Digital Content Factory: Strategic Approach to Digital Leadership Posted on June 16, 2023 by Andrii Nikulin Your strategy will never be the same. An answer to the most relevant questions on digital excellence, this eBook demonstrates a unique solution for managing pharma digital content. The Digital Content Factory by Viseven Group is a concept based on the company’s experience with over 20 brands – an advanced method of collaboration between a global marketing team, local teams and external agencies. By creating a unified workspace for all these, you can effectively overcome the major obstacles to digital adoption and achieve a significant efficiency boost. Since about ¾ of commonly reported issues are linked to organizational patterns rather than technical difficulties, a more considerate approach to digital can solve them. You’ll learn about a completely new way to optimize budgets, align business processes and measure performance – all in a single amazing collection of tech ideas. Producing, managing and reusing content is now made easy for teams of marketers, even without specific programming skills. Unwrap the opportunities that come with advanced methods and win the digital marathon!
Viseven at 2023 Veeva Commercial Summit: Advancing Transformation with Modular Content Posted on June 15, 2023 by Andrii Nikulin On May 2-3, the Viseven team, including Nataliya Andreychuk, Viseven CEO, Leonardo Sanchez, Account Manager at Viseven US, and Maryna Alekseichuk, Global Head of Strategic Accounts, went to Boston, MA, USA, to attend the 2023 Veeva Commercial Summit. As one of North America’s most prominent conferences for sales and marketing experts in the pharmaceuticals, life sciences, and healthcare industries, the 2023 Veeva Commercial Summit gathered dozens of businesses to accelerate growth and advance transformation. “The scale of the event is astonishing. Veeva united a vast number of top players in the market, innovative startups, and experienced companies into a community that is transforming the experiences of pharma customers. It’s fascinating to see all the changes and be a part of them. We’re excited to represent Viseven as a silver sponsor at the event, and we’re proud to be Veeva’s technology partner,” says Natalia Andreychuk, CEO at Viseven. The 2023 Veeva Commercial Summit comprised nearly 100 keynotes and sessions held across five zones by the representatives of the world’s top enterprises, such as Takeda, Janssen, Novo Nordisk, Bayer, GSK, Moderna, Merck, Astellas, Horizon, Pfizer, Roche, and others. During two days of the conference, field experts shared their knowledge and discussed how to: Build the next-generation medical infrastructure. Create a single source of truth across multiple brands, therapeutic areas, functions, and geographies. Improve coordination and effectiveness between clinical and field teams with a shared view of customer interaction. Leverage capturing, reporting, and actioning medical insights. Set up a marketing analytics framework to maximize impact on rare disease patients and prescribers.Improve a brand’s communication strategies and boost awareness.Boost productivity and streamline field planning. Achieve excellent data quality and streamlined data management. Implement a strong content marketing strategy built on quality, speed, and effectiveness. Over 1,400 attendees got an opportunity to learn the hottest trends in omnichannel engagement, global-to-local marketing, automation, data analytics, medical legal regulatory (MLR) review, and many other topics. “This year’s Veeva Commercial Summit exceeded our expectations. Lots of different companies, lots of great faces, and lots of interesting events to discover,” says Maryna Alekseichuk, Global Head of Strategic Accounts at Viseven. At their booth, the Viseven team personally engaged with the summit attendees and demonstrated the possibilities of the modular content approach based on the integration of eWizard and Veeva platforms. Nataliya Andreychuk, Maryna Alekseichuk, and Leonardo Sanchez connected with current clients to discuss business goals and deepen cooperation opportunities. Also, the Viseven team got acquainted with the employees of companies, exploring the benefits of using the modular approach and looking for the best solutions. “Our goal was to show potential and existing clients how much we can offer in terms of reaching the modular state. We were able to connect with a lot of new people who were already thinking about eWizard as their content authoring tool,” says Leonardo Sanchez, Account Manager at Viseven US. Some of the attendees successfully tested eWizard on-site and agreed to consider the option of partnership with Viseven.
