CoViD-19 outbreak is radically changing almost everything we do and it is quite clear that we won’t get back to the “normal situation” (at least in the short term) but we will be required to live in a “new normal”, where some of the new behaviours will stabilize.
In particular, customers’ behaviours are changing and so do their relations with the Companies: it is clear that in the “new normal” a new model to engage the customers will be required, with a wider focus on remote activities and digital assets.
However, most of pharmaceuticals companies still have a traditional approach to digital focused on the reduction of the cost per contact, using digital channels (newsletters, web portals, remote detailing, …) only as an alternative to traditional face-to-face communications.
The spread of internet and the use of fast and connected devices are generating a huge amount of data that can represent a big opportunity for companies to enrich and complete the knowledge of their customers in a 360° view. If properly structured and analyzed, data and information allow companies to integrate and evolve traditional models to engage the customer with a real omnichannel approach.
But how to effectively leverage on digital assets?
- Through the use of advanced profiling tools based on web listening and semantic analysis, it is possible to identify the Digital Personas, homogeneous groups of web users in terms of activities and interests on web applications
- According to their real preferences, attitudes and needs, it is possible to create a Behavioural Segmentation, integrating the already consolidated qualitative-quantitative segmentation with a behavioral component, enabling a more deeply knowledge of the customer in a 360° view
- Digital Personas and Behavioral Segmentation allow companies to have a solid and concrete base to define specific value propositions and contents, developing an omnichannel customized communication plan and addressing each customer with ad hoc initiatives and solutions in line with its profile
- Moreover, the use of digital channels implies an overall “democratization” of communication, reaching a wider panel of potential customers while reducing the cost per contact
First implementation of this approach has lead to the definition of successful customized and dedicated initiatives. For example, a big pharma company active in cardiovascular area discovered that caregivers were key decision makers in buying their products and decided to develop an editorial plan specifically for them on the social media. Another example is the unexpected interest some specialists have shown for pneumococcal disease, leading the company to invest in the development of ad hoc communication and contents on its web portal. Finally, thanks to a semantic analysis of all the topics related to NOAC specifically interesting for physicians, it was possible to design a series of vertical congresses in collaboration with an important hospital.
Through the implementation of the proposed approach companies are therefore able to leverage on available informative assets, ensuring at the same time the compliance with GDPR regulations, and to evolve traditional segmentation and profiling methods developing omnichannel communication models able to reach more customers at a lower cost and with a customized value proposition.
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