To make any product a success in a competitive marketplace, organizations have to think strategically. However, life sciences firms have an especially pronounced need for thoughtful goals and processes that are informed by robust data. Between the demands of regulatory compliance and the challenges of capturing the attention of doctors and patients, marketing and sales teams must be constantly looking ahead and gathering actionable business intelligence.
Many businesses are still trying to figure out the best approach for driving increased sales of pharmaceuticals and medical devices. By setting clear objectives and honing the most effective marketing tactics, life sciences organizations establish the conditions that fuel sustainable growth. Extensive data and the right contacts are the foundation for running a powerful campaign, and can also bring long-term benefits.
Identifying key decision makers
"Many people are often involved in determining purchases for a hospital."
Marketing and sales teams in any industry have to get to know the needs and preferences of their audiences. That can be complicated in the world of healthcare, where many people with differing backgrounds and priorities are often involved in determining purchases for a hospital. Physicians, administrators and insurance providers may all have a say in these decisions, and marketers or salespeople will have to address their demands and questions.
An important first step is obtaining the contact information and other key details for the people who are most important to the success of a particular product. With healthcare facility and provider data, marketers can identify the key decision makers at hospitals, ambulatory surgical centers and assisted living facilities. Reliable, current intelligence, such as institutional affiliations, phone numbers, mailing addresses and emails, guides a smart marketing strategy.
Finding the best ways to communicate
Getting in touch through the right channels is the start of productive relationships that eventually lead to sales. Over recent years, diminishing in-person access to healthcare providers has made physician email marketing an increasingly important method for making these connections. Email is often the most efficient way to get product information to doctors and other medical professionals, but marketers should be mindful of the timing and frequency of their messages to avoid overwhelming readers.
Meanwhile, programmatic digital display ads are emerging as another important tool. By drawing on online identifying information, marketers can target automated advertising buys at healthcare providers. This approach allows life sciences organizations to put a set number of impressions in front of individuals who meet the right profile, empowering a strategy while keeping the budget under control.
Developing narrow segmentation
Focused segmentation is crucial for medical email marketing and online advertising campaigns. When marketing and sales teams are equipped with detailed intelligence, they can direct messaging to the professionals most likely to move toward a purchase. The key to making these efforts compelling lies in showing doctors and other healthcare providers how products will offer advantages for their own patients.
Doctors' specialties and institutional affiliations are vital considerations influencing the demographics they serve and the medical products they are likely to use. For a deeper level of segmentation, marketers can also consider data from insurance claims. These insights reveal what conditions doctors commonly treat and the methods they are currently using.
Keeping the purchase journey on track
The road to making a sale to healthcare facilities is often a long one, and marketers have to be prepared. Medical professionals always want more information and clinical evidence that demonstrates why a particular device or pharmaceutical is the right choice. Life sciences organizations must be ready to provide comprehensive and engaging content that leads the way to a final decision.
That process begins with an initial email, which should be optimized to capture the attention of doctors who are likely giving it a quick glance on a mobile device before getting on with a busy day of seeing patients. Messaging and design should tie together to convey just why medical professionals in a particular field might find a product worthwhile. A quality call to action then encourages a reader to take the next step by requesting further information.
Marketing and sales departments at life sciences businesses achieve results when they have the resources to form strong bonds with healthcare providers and guide them through this extended purchase path. A data-driven marketing strategy points the way toward better campaigns, and firms can make the most of these opportunities with advanced tools and strong partnerships.