Potential and Challenges of the APAC Pharmaceutical Industry Posted on June 12, 2023 by Andrii Nikulin The global pharmaceutical market is becoming more digitalized, insight-driven, and consumer-centric. Though we’re witnessing fundamental changes all over the world, each region has its peculiarities dictated by multiple local factors. In this article, we’ll focus on a pharmaceutical market in the APAC region, go through the differences between pharma in APAC and pharma in other parts of the world, and see the current state of the APAC pharma market. Main Potential of Pharma in the Asia-Pacific Region What role does the APAC region play in transforming today’s worldwide pharma market? This role is significant because the pharma market in APAC is increasing. According to one forecast, researchers anticipate that APAC pharma will grow 4.2% from 2022 to 2027. And it makes sense. With unique industry dynamics and fierce competition that impact innovation in each country of the APAC region, China and Japan remain the world’s second and third pharma markets after the US, with a value of $153 billion and $83 billion, respectively. As the world’s second largest pharma market, China remains the world’s largest producer of pharmaceutical ingredients despite several internal issues, such as pricing pressure, uncertain drug approval times, and the implementation of drug regulatory reforms. The most distinctive characteristic of pharma companies in APAC from pharma companies in the rest of the world is the domination in the clinical trials market. Surprisingly, nearly half of all clinical trials conducted in the world in 2021 had locations in APAC. As of 2022, APAC accounts for 57% of Phase I clinical trials and 49% of Phase II clinical trials worldwide. And surprisingly or not, the growth of APAC pharma and its potential for the global market lie in its challenges. APAC Pharma Challenges — The Viseven Event Summary, April 2023 Digital maturity, personalized customer engagement, and data-driven marketing have been accepted and implemented in Europe and the US for a few years. However, it’s not the case for most pharma companies in the Asia-Pacific region. APAC pharma companies have only recently started to adopt advanced ways of improving customer experience, optimizing marketing activities with data-driven methods, and streamlining supply chains. Viseven, a pharma MarTech company, attended three events in April 2023 to see how the pharma market in the APAC region is transforming. Here are the three different stories with perspectives from three specialists: Omnichannel is Yet to Come — The 6th China Digital Healthcare Innovation Summit Yanxia Tang, Account Executive at Viseven, visited the 6th China Digital Healthcare Innovation Summit in Shanghai on April 24-26, 2023. The China Digital Healthcare Innovation Summit is one of the most popular events for the medical and pharmaceutical industries in the APAC region. The senior-level executives of over 100 companies, including top players such as AstraZeneca, Bayer, Abbot, and Novartis, gathered to share digital transformation insights on medical services, marketing, omnichannel engagement, e-commerce, and other crucial topics. For Yanxia Tang, the 6th China Digital Healthcare Innovation Summit was very productive. She attended several panels, listened to the conference speakers, and met a few professionals from different companies. Specifically, she engaged with several important stakeholders and received valuable information about future sales and marketing strategies, decision-making vision, and innovation trends among Chinese pharmaceutical companies. “Omnichannel” is one of those new words many stakeholders at this summit heard of but still don’t exactly know what it means in terms of the transformation of healthcare and pharmaceuticals. I was there to provide insightful information on the latest trends in omnichannel marketing and explore novelties in the pharmaceutical industry,” says Yanxia Tang, Account Executive at Viseven. What’s Next for Customer Experience? — The MarTech Summit Singapore 2023 As one of the central hubs for technology and pharma companies, not only in APAC but in the world, Singapore is also a venue for multiple events dedicated to the evolution of digital marketing. On April 25-26, 2023, the Viseven team comprising Dodie Guadines, Viseven APAC Regional Director, and Nathaniel Manzano, Account Executive Lead, attended the MarTech Summit Singapore, a conference that hosted over 200 companies from multiple industries and markets like e-commerce, finance, consumer goods, electronics, and pharma. Dogie Guadines and Nathaniel Manzano considered the MarTech Summit Singapore 2023 a good place for gathering insights, networking, and contributing to the world of MarTech services. The attendees had an opportunity to choose from over 35 live sessions from more than 60 speakers. At the event, the representatives of companies with different goals and perspectives discovered the latest MarTech trends, learned more about data-driven marketing approaches, and shared their professional expertise. As one of the most promising providers of MarTech services for pharma and life sciences companies, Viseven couldn’t go amiss for the MarTech Summit Singapore. The Viseven team listened to the speakers who represented pharmaceutical companies at the conference: Miguel Rivera from Novartis — Customer Engagement and Experience Head, APAC & MEA Sebastien Boisseau from Menarini — Head of Customer Engagement, Digital Marketing & Innovation Gaurav Lalwani from GSK — Senior Director, Global Content & Marketing Operations “Our goal at the MarTech Summit Singapore 2023 was to understand what’s next for the MarTech industry as a whole. We identified upcoming trends in customer experience along explored business opportunities. We’re eager to build vital business relationships with other attendees. We have some arrangements we’ll be able to disclose soon,” says Dodie Guadines, Viseven APAC Regional Director. Personalized Communication — Korea Pharm & Bio 2023 Suyoung Kim, sales representative at Viseven, attended Korea Pharm & Bio 2023, a massive 4-day event dedicated to biopharmaceuticals, technology, pharma ingredients, health ingredients, smart healthcare, packaging, logistics, cosmetics, bioenvironmental laboratory, chemical machinery, outsourcing, and PR. At the 13th Korea International Pharmaceutical & Bio-Pharma Exhibition on April 18-21, attendees participated in over 100 seminars, conferences, and workshops. “I learned a lot about Korean medical companies and introduced Viseven to the conference attendees personally. The irony is that I was showing them how they can do the same job with their customers cheaper online,” says Suyoung Kim, Sales Representative at Viseven. Though South Korea is the third largest biopharma innovation hub, Suyoung admits that local pharma companies have low HCP engagement rates because marketers still use traditional methods of communication such as email, phone calls, and face-to-face visits. Suyoung went to the conference to share her insights on how pharma companies can switch from traditional communication to personalized customer journeys and increase brand awareness using solutions by Viseven.
