How to Personalize Non-Personal Promotion—From a Medical Education Perspective

doc conferenceBy Sean Hartigan and Eileen Gutschmidt

When you think of Personal Promotion (PP) and Non-Personal Promotion (NPP), traditional channels likely come to mind such as Reps carrying iPads, online and offline media advertising, and marketing campaigns populated with a mix of branded tactics that can include print, digital, telephony, and convention booth engagement. Medical education, on the other, probably isn’t something you would automatically think of.

Yes, there are notable differences in execution between medical marketing and medical education, but the channels used in the former can also be applied to the latter—via unbranded, disease state awareness programs designed to underscore unmet needs in a category, while priming the market for a launch and all of the “traditional” branded promotion mentioned above.

NPP, as expressed through integrated multichannel, is even more critical today for both medical marketing AND medical education. Especially when you consider that it is becoming harder and harder to engage with healthcare provider audiences given evolving market conditions. Many institutions won’t permit Reps or Medical Science Liaisons the opportunity to meet with the physicians in their network for face-to-face dialogue. Fewer physicians have time to attend local and regional meetings, and national congresses. Implementation of the Affordable Care Act requires physicians to invest more time collaborating with each other and their patients to achieve improved outcomes. And many physicians would rather get their information from non-pharma sources and can easily do so online, and on their own time through their mobile devices.

Distill all of this down and it hopefully becomes clear that NPP should play a major role in medical education. But that’s not enough. NPP needs to be informed by customer needs and preferences. It needs to be all about the end user. Not us. Not our clients. Not their brands. The only way to truly connect with busy audiences is to be relevant—and personalized NPP can help!

It all comes down to a few simple steps:

  1. Know your audience: who they are, what they need, what they want, and where they go to get it (ie, research and segmentation)
  2. Provide content  that fits the bill (Content Strategy: aka, audit and assess what you have, make more based on customer interest, need, and where they are in their learning continuum)
  3. Come up with a channel plan (Integrated MCM/Digital and Media Strategy) based on your audiences’ attitudes and behaviors
  4. Launch your program, measure it, share out response data to interested stakeholders (that’s analytics and closed-loop marketing)
  5. Revise and refresh based on response (customer-centric content and channel optimization)

Of course this is a highly simplified broad brushstroke of the approach. But it can be applied to any traditional medical education initiative. And you should tap into our experts at OCHWW in these attendant disciplines to help you. A lot of effort and expertise goes into developing a smart program that drives the kinds of results you and your clients are looking for.

Let’s use an example: Think about your activities at medical congresses. Are you conducting a symposium there? A product theatre? If so, how are you driving targeted audiences to your event?

This is where NPP can help. Build out an ecosystem around your congress engagement, populated with appropriate drivers such as email, direct mail, door drops at local hotels, onsite posters at the congress that trigger augmented reality video clips, onsite geo-fencing alerts that remind congress visitors about your symposia, and so on. You should also consider pull-through tactics post engagement, such as emails that can speak to attendees and non-attendees differently: “Here’s a summary of your congress experience,”  or, “Sorry you missed the symposia—here’s a synopsis of the event.”

Obviously, your event  content and activities should be informed by customer need and feedback. To make the symposium a success it should be about something that healthcare audiences would find useful and want to hear about. And, you should use your ability to connect with audiences at congresses to encourage opt-in for CRM. That is, registration for ongoing and improved customized service based on user needs and wants.

Can you use a KOL to help you get their attention in driver tactics and at the symposia? Do it. Thought-leader driven programs achieve a better success metric. Can you package your one congress meeting into a larger “umbrella program” to help frame an improved value prop and keep their interest over time? Of course you can. It all depends on whether it makes sense for your audience, your brand, and your customer (and maybe your budget).

Interested in learning more? Visit your friendly neighborhood Medical Education staffer and we’d be glad to spend time to understand your brand and customer needs to come up with a plan that works for you. Remember, we’re personalizing NPP, so this isn’t a cut and paste. But we, and our partners in the Relationship Marketing Center of Excellence, can be your glue that brings it all together!

