Isn’t everything multi-channel these days?

Written on Thursday 23rd November 2017

A rise in pharma’s digital capabilities has brought channel integration to the fore, reassuringly LEC (an OPEN Health company) don’t believe that good marketing practice has changed. Joe Jones, Digital Communications Lead at LEC shares LEC's view on the 4 core principles they believe should be followed.

Isn’t everything multi-channel these days?

Lately, we’ve noticed that more and more of our pitches are titled ‘multichannel’. Presenting multi-channel work isn’t new for us, but hearing clients identify this need from the very beginning is interesting.

Our inkling is that the rise in pharma’s digital capabilities has brought channel integration to the fore. We can do some really cool things in this space now, using CRM platforms like Veeva, AR & VR apps, personalised websites, and targeted advertising – cue an even longer list of acronyms and jargon in our day-to-day.

Even for a digital native, it can be easy to get carried away – after all, ‘multi-channel’ and ‘digital’ aren’t synonymous.  Traditional channels and face-to-face interactions are still core pillars to a well-executed campaign – the art is integrating these with digital channels in a way that amplifies performance, produces insights and delivers a seamless customer experience.

Reassuringly, we don’t believe that good marketing practice has changed; for us it still comes down to four main principles:

1) Personalisation

Good marketing has, and always will be achieved when a laser focus is kept on the customer – not on the product or channel. This means making a concerted effort to understand what the joint value is between HCP, patient and pharma company, while also uncovering the behaviour and information needs of the various segments.

Essentially, to cut through the noise we need to offer something of value and create relevant and personalised communications that talk about the right thing, in the right place, at the right time.

2) Consistency

Brand recognition and emotional investment isn’t about being in every possible channel – it is about telling the same overarching narrative, irrespective of the touchpoint. To strengthen customer relationships and increase the value of a brand we need to be diligent and integrate the channels that we use, while ensuring that each segment has a channel mix aligned to their habits and behaviours.

3) Content first

Having a robust campaign planning process is imperative to both performance and efficiency. One of the cornerstones of this is creating content pillars – far before tactics or channel executions are conceived.  A clear idea of the content allows you to create a centralised bank of messages and assets that can then be tweaked and optimised depending on the customer segment and the channel that they’re being deployed in.

4) Closing the loop

To create a step change in marketing performance, we need to learn from our customer interactions and feed this insight back into our campaigns. Whether it’s face-to-face rep interactions, traditional or digital channels, we need to build our campaigns to capture data that feeds our strategy and allows us to make a leap forward in relevance, performance and efficiency.

LEC design bespoke methodology to create, launch and manage multi-channel marketing campaigns which optimise brand performance. They can analyse and generate customer insights based on your CRM and campaign data to demonstrate the benefits of this process for your brand. If you have a brand challenge you'd like to discuss, get in touch!