As the Reuters Pharma USA Conference kicks off this week, many pharma professionals and leaders will gather to talk about healthcare’s future in this new era.
One particularly important topic for healthcare marketers at pharma companies is staying relevant with healthcare providers (HCPs) in
a rapidly evolving digital landscape.
We all know that the COVID-19 pandemic dramatically altered the ways companies use technology for every aspect of their business. For example, a recent McKinsey study found that the pandemic sped up technological processes for companies across industries by 3 – 4 years.
Healthcare is no exception. As a result of the pandemic, we’ve seen accelerated growth in the use of digital technologies in nearly every aspect of healthcare, including drug manufacturing, patient care, and healthcare marketing.
The challenge for today’s healthcare and pharma marketers is staying on top of emerging digital technologies so they can continue to work with their HCPs and reach new ones.
4 Ways Healthcare Marketers Can Continue to Stay Connected to HCPs
So, now that we’re poised to enter a post-pandemic world, how can marketers stay connected to HCPs and keep the momentum moving forward?
Here are four things to consider as you retool your digital marketing strategy to stay relevant to your HCPs.
1. Find out what your HCPs find engaging
The only way to know what type of interactions are the most effective for HCPs is to ask them! Spend some time developing a feedback system that allows you to learn more about what your HCPs find the most engaging. Then, compare your findings with your brand strategy to determine what changes need to be made to keep up with your HCPs’ interests.
2. Stay on top of engagement trends
Once you know what type of engagement is the most effective for your HCPs, it’s time to develop a plan for monitoring it. That includes staying on top of emerging engagement trends so you can apply them quickly.
Keep in mind that what works today might not work as well six months or a year from now. By constantly tracking and staying on top of engagement trends, you can deliver real-time digital connectivity with HCPs, ensuring you stay in the loop at all times.
3. Refine HCP segmentation
The best way to broaden your customer reach is with precise segmentation that allows you to target the right people at the right time. Implementing a feedback model can help you create clearly defined HCP segmentation that will enable you to reach more customers who want to hear from you.
4. Make your KPIs digital-centric
If you want to keep up with the changing world of digital marketing, your key performance indicators (KPIs) need to be digital-centric. That way, you will be monitoring engagement from the beginning.
Keeping track of your engagement metrics will allow you to adjust your strategy as needed in the future so you can continue to stay ahead of the curve instead of struggling to catch up.
Make HealthLink Connect Part of Your Digital Marketing Strategy
Using the right tools from the start will help you develop and implement a digital marketing strategy that allows you to connect and stay relevant to your HCPs.
HealthLink Connect is an omnichannel healthcare marketing data tool that gives you access to an accurate and audited provider and facility database. Healthcare marketers can use our omnichannel programmatic solutions to reach providers and physicians in their target markets.
Expect More. Engage More. Precisely. Learn how HealthLink Connect can benefit your digital marketing strategy by contacting us today.