As digital transformation continues to shape the new relationship between healthcare providers and their customers, upskill your pharma marketing team with the key digital skills and tools to improve performance
The question of the key digital skills and tools in the pharma industry is an ongoing challenge. Pharma marketing generalists plan and optimize marketing strategies, campaigns and product launches, requiring a T-shaped digital skillset and continuous professional development to oversee all marketing activity. Pharma digital specialists manage day-to-day optimization of key digital channels, the new front-line of customer engagement. Investment in tools and training for these staff is crucial for your company's growth. Of course, the breakdown of these channels will depend on your pharma company's positioning and target markets, which we will visit further on in the article.
Why invest in digital marketing for pharma?
Improved distribution of, and accessibility to, pharmaceutical data and information is accelerating customer-centric disruption…
Streamline your digital marketing strategy through omnichannel marketing planning
Knowing where to start and how to structure a plan is often the most difficult part of planning, especially if you aren’t experienced in creating plans. You may already have one plan or several in place and will be thinking you don't need an omnichannel marketing plan on top of that.
Depending on the type and scale of business, you may have all kinds of different plans in place - both business-wide and for individual channels where different people are responsible for each. For example:
The business plan
Digital Marketing plan (may or may not be integrated into the marketing plan)
Customer acquisition plan
Email marketing plan
A retention plan
A social media marketing plan
Conversion optimization plan
That’s a lot of plans and a lot of complexity. All these plans can overlap and even pull in different directions.…
Good digital marketing isn't just about creating content, you also need to review your performance to see where it can be improved
How often do you review your marketing performance?
Creating great content for the various channels you use for your marketing campaign, whether they be social networks, your website or blog, or any other channel you’re using to connect with your audience, isn’t really enough to get you results.
The only way to continue growing and evolving is to constantly improve and optimize your marketing strategies. In order to do this, you need to review your marketing performance, consistently.
Our Content Marketing Learning Path supports members to plan their approach and increase the effectiveness of their content marketing activities with practical skills development and resources to measure and benchmark their success.
In this blog post, discover why reviewing marketing performance should be at the top of your priority list in 2021.
9 pointers for strategic marketers to implement and benefit from cross-channel marketing
Cross-channel marketing is a strategic, customer-focused digital marketing technique used by marketers globally to provide their customers with a consistent experience when interacting with their brand across multiple digital channels. It is a powerful way of designing your marketing strategy to create customer journeys involving various channels.
Implementing a cross-channel marketing strategy can be a little intimidating. You need to take care of multiple channels while designing your campaigns. Keeping track of every campaign and integrating their analytics is certainly not an easy task.
But before we dive into how you can create a successful cross-channel marketing strategy, let’s understand why it’s needed in the first place.
Why should you consider cross-channel marketing?
Cross-channel marketing improves the shopping experience of customers through personalization. It allows you to reach out to your customers across multiple channels to ensure that your brand remains…
What's a good average open rate for email? Read the best email statistics sources to benchmark your email campaigns in your industry sector
Email marketers often ask "how do our campaigns compare"? They're looking for email statistics to compare subscriber engagement for open, clickthrough, delivery, unsubscribe and complaints rates, ideally within their sector. That's what we cover in this regularly updated compilation of the best email marketing response statistics for different sectors and countries.
Fortunately, there are a number of good options to benchmark email response across different sectors. The best stats sources are compilations by email marketing service providers who produce statistics across their clients' campaigns. We have grouped the stats into the four top questions asked:
What are the email engagement rates for small to medium businesses?
What are the email engagement rates for larger businesses?
What is the breakdown of market share for email clients on…
With the channels skills-gap currently estimated at 13%, whether you are looking to change company/function or keep progressing in the career you already have, building up your channel-specific skills will help you bring the right skills to the table
While we're adjusting to taking everything online (yes, it really does seem like there is a place for everything in this new physically distant world), as a digital marketer I am finding myself paying particular interest to the roles of different marketing channels in today's internet of things:
"Q) How many engineers does it take to change a light bulb?
A) Depends on whether or not that lightbulb is connected to WiFi
- Arielle Pardes, wired.com"
Although lightbulb marketing isn't something we specialize in at Smart Insights (yet?), I do recommend having a mental run-through of your marketing channels, and whether there's anything you've seen in the last few weeks that you…
120+ content delivery and marketing channels that marketers need to manage today
The current focus on multichannel and omnichannel strategies, highlights the need to prioritise investment on the relevant marketing channels for a company. It's not practical for most to manage all channels and certainly you need to prioritise resources on the channels which will give the best returns. Should you focus on digital marketing channels? Or can offline channels still deliver good ROI? To help the process of channel review and selection, I have developed this list as a starting point for a comprehensive view on all current channels available to organisations.
List of all marketing, service, delivery and transactional channels
Here is my initial list of channels, you can see I have categorised each channel. Please review the channel list and let me know if key channels are missing. I'm hoping this will be a comprehensive list that can be used…