Perfect Partnership: How Viseven helps Digital Agencies match pharma’s needs Posted on January 30, 2020November 8, 2024 by Andrii Nikulin The beginning of the new decade is marked by rapid change and digital transformations in the pharmaceutical industry. At Viseven, we believe that cutting-edge technologies in this area will lead to better outcomes for patients in the future. Pharmaceutical companies are trying to keep pace with digital technologies and put forward their own groundbreaking solutions. In 2020, Pharma will focus on developing alternative digital solutions that would elevate patient care. Naturally, pharmaceutical companies will have a growing number of requests for Creative Agencies to deliver the information about treatment to patients. With the demand rising, digital agencies cannot do everything by themselves anymore. Sometimes partnership with another pharma digital agency is an option that has several benefits for both. Let’s talk about how concerted partnership between digital agencies is helping to achieve short-term and long-term goals. Services Pharma Will Request from Digital Agencies 1. Patient centricity In 2020, pharmaceutical companies are more than ever focused on getting feedback from HCPs to have a thorough understanding of patients’ needs. To make a patient-centric approach work, pharmaceutical companies will try to coordinate across their cross-functional teams and apply all their digital talents. 2. Building of the Customer Journey It will be increasingly important in 2020 to map patient customer journeys and identify pain points to improve. The map can show the weaknesses of each marketing strategy, as well as help analyze the target audience, and understand what needs to be improved. Moreover, such an approach deepens the customer’s relationship with your brand within their journey and develops brand loyalty. 3. Focus on the Omnichannel Communications Nowadays pharma industry is rapidly getting more omnichannel-oriented. Omnichannel marketing ensures that no matter which channel the HCP will choose, the message will be seamless. This is exactly what pharmaceutical companies are focusing on today in collaboration with digital agencies. To learn more about how to implement an effective omnichannel communication strategy easily, check our playbook. 4. Channel Agnostic Future The rise of ‘channel agnostic’ marketing is another forecast for the near future. This approach will pay for itself in the future since channel-agnostic, modular content can accelerate communication and speed up MLR approval, saving costs, and empowering customer user journeys. Modules ensure a more rapid process of creation and updating of presentations, emails, and websites. Moreover, powerful integrations with ecosystems allow to reuse modules in all channels. Learn about the much-discussed Channel-Agnostic Module in about 3 minutes. 5. Extension of Agencies Services Portfolio A trend-setting digital marketing agency will never stop refining its services in order to be compatible with holistic strategies. The truth is, to ride high, the digital agency is supposed to provide a huge list of services like software creation, digital design, branding, content and video marketing, etc. Some of them are crucial for a marketing competition. The truth is that only a few Agencies have sufficient capacity to provide all of them at once. Referring to another agency and getting access to their services is a solution to this problem. Check out Viseven flexible partnership approaches. The Right Type of Partnership to meet Pharma’s Requests Digital agencies should address Parma’s needs and adjust to new realities as quickly as possible to attract new clients and generate bigger profits. A win-win partnership with a full-cycle digital agency can be an immense resource, especially for smaller businesses. The question is how to choose the right partner who will go with you along the path of digital perfection? When you deal with a full-cycle digital marketing agency, you’ll have a seamless plan of your operational strategy. The key is to understand your business’s needs. A suitable agency partner comes with the most advanced technology and resources available for content creation, task automation, and analytics. Viseven partnership approaches Viseven is a full-cycle digital agency and multichannel content supplier for Life Sciences. Our comprehensive solution – eWizard – is an easy-to-use platform that enables seamless creation, update, and delivery of multichannel content: eDetailing, emails, microsites, remote calls. Our core mission is to pioneer an innovative approach to content production, where flexible modules can be created once and then published into multiple channels. We are the solution provider with more than 10 years of expertise in digital content production for Life Sciences. Our game-changing partnership programs will help you to boost your performance, save time, and budget and become one-stop-shop for pharma companies. eWizard is integrated with main CRM systems used by pharma: Veeva, iQVIA, Salesforce (+SFMC), AEM. You can choose the type of partnership that will meet the requirements of your business. eWizard content authoring platform allows to: Provide end-to-end creation of all types of pharma marketing content: emails, eDetailers, apps, websites and much more Obtain convenient tools for crafting and reusing universal content across systems and channels, backed up with precise analytics All bets are off: unlimited access to develop as much content as you need Reduce production costs for HTML5 content development Save resources: create more content with less people Reseller Partner Program Our flexible and rewarding reseller partner program helps pharma and life science companies create the multichannel content in entirely new ways by offering Viseven Products and Services. Among our main solutions, they can resell are eWizard, eWizard Pulse, eWizard NaviGate, Viseven CLM, Viseven CRM, etc. Our reseller partners are mainly consulting and marketing agencies who want to expand their service portfolio and become a one-stop-shop for pharma. They can provide your clients with access to a strong team of content creators with 10 years of expertise in the pharma field. There are no boundaries to entry, you start as a Reference Partner and grow to a Reseller. In short, you can choose the program that is right for your business and consistent with your desired level of investment. Become an authorized partner to sell Viseven products and gain support at all stages, including marketing materials, promotion, and technical support. Content Partner Program To increase revenue and boost customer experience, new software advancements are in demand. Our content partners get access to eWizard – convenient, fast, and cost-effective