Digital marketing has evolved and it has set the grounds for every sector to move towards prioritizing customer engagement and focus on their behavior through various mediums. The healthcare market is also thinking loudly to engage more effectively with their customers to get more insightful decisions. It is no more about bringing customers to your websites or landing pages or portals but to your interconnected universe, or in other words, into your omnichannel funnel.
So What exactly is this Omnichannel marketing in healthcare?
To simplify, with Omnichannel marketing, healthcare brand is present on multiple online channels and it is offering a seamless user experience across these channels. These channels could be any of these: websites, mobile applications, social media, emails, SMS, Chatting Applications, and offline mediums such call-centers, conferences and events, etc (1).
Its an upgrade to multichannel engagement!!
Pandemic has greatly accelerated the demand for medical information and it is important for the healthcare brands to adopt strategies for engaging the Health care personnel (HCPs) in a more personalised manner across various channels rather than creating more digital noise.
Let’s take this example- a prototypical model for a drug
The key pointer regarding omnichannel HCP engagement strategy is integration of digital channels and the similar key messages appearing simultaneously in different channels.
Depending upon the preference of the HCPs, multitude of formats like webinars, online CME, patient education kits, research snapshots can be used(2). This level of customization will lead to better experience, better conversions, and improved customer loyalty, all of which, results in boosting revenue over time.
It is true that implementing a true end-to-end omnichannel marketing solution is a transformational tour de force affecting the development of organizational structures and capabilities, IT infrastructure, and a data-driven mindset. The good news is that not everything has to be done at once. By focusing on the big impact areas first and incrementally going through the remaining key stages of becoming truly omnichannel, a customized step by step transformation is feasible(3). With the modern tools Machine learning and Artificial intelligence, these possibilities are limitless.
References:
1)How omnichannel marketing can help boost healthcare sector in the new normal and beyond?[internet] https://www.evincera.com/blog/how-omnichannel-marketing-can-help-boost-healthcare-sector-in-2019/ Accessed on 17july2021
2)Gupta A. Omnichannel marketing: What can healthcare industry learn from e-commerce? [internet]
http://docplexus-insights.com/blog/omnichannel-marketing-healthcare-industry/ Accessed on 17july2021.
3)Bohm C. Omnichannel marketing-myth or reality? [internet] https://www.capgemini.com/2021/04/omnichannel-marketing-myth-or-reality/ Accessed on 19july2021.
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