6 Steps to Better Personalization Practices

The rapid adoption of digital media as a go-to source for physicians and other healthcare professionals has led to a challenge for pharma marketers: how to connect in a meaningful way with their audiences.

The One-size-fits-all Approach Won’t Work Anymore

Traditional marketing strategies have focused on HCP targeting through promotional activity meant to appeal to a broad or segmented audience. They have tended to take more of a one-size-fits-all approach. But today’s HCP should be seen much like today’s healthcare consumer. Successful campaigns are now built around personalization, user journeys, and omnichannel marketing that puts the most appropriate products in front of the right person, at the right time, using the right channels and media.

To be clear, personalized marketing does not require individual messages to specific audience members. It suggests more of a personal approach based on shared characteristics such as specialty or geographic location.

As the industry has been moving to an increased focus on personalized medicine, it must also recognize the need for pharma marketing to take a more personalized approach. So, how can brand managers optimize their campaigns to be more personalized?

Six Ways to Improve Personalization

To get the highest return for your personalization efforts, look to the following best practices used by other industries:

• Capture both qualitative and quantitative data. In order to gain the insights necessary for better personalization, deep analysis of qualitative and quantitative data is necessary. Analysis of that data should reveal nuances between groups that can be used for targeted campaigns.  
• Segment audiences for targeting. Technology affords marketers the ability to segment audiences based on characteristics, behaviors, and traits (such as gender or race). Data visualization tools can be used to group HCPs into standard or customized buckets that can then be targeted for campaigns. 
• Use specific messaging. When possible, infuse specificity into messaging that will connect with segmented audience members. For example, some HCPs may be more interested in messaging around certain rare diseases versus others who may respond to messaging about public health initiatives. While this messaging will have to pass regulatory approval, there will still be opportunities to be more targeted.
• Adopt predictive modeling. Predictive modeling uses automated data mining to determine statistical probabilities, which allows marketers to utilize certain variables as predictors of future HCP behavior. These probabilities reveal opportunities for personalized campaigns based on forecasted actions taken by audience members. From predictive modeling, pharmaceutical marketers are able to gain the insight they need to know when, how and with what message to “meet” the target HCP group accordingly.
• Personalize content to meet HCP needs. While HCPs share a desire to explore and educate themselves, many often have limited time and different preferences in how they digest content. For example, one survey revealed that 78% doctors prefer video content and 80% want medical write-ups to be limited to 2-3 scrolls for easy readability on mobile devices. While messaging is extremely important, the delivery of that messaging is just as crucial to creating a personalized experience.
• Measure and analyze performance. As with all marketing endeavors, measurement and review are key components to sustained success. Personalization efforts – such as channel selection, messaging, or content deployment – should be examined to determine effectiveness. Be certain to track progress and use insights from campaign touchpoints to improve performance and refine your strategy moving forward.

While personalization tactics can lead to better results, success also comes from the advertising channels you use to reach HCPs. Explore the digital and print options Elsevier provides to reach specialists and general practitioners all over the globe.

Article Written by: Alex Brown