Orphan disease awareness campaign Posted on May 26, 2023 by Andrii Nikulin In Viseven company, one of our core values is to improve people’s lives. And today, we are proud to share the results of our latest collaboration on the project dedicated to the problem of orphan diseases in Ukraine. What are orphan diseases? Orphan diseases are conditions that occur extremely rarely – less than 1 case per 2000 of the country’s population. The vast majority of such diseases are genetically determined. Sometimes, orphan diseases might present symptoms that overlap with signs of many other conditions. This can cause long delays in making a correct and timely diagnosis. ⚕️ How can we overcome challenges in the diagnosis of orphan diseases in Ukraine? One of the ways to overcome the diagnosis challenges in Ukraine is to raise HCP awareness of orphan diseases, which was the main goal of our project. The project consisted of a close collaboration between Viseven and our customer – a global biopharmaceutical value-oriented company. We were able to successfully achieve this goal by pooling our resources and expertise in an omnichannel approach. What is the role of the omnichannel approach in this project? The project’s strategy was based on sending the target audience (HCPs of certain specialties who may encounter an orphan disease in their clinical practice) informative personalized communications. This communication consisted of approved Viber messages with information relevant to the HCP’s interests such as symptoms of the orphan disease they could encounter in their clinical practice. Communication contained brief information about the problem and a call to action to learn more by accessing a specialized site. We analyzed the results of each communication to understand the best approach for this audience and to refine the messaging. The omnichannel project is a “live” project, allowing us to change the content whenever necessary to keep HCPs engaged. What are the results at present? Our approach helped us maintain a stable read rate of over 55% through the entire campaign duration. This stable read rate indicated that more than half of the HCPs who received a Viber message from our campaign maintained their interest. We also sustained an average Click Rate of over 10%, which is a good sign that HCPs are interested in the topic. But what is most important is that we have “real-world” results: according to the data provided to us by our project partner, the number of referrals for genetic counseling of children with orphan disease signs has significantly increased. It means that our campaign has resulted in a tangible and significant increase in the level of awareness and vigilance of doctors regarding orphan diseases. ✔️ What is next? We are not going to stop here! Overall, we’re proud of what we’ve achieved with this awareness campaign and excited to see what the future brings for us. Together with our partner, we continue to work on this project by improving our communications with HCPs, developing new educational courses, and planning webinars and other activities. Our ultimate goal is to identify children with orphan diseases and allow them to receive treatment to improve their lives. And we will do everything in our power for this as this is not only our work – this is our core value.
How do mobile healthcare apps impact HCP and patient engagement? Posted on May 25, 2023 by Andrii Nikulin Goal Mobile applications development for healthcare became one of the most promising trends in HCP engagement strategy. The demand for mHealth apps has become immense, as they have already established a new tone of connectivity in the HCPs-patients-pharma triangle and improved their collaboration. The current case study is focused on uncovering the potential of mobile health care applications, describing the extent and nature of their influence, and defining the future of mobile applications as a marketing tool, revolutionizing communication in the pharma industry. As well, we will talk about the potential of educational apps and how specialized mHealth apps are integrated into the omnichannel communication system. Challenges Understanding the real needs of the patients.Reaching higher personalization and transparency in mHealth apps.Increasing pharma brand awareness.Customer data acquisition and processing via mHealth apps. Solution Innovations in digital mHealth technologies help to augment clinical efficiency, provide accurate diagnosis and help pharma brands stand out. Also, mobile applications became an essential tool that helps to win over the patient’s and HCPs’ loyalty, provide real-time communication and, of course, increase the efficiency of your brand’s healthcare system. Impact The case study provides important insights into the role of mHealth applications in patient engagement and building sustained communication with HCPs. The study provides statistical data on patient and HCPs’ behavior, their preferences, and expectations considering mHealth applications and their features. Our expertise covers a wide range of mHealth apps development, where each kind of app is targeted to solve a specific challenge, such as: reaching a higher level of personalization, straightening patients’ awareness and adherence, or providing better education opportunities to field and sales forces. As well, the case study highlights the major app types, patient engagement apps, the scope of application, winning features, and the role of mobile applications in omnichannel communication. Fill out the form and download the “Mobile healthcare apps in HCP engagement and patient awareness” case study to learn more about mHealth opportunities and innovations.
