By: Jim Anderson
You have a marketing database set up, you’re collecting physician preferences, reaching out to them regularly, collecting transactional engagement data for each touch and measuring the programs accurately through pre-defined test and control groups…now what?
Congratulations, you’ve reached the base level of multi-channel marketing campaigns and are likely seeing a solid return on your investment. Now, let’s take it to the next level! With advances in data capture and campaign tools,, instead of sending out tactics on a static schedule, blasting Health Care Providers (HCP’s) on a monthly basis and peppering them with ads on third party websites, you can now become interactive with the HCP’s that you’re targeting and automatically modify your campaign based on their responsiveness.
Below is an example of a campaign that changes channel, cadence, message and frequency based on the responsiveness of the HCP. It begins with an outreach through a third party vendor and depending upon engagement with that tactic, different messages and channels are utilized to entice engagement. If the HCP still doesn’t engage, the program for that HCP is stopped and re-evaluated.
In general, this interactive program varies:
- Channel: If HCP’s don’t respond to a communication, different channels are used for the next outreach
- Cadence: When an HCP responds, the next message is sent sooner since they are engaging and are interested in information
- Message: Identifies which messages physicians are responding to and serves the next communication appropriately
- Frequency: If an HCP isn’t responding to anything, we stop reaching out to them and re-evaluate
While the steps to do this are relatively simple, they do require a bit of diligence and planning. First, identify audience segments, available channels and communication limits. Then develop a message map and flow that includes decision points. And finally, code your technology to these specifications.
Campaigns that follow these steps are more responsive to HCP’s actions and will drive better engagement and Rx lift over time. Furthermore, the insights that can be drawn from the paths that the HCP’s choose can better inform future segmentation. Creating campaigns in this way will take you to the next level of relationship marketing and move you one step closer to a complete Connected CRM (cCRM)™ approach!