platform for content creation and are certified for innovative approaches to content crafting and management. In-build integration to the leading players like Veeva Multichannel Suite, IQVIA OCE, Adobe Experience Manager, Salesforce Marketing Cloud put our content partners in a strong competitive position on all fronts. Moreover, large pharma companies may require their agencies to be certified for content creation Viseven can provide eWizard certification on demand. Our content partners can create multichannel content in entirely new ways and automate common tasks across the content supply chain. Help pharma to reach customers in a timely and efficient manner – do not hesitate to contact our team of experts and discover more capabilities of our content authoring solution. The right kind of partnership with the right type of partner is the key to success in a rapidly changing pharmaceutical world. It’s all about to choose the type of relationship that will meet your business’s needs. The partnership programs of Viseven Company are based on the principle of mutually profitable cooperation.
How to Engage with Amazon’s Omnichannel Strategy in Pharma Industry? Posted on January 28, 2020November 12, 2024 by Andrii Nikulin Omnichannel strategies are continuously implemented in many organizations that want to enhance their customers’ experience. Amazon’s omnichannel experiences are the keystone to customer retention that help to cover previous sales reductions. The omnichannel approach integrates offline and online channels where customers make purchase interactions via stores, websites, apps, mobile ads, push notifications, product pages, etc. Abstract View of Amazon’s Omnichannel Experience Amazon Omnichannel Retail provides a differentiated customer experience, so various channels smoothly correspond with each other to unchain an immersive journey for the customer demands and purchasing capacities. Instead of running in parallel, the communication channels and the resources supporting them are designed and integrated to work together within the omnichannel solution. As a result, the experience of interacting across all of these channels becomes even more effective or enjoyable than using one channel separately. Why do you need to take advantage of this marketing approach? Let’s disclose it below. Amazon’s customer experience: excellence in service and satisfaction Amazon marketing strategy entails integration throughout various marketing channels such as social media, mobile app, push advertisements, newsletters, laptop purchasing, and chatbots that give easy access to products and services, improving the overall customer buying experience. For instance: Push notifications usually contain jokes or associated content. That attracts the attention and motivates customers to click through and go to the product web page where he sees descriptions of top-notch functions but hesitates to make purchase decisions. The system detects that the customer is long enough on the page; thus, the chatbot pops up with a live assistant to answer his questions and further works with the objections to complete sales. Such an omnichannel approach talks for itself. If you establish and set up such a level of excellence in your sales strategy with this approach, you will reach an increase in the KPI of your pharma business. Besides, pharma omnichannel marketing inspires customers to always prioritize your brand instead of shopping around. Research shows that: omnichannel leads to 90% higher customer retention than interaction through a single channel. That ultimately makes your products and services visible across multiple offline and online locations, highlighting the importance of purchasing and helping you earn more income for your pharmaceutical company. Omnichannel Amazon approach to Pharma customer engagement People have noted how smart and innovative Amazon is in its customer engagement strategies. What shapes them so unique? Most importantly, Amazon collects data on everyone from its audience while they use the shop on its site. Companies like Amazon are the pioneers of digital marketing. While Amazon didn’t invent omnichannel, it quickly embraced it and became a key component of its business model. Amazon knows every customer that buys from them and uses everyone’s data to provide a personalized and up-to-date experience. The central database is at the heart of their marketing model, which ensures seamless interaction between channel and device, which is the hallmark of omnichannel. Consumers flock to Amazon because they get a consistent and reliable experience that saves time and money and provides a high level of omnichannel customer service. They have a considerable arsenal of successful marketing tools to prove their point: SEO This is one of the most famous internet marketing techniques. SEO helps businesses appear as high as possible in search results for specific queries. Because so many product searchers start searching for purchases directly on Amazon’s web store (rather than Google), it has become the #1 product search engine on the internet. Keywords They are at the core of Amazon’s SEO tactics and make products more visible. Once all relevant keywords have been researched and assigned to a product, more search queries may show the relevant product in the search results for potential shoppers. Questions & Answers Amazon takes care of every question from its customers as they often ask for specific details that are not displayed on the product page. Answering questions can improve the information content of a product page, as questions often point to more significant information gaps. So, moderators can add new details to the product or service description focused on the client’s needs. These tools help Amazon collect data, effectively improve its service, and create a “360-degree view” of you as an individual customer. It is important to note that clients expect the same experience from the whole companies they cooperate with. How does it affect Pharma’s channel strategy? First, you get an excellent opportunity to interact with your target audience through the channel they prefer by developing a unified communication system with customers in which different channels complement each other. First, an omnichannel marketing strategy allows you to increase customer engagement and conversion as you can build a customer journey to get your audience to the information they need and are interested in. Thus you will get a higher response. Furthermore, with omnichannel marketing, you can reduce customer acquisition costs by developing a mix of channels to meet customer demand to win their loyalty. Of course, you will avoid wasteful spending. Finally, you can address the core challenge of any content-driven omnichannel strategy—delivering related content that customers will genuinely appreciate. With a constant stream of data across connected channels, you can track customer preferences and behavior in a new way—overcoming the limitations of some channels and seeing the bigger picture. There are things you can only see from a bird’s eye view of the entire customer experience journey, so omnichannel does just that. Modular Content: Pharma Digital Marketing Strategy by Viseven Most recently, we at Viseven introduced a new approach to content creation – Modular Content. Thanks to a thoughtful modular approach, you can use it everywhere once you create and approve it, from eDetailing to the website. We break the content into flexible, independent fragments making it easy to reuse, repurpose, and republish content without additional effort, cost, or resources. Now content creation becomes smart: either with the help of an agency or on your own according to requirements. That makes it possible to save time and budget for development while maintaining high-quality content. With the COPE approach, there is no unnecessary, redundant development. You can reuse and localize approved modules across all your omnichannel marketing channels. Check out the extended presentation: Engage like Amazon: omnichannel HCPs engagement for pharma marketing from Viseven. To find out more about the approach, fill out the form below to contact our team of experts.
A look from inside eyeforpharma 9th Annual Marketing and Customer Innovation Europe, 2019 Posted on October 25, 2019November 21, 2024 by Andrii Nikulin LONDON, October 2019 – Of enough weight in pharma and life sciences world to deserve the status of Reuters event, eyeforpharma is huge. In reality, to get the full value of the gigantic exchange of insights from leading enterprises, one can only be advised to travel and attend the event in person. As part of the pharma digital innovation community, we at Viseven team have taken it as our tradition to cover at least the most breathtaking presentations here – and this year’s event is not an exception. However difficult it has been to decide what to select to fit into this brief overview. The driving force behind it all was expressed in one powerful slide, in a presentation delivered by Maria Raad, VP Customer and Digital Strategy at Janssen (and we’ll return to her excellent speech in a few moments): Oh yes, there is change in the way pharma is expected to interact with the stakeholders. Much change. The entire event was, in a way, centered around how to cope with it, and what successful cases can already be shown. Ensuring customer experience that is really valuable Gone are the times when CX was measured in terms of how digitally advanced it was. Now, with other industries providing exceptional customer centricity, healthcare and pharma are seriously challenged with expectations. Just spectacular digital tech is no longer sufficient – patients and HCPs alike want to see the real value tech can provide. This is where the notion of added value gains important – and Anders Dyhr Toft of Novo Nordisk talked exactly about that. Amid the global diabetes pandemic, the company introduced added value in the form of digital health solutions. Anders Dyhr Toft from Novo Nordisk up now on Digital + Health “it’s not about the App it’s about the (patient) journey #efpmarketing pic.twitter.com/k5RSnIfk9D — Philippe Kirby (@PhilippeKirby) October 15, 2019 These allow to expand focus beyond the prescription decision-making process by taking into account the real customer journey. The app-centric thinking has shifted to customer-centric. The importance of thinking in these terms was also highlighted by Philippe Barrilon, Takeda, in his presentation on CX measurement. In a stunning real-world insights collection, he presented the fact that once the HCP’s satisfaction with the journey becomes definitive, there’s a 2.7x increase in the likelihood to prescribe. The smart manager needs to consider the actual touchpoints along that journey and think of personalization – something that Christian Scheuer of LEO Pharma also stressed. “Align the existing touchpoints before innovating” was one of the ideas in the presentation. In practice, this was achieved by providing reps with BI dashboards that show every touchpoint for any specific HCP – thus providing the flexibility and personalization to adapt to the real, non-linear journey. The power of collaborations, once again Collaborations in wide, cross-functional teams – as well as pharma-stakeholder collaborations – are a recognized necessity if only we want to bring the industry to true customer centricity. One notable aspect of this approach was solution co-creation with the customers. For example, the strategy devised by Novo Nordisk (which we have already mentioned) also involved services co-creation, and Louise Lauridsen, Digital Channel Manager, Europe at Bristol-Myers Squibb also presented a collaborative approach. Starting from the dismal figure of 11 minutes that is the average rep call duration in Spain, she emphasized the need to tailor the materials to the audience. As one of the stages in the cycle, they include workshop with the customers. This same presentation also featured the practice of a large cross-functional team focused on providing the truly patient-centric solutions. The topic was touched in a panel talk on cross-department collaboration (marketing, digital, sales, medical and IT), with Paul Simms, Bharat Tewarie, Anders Dyhr Toft and Dana Viger participating. It’s already here: AI bearing fruit We promised at the beginning we’ll go back to what Maria Raad had to say. There were 4 trends distinguished in the presentation (Big data, empowered patients, better disease interception and more personal engagement). Behind all four, AI featured prominently: Among all the applications of artificial intelligence that are already the working reality today, there’s one on which Roger Domecq, Head of CRM and Sales Transformation at Novartis Spain, delivered a practical case: AI in CRM. The solution works by analyzing previously assembled data and generating suggestions for reps to arrange for their next activities facing the customer. The important building blocks for making suggestions – mixing drivers and channels. A way to bridge #marketing and #sales. @Novartis @eyeforpharma #efpmarketing pic.twitter.com/p8zFwmmcgV — Oksana Matviienko (@MatviienkoO) October 16, 2019 Another success case of using AI was presented by Darren Frey, Senior Data Scientist at Sanofi in the context of predictive analytics. The method demonstrated involved precise short-term forecasting based on social media and sales data and processed by AI. The approach allows at least a 30% increase in accuracy (i.e. from 30 to 60%). How not to get lost in data and processes? An important