In the past decade the healthcare and pharma industry has witnessed unprecedented transformation. With the introduction of various digital healthcare technologies like AI, 3D-printing, robotics, VR/AR or nanotechnology, the future of healthcare seems to be largely driven by digital.
Living amidst this rapid digital revolution, it becomes important to familiarise with the latest developments to be able to make the best use of technology for better healthcare outcomes. While the digital marketing in the industry has had a lagged adoption historically, it is today gaining popularity, owing to the switch to digital mediums during the COVID-19 pandemic.
Hence, the future of healthcare lies in moving ahead technology and being on top of the best, most effective and efficient practices to stay relevant in the coming years.
Bringing efficiencies in Healthcare Professional outreach
The biggest and the most difficult challenge pharmaceutical marketers face today is that of effectively reaching out to healthcare professionals (HCPs) and empowering them with the latest information on prescriptions and treatments. This is because physicians have a packed schedule and are mostly squeezed on time.
To overcome this challenge, marketers must ensure they are reaching medical professionals with the most relevant information at the right time on the right platform. Since healthcare is a specialised industry and effective platforms are limited, it is imperative for marketers to channelise their efforts towards reaching a specific audience with quality campaigns over quantity.
The one thing that has the capability to break or make a campaign for marketers in this industry is ‘Campaign Messaging’. Message personalisation is becoming a must-have for effective campaigns. One way to accomplish this is by leveraging data-backed insights through AI solutions. Using AI for messaging helps amplify brand recognition, thereby improving the overall call-to-action for HCPs. Data also plays an important role when it comes to trigger-based campaigns with a specific call-to-action.
Hence, identifying the platforms with maximum traction will play an important role in how receptive the audience is to receiving brand messages - also a crucial factor to achieve a direct call-to-action. This also implies that relevant communication will increase the effectiveness of campaigns as brand marketers will be able to target HCPs at opportune times.
However, before understanding the right channel and the right time, it is imperative for marketers to ensure their access to data gathered through the available audience’s digital actions. In healthcare, this strategy has the potential to significantly improve the efficiency of the care delivered to patients, while also enhancing the brand’s value.
Unlocking a new world of healthcare with new technologies
The COVID-19 pandemic played a critical role in catalysing the uptake of telehealth. It was for the very first time that patients were forced to go for virtual consultation over in-person doctor visits. Despite the initial hesitation, both from HCPs end and that of the patients, telehealth today is a quarter-trillion-dollar business. This implies that the digital drive was not just a pandemic fad, but a revolution that made some permanent changes in the way the industry will function in the years to come.
The question now arises - what’s next?
Globally, advertisers might continue to face challenges when it comes to reaching a targeted HCP audience. While third-party cookies will not disappear until 2024, the year 2023 shall be crucial to understand and identify alternate solutions to effectively reach HCPs. Fortunately, marketers in the healthcare and pharma industry have been practising successful strategies without using cookies for years and can provide inspiration to other industries. Understanding the behaviour of audiences allows for effective targeting with relevant and personalised messaging.
New AI-driven solutions being introduced every day, be it for better care delivery or better HCP reach, have the potential to slowly redefine the next phase of the healthcare industry, opening new doors of opportunities for pharma marketers.
However, this is just the beginning of a new era of healthcare that shows that a growing number of the population is getting more comfortable with the online world and will potentially embrace technology for multiple needs.
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