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The Art of the Acronym: CRM Isn’t Just CRM When It’s MCM

Customer Relationship Marketing, Non-Personal Promotion, and Direct-to-Consumer are all concepts in marketing that aim to create the most important communication with your target. Whether the communication happens on the phone, on the Internet or in the form of direct mail and/or email, the interaction with your target or prospect should be informed by customer intelligence. The practice of building customer acumen into every interaction, and listening to the response so the next communication can keep getting better, isn’t at the core of intelligent Multi-Channel Marketing—it is Multi-Channel Marketing (MCM).

We talk about “discovery,” or new response channels that can be stored on our database to help our clients understand not only what the value of their targets is, but also what part of the target lifecycle , and what that target’s significance is to the client business as well. These bits of found knowledge are important insights that can be made useable by Marketing Analytics, and they really do accrue value over time. Building a roadmap for including analytics is a step-by-step process.

Analytics Creates the Multi-Channel Roadmap

1.  Building Informational Assets With Strategic Discovery

Often the first engagement with new clients is to develop some customer-focused and market-focused analytical benchmarks that can be used to help make decisions about new marketing campaigns and, more often than not, help forecast ROI for each campaign. Many of our clients don’t have the time to look or simply don’t want to find insights that can come from a 360° view of their customers. We are looking for uniqueness such as target lifecycle stages and target value or segment.  This Strategic Discovery Process begins to answer questions about customers that can drive our Multi-Channel campaign design and how we measure the success of it.

2.  Segmentation—Giving Your Targets the Attention They Need

Normally, a segmentation system is designed to be helpful in driving messaging tone and focus while identifying the proper message to deliver. Segments should have the correct classification by one or more characteristics in order to realize which of your targets will need what type of attention. The perfect segment should meet specific standards:

  • It’s internally harmonized
  • It’s externally harmonized
  • The target responded similarly
  • It can be reached uniformly (through all the MCM channels)

3.  Campaign Targeting, Testing and Analysis

Each campaign plan team needs to establish a clear method for campaign targeting and testing for maximizing results. We need to have a mandate to check the boxes on each of these components:

  • The campaign design should include a consistent “test and learn” approach that can be carried out from one campaign to the next with new learning goals building upon findings from previous campaigns. Add to this a method for building a business case for each campaign to predict ROI and help with prioritization of the campaign changes.
  • When the targeting and testing method for each campaign is recognized, make sure to carefully document this process for potential reproduction.
  • Develop a protocol for predictive analytics for each campaign—whether models will be created for the pilot phase, or be built on results for future stages of campaign development.
  • Of course each campaign needs an established methodology for back-end campaign analysis—which will be documented for future use and roll out.
  • Establish best practices of reporting on campaigns—different types of reports for different levels of management are usually required, and this practice would be established early on in the campaign design process.

4.  Integrate Analytics for Response Management

As marketers seek to embrace target engagement, their presence takes on singular importance. Multi-Channel marketers need to examine how to bring direct marketing and web activity more closely together for:

  • Fulfilling targets’ needs by providing immediate messages relevant to them on a personal level.
  • Measuring directly ascribes and personally identifiable conversion results from campaigns that cannot be easily achieved through traditional methods, such as Non-Personal Promotion (NPP) or Direct-to-Consumer (DTC) advertisements.

5.  Identify Opportunities for Impactful Insights

We normally use survey methods both to collect critical data needed to drive Multi-Channel Marketing programs/campaigns and to build predictive analytics.

  • Evaluate whether there is data you wished you had for campaigns, but that is not available from any source
  • Behavioral surveys with compound analyses are highly useful for identifying the feature and proper mix for plans as well as prices that consumers are willing to pay for those features.
  • Determine if there is a proof of concept for the use of primary research to devise targeting strategies and campaign design.

By creating a checklist of these five stops on your Analytics Road Map, you can incorporate your target intelligence into Multi-Channel Campaigns and deliver greater relevance, better results, and promise a constant ROI…without hesitation.

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