part of digital transformation is making sure the organization does not get overwhelmed by the expanded horizons. A panel talk with experts from Pfizer, Novartis, Lundbeck and Sanofi was dedicated to customer insights and selecting the right customer insights for analysis. The Janssen presentation, mentioned above, included a call to link data to value provided to the customer. The splendid speech by Sarah Rickwood, Vice President, European Thought Leadership, IQVIA, was dedicated to launching excellence. Analyzing the evolution of launches starting from as early as 1995, they defined 6 stages on the way to the present-day complicated environment. This was combined with an overview of the past, present and future landscape and what implications it has for a successful launch. Some valuable insights shared by Sarah Rickwood, now let’s make them actionable! @IQVIA_global #efpmarketing pic.twitter.com/7WrvimLPsP — Philippe Kirby (@PhilippeKirby) October 15, 2019 As an efficient approach to efficient launch excellence, Sarah Rickwood suggested the FAAR model, with the formula “Be Focused, Actionable, Aligned and Realistic”. Disrupt but don’t interrupt. Here’s what a future excellent launch will look like @IQVIA_global #efpmarketing pic.twitter.com/sdlSvTlPc0 — Viseven Digital Content Factory (@viseven_CLM) October 15, 2019 Francois Motyl, Global Digital Governance Lead at Novartis, presented an approach to end-to-end governance of customer experience. Omnichannel transformed The need to provide a truly omnichannel customer experience is clear when you consider that no one channel can substitute or supersede the others. In HCP engagement, even with the plethora of channels that pharma is now trying out, HCPs still use a vast array of other information sources. We have mentioned how Louise Lauridsen of BMS referred to the shrinking rep call times, but her presentation also included an assessment of sources of information, where reps are in Tier 2, at 39% rates. This is indicative of their role as just one channel in the large landscape. This landscape is expanding. Cyril Mandry, Senior Marketing Director, MSD spoke of social media as a powerful means of communication. 60 to 80% of the audience are on SM, and 93% buying decisions are influenced by it, so pharma has at least 4 opportunities here: marketing, social selling, employment activities, and developing reputation. A memorable quote inspired by the SM setting was simply this: Engagement is earned, not bought. This, according to the presenter, implies the need for a long-term content plan. Another channel introduced with customer journey in mind was chatbots (discussed by Hannah Thompson and Kym Jacks-Bryant of Norgine). Naturally, this huge landscape is to be consistent and the channels should be aligned with one another – this is why “multichannel” is now becoming “omnichannel”, the difference being that integrated experience provided by the latter. This requires a smart content strategy powered by good command of tech. Stacey Berold-Kutscher of Ferring presented an original approach to engaging HCPs via popular digital networks. Reducing the team on the company side to just 3 members – Pharma Brand Lead, Digital Brand Lead and Medical Advisor – leading a blog and involving patients and KOLs, as well as providing downloadable content, they achieved considerable results. Downloadable content (diaries), videos, games for patients and how it performed – the case from @ferring @eyeforpharma #efpmarketing pic.twitter.com/n4Yk3igeOu — Oksana Matviienko (@MatviienkoO) October 15, 2019 Managing the omnichannel strategy that comprises multiple touchpoints, all of them personalized and providing added value also requires a fair share of proficiency working with content. The conventional way of creating content with an agency here and there is becoming dangerous. Where is the guarantee that the content created in silos will stay not just compliant, but also relevant to its place in the funnel? Rethinking the way content is created and managed across channels is imminent. We at Viseven Group are aware of this fact and present the modular COPE – Create Once, Publish Everywhere approach. Here, content exists in the form of flexible modules that represent a core idea with supporting information – the value item, as well as metadata. Importantly, modules exist without channel-specific limitations, so that one module can be theoretically used in a website, email, app, eDetailing presentation, landing page, etc. With the help of business rules, modules can be assembled into channel-specific templates, and thus provide the necessary level of personalization. The possible combinations yield a spectacular number of available content items to be constructed – and used at lighting speed whenever and wherever required by the audience needs. To know more about what modular omnichannel content practices Viseven can recommend and implement, don’t hesitate to contact our expert in the field. P.S. If you are interested in what’s going on in omnichannel life sciences communications, you can subscribe to our blog to receive fresh updates on the state of the industry.
Adobe Experience Manager integration with eWizard Platform for new-gen pharma content management Posted on July 30, 2019November 21, 2024 by Andrii Nikulin In another move to create a world of truly interconnected digital ecosystems for life sciences, Viseven Group is happy to introduce the integration of eWizard Platform with Adobe Experience Manager! This powerful solution, already claimed to be in use by 7643 companies, presents new opportunities to cater to pharma marketing’s long standing needs. Here, we will dive into the whats and hows of these changes. We will look at how you can connect your existing systems, including Veeva, with AEM using eWizard, craft and reuse websites that fit AEM, while tracking their performance in Veeva/Salesforce, as well as how content approval processes and data integrity can be improved. Data Integrity and the need for integrated pharma content solutions The current business landscape is infused and intersected with data… Wait, it consists of data. With the most recent concerns about its quality, no wonder that the entire pharma industry is searching for ways to get things as neat as possible. Over the course of the last several years, FDA has had to issue quite a number of 483 warning letters concerning data integrity deficits in life sciences industry. For the most part, these have to do with regulations, electronic signatures, etc. Now, pharma marketing is, in turn, affected. After all, brand reputation is part of the goal in the movement for data integrity, not just the regulatory confidence. If we look close enough at the so-called ALCOA principles of data quality, we can see why: Attributable – If you see materials in your DAM that you could and would possible reuse, it will surely help to see who uploaded them, when and why – and maybe how they performed. Legible – it goes without saying that no marketer will ever reuse content that fails to interest them; unintelligibility is a putoff. Contemporaneous – “just a file” is not an asset, but simply an object. How long since it was last used? Besides that, documenting the performance of content in real-time is something that begged for automation – and now has been automated. Original – no one would like to get globally approved templates for, say, an ad, website or email in a version that has already been localized several times, with Gujarati text over a picture clearly destined for Russian market. Accurate – all about context and metadata, which implies proper tagging and linking of all digital assets per key message, market, campaign, etc. Digital Asset Management and Content Approval Software – life sciences perspective Of all industries, pharma arguably has the most complicated and branching content lifecycle. The layers of responsibility imposed on various stages, starting from agency and up to MLR, make the workflows mudded at times, especially so if different systems and transfer formats (PDF, documents, PPT, etc.) are used. In general, we can usually distinguish between three such layers. Asset Management per se, done by agencies, can be put to order as a short-term objective. Typically what’s needed here is a single workspace with sufficient integrations, a pack of content authoring functionalities and a way to report on the outcomes. Next is the marketing review and approval workflow, which requires not only a unified platform to work on the content (e.g. comment on the assets), but also some formal mechanism of approval endorsed by tech. Finally, the compliance layer – medical, legal, regulatory – also requires a single “source of truth”, but with even more meta tagging, taxonomy and context, as well as more formal approval chain. The needs that are more or less in common across all these levels are as follows: clear approval nomenclature (think Zinc, which is already in use by many an entrerprise) possibility to share content across affiliates and agencies to ensure compliance and cost-efficiency (content reuse is the best way to achieve this) metadata and tagging for the available assets permission control and customizable user roles possibility to somehow plug all of this together with CRM to track the approved key message performance bonus point – ability to think in terms of key messages and not content items separately. This is the new approach to multichannel that Viseven has been especially pioneering recently with the modular Connected Content. Sewing together Veeva Vault PromoMats and AEM integration with eWizard At the moment, these different needs are solved by means of multiple systems in place, each serving its own stretch of the content lifecycle. For example, Veeva Vault PromoMats serves for storage, meta connectivity, and review. Content authoring and distribution is done via channel-specific solutions: email platforms, development environments, CRM/CLM, and so forth. The first step in achieving digital excellence is, of course, instilling digital culture and getting proficient in each of these systems. The logical next stage is creating clear workflows that transcend the systems and unify the processes. With the advent of Adobe Experience Manager, be it primarily as a powerful means of managing websites, we see this tendency in its mature stage, with attention to workflows built into the very concept. In turn, eWizard Platform, too, transcends its original role of multichannel content authoring solution and can now connect Veeva systems and AEM into a single whole, building bridges wherever necessary for the corporate needs. The platform allows to take approved/validated digital assets from Veeva Vault (seamless integration, nothing except credentials at one point is needed), arrange them in a channel-specific template (eDetailer, email template, in case with AEM, as website), and then publish it to the target system. Everything that can be automated is automated, leaving no manual work to the user. At the same time, the performance of the website published in Adobe can be tracked further, with the data available in Veeva via CDN. Alongside this improvement, eWizard offers to use the new Modular Content approach, where content exists beyond channels in the form of flexible modules that can fit different types of channel-specific templates. A single module with key message can be inserted into a template for website or email, or eDetailer presentation, with further adaptation if necessary – all inside eWizard. As a result, the workflow that embraces Veeva systems and AEM via eWizard, “straightens” the multiple lines into a single, all-encompassing picture: Adobe Experience Manager examples in practice Suppose you have an environment in Adobe Experience Manager where you want to place your company’s new website. At the same time, you want to be able to use assets from Veeva Vault to create a channel-specific content item (website) to be published in AEM. As a user of eWizard, you know where to look for the templates: You can edit your microsite as necessary, using the modules available. Since eWIzard has an extensibe capacity for metatagging, only the modules approved for use with the content under construction appear, as per business rules. Maybe you are required to update the patient profile on the website, and you already have the recommended assets in Vault. eWizard allows to use these assets without leaving the system, loading them from Veeva directly: After that, you can export the modified version of the website back into Vault as a PDF for validation and review, if your company’s workflows require it. After validation, you can use the same built-in automated publishing functionality to get your brand new website across to AEM. In this way, you combine the benefits of both systems and enhance them further with the innovative possibilities offered by eWizard, making content workflows easier, faster and more efficient. You can then track the performance of your content in Veeva: It is time to integrate all the efforts and chances of your marketing campaign to create focused interactions and build funnels and customer experiences that win the day! Try and see how it feels to have complete control over your digital assets – and you will be surprised at how, one day in 2019, so many things were resolved at once, leading to smart pharma marketing at the service of your brand. Our dedicated experts are several clicks away, ready to help you learn more about the new possibilities you have.
