Pharma Marketing Trends Expected to Evolve in 2019
From a huge splash of artificial intelligence to automated machine systems, from interactive responsive UI to voice assistants, from data accuracy to high quality management systems, from eDetailing to e-services – and that isn’t the whole list of what has been achieved in recent years. So, time to move on! What is going to reshape pharmaceutical marketing and be on the radar in the upcoming year of 2019? As 2018 has almost gone by, new tech trends and breakthroughs lie further to embrace. Let’s unveil some upcoming trends pharma marketers should stay up-to-date with:
Smart multichannel mix – Time to keep a strategic mindset
Digital communications are rapidly moving further. Customers are becoming more and more in control of their digital experiences – technologies are expected to respond to their deepest concerns and provide options when they need them most. In fact, 59% of U.S. online shoppers expect their healthcare customer service to be as good as Amazon. Within a new digital reality, patients expect to not only receive quality information but also be educated through it.
Physicians have already made patient-centric approach their priority so pharma and healthcare are keeping up with them. Internet-savvy physicians are no longer an emerging group – nearly all physicians are online for professional purposes weekly or more often.
The trend of using online resources via multiple channels is going to increase significantly. Smart multichannel approach is gradually affecting HCPs-med rep relationships as well. Receiving any medical updates or products info might be easily done at any time via Internet. As a result, here come more relevant digital solutions pharma can offer – live videos, interactive detailing and e-sampling. It seems unlikely you’ll see a high-performing med rep with no interactive presentation on his/her tablet.
Step on Big tech – Mobile generation
Pharma made a significant shift towards using mobile technologies over the past few years. Throughout a day doctors have an ability to access any clinical information just using their smartphone. In order to get the latest sources or to find any info, just a button click is required. That grants physicians with an opportunity to be focused on more complicated tasks and leave their easy ones to be solved by smart technologies. Sounds promising? Huge transformations in healthcare and pharma industry continue to evolve through virtual and mobile experiences.
What lies ahead? NextGen reality fully equipped with leading edge devices. Therefore, much superior pharma online services – greater customer experiences.
No way to miss AI and ML out
Artificial intelligence, Machine learning and Big data are deeply interconnected. Today, physicians are looking for more complex, advanced datasets in real time with added interactivities. In light of this, the way data is collected and represented has shifted to the point of how to make it authentic and up-to-date. This should become a prioritized task for pharma marketers in 2019 – how to effectively mix content with artificial intelligence.
There are multiple use cases how ML and automation tactics can influence pharma’s marketing future: from cost savings, remote control and tracking patients’ journey to adjusting and optimizing machine functions from any point in the world with no need of human touch.
The forecast is that AI and machine automation are going to unveil individual data preferences, making pharma marketers able to ensure every customer receives adequate information in time needed. Even though automation is quickening and simplifying multiple tasks, marketers shouldn’t forget where their own value remains. Chatbots will never replace humanity and empathy. True emotions and understanding are what people expect most from life sciences and it’s certainly cannot be provided by technology itself.
All technological processes and automated algorithms require people at their core. Artificial intelligence and machine learning cannot be simply plugged in and to solve whatever challenges may occur. The triangle of data, processes and technologies still requires humans’ strategic thinking and mindset. Personalized multichannel marketing and value-based care will matter more than ever.
“Technology alone, such as the smartphone, is not a silver bullet for healthcare. Instead, success lies in the convergence of digital health and human interaction. It also relies on developing partnerships which harness technology, while providing trust-based, patient-centred care; and balances person-to-person engagement with the efficiencies provided by technology.”
– Sara Siegel, Deloitte Partner, Healthcare Strategy and Consulting
Trust and transparency are the keys to sufficient collaboration between humans and technologies. Visualized data and up-to-date 24/7 virtual care will become the norm throughout the industry.
New perspective of social media networks
Pharma companies should no longer consider content marketing and social media as add-ons. Social media networks might be a great enabler for pharma companies in terms of deepening relationships with potential customers. Thanks to their advantages, pharma can reach very specific types of audiences throughout the world and deliver them qualified content exactly when and where they most need it. Bear in mind that patients have a choice to do their personal medical research on whatever platform they prefer. Beyond question, people often trust what they read no matter whether it’s proven scientifically or not. Thus, digital and social media platforms are ideally to be highly regulated. According to the current FDA regulations and multiple restrictions, pharma isn’t allowed just simply join a conversation. As a result, a large amount of information can be both imprecise and adverse.
According to a recent study, since 2013, the average number of tweets by pharmaceutical companies has gone up by 530%. Top industry players have increased their Twitter followers by nearly 300%.
– Dr. Kevin Campbell
Therefore, it’s interesting to observe how pharma companies are developing their brand and comply with regulatory requirements. Armed with sufficient analytics, more and more companies will have an opportunity to supply value (including beyond-the-pill offers) specifically to any type of audience. Simply put, great customer service is impossible without highly regulated work of social platforms. If the company wants to remain relevant, no chance those networks could be neglected.
Going beyond the traditional scope – From Big Data to IoT and edge computing
According to GlobalData, IoT software and services in pharmaceutical industry are expected to grow from $420 in 2015 to $2,486 by 2020.
IoT has the potential to completely transform and revolutionize pharma marketing sector. Now, data can often be processed not in the cloud, but inside an IoT device itself. Small, tiny gadgets will be able to process dozens of information in real-time all by themselves. The newest medical technologies have already shown what a huge difference it can make on the future of healthcare and life sciences. More and more analysts and stakeholders are talking about how edge computing will change the way healthcare and pharma industry works.
SaaS (software-as-service) grants pharma companies a quick solution, where all the required services might be used from any device at any location. According to Insights Pharma Reports, almost 50% of all pharma manufacturers are currently using a form of cloud-based infrastructure, or are about to consider it.
“To me, one of the most intriguing elements of edge computing will be how it will leverage the secure sharing of Internet of Things data between devices.”
— Jacob Shepherd, Director, Product Development
From complex to simple – Coherent omnichannel approach
Summarizing the above, the future of pharma marketing lies in collaborating hand in hand with digital technologies. No matter how far the progress is, machines and devices are here not to replace but supplement human intelligence.
Pharma industry is rapidly getting more omnichannel-oriented. In order to increase revenue and boost customer experience, new software advancements are in demand. Powerful integration with CRM system creates seamless experiences for marketers and grants them the ability to think beyond the old traditional marketing methods. Within eWizard platform, achieving your strategic goals will be much easier task to handle.
eWizard content authoring platform (powered by Viseven) allows to benefit from the new Modular Content approach, where the content exists in flexible modules used in various channel-specific templates. Modular content is not just a brave new marketing trend, but a solution that enables full control over content workflows. This kind of content, existing beyond devices, channels, and campaigns, empowers marketers to create content once and publish to (m)any systems. Isn’t this the ultimate future of multichannel we are talking about? Eager to receive more information regarding our products and services? Don’t hesitate to contact our team of experts.