3 Ways to Get Better at Omnichannel Marketing in Healthcare: The 2022 Guide

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Have you made acing omnichannel a New Year’s Resolution but you’re not sure how? Say no more. We’ve whipped up a three-point mini guide to help you get your bearings, from picking the right channels to making the most of them, and get you moving in the right direction.

1. Pick channels that work both for you and your audience

“Because our demographic is based on an experience and not an audience, omnichannel experiences are a prerequisite to being in healthcare,” Podium quotes Lauren Donahoo, marketing director at Professional Physical Therapy, a physical and occupational therapy provider with over 200 offices across the Northeastern United States. Professional Physical Therapy treats patients for orthopaedic conditions, helps companies mitigate the risk of work-related musculoskeletal disorders and educates athletes on injury prevention.

Meaning that PPT patients can be anywhere between 7 and 97, with wildly different priorities and preferences for interacting with the brand.The solution? Finding out what channels work for a certain audience first and developing the message second, Donahoo says.

If you're new to omnichannel marketing, start by mapping out how, where and when your audience, be they patients or HCPs, are ready to be engaged. Better yet, kick things off by reading our previous posts on the most common myths about omnichannel marketing and the single most important thing that will make or break your omnichannel strategy. Then select the channels, three tops, that your prospects frequent the most and run a trial campaign over a set period of time to see what content, design and messaging resonates with them.

As far as don’ts go, never sacrifice quality and results for quantity. An all-over-the-place strategy is against everything the omnichannel approach stands for. Invest your energy into platforms you’re comfortable with or that you can ultimately master.

 

2. Focus on customer value first and tech second

According to McKinsey, "​​Omnichannel excellence requires a laser-like focus on value creation. Leaders in the field take a hard look at their strategic and customer priorities and decide who they want to be from an omnichannel perspective. And they develop an equally clear-eyed understanding of what it will take to achieve that ambition.”

But what does value mean for consumers in healthcare, an industry where privacy and compliance reign supreme?

To give you an idea, in a survey by Intent Lab and Performics, 37% of respondents said they enjoyed remarketing ads for apparel and 35% claimed the same for electronics. In contrast, it’s hard to imagine that any of us would appreciate personalised ads based on our health conditions – even if they weren’t prohibited. Especially if the number of people who find remarketing ads acceptable for financial products (6%), another area where privacy concerns are at the forefront of consumers' minds, is any indication.

Not to mention that value is different on the business side, as well. “While an e-commerce business is looking to sell the customer more and more products, PPT’s goal is to not see its customers again,” explains Donahoo. The health space, therefore, requires an entire different marketing paradigm: one that introduces brands to customers’ lives organically. “That’s where our channels really come into play – is that idea that when you need us, we’re going to be there in whatever facet you want to find us,” says Donahoo.

 

3. Go for agile, not perfect

In an eye-opening survey by Accenture, 83% of HCPs agreed that the content they are receiving from pharma companies today is more relevant than before the COVID-19 crisis, with 33% finding it “far more relevant”. That said, the majority of respondents felt that the amount of digital communications and meeting invitations is greater than what they can handle. Even worse, more than half of them still think pharma companies are failing to grasp the real impact the coronavirus pandemic has had on them and their patients.

The survey’s findings not only underline the changing nature of HCP expectations but also the importance of staying on top of these trends. HCPs are ready to reward those who understand their needs and the needs of their patients with more of their attention, with 9 in 10 recognising efforts to offer more meaningful interactions.This, coupled with the fact that HCPs have more time on their hands, means that now is the time for pharmaceutical companies to build trust and influence with their audiences.

When it comes to omnichannel, a strategy that’s static is a strategy that fails. Make sure to pick the right metrics, milestones and tools to track channel performance, ask customers for feedback and use A/B testing to measure success and fine-tune (or rethink) your approach, if needed. A word to the wise: review your metrics dashboard every now and then, too. Forrester analyst Michelle Beeson advises, “Take inspiration from Marie Kondo, and ask whether your metrics spark… action. Replace metrics that don’t with those that do.”

Intrigued?

There’s more where this came from – have a look around our blog. Need more than just inspiration to achieve your digital goals? Let’s see how we can help you get to where you want to be.

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