SUBSCRIBE
IQVIA Blog Digest
For all the latest industry insights, please subscribe to the IQVIA U.S. blog digest.
-
Americas
-
Asia & Oceania
-
A-I
J-Z
EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more -
Middle East & Africa
EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more
Regions
-
Americas
-
Asia & Oceania
-
Europe
-
Middle East & Africa
-
Americas
-
Asia & Oceania
-
Europe
Europe
- Adriatic
- Belgium
- Bulgaria
- Czech Republic
- Deutschland
- España
- France
- Greece
- Hungary
- Ireland
- Israel
- Italia
EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more -
Middle East & Africa
EMEA Thought Leadership
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more
WHO WE HELP
-
Pharmaceutical Manufacturers
-
Emerging Biopharma
-
MedTech
-
Financial Institutions
-
Government and Public Health
-
Health Plans
-
Hospital and Health Systems
-
Insurers and Risk
-
Medical Specialty and Patient Advocacy
Pharmaceutical Manufacturers
Harness unparalleled healthcare data, advanced analytics, and cutting-edge technologies with our expertise to accelerate the development and commercialization of innovative medicines, enhancing patient lives.
Discover MorePharmaceutical Manufacturers
Emerging Biopharma (Global page)
Boost your innovation with IQVIA's expert team. Our comprehensive solutions integrate top-tier insights, technology, and expertise to maximize your asset's success in a competitive landscape.
Discover InnovationsMedTech
Navigating MedTech's unique landscape: U.S. decision-making now rests with GPOs, IDNs, and payers, who demand solid value proof through rigorous outcomes analyses and pricing scrutiny.
Explore MedTechMedTech
Financial Institutions
Invest in healthcare with confidence. Stay ahead of pharma and medical device trends using real-time, high-quality data. Access market insights, historical sales, prescription trends, and emerging product information for informed, risk-reduced decisions.
Access InsightsGovernment and Public Health
Unlock deeper health insights with unmatched data and innovative technology to enhance decision-making for your essential government programs.
Unlock InnovationsGovernment and Public Health
Health Plans
Accelerate digital innovation with our data-driven expertise in data science and healthcare, optimizing business processes for smarter decisions.
Navigate Health PlansHospital and Health Systems
Leverage digital innovation to cut costs, boost efficiency, and elevate patient engagement, all while enhancing quality and health outcomes.
Streamline DecisionsHospital and Health Systems
Insurers and Risk
Enhance your ability to evaluate and forecast population risk swiftly and accurately by integrating unmatched data, expertise, and technology.
Uncover More
Medical Specialty and Patient Advocacy
Transform into a data-driven organization that enhances your specialty and showcases value to your members through digital transformation.
Explore NowU.S. PROGRESS POINT
A curation of IQVIA's best thinking on topics and trends driving change, disruption, and progress in the United States healthcare market.
LEARN MOREBLOGS, WHITE PAPERS & CASE STUDIES
Explore our library of insights, thought leadership, and the latest topics & trends in healthcare.
DISCOVER INSIGHTS
PODCASTS
"Discover the future through our enlightening podcasts available in the United States.
EXPLORE PODCASTSBlog
Planning omnichannel marketing strategies within the current environment
IQVIA experts reveal how the marketplace has changed through the lens of omnichannel marketing
Nov 18, 2020
Since the emergence of the COVID-19 pandemic early this year, IQVIA has tracked and shared intelligence on the impact of the virus on healthcare professionals (HCP) and consumer behavior. In this blog, we will summarize the top COVID-19 trends impacting omnichannel marketing, and examine how they affect planning in the current environment.
COVID-19 trends impacting biopharma: industry observations
Before looking to adapt marketing strategies based on the pandemic’s repercussions, it is initially essential to consider the key changes that have taken place and are expected to persist post COVID, including:
The rise of telehealth and remote healthcare
- Reductions in face-to-face sales interactions with HCPs, and simultaneous rise in remote detailing
- Shifts in media engagement – increased use of streaming and digital services for both patients and HCPs
- These are just some of the trends that will help frame omnichannel marketing planning in the current environment.
Planning for the current environment
As patients and HCPs have greatly modified their approach to marketing engagement, they have had to adapt to meet current environmental and behavioral conditions. This requires a flexible approach that factors in the impact of COVID-19 on an individual and community level.
- Profiling and segmentation
- Channel selection
- Personalization
New audience behaviors are being shaped as a result of the current environment. Marketers need to have a modern plan to ensure their HCP and direct-to-consumer (DTC) plans will achieve their business objectives. Behaviors have shifted to warrant creating or refreshing segmentation based on audiences’ interests, channel preferences, healthcare preferences, ability to pay, and shifts in payer coverage. Even HCP segments should be adjusted to account for factors such as changes to patient volume and telehealth usage.
Now is an excellent time to utilize benchmarks to help understand how the current channels in your promotional plan are working for you and whether there is an opportunity to explore new channels. With the changes brought by the pandemic, there’s an opportunity to explore new or renewed ways to reach your audience.
Have you considered using tailored audience segments in your programmatic media plan, or discussed connected television, addressable television, radio, or local media? While most promotional plans maybe focused on reaching new audiences, these new channels can also bolster existing plans to increase share of voice in geographies with limited sales force coverage. With digital channels being the current preference for many patients and HCPs, there is value in shifting investment into paid search initiatives as well.
It’s equally important to understand which placements within your plan may have become less cost-effective. With the new year quickly approaching, now is the time to ensure you are achieving the maximum benefit from your promotional plan and budget.
Now more than ever, HCPs and patients have different wants and needs. It’s important to coordinate the right messaging to be as relevant as possible. Your communication and digital strategies should reflect the uniqueness expressed from profile and segmentation studies.
Consider adapting your current approach to marketing engagement in light of the evolving, pandemic-influenced marketing landscape. Launch your efforts now in three crucial phases: assess your current campaign effectiveness, adjust profile and segmentation based on key COVID-19-related insights, and use these to optimize your market approach.
To discuss how you can adapt your strategy with an IQVIA omnichannel expert, or learn more about our omnichannel marketing services, contact us at OMInquiries@IQVIA.com.
Accelerating the Path to Digital Engagement
Learn best practices for multi-channel customer engagement and how to implement agile, scalable initiatives by viewing this webinar series on demand.