Getting multichannel marketing right

Getting multichannel marketing right
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The habits and priorities of the purchasers, prescribers and users of medicines are changing rapidly. These groups consume a growing portion of the information that shapes their decisions through digital channels that barely existed a decade ago, and are motivated by different types of content and interactions from their predecessors. Faced with this atomisation of communication and evolution of their customer base, companies are turning to multichannel marketing to tailor their messaging. The concept of multichannel marketing dates back more than 50 years and has been practised for as long as companies have long been able to use different channels to reach customers at various points in their decision cycles. However, for pharmaceutical companies one channel always reigned supreme: the field force. Meeting healthcare professionals (HCPs) face-to-face was the way to shift products. Now, multiple forces are unpicking this long-standing model. The proliferation of digital technologies has redefined the parameters of multichannel marketing, giving companies many more ways to reach customers on their paths to purchases. More importantly, a fast-rising number of the pharmaceutical industry’s customers rely on online searches, websites and other digital platforms for information. The new customer Doctors who qualified after the internet went mainstream in the 1990s now outnumber their peers who predate its emergence. These people, particularly the youngest Millennial doctors, are more reliant on online sources of information and more skeptical of pharmaceutical sales reps than their predecessors. Patients and other stakeholders are undergoing similar demographic changes. These shifts are forcing marketeers to […]

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