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.
Pharmaceutical companies often mistakenly believe they lack content. The real issue is the underutilization of existing assets. By redefining, reformatting, or simply changing the visual style of old content, teams can deliver fresh experiences without starting from scratch, a key strategy for established brands.
Many pharma companies chase advanced AI without solving the foundational challenge of data integration. With only 10% of firms having unified data, true personalization is impossible until a central data platform is established to break down the typical 100+ data silos.
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.
Achieving an omnichannel view doesn't require vendor lock-in. A successful strategy involves integrating best-in-class tools, even from competitors like Veeva and Salesforce. The key is establishing a central data platform, like Data Cloud, to act as the core integration layer for the entire ecosystem.
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.
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.