The astonishing development of digital marketing allows a healthcare company to take customers in the experiential journey as they interact with their products or offerings, or in other words, into your omnichannel marketing campaign. The Healthcare industry has a fact as the key under the iceberg: give more to grow more - along the ideal journey, your customers need to accumulate knowledge and learn incrementally. We can look beyond the e-commerce platform like Amazon or other similar brands to be inspired and create an omnichannel strategy for your healthcare company.
It's important to distinguish between omnichannel and multichannel. In short, you can consider omnichannel as an upgrade to multichannel. Marketers who practice multichannel execute their content marketing strategy in different channels discretely, while omnichannel marketing integrates various events and media to create an experiential journey for their target audiences. There are 4 key points when a company come up with omnichannel marketing:
Integration of different digital media.
Key messages are appearing simultaneously to customers from a myriad of channels.
A single KPI tracking system
Content is reusability
Learning about Amazon's case study as key omnichannel tactics
Amazon has successfully uniquely executed an omnichannel strategy, and therefore it will be the best reference for the healthcare industry to learn.
1. Expanding Digital Touchpoints
There is predicted that 50% of all Google Searches will be carried out via "Voice Search" by 2020. Amazon didn't implement this feature for customers before launching Echo. And yet to catch up with the trend, Amazon entered into the "Smart speaker" market by adding one more digital touchpoint to its omnichannel funnels via Echo (a device that connects people to Alexa Voice Service to play music and read news, etc.), and still developed from now on.
The takeaway for healthcare companies is that marketers should not end their research for new touchpoints to HCPs since the way they consume knowledge and information changes from time to time. Besides the traditional way to receive all the medical updates by email from manufacturers, HCPs now take the Internet's advancements by searching all the latest drugs' information on pharmaceuticals websites. And in that case, Google Ad campaigns will be an ideal channel to reach out to HCPs.
2. Connecting offline and online channels
When it comes to leveraging the "online data points" to augment in-store purchases, Amazon does a great job. They add the rating score or reviews from customers collecting on their E-commerce platform at the physical stores. The store contains sections like "Most-Wished-For" and "Frequently Bought." In a nutshell, it is a physical extension of Amazon.com.
The takeaway for healthcare companies is that integration is a key point of your omnichannel strategy, which leverages the connection of offline to online channels. For example, your salesmen's interaction with HCPs can be made more purposeful by giving HCPs access to your website to look for informative content and other marketing campaigns such as KOL interviews, events, etc.
Summarizing the benefits of Omnichannel engagement for the Healthcare Industry
1. You can create offline to online journeys for HCPs
Based on your Brand Segmentation - Targeting - Positioning and clinical-educational needs, you can design offline to online customer journeys for HCPs. You can also create different sequences of physical interactions, digital channels, & content materials for HCPs, for example:
2. You can coordinate different digital channels to engage with HCPs
Omnichannel marketing gives you the option to try out bespoke combinations that are best suited to your brand and HCPs. Here are the top 3:
3. You can deliver personalized, evidence-based, and clinically relevant content to HCPs across channels, in a multitude of formats like: