生命科学公司的终极全渠道电子指南

Steve LoSardoVice President, Life Science Solutions & Consulting Georgi BilyukovAssociate Director, Digital Experience Platforms 1 CONTENT INTRODUCTION In most cases, this approach has stalled,creatingfragmented,inefficient,andimpersonalexperiences.Todeliveramorecoordinated,personalized, and customer-centricapproach to engagement, forward-thinkingcompanies are moving to an omnichannelcommunicationstrategy. The life sciences industry is experiencing amarketdisruptionthatcannotbeignored.Theabilityoflifesciencecompaniestoengagemeaningfully with healthcareprofessionals(HCPs)hasbecomeincreasinglymorechallenging.Thisimpactstheeffectivenessof traditional communication channels whensharingproductsandclinicalinformation.Asaresult, it is critical forlife science companies to rethink how theycommunicate with HCPs, to providethe right information, at the right time,throughtherightchannel. Omnichannelisnotaccomplishedbysimplymakingtweakstoexistingmultichannelmodels.It is a well-orchestrated, intently evaluated, andstrategically designed approach that requires acontinuous data cycle to support agility in gettingthemessagerightforthecustomer. Initially, much of the life sciences industryimplemented a multichannel strategy toaugmentface-to-facepromotion. In this eguide, you’ll discover the steps you can taketoday to enable an omnichannel communicationstrategy: Understand the challenges to omnichannelwithin the life science industry Explore how an effortless omnichannelsolutioncanbenefityourbrand Determine where your life science companyis on the Digital Transformation Roadmap Take the Digital Maturity Assessment CHALLENGES AND INDUSTRY PAIN POINTS Lifesciencecompaniesmustacclimatetothechangingenvironmenttoincreasebrandexposureanddrivemarketshare.Marketingisoftenatthecenterofthisevolution.Challengesinclude: Orchestrating personalized connectionsbetween the brand and its HCPs Maintaining channel and messageconsistency Getting buy-in across the organizationand implementing a cohesive digitalcommunication strategy Harnessing technology to report on — andmake sense of — data HCPs WANT MORE FROM THEIRINTERACTIONS WITH LIFESCIENCE COMPANIES HCPs INTERACT ACROSSDIFFERENT CHANNELS BASEDON PERSONAL PREFERENCES •While life science companies claim customer-centricity as a goal, their priorities are notalignedwiththoseofHCPs.Forexample,only 4% of HCPs consider pharmaceuticalfieldrepsascriticalfordiscoveringscientificinformation, while 68% of pharma considertheirrepscriticalforthispurpose. •In-person meetings have decreased, whileemailandvideocallshaveincreased. •HCPs favor in-person interactions whendemonstrations and case support areneeded, and prefer digital and remotemodelsforresearchinginformation. •Most HCPs expect to do their professionaleducation virtually and order medicalproducts online. •And while 54% of HCPs agreed that thequality of digital medical informationimproved during the pandemic, only 29%agreed that pharmaceutical companies gavemorevaluablesupport.Mostagreedtherehasbeentoomuchadvertisingandbrandedcontent. CHALLENGE IN ACQUIRING ANDANALYZING DATA TO GENERATEACTIONABLE INSIGHTS LIFE SCIENCE COMPANIES FACEHURDLES IN IMPLEMENTING ANOMNICHANNEL COMMUNICATIONSTRATEGY •Data limitations, for example the dataquality process, infrastructure readiness,andscalability.•Need to identify and contract with newsources of data to support analytical needs.•Poor management and governanceof enterprise-wide data due todisparatesystems.•Investment needed in informationtechnologyinfrastructureandstaffingtosupportdataoperationalneeds. •Siloed approach to omnichannel activitiesleadingtodisconnectedofflineandonlineengagements.•Ineffectivechannelandcontentcoordination.•Challengesinprogramimpactmeasurement.•Optimization of messaging with a continuousdatalooptolearnbestpracticesisdifficulttoachieve. OMNICHANNEL — THE ART OF THE POSSIBLE Controlled from a single digital platform, an omnichannel communication strategy creates a frictionless,fullyintegratedcustomerexperienceacrossallengagementchannels.Whentheomnichannelstrategyisimplementedcorrectly,itensuresahighlypersonalizedcustomer-centricexperiencewithubiquitousaccessacrosstraditionalin-personanddigitalchannels.Omnichanneltransformativetoolsdriveorganizationalimprovementsintegratingthedisparatedatathatexistacrosslegacysystems,businessfunctions,andcommunicationchannels. Advanceddataanalyticscombinedwithartificialintelligence(AI),machinelearning(ML),andnaturallanguageprocessing(NLP)generatesactionableinsightthatwillcreatemeaningfulcustomerjourneys.Synchronizedbrandmessagingbasedonreal-worldevidenceanddeliveredinrealtimecanelevatemarketingandfieldforceeffectivenessbypromotingbrandawarenessandgeneratingbrandloyaltyascustomersfeelheard,understood,andvalued. Puts the HCP at the center of the digitalexperience Offers personalized engagementanytime, anywhere Creates a frictionless, fully integratedcustomer experience with all channelscontrolled from a single digita