Viseven at Reuters Pharma EU Posted on May 24, 2023 by Andrii Nikulin This April was truly intense for Viseven in terms of events: weeks after visiting New York, our team went on to Reuters Pharma 2023 in Barcelona, while Korea Bio & Pharma meeting took place in Seoul the same weekend. Reuters Pharma united the top pharma company representatives, providing them cozy and compact space to share the vision of the foreseeable future, exchange insights and experience, and possibly agree upon uniting their effort in customer service. For that matter, the attendees could choose between three stages and a more quiet lunch zone for personal communication. Notably, the focus of pharma companies never shifted from customer-centric approach, although the rise of AI technologies was probably the hottest issue of the event. Individual value is what drives commercial models of these companies and ensures their long-term success. As for artificial intelligence itself, of course, Reuters Pharma could not go without lively discussion of chatGPT and the possibility of its integration in healthcare applications. The bottom line: chatGPT is not going to replace HCPs for the time being but its integration is definitely a promising direction of development, for the sake of higher professional efficiency and patient safety. There are countless possible applications of AI, including symptom tracking with respective warnings and education – these use cases were also covered by Reuters Pharma speakers. During her speech, Viseven CEO Nataliya Andreychuk, emphasized the importance of content marketing in pharma and the related software tools and techniques, such as tagging for better navigation, content reuse with modules, and overall production optimization. Innovation never stops, so upon returning from Barcelona we moved on to prepare to the China Digital Healthcare Innovation Summit and MarTech Summit in Singapore!
Key Benefits of E-Detailing in Pharma Posted on May 15, 2023 by Andrii Nikulin Pharmaceutical detailing is the most time-tested marketing format in the medical content world. Old-timer sales reps should remember how pharmaceutical companies reckoned face-to-face (F2F) visits with doctors as the most effective approach to achieving their sales targets. With the advent of digital marketing, plenty of new forms of online communication emerged and eventually superseded detailing, turning from the most fundamental method of engagement into one of many. But as it turned out, the power of engagement doesn’t depend on the number of sources. On the contrary, search engines and social media provided healthcare professionals (HCPs) with more information about products and trends in the pharmaceutical industry and made them fastidious. HCPs’ constantly increasing demand for personalized experiences encouraged pharma companies to refresh their marketing strategies and use pharmaceutical detailing in a new electronic way. After reading this guide, you’ll be able to define the main differences between detailing and e-detailing, discover the benefits of this content format in the context of innovation, and understand how to leverage its efficiency with other marketing channels. The guide will be equally helpful to experienced pharma representatives who want to revise their knowledge of detailing and specialists who joined the pharma sales force not long ago. Read it till the end to download a case study that contains professional content tips on presenting your pharma company and products with an engaging e-detailer. What Is Pharmaceutical Detailing? Pharmaceutical detailing is a marketing technique that allows sales representatives of a pharmaceutical company to promote products and services to healthcare professionals (HCPs) using a detailed presentation. Detailing plays a vital role in the pharmaceutical industry for many reasons. First, it helps build a strong relationship between pharmaceutical companies and healthcare professionals, providing the latter with detailed information on the latest research, new products, and so on. Pharmaceutical representatives who communicate with healthcare professionals serve as the main source of credible information, guiding them through all the available and new medications and educating them on how each can be incorporated into treatment plans. Moreover, detailing is a way for HCPs to stay current with the latest research and understand the direction of the pharmaceutical industry. With detailing, healthcare professionals can stay up to date with new findings and trends without spending much time learning more about the pharmaceutical landscape. Main Types of Detailing in the Pharmaceutical Industry There are several types of pharmaceutical detailing. Let’s look at some e-detailing examples and their importance. Academic detailing Academic detailing is a non-commercial face-to-face demonstration of new prescription drugs by healthcare professionals to their colleagues or patients in academic medical centers. Academic detailing has educational value. The goal of conducting academic detailing is to improve the quality and results of clinical trials, patient care, prescribing patterns, and prescribing behavior. Traditional detailing Traditional detailing is a face-to-face demonstration of pharmaceutical products and services by sales representatives to healthcare professionals. The goal of conducting detailing is to provide doctors with all the necessary information on new drugs and their effectiveness. E-Detailing E-detailing is a digital marketing practice used by pharmaceutical sales representatives to present a company’s products and services to healthcare professionals online with an interactive presentation called e-detailer. Depending on the marketing approach, some pharma marketing specialists divide e-detailing into two categories: self-detailing and remote detailing. In the process of self-detailing, an HCP reviews an e-detailer alone without the guidance of a pharmaceutical representative. Remote detailing is an online one-in-one demonstration of an e-detailer by a pharmaceutical representative to an HCP during a video call or webinar. There are also three types of e-detailing, subject to the purpose of HCP engagement. Benefits of E-Detailing for Pharmaceutical Sales Representatives According to a survey by BCG, 84% of physicians want to maintain or increase online interactions with pharmaceutical companies. Interestingly, the same report showed that 60% of HCPs prefer to learn more about new prescription products during an in-person visit by a pharmaceutical sales representative. In such a hybrid communication environment, detailing is a perfect way to engage with HCPs. Let’s find out why. Benefit 1. Full accessibility and increased engagement Typically, HCPs are very busy and don’t want to change their overloaded schedules or be interrupted because a sales rep needs to sell a new drug. E-detailers changed the way direct-to-consumer advertising works in the pharma industry. The high level of e-detailing