“We are pushing boundaries, and machines and artificial intelligence are going beyond human limits,” the innovation theorist said in his opening keynote address at the IQVIA Digital Enablement Summit on February 1st. John Nosta said.
In his lecture, “Age of Cognition” John further elaborated on the importance of embracing the changing landscape due to digital and technological advances and how AI can further revolutionize healthcare. During subsequent sessions, other expert speakers at the summit will bring these themes to life in the real world, from planning and more personalized engagement to achieving effective measurement that supports timely optimization. continued to explore and apply it to their omnichannel and digital marketing efforts.
Here are just a few of the summit's key themes that emerged from the day's passionate and thought-provoking sessions and panel discussions.
Beyond personalization
Personalization in marketing is at a tipping point, with a focus on how to make digital interactions more human. However, gaps exist when attempting to achieve this evolutionary step.
In a session moderated by IQVIA's Edith Hodkinson, she said:Let your audience decide: How to deliver value with insight signals.” Panelists Deirdre Diener (Senior Director of Digital Transformation, Janssen) and industry leader Andy Kennemer will not only identify compatibility with specific channels and messaging, but also Acknowledged that the focus should be on moments of care. Personalization means timely delivery and communication of valuable messages at critical moments in the information gathering process. Healthcare providers and consumers expect more from the brands they choose to interact with. In today's marketing, it's even more important to understand your audience's needs and how best to increase engagement. The personalization perspective focuses on relevance and, more importantly, quality of experience to improve health outcomes.
Thriving in a cookie-free future
Healthcare marketers are looking for answers to how impactful a cookie-free future will be and whether this is truly the “sky is falling” moment. In the session,Cookie-less in 2024 and 2025: Establishing continuity in addressability, identity, and measurement.” Tapping head-on into a cookie-free future with Mathieu Roche (CEO, ID5) and Moira McKenna (IQVIA), panelists speculated that:
- There will be growing pains in the transition away from cookies.
- there will be many solutions
- The effectiveness of the solution is predicated on an interoperable and open ecosystem that works for everyone.
After all, the retirement of third-party cookies is currently underway, and there is no solution to the addressability and measurement gap that remains. How quickly and how the industry collaborates and coordinates will make a big difference when it comes to the effectiveness of future marketing campaigns.
Identifying and leveraging insight signals
Another key theme was the increasing sophistication of the data ecosystem and how brands can prioritize data to answer the business challenges they face today. As Michael Rowbotham (Pfizer Digital Transformation Leader) said in a talk, “data for the sake of data” no longer applies. “Transforming Engagement: The Importance of Continuous Measurement and Optimization”, with Andrew Berkus (IQVIA). Don't overlook the value of a metadata strategy, especially when it comes to obtaining quality input for optimization and measurement.
The process of achieving these inputs takes time and honest effort.in conversation “It’s a Marathon, Not a Sprint: A Journey to Effective Omnichannel Marketing.” Kelly Le (Global Commercial Digital Innovation, Alnylam) and Adam Derengowski (IQVIA) further discuss how the investment of time and resources required to ensure data accuracy is a major key to success and scalability. did. With the right data infrastructure, marketers can power their omnichannel campaigns by ensuring that channel and tactical decisions are no longer siloed.
final thoughts
Our Digital Enablement Center of Excellence team was thrilled to share the stage with so many partners across healthcare marketing to share their perspectives on the future state of digital and the industry moving forward. From the critical role insight signals play in making digital interactions more human to the importance of working with trusted partners to navigate a cookie-free world, topics discussed throughout the event The topics and innovative ideas proposed will undoubtedly inspire the next wave of innovation in healthcare marketing.
If you would like to learn more about these topics and how we can support your omnichannel marketing goals this year, contact us today.
