The rise of healthcare content marketing in an increasingly digital medical marketing environment
The role of the healthare marketing rep is undergoing rapid reimagining into a digital/face-to-face hybrid as we're finding the more effective avenues of engagement, such as healthcare content marketing, during the pandemic and beyond.
Convincing budget holders to increase the use of digital channels in the pharmaceutical industry can be challenging given legal constraints. This is illustrated by pharma’s traditional investments in third-party, healthcare provider-only websites, but with limited patient information.
Content marketing strategy involves defining both the best content types and formats to support customer journeys and selecting how to reach audiences via content distribution as summarised by our content marketing blueprint.
Danny Flamberg writing in M3 highlights how online content gives new opportunities to support pharma and healthcare patients' pain points. He says:
“Unlike traditional communications, digital marketing gives you the…
What are the best e-commerce marketing strategies to attract and retain high-value customers online? And which channels should retail marketers prioritize for growth?
Online retail is a cut-throat competitive landscape right now. Get it right, and your growth is through the roof, but, failing to meet your customers' high expectations can be costly. Moreover, these decisions must be made according to your business' people and financial resources. In this blog article, we'll explore the best e-commerce marketing strategies to help you prioritize your digital investments and growth-hack your business to improved performance and increased ROI results.
What's more, all these recommended strategies can be integrated and implemented using our acclaimed RACE Framework. As we explore the best e-commerce marketing strategies, we will also position your marketing activities within our ready-made marketing strategy structure. With the RACE Framework, you can be sure that all your key marketing touchpoints are aligned, and your strategies…
In today's age of digital disruption, medical marketing leaders need to consider the full customer lifecycle supported by digital marketing
Medical marketing is about a lot more than just good products. In this high value, complex sector, marketers must emphasize the full customer lifecycle with seamless customer and partner relations, supported by digital platforms and microservices, to effectively leverage the consumerization of healthcare.
It is important to consider all the wide-ranging implications of digital health transformation in order to understand the context of medical marketing today. Our pharma and healthcare marketing trends 2021 guide covers 9 topics of innovation happening right now in the medical marketing sector. Download your free copy today to find out more. [si_monthly_campaign_blog_cta_banner id=160469]
What is the consumerization of healthcare (CoH)?
Consumerization of healthcare is the trend of people influencing and controlling their medical and wellness care. It is also an acknowledgment of the need for providers to…
Under pressure to deliver tangible digital marketing measurements? It's time to calculate your digital marketing ROI and demonstrate results
The fundamental formula for calculating your digital marketing ROI is:
ROI = (Gains from investment - cost of investment)/(cost of investment) × 100%
As a marketer, one of your main worries is how to prove the effectiveness of your digital marketing activities. To prove it, your boss wants hard numbers - so it's time to calculate your digital marketing ROI.
Let me tell you this though: there’s no exact method that will capture your digital marketing ROI perfectly. It’s just difficult to quantify some of the activities you engage in.
Having said that, you can still have an approximate value of your digital marketing ROI. This gives you insights into the effectiveness of your marketing efforts.
Apart from providing a figure to your boss, it helps you to adjust your marketing strategy to improve results. But to…
If you're looking to attract and retain more customers for your medical business online, we've got pharma and healthcare digital transformation solutions for you
Healthcare digital transformation is a staged program of organizational improvements to pharma/healthcare business models, people, processes, and technologies to integrate digital marketing into a business in order to maximize the potential business contribution of digital media, data, and technology.
Challenges relating to digital transformation are not unique to the pharmaceutical and healthcare sectors. However, unlike other sectors there is a greater level of convergence between B2B and B2C approaches:
Payers, insurers and hospitals are no longer willing to pay simply for a product push approach; they want fees to be dependent upon the success of the products and procedures through measurable outcomes
Rather than creating one message for one brand, the new world order of content strategy requires collaboration and engagement of consumers, who need to feel invested…
Finance giants, entrepreneurs, and startups are all utilizing content marketing in their financial services marketing strategies to strengthen relationships with existing and potential clients
As you know, content marketing in financial services refers to the words, images, and data that financial services marketers use to engage the interest of a specified audience in order to educate or support a business goal, such as opening a bank account or finding a cheap mortgage. The impact of content is defined by the values, aspirations, and propositions that a brand/service/product seeks to convey.
Content within the financial services industry is changing because customers are no longer responding to a ‘one-size-fits-all’ approach. It also has unique considerations such as the heavily regulated environment and the emergence of new access points such as smartphones and tablets. In order to respond to these changes, it is critical that banks, insurers, advisors, and all finance sector companies have a…
We predicted social media would continue to grow in 2021, and it did. Back in January, we collated your top 6 social media marketing (SMM) trends to reach and convert more customers, but how's it going so far?
Social media has proven itself to be a valuable channel for marketers to reach and convert customers. Renowned for an agile approach, social media marketing requires channel managers to keep up to date with the latest SMM trends in technical and social developments to make sure they are exploiting all the opportunities available.
It's no surprise that this year has seen unprecedented change in social media usage, alongside a whole host of other customer behavioral factors. Planning for 2021, we already knew from Datareportal's July 2020 Digital snapshot that nearly half of respondents have spent more time on social media due to COVID-19, evidenced by a 10% YOY increase in…
As the economy grows, power up your investment banking marketing activities to capitalize on the latest developments in the financial services sector and accelerate your profits
As marketers in the financial services industry, we already know it's critical to know the sector inside out, including keeping up to date with the latest industry trends. This blog is written from the point of view of intestment banking marketing, but our financial services 2021 trends guide is written to inform companies that offer personal or business banking, credit cards, loans, mortgages, investment or insurance services. If you are a marketer for an investment banking company, looking to acquire and retain more customers, you are in the right place!
What is investment banking?
Investment banking is all about helping your customers acquire resources to grow/develop in business. These transactions are often of great importance to the company. The role of investment banking marketing…
Creating an omnichannel strategy for your IT and high tech marketing means focusing in on your customers' journeys and integrating your marketing activities across your marketing mix
As high tech and IT continue to develop and shape the world we live in, so too must IT and high tech marketers adapt their marketing strategies with the times. When you evolve your marketing plan to incorporate martech, marketing data, and real-time analysis you are in the best position to take advantage of opportunities in the marketplace. On the other hand, ignoring change and continuing with a stagnant, fixed marketing plan could lose you more and more customers to your competitors. This has never more so been the case than with the ongoing omnichannel transition taking place in the IT and high tech sector.
A 2020 survey of hundreds of engineering staff - from R&D/engineering staff to managers, leaders, and technical…
When was the last time you adapted your e-commerce digital marketing strategy? Is it a static, unchanged marketing plan, or an agile, practical marketing funnel?
Smart Insights offers invaluable e-commerce digital marketing strategy solutions for online businesses of all shapes and sizes. It's no exaggeration that we have transformed members' businesses with our strategy and planning solutions. One of our most popular resources is the RACE Framework, a marketing funnel centered around customer lifecycles.
Applicable to just about every marketing industry (across B2B, B2C, and D2C), the RACE Framework focuses on your customers' experiences of your marketing activities. Naturally, this focus is vital for those selling online, which is why we recommend the RACE Framework in particular for e-commerce digital marketing strategy planning.
The RACE Framework is popular with so many members because it offers a streamlined, data-driven approach to marketing strategy planning which centers all around the customer journey. RACE funnel users…