accessibility multiplies the level of HCP engagement. E-detailing creates human-oriented experiences for HCPs, eliminating sales representative obtrusiveness that might have turned many health professionals off in the past. Now, it’s up to a health professional to decide how, where, and when to access information provided by pharmaceutical and life science companies. For some reason, an HCP can’t attend one-on-one meetings and can use an e-detailer anytime via any device they want, like a desktop computer, laptop, smartphone, or tablet, and via any preferred channel, such as email or social media. An HCP who doesn’t mind meeting with a sales rep can view an e-detailer during a video call or after a live webinar. Pharma sales reps can attract HCPs’ attention and create the feeling of total control over the situation thanks to e-detailing rich functionality: Media. Images, video, and audio help sales reps engage HCPs with an engaging story; Animation. Animated content looks way more attractive and engaging; Navigation Menu. HCPs can instantly jump to slides they like; References & Resources. All sources mentioned in an e-detailer are near at hand, which allows HCPs to check the authenticity of data presented in an e-detailer. Benefit 2. Detailed analytics One of the greatest benefits of electronic pharmaceutical detailing is that drug companies don’t have to meet HCPs personally to understand the overall impact of e-detailers on their decisions. Being integrated with in-depth analytics in a customer relationship management (CRM) system, an e-detailer contains key performance indicators (KPIs) to collect real-time data about HCPs’ interactions. There are several types of KPIs pharma companies can use: Quantitative KPIs: time per slide, the number of demonstrated slides, the order of slide demonstration, attitude towards the slide, and beyond; Qualitative KPIs: prescriptions, interactive surveys, and beyond. KPIs allow companies to track any HCPs’ actions on e-detailers depending on their business goals and the e-detailing pharma software they use. Performance metrics are crucial because they help sales representatives find and improve inefficiencies in their pharmaceutical detailing strategies. Benefit 3. HCP feedback and better customer experience Along with information received with performance metrics, direct feedback from health professionals can improve pharmaceutical detailing strategies and pharma marketing. One more slide with a simple feedback form added to the end of an e-detailer can dramatically increase customer experience in the future. By providing unique insights, HCPs can expand the knowledge of pharmaceutical companies about: The Subject of an E-Detailer. HCPs can share their professional and personal opinions on the brand, products, or any other e-detailing topic with a drug company; Quality of E-detailing. HCPs can recommend pharmaceutical representatives to improve the content and its appearance and find possible mistakes and inconsistencies; Target Audience. HCPs can tell about their colleges’ needs, preferences, interests, competence, expertise, and beyond; Pharma Industry and Market. Even if HCPs can say nothing about the industry and market, they may say something that would pull some suggestions out of the minds of pharmaceutical representatives. A pharma company can also create an interactive slide for conducting a survey based on multiple-choice questions as an alternative to a feedback form. In pharma marketing, such content has enormous potential for creating more effective means of HCP engagement. Benefit 4. Omnichannel versatility As one of the top healthcare marketing trends, omnichannel marketing is the future of communication between pharmaceutical representatives and HCPs. In an omnichannel environment, pharmaceutical companies combine e-detailing with other channels to create personalized customer journeys and engage with different groups of HCPs based on data analytics. To leverage the effectiveness of the e-detailing process for an HCP or a group of HCPs with the same characteristics, pharmaceutical sales representatives and marketers identify the most preferred combination of communication channels and use them as touchpoints in a customer journey at the right time. In such a way, e-detailing becomes human-centered, looks professional, and feels natural. E-Detailing Best Practices + Case Study There are several principal approaches to creating eDetailers your organization should consider. Be careful with texts Don’t overload the slides of your eDetailer with texts. The goal of any detailer is to support a sales representative’s pitch, not to be its basis. If an eDetailer contains too much text information, it could confuse an HCP. Use text to highlight the essential information and share the rest orally to keep an HCP focused and engaged. Interactivity is a must Make your eDetailer as interactive as possible. Content doesn’t attract attention without an engaging presentation. Create immersive experiences for HCPs by adding transitions between slides, animating objects, and hiding interesting facts in pop-ups and drop-down lists. Make it as intuitive as possible Create layouts that are easy to understand to make HCPs easily perceive eDetailing content at first glance and stick to the principle of simplicity. If you don’t know how to make your eDetailers simpler and more intuitive, show your eDetailer to your team before engaging with HCPs. After engaging with HCPs, ask for detailed feedback and track their interactions within each slide. Read how we assisted a top 50 pharmaceutical enterprise in transforming complicated descriptive materials into an easy-to-understand interactive e-detailer. Download a concise case study to learn e-detailing best practices in more detail, present your pharmaceutical product at its best, and successfully engage with HCPs. Professional E-Detailers for a Pharmaceutical Company Made Easy Want to create next-generation interactive presentations with top-notch design and tailor them to the current needs of HCPs in personalized customer journeys? eWizard, a content experience platform, enables top pharma and life sciences companies with everything needed to leverage pharmaceutical detailing in omnichannel marketing: Intuitive Creation. Thanks to a diverse collection of pre-built templates and easy-to-use tools, pharmaceutical representatives can create interactive e-detailers without professional coding and design skills; Accelerated MLR Review and Approval. Powered by modular content, eWizard allows your company to reuse pre-approved content blocks and tremendously accelerate the medical, legal, and regulatory process for e-detailing; Integration for any Purpose and KPI Tracking. Your team can integrate eWizard with any popular system or platform to thoroughly analyze the effectiveness of e-detailing by tracking HCP behavior on an advanced level. Please complete the form below, and our specialists will get to you shortly with a professional e-detailing consultation.
