HEALTHCARE

Pharmaceutical multichannel marketing in a .me world

1/3
Nearly

With the breakneck pace of innovation, the world today is vastly different than it was a decade ago. You can no longer take a one-size-ts-all approach to marketing. Todays consumers, whether patients or Healthcare Professionals (HCPs), demand that you know who they are, where they are, what they need, and when they need it. With the rise of social media, consumers have greater control, openly sharing their positive and negative opinions of everyday

38%

of consumers ages 30-49 and

of those over 50 interact with companies via social marketing

54.2% 48.6%
OF WOMEN OF MEN

interactions in blogs and online videos for everyone to see.

To be successful in this .me world, you need a new solution that recognizes and embraces channel fragmentation, and the maturity of digital. You require a strategy that acknowledges the shifting power balance, and that brand relationships reside in a highly distributed environment.

have engaged in a brand-related social sharing activity based on something seen on or in an ad

Developing a multichannel marketing strategy

CONSUMERS EXPECT MORE

20%
Increase in consumer expectations over the past 5 years

5%
How much brands have kept up with expectations, a big gap between whats desired and whats delivered

The essence of a Multichannel Marketing (MCM) strategy must center on your ability to reach, connect, and deliver value and relevance to various customers. An MCM solution should have a simple, but hugely ambitious purpose: To inspire people to take actionto learn, to speak with condence, to participate, and to share. Its about engagement and dialogue. And by embracing an MCM strategy, you can create connections with HCPs and patients that lead to measurable business impact. To succeed in this new environment and drive stronger MCM initiatives, you should follow three guiding principles explained on the following pages.

epsilon.com

PHARMACEUTICAL MULTICHANNEL MARKETING IN A .ME WORLD 1

GUIDING PRINCIPLE

Embrace customer centricity

Todays consumers have more resources at their ngertips than ever before, empowering them to research, connect, curate, and engage anytime and anywhere. You are also leveraging more channelsfrom social media and mobile to email and the Web. Real-time capabilities and automation tools enable engagement around the clock. In this customer-centric world, you must plan and execute campaigns that go beyond the multi-stage batch efforts of the past and intelligently use data collected from the myriad consumer engagement points. Focus on channel-agnostic, next-best interaction. Embed capabilities that enable delivery of the next, right message every time an HCP engages. Track consumershow they engage, and what topics they value to ensure that websites, email, etc. are updated with relevant and compelling content. Create direct links to internal systems so live operations teams know what content is most useful for inbound and outbound calling. The end result will offer a feeling of connectedness and continuity across the organization.

I M P E R SON AL
MULT I C H AN N EL MARKET I N G

TA RG ETED
MU LTICHA NNEL MA RK ETING O F F L I N E

O F F L I N E

O N L I N E O N L I N E

BR AND

Impersonal multichannel marketing is ineffective. Inundating customers with the same information wont get you far.

Using a targeted multichannel approach will help you understand customers individual needs and tailor your messages. Customers will walk away with the feeling They understand my needs and give me relevant, timely information at every turn.

epsilon.com

GUIDING PRINCIPLE

Treat customers like people, not targets

personalization

72

of marketers see the importance of online personalization but dont know how to incorporate it

54%

The challenging part of MCM is that you may attempt to build relationships with HCPs and patients who dont fully understand what you offer, especially amid brand confusion and the chaotic healthcare landscape. When asked about your customers, you may look through your database and give general information such as HCP practice proles, prescribing patterns, co-morbidities, medications, response history, or channel preference. To achieve superior MCM: Surpass basic geo-demographic and transactional level data and past behaviors. Analyze insight from consumer activity, in real time. Determine what consumers are discussing, what theyre sharing, which topics they value, and what channels they prefer.

of marketers who have used Web personalization generated positive ROI within months of implementation

GUIDING PRINCIPLE

Get outside the database

41

of people said social media would affect their choice of healthcare provider

77%

You may think of MCM in terms of outbound communications or interactions with people who are in a marketing database. The challenge is that most, if not all, interactions you have with consumers are not initiated in the marketing database or from your website. Brand interactions start with consumers searching for information on the Web, discussing topics with their peers (online or ofine), and visiting third-party sites. Determine how customers learn about your brand and build relationships with you across these channels. Identify all touch points. Understand which engagements are most important and connect those touch points in a meaningful way. By creating brand experiences and relationships that provide inspiration, you can drive audiences to take the next step in their treatment journey or prescribing path.

of patients used search prior to booking an appointment

52% 81%

of smartphone owners, have used their phone to look up health or medical information

To learn more about how MCM strategies will drive results for your business, contact Steve Messina, Business Development Manager, Epsilon, at 905.425.0440.
Sources Social Interactions Affect Brand Perception, MediaPost, Feb. 19, 2013 Online Insights, Burst Media, April 2013 Brand and Marketing Trends for 2014, Forbes, Dec. 4, 2013 11 Useful Digital Marketing Statistics, Business2Community, May 31, 2013 Pew Internet: Health, Dec. 13, 2013, Pew Internet & American Life Project Infographic: How Health Consumers Engage Online, Geonetric, Nov. 1, 2012 The Digital Journey to Wellness: Hospital Selection, Google Think Insights, September 2012 Infographic: Rising Use of Social and Mobile in Healthcare, Spark Report Dec. 17, 2012

of people click on a sponsored link when looking for health information

Our approach
Creating effective connections that drive tangible business results

About Epsilon Epsilon works with 10 of the top 10 global pharmaceutical companies creating customer connections that build brand and business equity. A new breed of agency for a consumer-empowered world, our unique approach harnesses rich data, world-leading technologies, engaging creativity and transformative ideas to ignite connections between brands and customers that deliver results. Recognized by Ad Age as the #1 U.S. Agency from All Disciplines, #1 World CRM/Direct Marketing Network and #2 U.S. Digital Agency Network, we employ over 5,000 associates in 60 ofces worldwide. Epsilon is an Alliance Data company. For more information, visit www.epsilon.com, follow us on Twitter@EpsilonMktg or call 800.309.0505.

800.309.0505 | epsilon.com | info@epsilon.com

Copyright Epsilon 2014 Epsilon Data Management, LLC. All Rights Reserved