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 has digital acceleration impacted e-commerce marketing? How will businesses continue to take advantage of new opportunities to personalize the digital experience?
In the space of a few months, the COVID-19 pandemic brought about decades of change for digital business practice. Companies of all shapes, sizes, sectors and regions had to adapt to ride the wave of the crisis. In doing so, on a global scale, there has been massive digital and e-commerce marketing acceleration, on top of the inroads already made within the past decade.
Naturally, consumers have become increasingly demanding. Lead times, stock levels and interactions that once might have been acceptable, are now simply outdated. Customers have higher expectations of how brands should serve them and their needs, and digital is no longer an ‘alternative’ sales channel. It is a critical part of a truly omnichannel customer experience strategy.
What does a…
How to use the RACE Framework for IT marketing planning
As a technology company, it’s important to use the most up-to-date IT marketing methods to reach your key demographic and generate maximum revenue.
The RACE Framework focuses on how to improve your IT marketing across the full customer lifecycle, from creating awareness to build an audience, encouraging interaction and lead generation, to purchase and through to customer loyalty.
REACH > ACT > CONVERT > ENGAGE
The RACE Framework is used in IT marketing as a planning system. It is a structure that covers the paid, owned, and earned inbound marketing activities to encourage purchase.
The initial IT marketing planning stage should:
Include an integrated digital strategy as a roadmap for future growth
Define the resources needed to implement the strategy
Improve your customer focus by segmenting your audience through digital…
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…
Tap into your customers' evolving relationships with technology and the financial services industry and seize new opportunities to strengthen your financial services digital strategy
Globally, the financial sector is facing significant challenges as new online services are created and improved. As consumers' demands and expectations continue to increase, marketers and managers must adapt their financial services digital strategy to stay ahead of the competition.
In this blog, we explore the latest innovations in the finance sector and how they apply to both business- and consumer-facing markets, ranging from established financial services brands and new fintech startups to IFA intermediary markets. And, more importantly, what you can do about it.
Opportunity, Strategy, and Action for financial services
Our simple OSA model helps marketers, managers, and business owners identify challenges and opportunities in their current situation, inform their strategy, and take action. As we discuss the latest developments, it can be useful to refer back to…
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…
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…
Direct to consumer retail and e-commerce marketing strategy case study: Warby Parker
Warby Parker is a glasses designer, manufacturer, and retailer taking the world by storm. Their direct to consumer (D2C) model allows this company to build relationships directly with customers and benefit from retaining them, without expensive intermediaries and partners.
"By circumventing traditional channels, designing glasses in-house, and engaging with customers directly, we’re able to provide higher-quality, better-looking prescription eyewear at a fraction of the going price."
- Warby Parker
In this post, I'll be exploring Warby Parker's marketing strategy and offering our recommendations to develop customer relationships within your retail e-commerce business. To do this succinctly, I'll be using the RACE Framework to highlight WP's strategy at 4 crucial stages in the customer journey - Reach, Interact, Convert, and Engage.
The RACE Framework for direct to…
