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News & Views

The Personalization Imperative In Healthcare And Pharmaceutical Marketing

Even though a lot of interactions are taking

place in a virtual world, we still need to focus

on personalization. In fact, personalization is arguably more important now than ever, as consumers are becoming more connected to brands through social media, email, SMS, and other digital platforms.

According to McKinsey & Co, 71 percent of today’s consumers expect personalized interactions from companies. Of those, 75 percent will switch from one brand to another if they’re not satisfied with their experience.

These statistics are often discussed in the context of retail, e-commerce, and other business-to-consumer (B2C) sectors. However, we need to remember that physicians are people too! That means that healthcare marketing professionals and agencies need to take a personalized approach to their campaigns.

Why Personalization Matters in Marketing

The most successful marketers today and in the future will be the ones who master the art of personalization in every campaign they create.

So, what does personalization mean, exactly?

In essence, personalized marketing specifically addresses the needs and wants of an individual consumer based on their unique data.

There are several specific ways to personalize your marketing efforts that can have different levels of impact.

For example, customers surveyed by McKinsey & Co prioritized several factors that impact their determination of how personal a brand is. The survey responses indicated that customers prioritize the following factors accordingly:

  • Easy website or in-person (i.e., brick and mortar store) navigation

  • Relevant recommendations

  • Tailored messaging

  • Targeted promotions

  • Celebration of milestones

  • Timely communication

  • Post-purchase follow up

  • Personally addressed communications

  • Triggered messaging based on behavior

  • First-time engagement and onboarding

  • Showing up in frequently visited apps/websites

As we can see, people like when they get tailored messages and follow-ups that are relevant to their interests and behaviors. That’s why it’s essential to capture data that can help you identify a person’s interests and behaviors so you can better direct them to specific marketing campaigns and promotions.

How to Apply Personalization to Pharmaceutical and Hospital Marketing

As a result of the COVID-19 pandemic, consumers are engaging with brands digitally more than ever. The McKinsey & Co study found overwhelmingly that people are more likely to buy things from brands that offer personalization.

We can apply this logic to the world of pharmaceutical marketing.

Physicians are bombarded with marketing emails, texts, and phone calls. The ones that stand out are those that take the time to understand who the physicians are and what type of information they would be most interested in seeing. For example, an oncologist will likely not be interested in getting marketing emails about the latest diabetes treatment.

This means it’s worth segmenting your marketing lists to provide personalized emails to smaller groups of physicians instead of going for generic bulk emails that don’t apply to most of the people on your list.

Of course, you’ll need accurate data to achieve this. Every personalized marketing strategy centers around having the correct data so you can know exactly who your audience is and what they want to hear from you.

Personalized Healthcare Marketing from HealthLink Connect

You don’t need an in-house database to achieve personalized healthcare marketing. Instead, use HealthLink Connect.

We have the largest independently verified facility and provider database available. Use it to personalize your marketing campaigns through email data, deployment, and programmatic services.

Our accurate database will ensure that your messages get into the right hands at the right time. Contact us to learn more about how HealthLink Connect can help you deliver personalized pharmaceutical marketing when people need it most.


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