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…

Industry experts explore the email marketing trends set to impact your strategy in 2021 and consider how COVID-19 has permanently and positively changed email marketing 

In 2020, email marketing trends, like so many parts of our work and personal lives, had to undergo a rapid transformation.

As the pandemic continues to lead to wide-ranging changes to the way consumers perceive brands and consider purchases, email marketers have adapted in many innovative and inspiring ways heading into the new year.

In this blog, five of the brightest minds from the world of email marketing provide their key trends for 2021. With email continuing to play a vital role in nurturing, acquiring and retaining customers, it’s time to explore the opportunities that lie ahead.

Email marketing through the K-shaped COVID-19 recovery

As we head into 2021, COVID-19 continues to impact marketing strategies and budgets within…

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…

Are you making the most of the latest video marketing trends and opportunities to increase customer conversions?

As technology and digital habits evolve, it's not really surprising that video predictions and usage have shot up in 2020. In preparation for 2021, I've collated our industry experts' video marketing trends and our recommended resources to optimize your digital marketing strategy and convert more customers using video.[si_monthly_campaign_blog_cta_banner id=156432] But first, let's fact-check the numbers. It is predicted that customers will spend 100 minutes a day watching online videos in 2021. This is a 19% increase compared to daily viewing minutes in 2019, which stood at 84. But why? Jonathan Barnard, Head of Forecasting at Zenith describes: “The consumption of online video is growing rapidly, and the average person will spend half as much time viewing online video as they spend viewing conventional television this year. This fast-expanding supply of audiences is fuelling…

Read up on our latest pharmaceutical marketing strategy recommendations to optimize your marketing plan and convert more customers over the next 12 months

Take stock heading into 2021 after what has been a challenging year for pharmaceutical marketers, healthcare, medical and high-science marketers, and all who work in the industry. The strategic evaluation and forecasting season that comes with year-end means many of you are scanning, benchmarking, and prioritizing to strengthen your pharmaceutical marketing strategies for the coming year. When getting ready for 2021, before even looking at your strategy it's essential to revisit your planning framework. So, let's quickly take a whistlestop tour of why the RACE Framework is the key to setting up your pharmaceutical marketing strategy for success.

Using the RACE Framework to plan your pharmaceutical marketing strategy

The RACE Framework is a practical framework to help manage and improve results from your digital marketing. When planning your overall marketing strategies,…

76% of B2B marketers have a formal marketing plan, but what B2B marketing trends can you optimize in your 2021 digital marketing strategy?

Understanding where B2B industries are going with their marketing strategies can help you identify trends and outpace your competition. Our 2021 B2B marketing trends summarises the key tactics you can look to for increased sales and conversions over the next few months. We’ve taken a look at the B2B 2021 Marketing Mix Report from Sagefrog Marketing Group to see what the state of B2B marketing currently is. We’ve highlighted what we believe are some of the key trends that could help you see more success from your marketing planning in 2021. "Use a structured framework to create a plan and improvement process. The RACE practical digital strategy Learning Path is designed for marketers to plan, manage and optimize their digital marketing strategy."

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Most organizations have…

What needs to go into a marketing communications action plan to survive a recession?

In March 2020, we saw global brands like Apple, Nike and Starbucks closing stores around the world and posting Coronavirus advisories to their websites and social networks. Since then, many businesses and individuals have seen their fortunes transformed by the COVID-19 pandemic and following recession. By May, we saw many countries moving from lockdown to re-opening some businesses, with new measures in place. But this wasn't enough. By mid-June, the impending global recession had been confirmed, the worst economic hit since WWII. This forecast by the World Bank demonstrates a GDP drop in 2020 for all regions, Latin America and the Caribbean being hit the worst and East Asia Pacific the least. To help consider the priorities and options from…

Communicating relevant and meaningful site content to your audience is about way more than the keywords you target.

Yes, you heard me. SEO is not all about keywords and spending every waking hour tracking the algorithm changes until you’re blue in the face and more confused than when you started. Google has always been clear about its stance on providing meaningful content. So, instead of scrutinizing the technology behind the search, marketers really need to start directing their efforts towards prioritizing the content above the technology. It’s about providing communication between your brand and your audience’s needs and this is where priorities should lie in 2020 (and should have always lied in the previous years). Articles that are written and then copy checked for SEO second are fundamentally incorrect from their beginning sentences. If you write a blog, an article, a white paper or any form of content without your audience’s search intent…

Nobody can deny that the rise of video has drastically changed the way we consume content.

Video allows customers today to get all the information they need about your brand in a matter of minutes, with as little resistance as possible. Importantly, brands using video can engage customers more intimately than ever before.

Statistics about video marketing that will blow your mind

A study conducted by Hubspot showed that 78% of people watch videos every week, while 55% of people watch videos daily. Hubspot found that 72% of customers want to learn about brands through video and 85% of businesses now use videos as a marketing tool. Cisco predicts that in 2020, there will be close to 1 million minutes of videos uploaded to the internet per…

Find out what video marketing trends you need to be aware of for 2020 in order to better shape your digital marketing strategy and deliver results.

Social media, the rise of Stories and the way in which people consume media have all contributed to making video more important than ever before, meaning it pays to be aware of the video marketing trends for 2020. In fact, 83% of marketers believe that video is becoming increasingly important, which signals the start of more brands using them as part of their digital marketing strategies. It is estimated that people will spend more daily minutes watching video over the next few years than ever before, resulting in more advertisers investing in online video ads in order to drive engagement. While this is…