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Omnichannel Marketing Activation in the New Normal
How to adjust pre-COVID-19 marketing strategies to be relevant today
Brian Schulz, Sr. Principal, Advisory and Marketing Services, Omnichannel Marketing, IQVIA
Matthew Winkler, Sr. Principal, Digital, Media, and Customer Insights, IQVIA
Aug 24, 2020

At IQVIA, our experts have been keeping a close eye on the impact COVID-19 has had on our industry. In particular, we’ve been analyzing how HCPs and patients are interacting differently with specific marketing channels and marketing messages. Our insights show that the media landscape has changed, and that we need to adapt quickly to ensure our strategies are relevant and effective.

From siloed to orchestrated salesforce

One area that has been impacted is the traditional salesforce strategy. HCPs have quickly embraced remote detailing and telehealth. This means that moving forward, strategies will need to be adapted to combine both rep and omnichannel activity to address new expectations of more convenient and cost-effective interactions. This can be approached by creating HCP archetypes based on new opportunities to interact with HCPs. The trigger points in these will guide you in refreshing omnichannel marketing journeys and sales call plans. Plus, they’ll help determine the best way to ensure they work together to create an optimal experience.

It’s time to enhance your targeting

From our analysis, digital and connected TV have been two key channels of growth during the pandemic. The biggest benefit of this is that these channels allow for real-time bidding on key audiences. To take advantage of the opportunities that greater engagement with these channels bring, you need to leverage technology to enhance your targeting. This will allow you to ingest customized targeting parameters based on key demographics, or supplement with enhanced targeting that leverages propensity models to identify a qualified/diagnosed/treating audience in a HIPAA-compliant manner. You can also use shifts in HCP behavior during the COVID-19 pandemic to put together custom target lists, and create personalized and relevant messaging and marketing via email and within key endemic partners.

Use geographic activation to amplify messaging in specific markets

Insight into when healthcare services reopen and when in-office visits resume should filter into your strategy to ensure you’re sending out the right messages at the right time. Plus, you can supplement areas which may require an added push to help facilitate new-to-brand prescription lift to pre-COVID-19 levels.

Leverage triggers and message streams to adjust campaigns based on market situation

Automating your campaign with instant, preset omnichannel responses allows you to be highly relevant and targeted with your messaging. Successful automation requires triggers that alert you to when something happens, as well as preset message streams that respond to specific factors.

For example, triggers in the current situation could be based on changes in prescribing patterns, as we know that prescriptions saw an initial increase at the beginning of the outbreak before declining. When we saw in-person healthcare services closing, this could have been a trigger that would activate a telehealth-related message stream. So, as we look at healthcare services reopening, this would now become the trigger that would activate a message stream to encourage patients to visit HCPs.

A flexible strategy provides staying power

As you begin to adapt your omnichannel marketing to be effective in the “new normal,” flexibility is key, as your strategy will be driven by new data and insights that the COVID-19 pandemic has provided. Remember, technology is your friend. As digital channels and engagement have soared, they should be your focus. And as this is unchartered territory, be prepared to allow time to learn, pivot, and scale up as needed.

 

To discuss how you can adapt your strategy in more detail, reach an IQVIA omnichannel expert, or learn more about our omnichannel marketing services.


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