CREATING COMPELLING STORIES IN HEALTHCARE MARKETING
Whether you love or loathe it, marketing in healthcare and life sciences is driven by performance goals. And while it’s essential to have the guardrails of timing, costs, and results in place, traditional performance goals are falling short in generating compelling stories. They simply aren’t offering enough opportunity to create relevant, meaningful interactions to influence healthcare professionals (HCPs), caregivers, and patients. Without these audience connections, it’s nearly impossible for healthcare and life sciences companies to succeed in the market. The upside is that you have the ability to tell compelling stories — all you have to do is adapt to the potential.
PLAN FOR CHANGE
Telling compelling stories hinges on the ability to create engaging experiences, track and measure those results, and quickly adapt in-market to hone your narratives. And all of that starts with identifying a new set of goals and objectives across your business. You will have performance goals, but they’ll be framed in a completely different way. Your new goals will be connecting the story that moves your business directly to the lives of HCPs, caregivers, and patients. You’ll create new inroads through your organization, changing the way you conceptualize and actualize your marketing strategies.
BRIDGE THE DATA GAP
One of the most exciting, and somewhat tricky, aspects of activating a new plan is identifying what data to measure and how to measure it. Instead of focusing only on macro goals, such as conversions, it becomes vitally important to plot and measure all the micro goals in between. Creating a series of micro goals allows you to build out multi-channel funnels that illuminate the grey area between touch points like site visits, registrations, and follow-up communications. Sales and marketing can begin to work in tandem toward the same goals without redundancy. With multi-audience initiatives, you can deliver communications with continuity and cadence that casts patients, caregivers, and HCPs in the right role to take action at the right time. Bridging data gaps generates a wealth of new information that can be shared, analyzed, and acted upon quickly.
TELL COMPELLING STORIES
It’s all about the audience. There are really two sides to telling compelling stories. The first is your audience, and they benefit from relevant communications via the channels they prefer. The story is fluid, so they never have to backtrack or provide the same information twice. This kind of convenience sets the foundation for trust in a relationship of utmost importance. The other side to these stories is your business. When a healthcare and life sciences organization is telling compelling stories, they’re operating on all cylinders. By making the most of technology, they’re integrating data across departments and driving toward enterprise-wide goals together, generating ROI in reduced operating costs and streamlined routes to profits.
Are you ready to start telling the kinds of stories that generate results throughout the enterprise? Start slowly with a simple pilot initiative to test the technology and practices that are reshaping the healthcare and life sciences industries.