In today's world, customers are exposed to advertising everywhere they go. Open your social media platform and it’s there. Check your email inbox to find more. It's hard to escape the constant barrage of product suggestions.
This can be a double-edged sword for many companies, including pharmaceuticals and life sciences. To cut through the noise, it's important to understand how customers prefer to interact with your brand across multiple channels.
As co-founder and CEO of Viseven, a leading MarTech company in the pharmaceutical industry, I have compiled a list of key omnichannel trends. These insights will help better meet the needs of healthcare providers (HCPs) and patients in 2024.
Omnichannel marketing trends to watch this year
The following four customer trends reveal where pharmaceutical industry leaders are today. Let's quickly explain.
personalized experience
These days, personalization isn't just a matter of customer preference, it's also a customer expectation. Did you know that 80% of consumers are more likely to buy from a brand if it provides a personalized customer experience (CX)? In fact, most of them are unrelated. I get irritated when I am interrupted by information or suggestions.
solution? Successful pharmaceutical brands create marketing campaigns that customers are happy to interact with. Our content experience platform, eWizard, allows clients to analyze the performance of their content modules and choose the ones that will resonate best with their audience. Patients and healthcare professionals find personalized content valuable and therefore engage more meaningfully with brands that provide it.
According to McKinsey, focusing on personalized experiences can increase revenue by up to 15%. However, a personalization strategy not only increases your company's bottom line, but also ensures that your customers have access to the information they need to stay healthy.
chatbots and virtual assistants
Chatbots and virtual assistants are bridging the gap between pharmaceutical brands and patients or healthcare professionals. Customers want real-time communication, and these technologies allow them to receive instant answers to simple questions like possible side effects and dosage. Timely communication is becoming increasingly important in the healthcare field as it encourages patients to receive treatment quickly and increases the likelihood of a positive clinical outcome.
Chatbots, in particular, are a treasure trove of data for pharmaceutical companies. Examining the most frequently asked questions from patients and healthcare professionals provides valuable insights that you can use to create solutions that improve CX at every stage of omnichannel.
Chatbots are also a perfect example of how marketing tools can be effective for internal teams as well. In fact, some of our clients use our solution, his eWizard, to create extensive content specific to their companies.
eWizard is integrated with large language models and connects directly to the client's database. This allows our clients to deliver engaging omnichannel campaigns that consistently use all appropriate abbreviations, terminology, product titles, and more.
Video content
Whether it's short clips or live streaming, video content is booming. According to Statista, it was found that over 92% of customers engage with this type of content.
Pharmaceutical companies can leverage video formats to build deeper connections with their customers. By sharing videos featuring behind-the-scenes and internal processes, Life Science companies can easily communicate the message that their brand is transparent, accountable, and authentic.
As an example, Pfizer released a video introducing the people who make clinical trials possible. In doing so, the company emphasized the human side of its brand and demonstrated the effort required to bring medicines to market.
Utilizing video content is also very effective for educational purposes. Instead of reading long articles, patients and healthcare professionals can watch a video that tells her 1,000-word story in under two minutes.
Life sciences brands could capitalize on this customer preference by demonstrating how their products work and their key benefits. This not only increases awareness of your product, but also helps you establish yourself as an expert in your field.
However, despite these obvious benefits, many companies are slow to incorporate video content into their omnichannel strategies. There are several reasons for this question.
According to Statista, 43% of pharmaceutical brands lack in-house editing and photography capabilities. Furthermore, due to budget constraints, it is not possible to cover the salaries of the entire video production staff.
Our platform, eWizard, aims to change this by making video content more accessible to pharmaceutical companies. Avatar solutions powered by artificial intelligence (AI) allow businesses to create attention-grabbing videos without the need for human actors.
Simply select your avatar, enter the text you want your avatar to speak, and select your preferred voice and language. The videos look incredibly realistic, as if a real person is speaking to the viewer from the screen.
interactive elements
Customers no longer want to passively receive information from pharmaceutical companies. They strive to actively participate in discussions.
Interactive content allows life sciences companies to connect more closely with their audience and keep their attention. It also helps you understand what your audience needs, which allows you to improve your marketing strategies and products later on.
As an example, pharmaceutical companies often add interactive elements to their eDetailer, such as quizzes, videos, animations, and ratings. In this way, you not only increase customer engagement, but also understand what your customers like, what they don't like, and what they don't know yet. Marketers can then use this data to create relevant, personalized and engaging stories for future campaigns.
Viseven's digital content factory delivers different types of content, including eDetailing. Our team members prioritize interactivity in both remote detailing and self-detailing to support engaging storytelling and shorten the customer journey to your brand.
Our solutions enable MedReps to determine the best time to send interactive content to healthcare professionals and through which communication channels. This approach helps build strong connections with healthcare professionals without increasing their workload or distracting them from their main tasks.
Omnichannel initiatives
A deeper understanding of trends is essential to developing a successful omnichannel strategy. Also, a reliable pharma martech provider will stay on top of the latest trends and help you outperform your competitors and drive sales.
Viseven takes pride in providing cutting-edge omnichannel solutions. Our tools allow users to create engaging, personalized content from scratch at scale, as well as automate costly and time-consuming tasks like video production.
Viseven's solutions allow clients to create engaging eDetailers by using creative pre-designed templates or by building autonomously without any programming knowledge. Pharmaceutical brands can send these eDetailers at the right time and through the right channels, ensuring healthcare professionals encounter and, importantly, remain engaged with their eDetailers.
Looking for a smooth omnichannel journey that aligns with the zeitgeist? Get in touch and our team will get back to you as soon as possible.
About the author
Nataliya Andreychuk is CEO and co-founder of Viseven, a global MarTech services provider for the life sciences and pharmaceutical industries. She is one of the top experts in digital pharmaceutical marketing and digital content implementation, with over 14 years of solid leadership experience. Andreychuk is one of the most powerful female leaders in the world of marketing and technology. She has contributed her vast expertise to the development of smart her digital solutions and software and today she serves clients in over 70 global markets, across channels, platforms and countries. Delivering intelligent and personalized content beyond.
About Buy Seven
Buy Sevenis a forward-looking global MarTech service provider for the pharmaceutical and life sciences industry with over 10 years of experience. Viseven's Digital Transformation Center provides innovative solutions for companies of various sizes and levels of digital maturity by combining marketing and digital technology expertise with innovation and strategic capabilities. The company's solutions, products and services are actively used by the top 100 pharmaceutical and life sciences companies in more than 50 countries worldwide.
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