#FutureReadyHealthcare
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31 Jan 2025
The life sciences industry is leaving behind the "one-size-fits-all" approach to marketing in favor of personalized and connected ecosystems. Personalization is no longer a good-to-have – it's a necessity. To achieve this level of personalization, a deep understanding of the customers and the ability to leverage their data across your marketing efforts is crucial. Precision marketing, powered by Salesforce Data Cloud (Salesforce’s Customer Data Platform Solution) and Marketing Cloud Personalization (Salesforce’s Real Time Interaction Management Solution), can unlock one-to-one communication with healthcare professionals (HCPs).
Salesforce Data Cloud unifies customer data from various online and offline sources such as the Veeva CRM, Salesforce applications, external databases, and even social media. This eliminates data silos, creating a single, holistic view or profile of each customer. Salesforce Data Cloud then lets you create segments and activate them across different activation targets such as Salesforce Marketing Cloud and AdTech platforms. Salesforce Marketing Cloud Personalization (MCP) then leverages rich data profiles from Salesforce Data Cloud to deliver real-time personalization across different customer touchpoints.
Salesforce Data Cloud – MCP Architecture for Web Personalization
The life sciences industry faces strict regulatory control as well as fierce competition, making targeted marketing crucial for success. However, reaching HCPs and patients with the right message at the right time can be a challenge. This is why the unified approach of leveraging both Salesforce Data Cloud and Marketing Cloud Personalization creates a powerful personalization engine for the pharmaceutical landscape.
Benefits of a Unified Approach
By working together, Salesforce Data Cloud and Marketing Cloud Personalization can unlock a range of benefits:
Enhanced Customer Profiles: Data Cloud provides a unified customer profile, enriched with behavioral data and preferences captured by Marketing Cloud Personalization. This allows marketers to understand customers on a deeper level, enabling hyper-personalized experiences.
Real-Time Personalization: Marketing Cloud Personalization uses real-time customer data from Data Cloud to dynamically tailor content, recommendations, and offers. Imagine emails that adjust based on a customer's recent website activity or website recommendations that reflect their past purchases.
Real-Time Patient Education: Marketing Cloud Personalization can leverage real-time patient data from Data Cloud to deliver targeted educational content. Imagine patients receiving post-diagnosis emails with personalized medication information or disease management tips.
Omnichannel Compliance: With a unified data source, marketers can deliver compliant, personalized experiences across all channels adhering to industry regulations. This ensures consistent messaging, from educational web portals to HCP email campaigns.
Omnichannel Consistency: With a unified data source, marketers can deliver consistent personalized experiences across all channels, from email and social media to mobile apps and web experiences. This creates a seamless customer journey, regardless of the touchpoint.
AI-Driven Insights: Data Cloud's integration with Einstein AI allows marketers to leverage machine learning for intelligent audience segmentation and predictive analytics. This helps personalize campaigns further and optimize marketing spend for better ROI.
Use Cases and Themes for Pharmaceutical Marketing
The powerful combination of Data Cloud and MCP can be applied to various pharmaceutical marketing scenarios. Let’s look at both HCP and DTC (direct-to-consumer) marketing applications.
HCP Marketing
Precision Healthcare Communication for HCPs:
Segmenting HCP audiences based on specialization, research interests, and past interactions
Delivering personalized email campaigns with relevant clinical trial data, new drug information, and upcoming educational events
Providing HCPs with dynamic website content and resource recommendations tailored to their specific patient population
Personalized Continuing Medical Education (CME):
Recommending relevant CME courses and webinars based on HCP specialization and past educational activities
Delivering personalized email campaigns with upcoming CME opportunities that align with HCP research interests
Providing HCPs with personalized progress reports and certificates after completing CME courses through MCP
Optimizing Sales Rep Engagement with HCPs:
Equipping sales reps with Data Cloud insights and patient profile information for targeted HCP interactions
Personalizing sales presentations and product recommendations based on HCP needs and patient populations
Automating post-meeting follow-up emails with relevant resources and clinical trial data
DTC Marketing
Personalized Patient Education and Support:
Delivering targeted educational content based on diagnosis, stage of disease, and patient preferences
Triggering automated email journeys for onboarding new patients, medication adherence reminders, and post-diagnosis support
Creating personalized recommendations for educational resources such as webinars, articles, or downloadable guides
Optimizing Patient Onboarding and Adherence:
Creating personalized welcome emails for newly diagnosed patients, introducing them to support resources and treatment plans
Leveraging MCP to personalize medication reminders and adherence prompts based on patient preferences (SMS, email, time of day)
Providing patients with targeted educational content and support groups based on their specific diagnosis and medication regimen
Personalizing Patient Advocacy and Community Building:
Identifying and engaging with patient advocacy groups through targeted outreach and social media interactions
Leveraging Data Cloud to segment patient populations for disease-specific educational campaigns and support groups
Personalizing patient communication to promote self-care, healthy lifestyle choices, and disease management strategies
Now that we've explored the diverse use cases for a unified approach in life sciences marketing, let's look at how it works in action. The next section details how this approach can be leveraged to personalize the brand experience for Dr. Johnson, a key healthcare professional. This scenario reflects a similar success story achieved by Indegene.
From Awareness to Advocacy: Tailoring Dr. Johnson's Brand Experience with Salesforce
Meet Dr. William Johnson, a leading cardiologist researching new treatment options for heart failure patients. The user journey outlined below showcases how Salesforce Data Cloud and Marketing Cloud Personalization can be used to deliver a targeted and informative experience to Dr. Johnson. While Salesforce Data Cloud will centralize the data and facilitate audience segmentation, Marketing Cloud Personalization will deliver personalized content and recommendations to Dr. Johnson across a number of channels.
Tailoring Dr. Johnson’s Brand Experience
Conclusion
By adopting a unified approach to customer experience enablement, life sciences organizations can create impactful personalized marketing. This approach fosters deeper relationships with HCPs and patients, delivers targeted and compliant communication, and ultimately drives successful marketing campaigns within the guardrails of the life sciences industry.
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