How to Pivot your Modular Content Strategy on the Fly Posted on May 9, 2023 by Andrii Nikulin Pharma has to deal with complex workflows — that’s why it is so important to improve the ways content is developed. Again and again, it proves beneficial to set up a single workflow, where all assets are perfectly aligned, approved, and can be used repeatedly across multiple channels. The realities require a new method of disseminating messages and materials in the digital environment This case study presents an approach that helps to pivot an omnichannel with a modular content strategy on the fly, while it is running and operational, and create the highest impact to the customers with 100% flexible content. You can access the сase study using the form below.
How omnichannel technologies increase patient adherence Posted on April 17, 2023 by Andrii Nikulin Patient adherence is essential, not only for marketing purposes. It is necessary for efficient treatment as the more the patient trusts and relies on the doctor, the better the recovery. Failed adherence leads to substantial worsening of disease, death, and increased healthcare costs. This case study is dedicated to improving communication between HCPs and patients and using digital adherence technologies as an omnichannel approach. We will cover the topics of diligent patients’ culture and build a ladder of patient success in 6 short but meaningful steps. Customer and project info Our customer is one of the top 50 pharma companies worldwide. The pharma giant became interested in building a proper customer journey for their patients with chronic diseases. So, they relied on our assistance and technical expertise. Case The main priorities were to identify barriers to timely therapy and define techniques to engage patients to finish the treatment course. The strategy includes increasing the number of communication channels and developing a customer journey campaign. In the end, the customer would like a comprehensive IT infrastructure with integrated additional marketing communications services. Solution The primary step of the solution was implementing a patient-centric approach to all stages of the customer journey. We analyzed patient behavior scenarios to understand the patient’s needs, behavioral trends, and engagement barriers. After that, it was necessary to determine the marketing automation software and integrate it with previously defined communication channels. Gathering patients’ data was the key to building an omnichannel patient-centric marketing campaign and creating adherence. Results Patient adherence has significantly increased within the first five months of the marketing campaign for every targeted audience. The number of bulk mailings decreased by 1.5 times. The omnichannel patient engagement campaign performed much better than the previous approach. Learn more about patient adherence technology solutions for life sciences — fill out the form below to get a case study.
How to Create a Content Map in the Pharmaceutical Industry? Posted on April 11, 2023 by Andrii Nikulin Did you know that 46% of drug launches in the United States between 2012 and 2017 failed due to an inadequate understanding of market and customer needs? As it turned out, companies didn’t understand the types of patients who would respond well or the types of physicians who would be high versus low prescribers for the new drug or underestimated the difficulty of converting customers from existing therapies. It was a valuable lesson for everyone in the industry because over 70% of pharma and life sciences leading companies see improving customer trust and satisfaction as one of their top priorities, while 52% are moving toward a personalized customer-centric model where content mapping has an essential role. What is Content Mapping? Content mapping is a marketing technique that allows companies to complete their business goals more efficiently by tailoring content to each customer and fulfilling their needs with the help of a content map. What is Content Map? A content map is a plan to personalize journeys and create real value for customers by developing relevant content and providing it at the right moment and via the preferred channels based on data-driven insights. Why Create a Content Map in Pharma? Content marketing is booming worldwide across dozens of industries and markets, and pharmaceuticals and life sciences are no exceptions. Why do some content strategies work and some don’t? Here’s an obvious fact – 80% of marketers and business owners who consider themselves very successful in content marketing had their strategy documented. Getting back to the question: content strategies work because they’re defined. And what is content mapping? That’s what makes a content strategy distinct and clear. And that’s not the only reason why you should create a content map in pharma. Consistent Communication with Each Customer A content map is a key to a clear understanding of a target audience’s profile: what customers like and dislike, what channels they prefer for content distribution and messaging, and what days of the week and hours are the best for interaction. With such a clear understanding, pharma companies deliver the best customer experience by eliminating content duplication and spam and enabling fully automated communication. High-Quality Content and Digital Maturity Content mapping, by definition, combines multiple content formats and channels. It encourages content marketing specialists to improve standards for content creation and find more powerful ways of content development and storytelling. The only way for pharma companies to provide full automation and personalization in a communicative environment with a wide variety of content channels and formats is to increase the level of digital maturity. As of 2023, only 44% of pharmaceutical and life sciences leaders are executing on or have completed a digital transformation journey. Positive Brand Reputation and Higher Profits An effective content map helps pharmaceutical companies find weaknesses and turn them into strengths. The focus on human-oriented engagement with customers, a better awareness of their priorities on an individual level, advanced content creation practices, and a higher level of digital maturity result in higher conversions and more customers. How to Build a Content Map for a Pharma Brand To successfully implement a content mapping strategy, your pharmaceutical company needs a team that includes professionals with expertise in a few areas, such as marketing, sales, and search engine optimization (SEO). Now let’s go through the main content mapping steps: 1. Reassess Your Target Audience and Create Customer Personas The headline should have said: Identify your target audience. But we’re talking about pharma, so you