A campaign is an opportunity to leverage stakeholder channel preference along an interaction continuum organized along branching event-triggered journeys that bring context to conversations.
Multi-channel campaigns are really about context more than channel selection. It's a workflow engine that allows you to visualize and monitor stakeholder interaction journeys.
- Campaigns start with the creation of a sequence of events along a branching workflow called journeys
- The first event is one where you select an audience using Interactive Medica's advanced segmentation and selection capabilities
- Each event is aligned to an interaction channel and can capture data as well as spawn new subsequent events based on responses (or lack of)
- Once you activate a campaign with all it's branching journeys, you can at all times review the workflow and click on any part of it to check its status, for instance: the dependent steps that particular item drives, the response against expected, actual spend against budget
Campaign is an essential component in the new world of Account-based Marketing.
20 years ago, Pharma engaged in Prescriber-based marketing: we did, actually, target Doctors (Prescribers) or Pharmacists (dispensers) based on profiling data that segmented them based mainly on potential prescription/dispensing volume. So - companies know about segmentation and targeting as (pre-internet) it always had limited ability to reach all potential prescribers.
However, now that procurement decisions have moved away from the end prescriber, an Account-based marketing approach makes a lot more sense. Account Based Marketing means highly personalised campaigns to stakeholders selected based on multiple criteria (such as, role & influence of stakeholder, account status incl. client product v competitor etc. needs improving). These campaigns usually run across multiple accounts but the highly focused selection enables delivery of a more personalised and valuable message to the individual. This results in more valuable engagement and longer term relationships with clients, enhancing your company’s reputation and enabling the move towards client advocacy.
An example of this can be seen directly in email “open” rates which approach 50% when clients use our eMarketing solution, significantly more than typical targeted rates.
Steps in ABM:
- Segment and target
- Map Accounts and ID stakeholders & roles, influence etc.
- Define content and messages
- Determine channels
- Execute (can be done real-time, must be coordinated with sales, imperative that messages are consistent)
- Measure & Analyse
- Adjust: Continuous Improvement is enabled by consistently and methodically analyzing results of the latest Campaigns.
Digitalization has been a big theme in pharma the last couple of years. Embracing digitalization is perceived to be something complex and in some ways it is.
If we are clear that Digitalization, despite offering clear advantages in some key areas, is nevertheless an important component (rather than, at this point, the whole) of our go-to-market strategy, we begin to see why Interactive Medica's approach starts making sense.
There's content and there's the engine that delivers the content and captures data when people interact with that content. That's what Interactive Medica's Multi-channel Campaign Management is the engine that empowers the Life Sciences' company to manage and monitor those interaction journeys in a very simple dynamic way.
- Multidimensional Segmentation
- Campaign Workflow
- Campaign Tracking
- Social Marketing
- Email Marketing
- Campaign Analytics