Landing page design trends for pharmaceutical marketing Posted on February 20, 2019November 21, 2024 by Andrii Nikulin Well, here are 2 options for pharmaceutical marketers: to win trust, credibility and drive more loyalty by embracing upcoming trends in landing page design; OR to fail by not paying attention to what users are looking for. In today’s increasingly digital world, it comes as no surprise that Internet-savvy customers might hesitate what sources to rely on and whom to trust. It takes visitors about a few seconds to determine the usefulness and quality of a webpage. If it’s not functional or consistent enough to generate their interest, they’ll abandon the page even before clicking on the product or service section. In a few words, a landing page is a tightly focused web page that a user arrives on (after clicking a link in an email, for example). A powerful landing page is a powerful pharma marketing tool with clickable CTA buttons. Thus, its optimization and design should be of high importance. Landing pages are here to help visitors to figure out whether your website is worth spending time on. Let’s call it 24/7 support for pharma managers that is working tirelessly on making the brand appealing, consistent and memorable. Thus, paying attention to the slightest details of your landing page design is a vital task. NB! “The devil is in the details” – it is as simple as that… According to Kevin Mcspaddenas, the average human attention span decreased from 10 seconds in 2000 to 8 seconds in 2015. In those 8 seconds, the landing page should tell your visitors why they need to stay on your site and shouldn’t go to a website of your competitors. When it comes to creating a perfect landing page for your pharma marketing campaign, there’re lots of important details to consider: beginning with the design (fonts, colors, etc.), user experience and finishing with the content and how it’s structured. Here’s a brief overview of the latest trends for forward-looking, tech-conscious pharma marketers who are ready to fully embrace new tendencies: 1. Single-pointed concentration …this is the first thing to point out. Mess and digital “clutter” are what should be taken away not only from our day-to-day routine but from the web landscape as well. In the midst of a wide array of data, images, and graphics, customers are willing to see only what they need most at the very moment of the search. We are living in the era in which time and energy of every individual are valued the most. This is why we refer to a single purpose of your landing page design – make it as focused as possible. 2. Personalization – choice or necessity? Guess: what’s the main difference between a company that thrives and the one that lags behind? The first one is able to meet the needs of its customers much better and on a more personal level. Landing page message should be tightly linked to the unique value your company offers and be an answer to whatever customers might be willing to know. Is there a better way to use your landing page if not to “communicate” with your target audience through your brand? Beyond doubt, that’s the main point… 3. Clarity and Minimalism The design and structure of your landing page should be chosen based on the main website layout. Minimalistic footer, precise headline, clear CTA buttons, a few images or just one – they shouldn’t distract customers, but vice versa, urge to go further on investigating a website (the same goes for social accounts). Entice users with easy site navigation using maximum 1-2 CTA buttons and hyperlinks that allow them to escape back to other pages if needed. 4. Solid color palette Colors subconsciously affect our feelings, emotions, and attitudes much more than we can imagine. No doubts content is king here (in all its various forms), BUT non-verbal communication (unlike verbal tools) can help patients to better understand what your products or services are about. The colors you choose might do both: drive interest or withdraw from further investigation: each tone causes specific associations, encourages taking immediate actions or simply uplifts user experience. 5. Video to experiment How about incorporating different multimedia elements on your landing page? The best way to stand out in a competitive market is to add something unique that has not been used that much so far. Do not get this confused, it shouldn’t be a video-only landing page, but by adding it you can increase your conversion rate dramatically. Obviously, a video should come after the headline where users can see it and choose to play. 6. Fonts What is new out there for pharma marketers in terms of fonts and typography? Pharma landing pages need to be highly appealing due to not only the images but clear typography as well. The year 2019 will be a year of digital diversities and experiments; fonts are changing along with other elements. Their foremost purpose is to carry your message out to the audience. Thus, it’s essential to figure out what fonts have been most influential recently and keep pace with that trend. For example, sans-serif fonts are easier to read, especially on mobile devices. Regardless of future trends, simplicity in typography won’t be out of the game. Especially it concerns pharma, as its wording needs to be clearly defined and easy to read. NB! Font size and weight matters. That is always good practice to stick to one type of font. Good if they are fresh, far worse if they look fancy. 7. CTA Call-To-Action buttons are still most crucial in terms of improving conversion rate and driving traffic to your website. They need to be effective and action-oriented, yet simple and user-friendly. Not to mention that visual CTAs always work much better. Based on those above-mentioned trends, here we have gathered some practical recommendations that should be counted if you want to elevate your landing page efficiency and tighten up its design: Maintain Brand consistency Any differentiation in your brand name might seem confusing and unprofessional, especially for new users. For example, if you choose caps, be consistent and stick with it (the same goes for the number of words – there shouldn’t be overflows). Optimize images for Mobile Don’t neglect the logo! Sometimes the logo images might appear a bit more blurry on the mobile screen if they’re not properly optimized (by the way, which is not good). You’ll benefit much better when your logo is easily displayed on a mobile device like in its natural dimensions on any other screen. Add more space Sometimes the slightest details make the biggest difference. Matching and mixing all those small details can help to create a cohesive design. Don’t bundle everything together! Small, simple bullets (instead of long paragraphs), a catchy headline, relevant images and convenient contact form with just a few fields to fill out can help to