In a highly competitive marketplace, healthcare marketers and brand managers continually scan the horizon for new, edgy marketing technology to add to their martech stack. And, while technology is essential for effective marketing, if it's being used to do the same old thing in a slightly different way, is it really impacting the bottom line?
The newest trend in marketing is contextual relevance – understanding how your target audience behaves in real time, what motivates them, when and why they interact with your brand, and their pain points, in order to develop more meaningful interactions that deliver real value. Successful marketers move beyond data collection and analysis to using data to shape and inform each step of the marketing process.
Whom is Your Audience?
To achieve contextual relevance in your marketing, you need to know more about your target audience than basic demographics, although that factors into the equation as well. Variables, such as specialty, location, and professional affiliations, provide insight into the minds of your audience.
But true contextual relevance goes deeper and takes into account factors, such as:
- Prescribing behavior. Is the healthcare professional (HCP) a long-time prescriber of your brand or in the early, information-gathering stage? Is he or she confined by strict formularies? What similar formulations is he or shee prescribing? What therapeutic class does he or she prescribe the most?
- Patient mix. What conditions does he or she treat the most? What is the patient ratio of private to public insurance? What factors might affect his or her openness to your brand?
- Situational challenges. What problems or challenges might the HCP face? Does his or her patients need financial assistance to afford their meds? Given his or her patient mix and treatment area, is patient education and/or compliance a major issue? Does he or she face seasonal variations in caseload?
Each of these data points contribute to a clearer picture of the HCP as an individual, driving more contextual interactions.
What is Your Audience's Email Behavior?
Perhaps just as important as clinical factors that establish context, an HCP's relationship with email gives further insight into developing more effective interactions. What devices are your HCPs using to open your emails? DMD's data shows that more than 60 percent of HCPs are opening email on a mobile device, and of those, nine in 10 are using an iOS device. Are your emails rendering on the devices and email clients the majority of your audience is using?
What subject lines generated the most opens? What CTAs had great click-through rates? What day of the week and time of the day are your HCPs opening their emails? Use these data to optimize every aspect of your future campaigns from subject matter to offer to deployment schedule.
Contextual relevance is the key to successful interactions with your HCP audience. New marketing technologies can enhance the process, but if the content isn't relevant and you aren't reaching your audience at the right time on the devices they use, you're limiting your potential for success.