killing it, rather than to test it in the field. When planning a large-scale campaign, it is important to test your content – define the most clickable headlines, engaging core text, eye-catching interactive elements and define the most effective letter from the point of your strategies and goals. Simple A/B testing will help to increase the efficiency of the headline and express the main point of the letter in a clear manner. When your digital reaches a certain level of maturity, the data acquired during testing will also contribute to your global research data assets. Overview Nowadays it is no longer the question of whether pharma and life sciences industries need to boost their digital presence or not since it is becoming obvious that the role of digital is growing faster than many businesses manage to understand it. Since conventional door-to-door marketing can’t offer solutions for all the challenges the pharma sphere faces today, the importance of digital communication grows dramatically. Viseven interactive digital solutions designed specifically for carrying out marketing efforts in the sphere can offer all the required tools for building an effective marketing strategy for your pharma brand. Learn more about Viseven MarTech solutions for pharma and life sciences industries and how your business can benefit from them. If you have any questions about interactive email marketing for pharmaceuticals, in particular, fill out the form below and our representative will contact you with more information about Viseven products and solutions.
Mobile Health Applications for Patient Engagement Posted on July 26, 2022January 31, 2025 by Andrii Nikulin Apart from high-quality care, personalization, and transparency, patients are eager to have more control over their time and day-to-day health activities with easy access to accurate medical information. A healthcare mobile app is a perfect tool to satisfy all these needs. mHealth apps don’t aim to replace doctors and medical devices but to revolutionize the healthcare system by improving healthcare delivery. The revolution in digital health development can potentially exceed customers’ expectations and help attain a higher level of clinical engagement. As wearable technology and mobile devices have already created a new tone of connectivity within the patients-HCPs-pharma triangle, the demand for mobile applications in pharma has become immense. In this article, you’ll find more about mobile health app development, its enormous role in HCP engagement, and the principal outcomes of including mHealth apps in your multichannel or omnichannel marketing strategy. What Is an App in Healthcare? Healthcare apps, or healthcare applications, are software designed to provide users with health-related services, such as online consultations, live chats, appointment scheduling, and more. mHealth apps help professionals deliver more personalized treatment, assist patients worldwide, and collaborate with other experts. Due to the increasing demand and technological advancements, the mHealth market is projected to surpass $269.31 billion by 2032. Healthcare Mobile Apps: A Brief Statistics Overview The number of healthcare apps downloaded worldwide is expected to reach 8.6 billion by 2025. According to Statista, more than 52,000 healthcare and medical apps are available on the Google Play Store worldwide, and over 53,000 mHealth apps are available on the Apple App Store; By 2023, nearly 30% of American adults regularly utilized a health-tracking or management app multiple times daily; The global mHealth app market will reach $68.77 billion in 2024. How mHealth Apps Are Changing Healthcare Hospital in a pocket Patients can take advantage of healthcare services while staying home. With the help of a mobile device, they can get consultations and prescriptions and even send payments. Entire workflow in a mobile device Mobile apps can help healthcare workers remember their daily tasks, browse the documentation, and optimize communication within their teams. Healthcare professionals can conduct quick online checks, access information about their patients within seconds, monitor their health, prescribe medicine, and so on. Mobile platform for pharma Pharma companies can develop a healthcare mobile app where their staff can send propositions, close deals, and do other business activities with partners and clients. Personalized care Users can receive personalized treatment plans, answers to their questions, and medical advice through healthcare apps within a few clicks. This decreases the time needed to contact a doctor and makes healthcare resources more accessible. AI-powered assistance AI-enhanced technology has completely changed the course of the pharmaceutical industry. Apps with AI technology integration offer instant assistance with various patients’ requests, providing them with around-the-clock support. Moreover, AI-driven algorithms can help healthcare organizations analyze patient data, find more effective ways to assist them, and offer better treatment. Benefits of Mobile Apps in Healthcare More powerful brands Revolution in mHealth has stepped ahead. Assistant apps are helping pharma brands boost awareness by approaching the maximum number of smartphone customers. It means pharma brands can quickly improve their marketing campaigns with intuitive navigation to company data such as contacts or other first-hand details, which are always available, accessible, and visible on apps. Improved time management Due to constant direct contact with the audience, applications in healthcare can help physicians save plenty of time and effort. It will streamline HCPs’ workflows, improve productivity, and maintain patient communication agility. Not to mention that people who need medical assistance can schedule or cancel an appointment with a nearby physician using the app. Patient loyalty Mobile medical apps significantly increase transparency with the help of constant remote monitoring, support, and online interactions. It keeps users engaged and involved in each step of their healthcare journey. Data harvesting Mobile health apps can work as a single hub for all medical information — from numerical data to their preferences, emotional reactions, and current behavior patterns. It provides professionals with a complete pack of insights