Have you imagined what a world without sales reps would look like? Healthcare professionals would directly contact service providers. The industry is taking a leap of faith by contacting companies that better suit market needs. Direct contact with pharmaceuticals means developing an elaborate digital infrastructure. This infrastructure, in turn, automates the HCP engagement process without an intermediary.
The outreach efforts or the engagement plan requires a marketing automation process or MAP that increases companies’ annual revenue.
Understanding the MAP or marketing automation process adopted by healthcare professionals and pharmaceuticals. Therefore, let’s review the strategies integral to the transformation. These strategies boost HCP trends and yield positive results for the system.
Is Email Automation an Answer to High ROI?
A strategized digital marketing strategy involves reaching out to potential customers through emails. Email marketing is a direct, convenient, and personalized B2B and B2C communication method. Email marketing yields $38 for an expense of $1.
Email marketing would also benefit the medical, dental, and healthcare fraternity. Below are some ways to integrate email marketing with MAP efforts.
- Deploy a full suite of Email Automation Strategies: According to a survey, over 50% of the respondents use A/B testing for email automation—the other 48% or more use marketing automation in some form. Also, almost one-third of the respondents endorse personalized content marketing via email. This indicates the high personalization and efficacy of HCP engagement.
- Automate optimum email timings: through automation, you can now automate emails during peak hours and times when the open rates for HCP are the highest.
Tactical Content Marketing for High HCP Engagement
Healthcare professionals delve into a specific kind of content. One must incorporate the right content in marketing automation efforts to generate maximum engagement. HCPs look for educational tools (diagnostic tools) and mobile-friendly services. So, your job is to create content that captures the right mindset and attention. 88% of HCPs require diagnostic tools once a month, and 66% require broader and better accessibility to these tools.
Similarly, most HCPs use mobile phones and electronic devices regularly. Therefore, content should be marketed according to their idiosyncrasies.
Channel Optimization to Suit HCP Preferences
Marketing channels and mediums are as crucial as the content being marketed. It is, therefore, necessary to optimize the channels for marketing automation by;
- Avoiding Information Overload: less is always more. One must identify the point beyond which content overload will ruin the HCP engagement. This is because marketing information is supposed to enlighten the customers and not confuse them further.
- Digital Is the Way to Go: marketing automation enables scaling digital outreach. Over 53% of marketing outreach happens through direct promotions like emails, mobile alerts, etc.
- Robust Content: HCPs always seek robust, detailed content rich in facts and references to make informed decisions. The credibility of the source is essential in healthcare.
Marketing channels must be well-thought-out and maintained to engage the HCPs. They should be able to relate their preferences with your content.
Eliminate Flawed Strategies in Outreach Programs through MAP
Every process has bottlenecks and loopholes that can hinder smooth working. The following are some practices that remove potential flaws through automation processes.
- Scheduling problems: in competitive times, bureaucratic practices are at a surge. These practices limit hospital buyers. Also, in-person access to the HCP is a complicated process. One can now form a “lead nurturing program through marketing automation.” The process allows a systematic scheduling process.
- Retargeting: Automation software tracks and follows up for better engagement efforts. It also takes care of the dead lead when a lead is not interested in engaging with the sales rep. Therefore, automation software takes care of these flaws by retargeting.
Proper issue addressing can correct flaws and increase overall engagement. Each campaign you run optimizes potential leads’ level of attention and capitalizes on a sophisticated marketing opportunity.
HCP Engagement Goals
To execute the strategies mentioned above for practical engagement efforts, one has to have a good platform. Pulse engagement cloud is a platform that aligns engagement goals through customizable communication under one roof. The pulse cloud has so far resulted in the following turnouts: a 69.12% jump in open email rates, a 10.14% increase in HCPs
Conclusion
Xavor has excelled in providing Marketing Operations Automation to life science companies to increase HCP engagement. We enable these companies by implementing their highly complex and powerful marketing strategies for HCPs for maximum engagement. Our marketing operations services allow them to reach their full potential and assist with all their marketing strategies.