Delivering a superior healthcare professional (HCP) experience requires personalization at scale - driven by sharp marketing strategy and technology involvement. The right MarTech stack and processes can help you save not just time and automate processes, but also help you understand your customers better
Unfortunately, the majority of life sciences organizations struggle with low levels of MarTech stack utilization. They also face issues with the relevance of their existing MarTech technologies and alignment with commercial goals. Very often, they miss out on the seamless interlinkages between various technologies - and compromise on maintaining the integrity and connect with the larger customer experience (CX) vision
A recent report by Gartner shows that marketing organizations still utilize only 58% of their MarTech stack's full breadth of capabilities. The result is a siloed MarTech stack that makes it difficult for business functions to work together to get a data-driven, seamless, and personalized CX. This has a direct impact on the customer satisfaction and engagement of target HCP audiences.
“Roughly one in two HCPs who were recently surveyed indicated that they were not satisfied with the content shared by pharmaceutical companies” – The Digital Savvy HCP, Indegene, Jan 2022
All these challenges lead global life sciences organizations to a "Ferrari" dilemma around their MarTech stack. They end up making large investments, but use only a fraction of those – and often find themselves facing this question – "Should I optimize my existing capabilities or should I invest in new ones." This is the equivalent of having the budget to buy a high value and worthy investment like a Ferrari, but not having the skill or knowledge to drive it.
Discover their as-is state of the marketing technology stack and improve its business value by eliminating or consolidating redundant solutions
Define the future MarTech blueprint aligned to the commercial vision, industry perspective, and scalability
Design a phase-wise roadmap for capability activation and hire MarTech specialists suitable for specific tasks and budgets, or partner with an external industry-specific specialist or agency.
Develop agile delivery approaches for MarTech stack planning, implementation, and integration
Drive future success by unlocking value from advanced features and capabilities powered by AI and ML.
Ultimately, CX and brand loyalty are closely linked to integrated MarTech, and life sciences organizations must move quickly to resolve their challenges by connecting with expertise and elevating their current state. It is vital to identify priorities that matter to larger CX goals – as this is the only way large life sciences organizations will not just be able to handle their Ferrari investments but make them grow significantly.
Our next blog will cover strategies and approaches to how life sciences marketers can develop a marketing technology blueprint to achieve their CX goals. Keep following this series to know how to determine your current state of Martech, diagnose your criticalities, solve for exemplary customer experience, and achieve your commercial vision.
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