maintain a solid focus and increase concentration on needed content. Get More with Fewer images: At times, having one good image is enough to completely change customers’ perception about pharma brand. Once you choose an image, ask yourself how it represents your brand and whether it compliments it or not. If it doesn’t, find the one which captures the audience’s attention. Images are like visual CTAs that subconsciously encourage us to take immediate actions or learn more. Keep the same spacing It’s always good practice to maintain consistent spacing and font sizing. For example, all section padding is 60 px, while all CTA buttons or other small spaces are 15 px. Forget about diversity in fonts Believe it or not, too many fonts might look messy and deconcentrate users’ attention. Try to combine them wisely or stick to no more than 2 or 3 font families. It’s worth experimenting with color palettes Dilute pure colors or add gradients in order to make a text hierarchy more subtle and soft. NB! A quality color scheme is the “promise” of pharma brand innovativeness. Highlight the CTA buttons Ideally, CTA buttons should be contrasted enough against the background. For example, a prominent orange button with an overall blue color scheme. They are the reminders on what pharma marketers want their users to do while scrolling down the page. Make those CTA buttons consistently worded and properly colored. Well, we need to get right to the point in our landing page design – to achieve a positive, long-lasting impression. Yet before going to design itself – content first is the only right way. However, how about flexible, reusable content that fits any channel, system or device? Moreover, Viseven has a needed expertise in creating engaging microsites for global companies in pharma landscape. If you want to launch a perfect landing page – contact us and our highly experienced professionals will gladly help you to create the state of the art landing page, meeting all the specific requirements and deadlines. Subscribe to our newsletter and discover more about our whole new approach in multichannel pharma marketing.
Pharma Marketing Tools for Powerful Multichannel Strategy Posted on February 11, 2019November 21, 2024 by Andrii Nikulin How to stay on top of the competitive pharmaceutical market? Regardless of whether the goal is to promote newly launched product or improve brand perception and loyalty, the main point is in differentiating your brand among a plenty of other ones’. In 2019, digitalization is predicted to become the mainstream for each and every marketing strategy in pharma. In order to keep ahead of the continuous race, data quality should be an undoubted part yet patient-centricity remains on top. Today’s major pharma marketing task is to gain a deeper understanding on how customers interpret and respond to key messages. To help you stay ahead of the competitive game, we prepared a list of the most popular pharma marketing tools for productive and efficient brands promotion. Statistics show: 9 out of 10 large pharma companies spend more on marketing than they do on R&D. According to several studies the administrative tasks take 1-2 hours per day to complete. In this regard, the digital environment is an excellent promoter, which facilitates direct answers. A platform for content creation It goes without saying, in order to keep brand identity as well as maintain recognition on both global and local levels localization is a must. Yet here comes a major question for any brand manager: how to localize without compromising key messages and brand consistency? Let’s take an email to show by example: adding just a few features to your existing email might become a tough task that requires more coding operations than you could imagine (not to mention wasting your budget on even tiny changes) – not very comparable to what we call “excellent” pharma marketing, right? If your marketing campaign isn’t supposed to be an average one, you will need a solution that covers all stages of an email campaign, from the beginning to the end. As revealed by the latest statistics, almost 68% of physicians prefer to receive information from pharma reps via email. Email marketing automation powered by eWizard and Salesforce Marketing Cloud integration helps to drive much more success at scale. It was created especially for pharma marketers and helps to create all types of content, such as emails, edetailers, websites, etc in a truly multichannel way. Project management applications Wondering – how to deliver your projects 2 or even 3 times faster? With the view to lead digital transformation successfully and simplify its processes project management applications should become a constant presence in pharma marketers’ toolkit. These apps enable to create and deliver a limitless amount of high-quality projects supporting smooth collaboration in teams. With a huge set of different functionalities to offer and scalable interfaces, they aim to handle the most challenging aspects of pharma marketing lifecycle: quick access to files, increased visibility, simplified workload, and much more. There are plenty of management apps to choose, such as Trello, Wrike, Asana, etc. These project organizers with visual boards are helping pharma marketers to eliminate time-consuming tasks, collaborate effectively with internal and external stakeholders and deliver flawless marketing campaigns. SEO SEO (search engine optimization) metrics provide a comprehensive view of your keyword domain linking Google Analytics with Search Console. Managing SEO processes of a marketing campaign might become a tough part of pharma marketer’s day-to-day work. Yet if you aim to intensify competitive research, SEMRush is a great all-in-one marketing suite for those companies who want to be ahead of their competitors. It offers tremendous benefits, such as Traffic analysis tool “Google analytics for competitors” (all data from customers’ browsing history). It’s always good practice to keep track on competitor’s websites effectiveness and a cherry on top – watch the efficiency of each page of your own website and constantly double its traffic. In a nutshell, SEMRush will grant you with a helicopter view on your website efficiency progress. Marketing automation system Each day pharma marketers are facing an immense amount of repetitive tasks: social media, SEO, follow up emails or other website activities. Thus, to skyrocket the success of your marketing campaigns, automation is vital. Inbound marketing strategies are all about maintaining long-term customer engagement and building valuable experiences. By creating relevant and helpful content, you become a real expert and advisor so there is no need to “reattract” customers again and again as you’ve already earned a lot of trust and