valuable for further care and treatment enhancements. Real-time response Doctors can respond to people who receive medical treatment proactively using mHealth apps while providing effective treatment anytime and anywhere. Patients can request assistance whenever they need it, and an available doctor can consult them immediately. Moreover, mobile app users can avoid going to the doctor over minor problems or questions and just receive all the answers they need right in the app. Main Types of Mobile Healthcare Applications Many types of apps help patients manage and improve their health independently and assist healthcare professionals with multiple tasks. Here are some mobile health applications examples: Patients’ apps Symptom checkers; Reminders and alerts; Applications for remote monitoring; Support for patients with chronic diseases; Health plus applications; Health insurance apps; Mental health apps; Fitness apps; Diet apps. Apps for healthcare professionals Medical calculators; Prescription management; Appointment reminders; Pharma guides and surveys for eLearning. Medical salesforce apps Remote communications; eDetailing scripts and guides; Informational materials. Most In-Demand Patient Engagement Healthcare Apps Medical education Patient engagement healthcare apps support and strengthen learning processes. Instead of wasting time on long-turning educational sessions, these apps give permanent access to up-to-date medical materials, prescription guidelines, diagnostics, and more. Apps for clinical communications Apps of this type simplify interactions between healthcare providers and facilitate quick responses with virtual functionalities, such as voice calling, video conferences, messaging, and beyond. Calculators Such healthcare mobile apps for patients can calculate dosage or offer dosing suggestions based on multiple complex formulas and individual medical parameters. Disease management and diagnostics Various symptom checkers are among the most popular apps used in healthcare. Doctors and other HCPs can stay in touch with their patients to keep track of their drug adherence and lab results, check current health conditions, and coach them in their health journey. For example, doctors use the SkinVision app to identify skin cancer in its early stages. It reveals the diagnosis immediately. Drug reference Such healthcare apps for doctors provide health information about medicine, pharmacology, indications, dosages, interactions, contraindications, costs, and beyond. Patient education and engagement mHealth apps designed specifically for patients can include educational content such as treatment options, health issues, prevention methods, and more. It results in a better experience and a higher satisfaction rate. For example, TalkLife is one of the healthcare apps that help patients talk to people with the same symptoms or illnesses. They can ask for advice or exchange their experiences if they need it. Mobile telemedicine Another great feature in mHealth apps is an implemented video service technology that can provide remote patient monitoring. Doctors and other healthcare professionals can deliver real-time medical assistance to patients through remote video functions. It concerns those who cannot access their healthcare providers directly or get needed care due to remote location or physical disorders. For example, Dr. Now is one of the best healthcare apps for patients to make a video call and reach their physicians anywhere they want. Top Use Cases of Mobile Apps by Viseven Here are some of the best health apps for patients and healthcare professionals Viseven has developed: Dosage calculator for children’s caregivers. The app can calculate dosage and the frequency of pill or suspension administration. All the medical data is based on the criteria of disease as well as on the little patient’s weight; Dosage calculator for parents and HCPs. This app provides instant access to medicine instructions and allows parents or physicians to calculate the accurate dosage; Offline application. This app provides patient care recommendations for specialists in the oncology sphere (adjuvant, neoadjuvant, and surgical therapy); Versatile medical reference app for pharmacists. The app offers diagnostic possibilities and helps users identify a type of pain depending on its location, duration, or intensity. Osteohelp also allows choosing among the best treatment alternatives, investigating its pharmacological properties, route of medical administration, and beyond; Pharmacist’s guide. This app offers a wide range of up-to-date medical education materials for HCPs with various reference videos for clinical procedures; Health app for tracking health. Based on PhoneGap, this hybrid app has a built-in video module and BMI Calculator technology. The mHealth app provides users with the needed medical records regarding their disease, sets up custom pill reminders, and allows them to keep track of their current health situation; Life Plus App. This mHealth app allows program members and pharmacists to share offers with clients. It includes various options such as promotions for top products, redeems and redemptions, and eVouchers. Users receive the latest information continuously and always stay updated. Core Usability Principles for Healthcare Apps The best healthcare apps for patients and HCPs have the following features: Intuitive user experience (UI) and excellent user experience (UX); Simple installation and flawless functioning; Synchronization of data across devices; Safety and security of personal information. Innovations in digital mHealth technologies help augment clinical efficiency, provide accurate diagnoses, and help pharmaceutical brands stand out. mHealth application development includes business analysis, UI/UX design, backend, app development, and quality assurance. As for operating systems, Android and iOS are still at the top. However, Android remains the lead platform for mobile health application development. Need a mHealth app? Viseven is an app healthcare provider that can develop a hybrid, native, or web app for your pharma, healthcare, or life sciences brand, considering your marketing strategy and the needs of your target audience. Download our case study or fill out the form below for more information. We’ll get back to you shortly!
