The core of omnichannel is delivering the right content to the right customer through the right channel at the right time.
That is why we worked with MeDomino this year to build the data-driven R4U intelligent platform: to integrate decision-making and execution.
-- Digital Director at a top pharmaceutical company
It has been nearly two weeks since the Life Sciences Digital Intelligence Marketing Seminar on September 15, 2023. During this period, many friends have shown interest in the seminar. So we decided to sort out several major topics that participants cared about, desensitize the seminar content, summarize it, and share it.
01 Are HCP Profiles Valuable to Marketing Departments?
First, to be clear: HCP profiles are definitely valuable to marketing departments.
Marketing departments can use tag platforms to convert HCP profiles and content into corresponding tags, then select target audience packages and ultimately implement customer segmentation strategies down to specific HCPs.
Imagine a few scenarios:
1. In the past, marketing meetings relied on sales to recommend speakers and invite attendees. Now, with the HCP tag system and audience selection function, marketing can make decisions independently.
2. In the past, content distribution by marketing was either sent to everyone or roughly segmented. Now, based on HCP mindset stage, content preference, and content tags, refined content engagement can be achieved.
3. In the past, market segmentation strategies could only reach conceptual levels such as HCP region or level, and subsequent execution had to rely on representatives' subjective judgment. Now, marketing can master the complete profile of each HCP, implement segmentation strategies down to specific individuals, and achieve integrated strategy execution.
So what feedback does marketing provide during actual implementation?
For this question, our client, the digital director of a top pharmaceutical company and the person in charge of the digital intelligence project, gave her answer:
"This is very challenging, and we were worried at first. But after the first round of UAT, a user really messaged me on WeChat to thank me for bringing such a good project, saying they felt the power of the platform. I believe they must feel the platform is valuable to them. The platform's data helps them see physicians more objectively, verify many assumptions, and build more refined strategies."
02 Reshaping Integrated Strategy Execution: Data Transparency Is the Foundation
We once said that data is the foundation of digital transformation. Now we want to say that data transparency is the foundation of integrated strategy execution.
Generally speaking, enterprise data is divided into internal data and external data. MeDomino's HCP360 data can be collectively called external data: it is HCP profile data matched through algorithms after MeDomino obtains public-channel data on 4 million HCPs nationwide. Whether an external data platform can connect with data from other existing enterprise platforms is something many digital and IT professionals care about.
If connection itself is the process, what marketing wants is the result: completing all strategy and execution in one platform.
As shown in the figure, we can clearly feel that the team on the left has fragmented data, while the team on the right has transparent data. Imagine:
- As someone in marketing, you invite five HCPs to a meeting, but your sales colleagues visited three of them last week and even discussed the same content.
- As someone in marketing, you send certain drug education content to 200 department directors at tertiary hospitals, yet 20 of them had already used the drug as a positive treatment case at a major conference.
MeDomino's digital intelligence marketing platform creates a fully transparent data platform. Marketers can see not only HCP engagement traces within their own department, but also engagement records for every HCP from colleagues in other departments.
At this point:
- When meeting invitations arise, marketing can coordinate with sales colleagues to further strengthen HCP understanding of the product.
- Before pushing content, teams can use tags such as HCP mindset ladder, content preferences, and engagement records to conduct more precise content engagement.
The foundation that makes this possible is inevitably data transparency brought by omnichannel integration.
03 Implementing Refined Marketing Strategy: HCP Mindset Tracking Is Key
But having only a foundation is not enough. How can we ensure our strategy is correct?
Quantitative tracking of HCP mindsets is the key.
MeDomino's digital intelligence marketing platform extracts key information from public data such as online physician-patient conversations, meeting speeches, academic articles, and clinical trial research, deeply mines group and individual HCP diagnosis and treatment views, continuously tracks them quantitatively, and supports visual presentation.
Looking back at the scenario above, suppose we still need to engage those 200 directors in a certain department at tertiary hospitals. Through MeDomino's digital intelligence marketing platform, we analyze the full profile data of target directors, parse their mindsets, combine other tags, and derive the engagement strategy:
- Marketing independently pushes educational content to 180 of the directors through the digital platform.
- The sales department receives execution tasks: conduct one-on-one visits with the remaining 20 directors and explain advanced content.
In the end, we find that data creates insight, insight creates strategy, and only by solidly completing every step can companies connect strategy to execution and truly achieve integrated strategy execution.
For one company's new product launch, MeDomino used AI to parse and continuously track treatment views among target-field experts.
*Some content in this article comes from guest discussion at the September 15 seminar. It represents only the guests' personal views and not the position of any company.
