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How to take a strategic approach to your healthcare marketing planning in 2022

Over the last 18 months, the healthcare sector has gone through a period of rapid change. The COVID-19 pandemic has had a profound impact on the way that people think about and interact with healthcare providers and provides many new healthcare marketing opportunities for businesses. Healthcare marketing refers to the marketing strategies healthcare providers, insurers, suppliers, and advocacy groups use to attract new patients and increase awareness of their healthcare business. Earlier in the summer, we outlined some of the marketing trends that the healthcare sector is experiencing. Some of the key trends from Smart Insights’ pharma and healthcare marketing trends report included:

The consumerization of healthcare

The consumerization of healthcare is the trend of people influencing and controlling their medical and wellness care. It’s an acknowledgment of the need for healthcare providers to develop strategies that fulfil customer needs and preferences. Healthcare…

How do direct-to-consumer businesses establish themselves in a competitive market? We look at how D2C businesses leverage owned data to reach and engage directly with consumers

In recent years, brands have realized the merits of owned and self-operated direct-to-consumer (D2C or DTC) sales channels. In line with the pandemic, and the accelerated growth of online channels, D2C models saw even further acceleration and greater emphasis. Direct-to-consumer ecommerce (D2C) sales grew by 45.5 per cent, worth $111.54 billion in 2020. Given the impact of delayed supply chains, orders and a shut down of in-person retail caused by the Covid-19 pandemic, this is not a surprising trend. What is more surprising, it that the D2C sales model is set to continue into 2023 when ecommerce sales are expected to reach $174.98 billion, according to eMarketer. Clearly, now's the time to invest in…

A selection of case studies, examples, and best practices from fintech companies around the world

Like many sectors, the financial services industry is going through a period of disruption. New, digital-first brands and services are making waves and digital has heightened customers’ expectations of service. The 'Amazon effect' means that we now demand better and quicker customer service in an age of instant gratification. Ten years ago I remember visiting a branch or struggling to make a transaction online. Today, I can access everything I need on my mobile quickly, easily, and efficiently.

The rise of fintech

The ongoing growth of fintech is also a major factor for the changes taking place across the sector. Fintech is a combination of technology and financial services that’s transforming the way financial businesses operate, collaborate, and transact with their customers, regulators, and other stakeholders. All types of companies, from startups and tech companies to established firms, are…
In manufacturing, marketing enables you to connect with both wholesalers and distributors, ensuring that your product reaches your customers. The in-person limitations brought on by the Covid-19 pandemic have led to a recent rapid acceleration of digital marketing in the manufacturing industry. For ideas of how to market a manufacturing company, the RACE Framework planning system is a really useful tool. (Plan) > Reach > Act > Convert > Engage The RACE Framework focuses on how to improve your marketing across the full customer lifecycle, or marketing funnel: from creating awareness, building an audience, encouraging interaction and lead generation, to purchase, and then loyalty. If you're looking for new marketing solutions for your manufacturing company, you've come to the right place. The RACE Framework is our simple, streamlined marketing strategy for businesses to plan, manage, and optimize their marketing activities and drive…

We round up the top trends and innovations for marketers of consumer branded goods in 2022, integrated across the RACE Framework, to inform your marketing strategy

Our marketing trends for consumer brands 2022 guide covers the top trends in consumer branded goods across our 5-step strategy of plan, reach, act, convert, and engage (the RACE Framework). Our acclaimed RACE Framework is loved by consumer brands marketers worldwide due to its practical, data-driven approach to marketing strategy, designed to generate growth, fast. See below. Read on to discover a couple of brand marketing trends from the report, integrated across the RACE Framework. To find out more about how your brand can incorporate the latest trends and innovations into your marketing strategy, why now download your free copy of the 2022 marketing trends for consumer brands guide now? Packed with best-practice, case studies, practical next…

Combine opportunity, strategy and action to identify the right approach for your pharma brand

The last 18 months has been a rollercoaster ride for many of us, not least those within the pharmaceutical sector. The COVID-19 pandemic has influenced the way pharma brands communicate and deliver their products: consumers are becoming more knowledgeable and proactive, whilst businesses are having to adapt to an increasingly digital-first world. And this has all happened alongside broader trends which KPMG believe will have a significant impact on revenues and business and operating models: “The pharmaceutical sector is at a crossroads. In a heavily disrupted marketplace, characterized by shifting payer attitudes and patient empowerment, neither incremental adjustments nor steady evolution are likely to halt the decline of the traditional pharmaceutical business model.” As a result of these different trends, it’s important for businesses to evaluate their digital communications and value delivery. Within the pharma sector,…

The manufacturing industry is moving towards increased use of technology and automation, but manufacturing marketing is not on the same level yet

Marketing is an important part of a manufacturing company’s activities as it connects you with both wholesalers and distributors, ensuring that your product reaches your customers. The manufacturing industry has experienced a rapid acceleration of digital marketing due to the COVID-19 pandemic and the in-person limitations that this brought. The industry saw a 12% increase in website usage by manufacturing companies last year. Those in manufacturing marketing can utilize the RACE Framework which is used to structure a plan covering paid, owned, and earned inbound marketing activities. RACE covers the full customer lifecycle or marketing funnel from: (Plan) > Reach > Act > Convert > Engage It covers how to improve your marketing across the full customer lifecycle or marketing funnel from, generating awareness to build your audience, encouraging interaction, lead…

Why taking a strategic view of your medical marketing will help set you up for success in the year ahead

As we approach the final quarter of the year, marketers in the medicine sector will already be looking ahead to 2022. The last 18 months has been a turbulent time but one that has also opened up new opportunities for medical marketing. The COVID-19 pandemic has accelerated many existing trends and according to Professor Scott Galloway, healthcare will be one of the most disruptive sectors in the ‘post-corona’ world. But one of the key challenges for marketers is to successfully navigate the massive amounts of data and make sense of the main areas of focus. With so much information it can be difficult to identify the right priorities, objectives and, ultimately, strategy for your healthcare brand. So in…

Healthcare wearable devices are on the up. Pharma and healthcare MarTech unlocks new opportunities for marketing leaders to connect with customers

Our pharma and healthcare marketing trends 2021 report highlights a number of sector innovations, including wearable healthcare, to help you optimize an insights-driven marketing strategy. Structured across our acclaimed RACE Framework structure of plan-reach-act-convert-engage, our pharma and healthcare marketing trends 2021 report details digital activities to strengthen your marketing strategy across your customers' experiences of your brand. So you can plan, manage, and optimize your healthcare/pharma marketing funnel to drive the results you need. Download our pharma and healthcare marketing trends 2021 report, structured across the RACE Framework, to identify new opportunities to increase high-quality leads and sales for your company, whilst accelerating your progress towards your business vision. [si_monthly_campaign_blog_cta_banner id=160469] According to Grand View Research, the…

How to research and optimize strategic brand development. Creating a strong omnichannel brand identity based on research

Brand identity is often misunderstood as simply picking a color palette and a logo. In reality, this is just one element of brand development strategy. With every market bulging with competitors, carving out a strong brand identity is critical to differentiation and achieving cut through. The concept of building a strong brand identity is therefore grounded in research, and based on a clear understanding of the business, market, competitive landscape, and brand positioning. It’s more than simply coming up with a name and plastering a logo across collateral. It is a strategic approach to designing an identity that truly reflects the business. It requires a deep understanding of the business values, what it does, and how it wants the world to perceive it.

What is brand identity?

Brand identity is a collective term for all…