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…
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…
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…
Exploring the latest medical landing page conversion rates to inform your pharma or healthcare marketing strategy
'What does good look like?' 'How do we compare?' and 'How do we get there?' are common questions when healthcare marketing strategy is concerned. With so much competition in healthcare marketing today, you need to benchmark yourself against the key metrics within your industry.
But, good benchmarking is only as useful as your marketing strategy allows it to be. Are you confident that you're applying a data-driven strategy? Are you happy with the metrics in place to inform your digital marketing optimization?
We'll delve into some recommended resources and marketing tools to help you implement your benchmarking learning and increase your healthcare customer conversion and retention.
Conversion rate benchmarking for your healthcare marketing strategy
It's useful to have conversion statistics to compare your conversion rates against if you're serious about conversion rate optimization (CRO). And with the resources and…
Your customer's omnichannel digital experience is key to meeting your healthcare marketing goals. Your ability to prioritize determines how fast you'll get there
Naturally, user experience (UX or CX) applies to just about every marketing sector right now. But, where healthcare marketing comes into its own, is the sheer opportunity for data-driven personalization.
Customer-focused healthcare marketing taps into the benefits of digital transformation for manufacturing, logistics, supply chain, healthcare agents, and the patients as end-users.
Firstly, let's consider the digital disruption which puts consumers in a researcher's shoes, and making personal decisions about their healthcare, online:
47% research doctors online
38% research hospital and medical facilities online
77% book medical appointments online
But how can marketers and managers anticipate and satisfy the needs of healthcare consumers demanding products and services on-demand? In this article, we will look into some elements of digital experience, including recommended resources from our Digital Experience…
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…
Pharma blockchain technology is a decentralized and distributed pharmaceutical and healthcare ledger system, where transactions are permanently recorded
Across the world, many people relate the word "blockchain" with cryptocurrencies, such as Bitcoin. However, gradually, this technology is being explored in different supply chains, including pharma blockchain.
In simple language, pharma blockchain technology is a decentralized and distributed ledger system, where different transactions are permanently recorded. According to Deloitte, blockchain is a shared and unchallengeable record of peer-to-peer transaction blocks that are stored in a digital ledger.
As there is no central authority in the system, all the records and transactions are being stored and shared across all network participants. In addition to this, Blockchain uses the data structure in order to ease the way we make transactions.
Apart from the healthcare industry, blockchain technology helps many other industries, including e-commerce, education and manufacturing, allowing companies to keep a permanent…
The number of people using the internet to source a doctor, dentist or hospital, or even answer a simple health query, is on the rise. It's time to leverage digital marketing for your medical practice
Expanding the reach of your medical practice marketing online is a no-brainer. Just about every modern company now follows a tried-and-tested digital marketing strategy built around ads, analytics, social media and more. Having said that, different approaches are required depending on a slew of factors including industry, budget, location, audience demographics and personnel.
In this blog post, I want to focus on just one type of consumer-facing business – a medical practice – and share some of my top tips for maximizing your digital marketing. After all, the number of people using the internet to source a doctor, dentist or hospital, or even answer a simple health query, is on the rise.
Embracing these medical practice marketing…