credibility. Instead of using multiple applications and wasting money on each integration separately, it’s worth to manage all your marketing workflows within a single suite. This will give you a full view of each customer interaction and a much higher return on investments. HubSpot is an all-in-one digital solution to boost your brand growth – almost everything you need for an effective marketing campaign just in one place. This is exceptionally helpful when you need to track a website efficiency or check the productivity of your email campaign. The platform provides software, services and 24/7 support for executing marketing flow all in one place round the clock. HubSpot makes your SEO optimization easy. While creating your content, you can get keyword suggestions or SEO advice in order to stand out. Localization? Easy! The pharmaceutical industry is grasping the opportunity to expand its impact on emerging markets. Global pharma giants have already recognized that the only way to connect their brand to a new market is through smart localization. However, the question remains, how can pharma approach local areas in the exact same manner as it approaches all other countries? Localization requires much more effort than just translation from one language to another; just imagine the amount of time and efforts wasted on adjusting the content from your eDetailing, landing pages, social media posts or emails to any local requirements. Thus, to allocate resources, reduce costs on localizing activities and attain bigger market access, pharma stakeholders need to tighten their focus on a long-term perspective towards the whole localization process. In order to reduce all that complexity, consider using the eWizard platform: localize effortlessly and efficiently on time and within budget. With eWizard you can easily build real multichannel communication with 100% content reuse and localizing presentations in HTML5 format. Data visualization CRM Why CRM and how does it serve pharma marketers? First and foremost, with CRM system (Customer relationship management) you’ve got a 360 degree view on all your customer data with options to analyze, store, track and access data. All information could be easily filed and organized in perfect pipelines within CRM system. Great news: there is an array of different pharmaceutical CRM software to choose (IQVIA, bpm’online, Kapture, PharmaCode, Veeva CRM, to name just a few). All you need is to select the one, which fits your specific needs. Veeva CRM is a leading digital solution for field and sales forces to optimize customer experience. With advanced functionalities pharma marketers could stay engaged with their customers via a the channel of their choice. Thanks to automatic content publishing from eWizard platform to Veeva Vault PromoMats, CRM or CLM they are in a full control of the whole spectrum of digital assets. Comprehensive analytics and cloud solutions According to the McKinsey Global Institute, with the help of Big Data strategies nearly USD 100 billion can be generated annually across the USA health care system. Big Data, the Internet of Things (IoT), cloud-based computing and mobile technologies are the major drivers for raising the efficiency of the pharma marketing lifecycle. Due to increased demand for better and more comprehensive analytics, pharma marketers can be better prepared to predict any behavioral patterns of their audience. Analytical services are the only solutions that empower in-depth expertise. Moreover, they allow forecasting market demand and designing agile strategies. Data capture, ML, AI, virtual technologies, statistics, modeling… they all have been adopted to a high-speed healthcare space. As shown by Deloitte research, by 2020 most of the healthcare industry, including pharma and biotech companies, will be harnessing either a public, a private or a hybrid cloud. Digital communication What is the first thing to come to mind when we think about virtual care? Beyond question it’s convenience. Waiting in front of the HCP’s cabinet might become a futile business, so thanks to latest technical solutions and remote tools pharmа reps are able to reach the audience without taking away their time while focusing on the main concerns. Physicians are more perceptive when they are in control of their schedule. Pharma marketers have a great opportunity to guide their audience through key points interactively. After a remote session, a follow-up email with previously discussed data can be sent directly to a customer mailbox. Benefits? You can ensure the highest quality of all remote sessions as they are recorded, stored and revived with regards to future optimization or filling the gaps in the areas where any updates could be required. Grasp even more options with Viseven Remote Detailer, powered by eWizard platform, which allows both to conduct remote sessions and work with content to show. According to research, physicians are more likely to recall their interaction later after remote sessions. Furthermore, 59% of HCPs are willing to ask their managers follow up questions. Messengers How do patients “talk” to pharma brands of their preference no matter the location? It’s a well-known fact that lots of customers use online platforms or social media networks to approach pharma&physicians’ communities directly. Messengers and mobile apps became a huge part of today’s healthcare world both for patients to consume information and physicians to demonstrate empathy with no in-person interaction. However, among the huge array of benefits, let’s name a few: An easy way to get to know what’s going on in a medicine space Digital participation with physicians’ community from all over the world Great customer service, 24/7 help tab and immediate medical assistance (hotline) … a win-win service to be offered, isn’t it what patients appreciate the most? According to a survey, patients declared that they prefer to take into account online prescription, than going to a doctor. The attitude of respondents regarding the development of the digital pharmacy was Extremely Good (30%) which confirms the growing importance of the online environment for patients today. Digital era has significantly changed the way people consume healthcare related information: they are more competent, technical-savvy and precise. An increasing access to data throughout the world makes pharma marketers and brand managers always take one step further while implementing innovations rapidly or… remain left behind. Let’s call it a new pharma marketer’s mindset: a systematic, channel-centric thinking towards agility in marketing, great CX, scalability time to market and personalized approach. If you are willing to deepen your expertise and fuel your workflow, feel free to sign up to our newsletter or contact our team of experts.
