Newsletter - October 2022
It’s a valid question for many pharmaceutical brands and companies seeking to deliver omnichannel content and engagement today that is also aligned with the overall strategy. Ultimately, we must deliver more than the sum of the parts of individual omnichannel strategies to drive value creation at the brand, organization, and customer level. If we are not employing these omnichannel efforts to create value for the end customer, why are we doing it all? It’s all about value creation and not just creating options for the sake of more options (or content).
DHC Group recently sat down with Andrew Burkus and Matt Smith with IQVIA to discuss how well omnichannel is linked with overall strategy today, what is working, and the steps brands need to take to make sure their efforts are driven by strategy rather than just the latest tech or content that happens to be available.
Read The Summary of This Conversation and Watch the Video Here →
Veeva Systems announced two new Veeva Crossix solutions to help marketers better execute and optimize omnichannel marketing campaigns. Crossix HCP Trigger Data connects consumers’ engagement with a brand’s website to their healthcare professional (HCP) visits. Crossix Omnichannel Boost provides a holistic view of HCP and patient engagement across field and promotional channels.
Learn More Here →
Real-World Data (RWD) has become an integral, inseparable element of omnichannel marketing (OCM), which is an increasingly essential approach to HCP engagement. However, we are still far from realizing the full potential of empirically driven, audience-level omnichannel deployment. OptimizeRx’s Angelo Campano recently moderated a panel discussion with leaders in both RWD and OCM from Janssen, Exact Science, Haymarket Media, and MRM for Health. This piece highlights our collective take on the challenges preventing the full realization of analytics in the OCM arena, as well as the imperfect, but commendable progress we have made as an industry.
The COVID pandemic changed the world, and offered the healthcare industry new opportunity to deliver personal promotion using non-personal channels. How? Through a true omnichannel approach in which all points of an individual’s journey are considered. Innovation has arrived in marketing technology, making it possible for brands to customize and personalize brand messages to specific audiences, through preferred channels, in real time. The latest report by CMI Media Group featuring 2022 Media Vitals™ data guides brands to deliver consistent, relevant, and effective experiences through omnichannel marketing.
A first person account from CX luminary Rich Schwartz on his perspective on the recent landscape. This quick read explains what he sees as the CX rising and falling tides - inevitable forces at play. They can be good (raising all boats) or ominous (receding and revealing leftover muck), but to be sure – they are the product of gravitational pulls, and they are happening.
NEW PATIENT INSIGHTS
PatientPoint-commissioned survey reveals patients are anxious, want education and tech to enhance wait times. Conducted by OnePoll, this new survey also uncovered that seven in 10 (69%) Americans are concerned they won’t be able to understand the terminology their healthcare provider uses in response to their questions.
As marketers and as an industry, we are increasingly driven by a “next best action” expectation—that we will use data to suggest and tee up the next best action that either we, our customers or other stakeholders can (or should) take. The problem is, this activity takes place in an environment where stakeholders are already overwhelmed by communication that can feel a lot like incoming fire. When optimizing next best action strategy, do marketers really want to add more things that our stakeholders should do? Or should they begin to think about their role as marketers and commercial leaders in terms of service—less about what we’d like our stakeholders to do for us, more about what we can do for them? This paper covers ways marketers can ensure they are creating value with every interaction—with all the data-driven insight and technology at their disposal—so that they gain the privilege and the opportunity to connect with stakeholders in their day-to-day work, achieving our business objectives by supporting their goals for their patients.
To empower people living with chronic conditions, marketers should know their stories — who they are, what they want, and what challenges stand in their way.
imre recently announced the appointment of Neera Chaudhary as its next Chief Executive Officer. Based in New York City, Chaudhary joined the agency in September, and reports to the agency's Board of Directors. Most recently serving as North America President of Ketchum, Chaudhary will lead imre's next growth phase as a leading full-service AOR.
In this new Short Take, Mark Bard talks with Meghan Rivera (US Managing Director, Organon) about what she has learned in her varied roles within pharma. This brief listen will give oinsights to other execs mapping out their own career, and what she sees ahead for women’s health.
Watch on-demand Part 1 of the web summit co-hosted by Underscore Marketing & DHC that delves into clinical trial recruitment and the levers available to drive its efficacy for the public good. Chris Tuleya, EVP & Managing Director, examined the required paradigm shift from patient-led trial conversations with physicians, to HCPs taking the lead and actively sharing trial information – and the positive impact this could have on future trial recruitment.