probably have some image of your ideal customers, or at least you thought you had it before the tremendous digital transformations in the industry. Content mapping is successful only when you create content for your customers as human beings, not as wallets or ordinary figures in analytics. Everyone loves when a business knows about us more than they thought they knew. And it doesn’t matter whether it’s a visit to a favorite restaurant, a purchase of sneakers on Amazon, or as in the case of a healthcare professional (HCP), an interactive e-detailer they didn’t expect to receive so soon after attending a webinar. In a survey we mentioned above, 47% of marketers and business owners consider researching their audiences the leading factor in building a successful content marketing strategy. The first step you need to reassess your target audience is to create buyer personas. Hereafter, we’ll call them customer personas because, unlike customers, buyers don’t usually involve themselves in decision-making. A customer persona is an avatar that impersonates your typical customer. We recommend you create a few customer personas at once because you’ll need to segment your audience afterward. Here are the basic characteristics that will help you create your customer personas: Background and Experience. Find more about your customers’ demographics, locations, occupations, and lifestyles.Needs, Intentions, and Challenges. Determine problems your customers have, figure out what they’re up to, and think about how your business can solve them.Interests and Dislikes. Discover whom your customers trust, what they care about the most, and what they don’t like and would like to avoid.Technology and Communication. Figure out what devices and platforms your customers use to search for the information they need to detect what messages match their intentions. How can you get all this information about your target audience? Use these methods: Google Analytics. It’s the best software to get the most specific view of your customers on your website, including age, gender, location, interests, behavior, and beyond.Social Media Analytics. Platforms like Facebook and LinkedIn offer analytics systems to track users’ basic activities.CRM Platforms. If you have multiple databases of existing customers, a customer relationship management platform (CRM) will help you sort all the data out and leverage it for creating your customer personas.Interviewing. You can ask your current customers, prospects, and referrals for direct feedback. Due to a different perspective on your company, products, and services, each of these target audiences can provide unique and valuable information on the needed characteristics of your customer persona. 2. Create a Content Marketing Funnel for Your Customer Personas Now that you created your customer personas, you need to figure out how many steps it takes for them to make the final decision about your offer and what content you need on each customer journey phase. A content marketing funnel is a model that helps pharma companies to leverage content across all the touchpoints of a customer journey, from meeting a brand to the point of turning into a brand fan, by understanding which type of content and at which stage they need to use to convert customers. The content marketing funnel model comprises three stages: The top of the funnel (TOFU): A customer has a challenge.The middle of the funnel (MOFU): A customer is searching for a solution to solve the challenge.The bottom of the funnel (BOFU): A customer is searching for a solution provider. What content can fulfill the needs of your target audience, and at which stage? To complete your goals and increase the number of customers who appreciate your brand, you should brainstorm and ask specific questions. In the top of the funnel or the awareness stage, you should ask yourself: How can I create demand for my products and services with content, and what types of content should I use for that? The solution at this lifecycle stage is to spread your online presence with appealing content through as many channels as possible without affecting the quality of your content. In other words: Google what techniques can drive more organic traffic to your website through search engines and social media.Focus on creating content for the channels your customer personas prefer the most.Analyze main marketing trends and discover effective content development practices on these channels.Create content for these channels as frequently as possible. There are two essential things to focus on. First, hire as many content creators as possible. Second, don’t let the chase for quantity influence quality. In the middle of the funnel or the interest stage, your goal is to get more customers interested in your brand. The question that can help you reach your goal is: What types of content can encourage my customers to spark a genuine curiosity in my brand? The solution is to solve the problems of the customers who noticed your brand by demonstrating unique benefits and original approaches to distinguish you from your competitors. However, remember that, at this lifecycle stage, you should show customers only a slight view of the possibilities that can get with your company. It’s like demonstrating an awesome trailer to make viewers eager to wait and watch the entire movie. Here are types of the content that can get customers interested in your brand: “How-to” content and other tutorials.Social media posts and comments.Reviews.Introductory webinars.Short videos.eBooks.eDetailers.Checklists.Infographics.White papers.Reports and surveys. At the bottom of the funnel or the action stage, customers are ready to make the final decision. Your goal is to make customers make that decision. To reach the goal, ask yourself: What type of content can encourage potential customers to convert and remain loyal? You should show your target audience the big picture – unveil explicitly all the details about the solutions that can solve the problems of your target audience. You can use pretty much the same content formats as at the interest stage, but you should focus on depth and comprehensiveness: Testimonials.Case studies.Live demos.Webinars on specific topics.Newsletters.Longer videos. 