ePharma Summit 2015, February 24-26, 2015, New York, New York
SOMERSET, N.J. / LONDON – February 17,2015 – Alliance Life Sciences, a leading global life sciences consultancy and technology provider, advises that traditional multichannelmarketing (MCM) that simply pushes the brand message through multiple channels is simply creating ‘noise’ rather than effectively driving business. Anne Stroup, vice president of Strategy, Alliance Life Sciences, will share innovative solutions for maximizing marketing investments as part of “Effective Healthcare Professional (HCP) Multichannel Marketing Drives Brand Growth,” a panel discussion at ePharma Summit 2015, February 24-26, 2015, New York, New York.
“Creating meaningful experiences that consistently deliver the brand’s value proposition, rather than simply promoting the brand, helps to enhance the customer experience, increase customer knowledge and, ultimately, improve the customer journey,” says Stroup.
Stroup explains that a customer-focused MCM approach develops relationships with HCP teams and grows the brand, while maximizing promotional investments. An evolved approach to HCP multichannel marketing:
- Creates meaningful customer experiences
- Is built around the customer’s needs, their progressive engagement with and value to the brand
- Delivers relevant interactions, moving a customer from awareness to advocacy
- Integrates all channels regardless of organizational functions
- Measures and optimizes engagement quality versus reach and frequency
This approach enhances the customer experience by providing a deeper understanding about the product, motivating them to play a greater role, and highlighting the value they can bring to the brand.
Stroup adds, “A customer-focused MCM methodology captures HCP mindshare and then influences script-writing behavior because each interaction with the brand provides the content/assets that the HCP wants, rather than pushing the information that the brand wants. Proven by other industries, engaged customers deliver incremental revenue and profitability.”