Defining your Roles in the Digital Healthcare Revolution
Of course, Consumer Healthcare & Pharma are related BUT also substantially different industries. But, they share one challenge: to increasingly reach out directly to consumers in order to influence product and service decisions. Also they are much more regulated than other industries, a reason why they could not fully exploit the eCommerce potential so far. In the future, a lot will depend on breaking the compromise: staying loyal to the important distribution network, respecting compliance and regulation rules AND maximising opportunities for direct-to-consumer marketing. With a particular importance of social-media communications.
Omnichannel orchestration: Challenging but important
The success of healthcare-product and pharmaceutical brands largely depends on how well they manage to activate potential customers and how well they are capable of maximising conversion rates in all of their channels. The challenge is that they might not directly control all of the channels, which implies an effective orchestration of their partners network.
CRM-Activation and Retention Marketing are decisive
Acquiring new customers is by far more expensive than making follow-up sales to existing customers. As most customer-relationships are not "owned" by healthcare and pharmaceutical brands they will have to develop appropriate ways of building their own global CRM-database. A lot will depend on how this data is leveraged for future success. Understanding the right segmentation and defining appropriate ways to engage and activate the respective segments across a number of different product categories is decisive.
Let’s get inspired and explore your future together.