3. Conduct a Keyword Research to Find Content Ideas People use Google and other search engines to enter specific keywords and keyword phrases and find everything they need, including information about your company and niche. Before creating a content map, your team should fill all the content gaps your company might have by conducting in-depth keyword research. Keyword research is a practice that allows companies to discover search inquiries that are most popular among your target audience and find the content ideas that would be most relevant for current and future customers. Your research strategy should consist of three stages. The first stage of the strategy is the existing content analysis. If your company isn’t new to the market, we assure you that you’ll find content waiting for improvements, updates, and fixing. It can be articles on your blog, information on your website pages, and beyond. The existing content analysis isn’t only about modernizing the content you have and refreshing it with new keywords. It will help your team know what topics and keywords you are missing. The second stage of the strategy is the new content analysis. It’s about researching the topics and keywords your company hasn’t used for its promotion yet. You ought to start your analysis by searching for general topics that evoke associations for your customers about your business. For example, we at Viseven can use such topics as martech services, omnichannel marketing, pharmaceutical marketing, and beyond. Your team should do the same and collect up to ten general subjects about your business. It would be more than enough. Once you have relevant topics, you should find keywords that describe them. Say we at Viseven take omnichannel marketing as a topic. The perfect keywords for it are personalized experience, communication automation, and so on. How to find the keywords related to your topics? Here are a few main methods: Use Google Search Console or the Keyword Planner tool.Use any keyword idea tools within popular SEO platforms.Type possible keyword ideas in Google autocomplete.View related searches at the bottom of a Google results page. You may end up chasing tens and even hundreds of relevant keywords. Which keywords are the best? To find the best keywords for your business, consider the following: Search Volume. The metric shows the number of people who used a keyword during a particular period.Competition. The metric defines the level of keyword reputation. In other words, it tells you how popular a keyword is among other websites.Google SERP Features. SERP stands for a search engine results page. Subject to a keyword, a SERP can include featured snippets, knowledge panels, video carousels, and image packs. The third stage of the strategy is the competitor’s analysis. Competitors are a tremendous source for finding unique keyword ideas and creating content maps. After analyzing your competitors one by one using the same keyword tools you used to analyze your company, you’ll get a much broader perspective on your future actions. Whatever results you receive from this analysis, keep in mind that you shouldn’t plagiarize your competitors. Instead, you ought to adapt their actions to the experience of your company by reading between the lines and disclosing their intentions about content planning. 4. Create Personalized Customer Journeys Now that you know how to segment your customers, identify gaps in your content funnel, and create the right content for your brand, you can determine different conversion paths for different customer personas and map content. Mapping content to the customer journey requires an advanced technological environment powered by software that can provide such opportunities as: Data management. It will help your team collect and analyze your customer journey data in a single place.Content creation. It will help your team optimize the content creation process by planning and delivering content for different audience segments and different geographies in a single place.Automation. It will help your team automate all the steps and processes within each customer journey and target customers at the right moment and via the preferred channels. Here’s how we streamline the content mapping process at Viseven. How We Do Content Mapping at Viseven Depending on goals, needs, and the level of digital maturity, we use different products, services, and solutions to help companies in pharma and life sciences create personalized content experiences for their customers across their journeys. Digital Content Factory Facing difficulties creating an optimized content map and producing content for your pharma brand at a large scale? Digital Content Factory can provide your company with full-scale content mapping services. With over thirteen years of experience developing pharma content in multiple formats and for different purposes, we offer: Content Production. We can map existing content for you and produce high-quality at scale as long as your company needs.Content Analytics. We provide customized dashboards and advanced reporting for your team to monitor the performance of your content and understand the effectiveness of your content map.Full Flexibility. We react to any changes rapidly and without losing our efficiency.24/7 Customer Support. A dedicated team of specialists is here to help with any possible inquiry at any moment needed. In the long run, Viseven Digital Content Factory can save almost 60% of the costs allocated to content production. Omnichannel Marketing Have enough resources to create appealing content but have enough knowledge to create your own content map? Our team can help your company create a content map and tailor content within one of the data-driven omnichannel marketing solutions: Technical infrastructure. We can create an end-to-end ecosystem that combines all channels to personalize communication across the entire customer lifecycle.Engagement strategy. We can analyze your customers’ behavior and create a unique plan for personalized omnichannel communication based on the existing strategy of your brand.Campaign execution. We can prepare and launch complex personalized campaigns inside a marketing automation platform. eWizard and Modular Content Powered by Viseven, eWizard is a content experience platform that provides all functionality necessary to implement your content mapping strategy: Campaign and content planning. Work together in one space and plan content, customer journeys, and campaigns using dashboard and calendar.Modular content. Reuse existing content by dividing it into modules and optimize the content production process with pre-designed templates.Translation automation. Optimize the translation process and reduce content production cost.MLR process optimization. Accelerate the process of medical, legal, and regulatory review by reducing the turnaround time.Publishing & delivery automation. Integrate with the most popular software to automate workflow and execution. In summary, content mapping is a powerful tool for companies in the pharmaceutical industry, enabling them to deliver valuable information to their customers while navigating the complex regulatory landscape. With careful planning and execution, content mapping can help companies to build stronger relationships with their buyer persona and achieve better results.
