Marketing to healthcare professionals (HCPs) is essentially a B2B proposition; pharma execs can learn a lot from the most successful trends in the B2B marketing world. "Content marketing," "paid amplification," and "smarketing," the latest industry buzz terms, rose to prominence in 2014. Savvy brand managers have already nailed down these techniques, but what’s next in 2015? How will this year’s new B2B trends shape healthcare marketing?
The Massive Rise of Mobile
According to Monica Wells of B2B Marketing, mobile domination is the number one trend for 2015. DMD internal research supports this claim. In 2014, DMD reported that more than 60 percent of physician emails were opened on a mobile device and that nearly 90 percent of physicians use a mobile device in their work every day.
Thus, healthcare marketers must create a seamless mobile experience across all channels to effectively reach HCPs. Here are three keys to leveraging the mobile revolution:
- Create a well-designed, responsive, and fully functional mobile website
- Design emails from the ground up for the mobile mentality
- Deliver compelling, personalized, digital experiences
To improve the user experience, mobile-optimize:
- The size, placement, and text of the call to action.
- The content to fit and fill the smaller screens of mobile devices.
- The images, by scaling them down for instant rendering on slower mobile networks.
Positioning Big Data
A few years ago, big data was just a speck on the horizon. Now, businesses are collecting ever-larger quantities of data at the most granular level. Combined with powerful analytics, big data has given rise to a whole new and extremely effective marketing tool: predictive analysis. Using the brand's proprietary data points and behavioral data, predictive analysis offers a huge leg up over traditional lead-scoring models.
In healthcare email marketing, big data analysis bolsters campaign success by using behavioral benchmarks. For example, when healthcare marketers take advantage of big data and use behavioral benchmarks, they can send emails to HCPs at the time of the day and on the day of the week they are most likely to be opened and acted on.
Increased Micro-targeting and Personalization
Big data has also powered growth in micro-targeting, drilling down to the most precise target audience and customizing content that drives engagement. Buyer personas will become much more meaningful to brands as they develop content that prioritizes relevance. This personalized approach enables marketers to craft truly relevant content that is timely, informative, and appropriate to the recipient. Micro-targeting HCPs and personalizing emails deployed to them drives higher engagement rates.
Content Is Still King
Content marketing's meteoric rise will continue through 2015, but expect it to be far more disciplined and strategically employed. ROI will get renewed priority, and the focus will shift to integrate high-quality content across all communication and marketing channels. Brands will invest more resources in content creation, focusing on high-impact visuals and compelling bite-sized nuggets directed at mobile users.
This year’s B2B marketing trends – big data, analytics, content, and mobile – translate to the healthcare industry, providing healthcare marketers with the means to reach their audiences most effectively in 2015.