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The Segment Of ONE: Quality And Quality In PHARMA DIGITAL MARKETING

Pharma industry has much to thank the digital age for providing a new medium for effective engagement with their target markets. However, the challenge of creating stronger ties with healthcare consumers still remains a challenge.

Pharma channels have traditionally been the key go to resource for information seeking. But the advent of new non-pharma information channels has led to creation of an alternate source of information, which providers and patients are eagerly embracing. The only way to ensure these targets stay loyal to the traditional pharma information channels on the web requires creation of engaging relationships with customers.

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So what will ensure retention? Quality. While digital pharma has provided the quantitative means of tracking and dispersing information, the qualitative element can only come through a human touch. Here is where traditional marketing retains its fort. Creation of one on one customer relations that address the concerns of providers and create bondage of trust will become even more important as the customer ventures out in the digital world.

Multichannel marketing can be therefore used as a bridge to connect the reliable information seeking behavior need of the customer with efficient engagement of pharma industry with their key prospects.

A new marketing concept emerges with this discussion; the segment of one. Segment of one concepts breaks away from the traditional concept of

pooling all specialty doctors into one group and then barraging them with marketing messages which may or may not address the customer information needs. The segment of one concept uses the digital technologies to provide detailed insights on each doctor or patient individually, thereby defining each customer as an individual segment.

Does this mean a lot of work? Not necessarily. If used with strong integration of digital, and some good old quality common sense, the results can be longer lasting than the traditional yearly efforts. Use of two way eDetailing is one such example. Another would be the use of online portals where each customer is a separate entity having separate needs, addressed automatically with the digital paraphernalia.

So what is the first and foremost step in attaining both qualitative and quantitative engagement? The approach needs to be centered on the customer, whether patient or doctor. Whether it is planning, designing campaigns, marketing or follow-up, each step must focus on the customer rather than the market budget sheet. This requires strategic engagement from senior marketing management, which will trickle down to product managers and sales team. The key is to ensure that at all times, both quality and quantity is maintained.