So now that you’ve led your latest HCP marketing campaign, what’s next?
While a significant amount of research and effort goes into launching an effective HCP marketing campaign, that’s only the beginning. Analyzing and adjusting your approach based on the initial results of your campaign while reinforcing the impact of your messaging will be instrumental in ensuring your long-term marketing strategy is successful.
Here’s what you should focus on after establishing your marketing campaign:
Follow Up on Different Channels & Platforms
One of the first things you should do after initiating your campaign is reinforce your messaging by following up with your different HCP segments on the best channels to reach them organically. Reaching out to your contacts where they are with ideal complementary content at precisely the right time can significantly impact the success of your campaigns and brand.
Utilizing multiple channels for engagement is the most effective way to contact prospects and reliably convert them into customers. Most of your major HCP engagement platforms are designed to attract them to your website and nurture them along the buyer’s journey.
Some of the most common and useful engagement platforms for reaching HCPs are email, direct mail, digital newsletters, social media and virtual meetings and conferences. You’ll need to conduct a fair amount of research to discover which of your audience segments respond to what platforms, how to optimize your content and messaging for each, and how to use these channels in conjunction with each other for maximum effectiveness.
The pharmaceutical marketing industry is particularly competitive, and follow-up communications will help your messaging stand out among the crowd. It’s critical to leverage the platforms your audience is most receptive to and discover the proper balance of regular communication with your audience without bombarding them with information they don’t need.
Tracking the results of your campaigns is paramount to your future success. Start by identifying what key performance indicators (KPI) and metrics are most important to you, and how your content, messaging or delivery could be improved to achieve desired results.
Your primary focus should be data collection and analysis for each of the major touchpoints the audience reaches as they progress through the sales marketing funnel. Monitoring factors such as open rates, click throughs, and Marketing Qualified Leads (MQLs) can show you where your audience engages most with your content and brand.
HCP marketing typically has a longer sales cycle than other industries, and tracking the progress of your campaigns reveals how your audience moves through the sales funnel, and will help you determine what areas along their buyer’s journey can be improved.
Tweak Your Approach
After analyzing the results of your campaigns, the next step is to identify what areas of your strategy worked, and which need to be modified or replaced to be more successful.
Is there a particular product, piece of content or approach that has yielded great results? Have you identified a potential new specialty or demographic to market to? Can you think of ways to encourage further engagement and conversions?
Take the time for you and your team to regularly review lessons learned from your marketing campaigns, and consider the ways they should work to address what aspects of your strategy need to change.
Replicate & Enhance
Last but not least, this is where you apply the knowledge and insights you’ve gleaned from your campaign research. Implement the most effective strategies for each of your audience segments, and repeat the process to further enhance and personalize your approach.
Much time and effort goes into launching and overseeing a marketing campaign, especially one aimed at reaching healthcare providers, but working with an HCP marketing partner such as PDQ Communications can make the entire process easier and more effective.
PDQ Communications helps clients reach the right healthcare providers with the right content every time, and will monitor the results of each campaign to ensure your overall marketing strategy succeeds.