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#PractitionerLevelConfidence
Healthcare Professionals (HCPs) today demand better experiences from pharmaceutical organizations. They expect responsiveness, relevance, and consistency in messaging. When these expectations are not met, pharmaceutical organizations risk losing all or most of their customer mindshare. According to our digital-savvy HCP study, more than half of the HCPs surveyed indicated that they are overwhelmed by promotional pharma content. In addition, nearly three-fourths of them have also admitted that they feel that pharma representatives do not fully understand their requirements. Experiences like these can take engagement levels to all-time lows, leading to broken customer experiences and hurting the brand's reputation. And in this age of fleeting brand loyalty, improving HCP engagements is the only way to sustain your growth for the long haul.
The need of the hour is for pharmaceutical organizations to create hyper-personalized omnichannel marketing strategies that are consistent, relevant, and impactful – sending HCPs on a seamless journey that is contextually relevant and uninterrupted. With the right data-driven strategy and a robust analytical framework, omnichannel HCP engagement efforts can help pharmaceutical organizations achieve up to a 30% increase in engagement and up to a 20% increase in annual sales conversions. By adopting advanced personalized HCP engagement approaches, companies can ensure they deliver targeted, valuable interactions across every channel.
In this infographic, we highlight 8 steps to design an effective omnichannel HCP engagement strategy using advanced data and analytics.
The methodology involves designing a customer engagement index to track quality of interactions in real-time, building affinity scores by analyzing HCPs’ historical activity, and combining multiple data sources such as prescriptions, claims, EHR/EMR, and digital interactions into a 360° customer view. Pharma companies can then create robust segmentation models that define HCP personas across variables like demographics, content affinity, prescription behavior, and channel preferences. By executing controlled hypothesis testing, organizations can identify optimal sequencing, channel mix, and vendor effectiveness. Finally, activating these insights through CRM integrations, automating recommendations, and continuously tracking KPIs on a centralized dashboard ensures that hyper-personalized omnichannel marketing initiatives remain agile and outcome-driven.
Authors
Arvind Dakhera
Vidhan Biyani
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