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Perspectives on Omnichannel Promotion

Posted by Matt Breese on Oct 11, 2016

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The evolution of digital technologies creates a new sandbox for healthcare marketers. New tools, processes and frameworks offer companies a variety of options when it comes to promoting their brand or solutions across multiple channels. Even the highly regulated healthcare industry demonstrates adoption of these new technologies in the form of wearable devices, telemedicine, and mobile apps. The modern consumer and provider demand a unified experience across their preferred digital and physical channels.

Less than a decade ago, the use of multiple promotional channels was optional - those that adopted this approach were the innovators on the cutting edge. However, this morphed into a requirement in today’s healthcare industry. The healthcare ecosystem challenges organizations to connect multiple systems that involve patients, hospitals, pharma, providers, and payers. From physicians and patients to PBMs and payers, pharmaceutical manufacturers need to connect multiple platforms while ensuring a consistent and timely message. Many marketers believe the solution is omnichannel promotion, which is a straightforward concept, but can be difficult to fully adopt and successfully execute.

Expanding Multi-Channel Marketing

Many healthcare organizations currently employ a multi-channel approach to communication by engaging with patients across several platforms— websites, mobile devices, and on-site visits. An omnichannel approach takes this one step further.

Creating an omnichannel health program begins with viewing the experience through the eyes of the patient. Organizations must consider every platform a patient interacts with and utilize these technologies to deliver one unified message. An essential criteria for a successful omnichannel strategy is that all stakeholders within an organization align on marketing goals and objective.

Creating a Seamless Health Experience

Health organizations can follow these steps to create an omnichannel marketing strategy:

  1. Picture the experience through the eyes of the patient
  2. Measure responses and interactions
  3. Connect offline behaviors to online data
  4. Create content and messaging based on real behaviors
  5. Deliver the right message at the right time
  6. Listen and respond to feedback

According to Mayur Gupta, Senior VP and head of digital at Healthgrades, “The ability to leverage a consumer’s context to predict future health conditions, while inspiring and influencing every piece of communication that drives action just at the right time, is the ultimate milestone.”

In the pharmaceutical industry, organizations that deliver an omnichannel experience will effectively communicate and connect with patients, enabling them to become more involved as care partners.


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Topics: Provider, Branding & Marketing