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"Digital Health Trends 2024 - Implications for Research and Patient Care

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"DCTs Deliver Big ROI

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Blog
Four Questions an Effective Digital Engagement Strategy Needs to Answer
Sofia Malay, Global, Associate Offering Management Director, IQVIA
Lucia Railean, Customer Success Director, OneKey, IQVIA
Dec 08, 2023
  • Blogs
  • Four Questions an Effective Digital Engagement Strategy Needs to Answer

For marketers in life sciences, an effective omnichannel marketing strategy is often the key to connecting with healthcare professionals (HCPs). When done right, digital engagement can help your organization harness the immense influence of digital platforms and channels within the HCP network to increase awareness and promote interactions. It creates the ability for the marketer to make very specific decisions based on HCP behaviors, locations, and preferences, informing the right channel investments.

The variety of digital channels potentially represents a goldmine for your brand, but tapping these riches means reaching HCPs on the channels where they are most active and effective. This entails going beneath the surface of emails, websites, webinars, and publications to understand the endless stream of digital interactions made up of social media posts, comments, likes and more.

Answering just four key questions about your HCPs digital behavior can help you create a focused digital engagement strategy and will prepare you to make strategic channel investment decisions.

Where is my brand being discussed?

A digital strategy demands more than following vocal personalities on X, connecting with colleagues on LinkedIn, and subscribing to YouTube channels of popular experts. Granted, each of these platforms are major features of the digital landscape, but there is so much more out there: news and information channels like Eureka Alert, Le Quotidien du Médecin, MedPage Today, BioSpace and MedicineNet.com; countless disease-specific sites; native-language channels and multiple regional and local platforms. The list goes on and on.

Clearly, a comprehensive and ongoing survey of your brand across thousands of platforms isn’t the type of thing to be tackled manually, no matter how social-media savvy you are. Such a task calls for automation, like the data mining and machine learning capabilities at the heart of OneKey Accelerated Insights, backed by the world’s largest and most comprehensive network of real-time HCP data. By automating the collection and tracking of massive volumes of online communications — blogs, posts, comments, forwards, likes, etc. — OneKey Accelerated Insights enables marketers to quickly identify where their brands are being discussed in real-time.

How is my brand portrayed compared to other brands?

Knowing where your brand is being discussed is just the first step. The next goal is to know how it is being perceived and portrayed by HCPs, both in general and also from the accounts of specific digital opinion leaders (DOLs). By analyzing vast amounts of data on an ongoing basis, marketers can quickly discover valuable details such as brand mentions, keyword usage around your brand (“safety,” “efficacy,” etc.) and how those keywords and sentiments compare to other brands. You can even learn details such as which attributes are more frequently linked to your brand, in general or for particular indications.

Which HCPs are driving activity for which brands?

Once you are able to ascertain what is being said about your brand, it is also important to know who is saying it. Digital opinion leaders play an important role in capturing mindshare, growing follower groups and influencing select communities within the digital and social media space. Given this influence, it is critically important to know who are the primary DOLs in your domain, but also whom they influence and where their opinions are most impactful.

What insights could empower personalized HCP engagement in real time?

A well-crafted digital engagement strategy seeks to utilize insights to create personalized interactions with HCPs, ultimately working towards ensuring that more patients receive the quality care they rightfully deserve. For instance, we can evaluate the real time effectiveness of the campaigns, gain more insights into the competitive environment, and refine our strategies as we go. We can identify DOLs and scientific contributors and rank their influence in a reliable way. These insights help to build stronger relationships to ensure an extraordinary customer experience across a full engagement journey.

OneKey Accelerated Insights was developed to help life sciences companies improve their omnichannel marketing by finding DOLs in their markets who can reach the right audience through the right channels. We can work with your team to create a comprehensive, bespoke thought leadership strategy designed to engage across the digital landscape. There’s no better way to take advantage of the world’s largest and most comprehensive network of real-time HCP data and transform that data into compelling insights and engagement.

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You may also be interested in

White Paper
Rise of Digital Opinion Leaders: Transforming the Influence Landscape in Life Sciences and MedTech
Blog
Through the Eyes of an HCP: Meaningful Engagement or Inbox Clutter?
Fact Sheet
IQVIA OneKey Global Marketing Services
Video
The Power of Human Data Science
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