It is a tumultuous time for the entire Health and the Life Sciences industry. This is the one, where very little is certain among such a changing political, social and even economic ambience. But what is fixed is that everyone (beginning from patients to providers), is indeed navigating an engagement dynamic, which is a substantial shift from the status quo to value based care.
Therefore, the movement forces marketers to refocus their efforts over more personalized, timely experiences that can help build loyalty and advocacy among their customers — whether patients, members, employers, physicians, or others are involved.
Marketing trends have changed a lot in the recent period. There has been Salesforce’s new research report, for Healthcare and Life Sciences. This reveals the requirements, what more than 150 HLS marketing leaders have to say about their ability to meet the growing demands. The report is also said to explore how HLS marketers are indeed shifting their strategies and implementing intelligent tech approaches to help them deliver.
Let us take up a quick overview of key findings from the Health and Life Sciences marketing research:
- Customer Experience Is Completely Reshaping Health and Life Sciences Marketers’ Mandates
Whether it is a patient seeking answers online before an appointment or it is a provider seeking reimbursement information from his/her payer, customers nowadays expect a seamless journey across touchpoints. Health and Life Sciences marketers have become quite dedicated to foster experiences that will successfully turn leads into loyal customers.
Apart from the above-mentioned benefits, the HLS marketing techniques as well track, customer satisfaction scores as one of the most important feature. It is also said that, almost 64% of HLS marketing leaders view customer experience as a key competitive differentiator.
- Health and Life Sciences Marketers Struggle with Personalization and Disconnected Data
The HLS marketers say that the process of leveraging data from different sources is among the top three challenges in creating a well-connected customer experience. For instance, most of the Health and Life Sciences marketing leaders admit that they either broadcast the identical messages across email and through various other channels or they do not coordinate between email and other channels at all.
This method is highly risky, given the detrimental impact any disconnected customer’s journey can have on the customer loyalty.
- Health and Life Sciences Marketers and Customers Look for Evolved Experiences
The need to maintain the data sources is getting even bigger, especially with the role of Internet of Things (IoT)/connected devices in the HLS marketing and customer engagement. It completely makes sense, that HLS marketers would obviously turn to IoT/connected devices and artificial intelligence (AI) as some of their top marketing technologies with the highest anticipated growth rates over the next few years. HLS marketers also expect AI usage to rise by a massive percentage of 55% within the next few years. While all these innovations will likely bring an increased improvement and as well add a new level of patient care