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Multi-Channel marketing is rapidly evolving as customer preferences and available channels change every year, especially digital ones. Understandably, companies can feel confused about which tools to employ and how to best use them. A recent survey of directors and senior managers from the life sciences industry found that only 13 per cent of respondents were satisfied with their companies’ digital activities. Companies are making mistakes that waste resources, or worse, negatively impact a product or brand.
Pharma industry experts have identified several digital mistakes made when engaging with customers:
1. Choosing the Digital Wrong Channels
Not all customers want information or interaction through the same channels. Different channels also have different impacts on customers depending on their stage of the adoption ladder or buying process. Therefore, activate the channels that best address both factors. Understanding customer channel preferences and impact will not only help companies achieve their objectives, but also avoid wasting resources on redundant or ineffective channels.
2. Abandoning the “Analog” Channels
Multi-Channel isn’t about going completely digital – these new channels don’t exist in a vacuum, and they haven’t yet been able to fully replace “traditional” or “offline” channels, such as detailing, congresses, printed media, etc. In addition, many customers can still be categorized as “digital immigrants“ who may have difficulty absorbing new trends and applying them to their professional and personal lives. Such customers may still prefer analog channels such as direct mail. Digital channels should be integrated with offline channels so that they work in an orchestrated way and feel like seamless communication with one entity throughout the entire adoption process.
3. Communicating the Wrong Content
With so many channels available and entities fighting for shrinking attention spans, it’s no surprise that customers are suffering from information overload. Cut through the “noise” by delivering content that attracts and holds a customer’s attention, addresses their needs, and communicates the right message. The wrong content will not only fail to make a positive impact, but it could also lead the customer to ignore future contacts from the same source. At the same time, consider the importance of an easy-to-use website that meets the essential user interface (UI) design basics.
4. Not Reaching an Effective Frequency
Establishing the right channels and the right type of content is important, but their success is also dependent on the frequency of your digital campaign touch points. Different channels require a minimum amount of touch points to be successful and likewise have a maximum frequency before they have a negative impact on customers perceptions or decrease Return on Investment. Consider also whether the channel uses a “push” or “pull” strategy to engage customers.
The Bottom line
Pharma and life science players that understand and navigate the changing Multi-Channel landscape will not only survive and stay ahead of the competition, but also thrive in this increasingly complex environment. Have you seen life science companies make different mistakes? If you’re from the industry, how far along is your company on this journey and what is your strategy for moving forward?
At CentrX, we collaborate with our partners from the pharma, life sciences, and other industries to create engaging learning journeys and develop workshops that lift digital capabilities for lasting business impact. Contact Yann Cartier by filling in our contact form to see how CentrX can help your organization succeed in 2018 and beyond.
