New Trend of Pharma Marketing, Hyper-personalization leverages artificial intelligence (AI) and real-time data to deliver more relevant content, product, and service information to each user. This approach takes personalized marketing a step furthermore personalized medicines also means more personalized marketing—and the hype personalization trend goes to extremes. New Trend of Pharma Marketing using advanced data and analytics, marketers can whittle down their targets and tailor messages to consumer audiences sometimes as small as one person. Marketers gather data from multiple sources, crunch it, and then identify small groups that could be receptive to specific messaging. It’s already beginning to happen in areas like rare diseases, says specialty agency Cambridge BioMarketing.
According to a specialist agency, healthcare marketers are collecting and compiling data from multiple sources, crunching it, and then identifying small groups that could be receptive to specific messaging and its happening with the rare disease cases. By using advanced data & analytics, pharma marketers can whittle down their targets and tailor messages to the consumer audience as small as one person or as large as an organization. And with the Covid-19 outbreak, healthcare markets must rethink the changing pharma marketing trends and plan their strategy accordingly. Moreover, achieving hyper-personalization requires enhanced data capabilities management and process integration. While many pharma companies are taking essential steps, there is still a long way for pharma brands to adjust to the new normal.
Pharma industry pre-dominantly depends on one channel that is “face to face”. But to better target physicians, many pharma brands are adapting the Optichannel strategy to target platform-centric messages to resonate with physicians based on the devices and platform in use during receipt of messages. And pairing with AI, will enable pharma marketers to craft a strategy with specific messaging, tagging, and targeting to reach specific people and organizations.
Not only this, these techniques enable the pharma marketers to “see” what people are doing in real-time, and then they can use dynamic & predictive strategies to deliver hyper-personalized email. Besides, the combination of AI with an Optichannel approach not only generate the higher ROI but also enable health marketers to evolve the way future market campaign to be executed. AI paired with real-time data empowers the pharma marketers to refine hyper-personalized messages to the physician to achieve better communication with relevant messages. And the rise of AI-based Hyper personalization is improving the competitiveness of brands and pharma marketers are incorporating AI in many ways such as using feedback loops to redefine profiles, and predicting user engagement
Because digital healthcare platforms are providing physicians a great comfort in communicating with their patients. And the rise of these healthcare platforms has allowed health marketers to align with a partner that delivers programmatic ads without disrupting the physician’s interaction with patients. Moreover, this platform will not only enable healthcare marketers to scale in their business but also elevate the physician’s journey with brands to build a deeper relationship. This is the reason, from start-up to pharma giants are betting on digital healthcare platforms as it is one powerful communication tool to get a better sense of customer needs and virtually engage with them for their products and services.
