Move beyond post-campaign surveys by implementing real-time feedback loops. After an HCP views content a set number of times, a pop-up can ask for a simple yes/no rating. This allows for immediate adjustments to content recommendations, personalizing the journey on the fly.
Related Insights
A marketer routed all replies from nurture campaigns directly to his personal inbox instead of a generic one. This provided raw, immediate feedback on everything from campaign resonance and data quality issues to prospect sentiment, allowing for rapid strategy adjustments.
Instead of waiting for customers to churn, use AI to monitor key engagement metrics in real time (e.g., portal logins, link clicks). When a user shows signs of disengagement, trigger a personalized, automated nudge via SMS or email to get them back on track before they are lost.
Generic "we miss you" campaigns fail. Instead of a simple message, leverage integrated data to personalize outreach based on an HCP's past behavior. This "we miss you, and we know you" approach has yielded click-through rates exceeding 40% by offering highly relevant content suggestions.
Pharmaceutical companies have long used Closed Loop Marketing (CLM) to gather physician feedback during sales calls. However, this data often becomes a wasted opportunity. The critical failure occurs when marketing teams receive these insights but do not act upon them to refine content and strategy, rendering the data collection pointless.
Stop thinking of content as a one-way broadcast. A sophisticated approach involves creating posts designed to provoke responses. Then, systematically mine the comments for raw, unfiltered consumer insights, effectively turning your social channels into a free, real-time market research platform.
Move beyond traditional sales sequences by implementing "invisible funnels" triggered by customer actions, like filling out an intake form. Use automation to analyze their responses and initiate personalized conversations, creating trust and generating sales without a hard-sell campaign.
Traditional campaign calendars are becoming obsolete. The future is "always on" campaigns that, after an intensive initial setup with content tagging and business rules, remain active indefinitely. These systems trigger actions based on real-time HCP behavior, ensuring continuous and relevant engagement.
To turn passive listeners into an active community, Klue created a feedback loop for their podcast. After each episode, the brand and creators posted on LinkedIn asking the audience to vote for their favorite segment. This coordinated effort boosted engagement and provided valuable feedback for future episodes.
To prevent digital engagement from feeling robotic, teams must connect with the real world. Accompanying field reps on visits provides invaluable, direct feedback from HCPs, leading to more human-centric content formats like 30-second videos instead of text-heavy emails.
When building feedback tools, recognize that users favor audio. It's easier for multitasking, supports multiple languages, and feels less inhibited than writing. Conversely, video feedback is highly disliked and should be avoided as a primary collection method.
