As a healthcare marketing agency with strategic tendencies we’re always looking at how we can help pharma brand managers with their healthcare communications.
For those of you not familiar with these marketing twists on the Periodic Table, over the past few years, people have created periodic tables for various marketing disciplines including SEO, marketing attribution and web design.
Periodic Table of Pharma Multi-channel Marketing has been designed to provide pharma marketing folk with an at-a-glance overview of all the key elements needed for multi-channel marketing activity.
We hope it’s reasonably self-explanatory although here are the eleven areas that we’ve focused on:
Research helps you understand what stands in the way between where you currently are and where you want to get to. It’s important to get a broad and deep understanding across the therapeutic areas, stakeholder attitudes and behaviours, brand perception as well as the competitor set.
As outlined in a previous post, a strategy is about being clear about which stakeholder you’re targeting, segmenting into meaningful groups, creating personas and experience journeys for these groups and only then can you make the strategic choices around channels and branding.
Which channels are the most relevant to your stakeholders and therefore your multi-channel marketing strategy? Considering how important channels are to these strategies, it’s surprising how easily channels and media are confused.
4. Owned Media
Owned media should be at the heart of multi-channel marketing as it provides full editorial control however it takes time and investment to build these assets. It is also worth remembering that content in these media may be deemed less trustworthy than earned media.
5. Paid Media
The quickest, and most expensive, media of them all. Easy to turn on and off when you need to, however, you’ll only have partial editorial control over these media. Trustworthiness of content in this media will be the lowest of all media.
6. Earned Media
Media are considered ‘earned’ when your efforts are rewarded by your content appearing in other people’s media without any direct payment being made. Content appearing in earned media is considered the most trustworthy however there is little, if any, editorial control and it can take time to see results.
7. Content Relevancy
Relevancy can be split into three distinct areas; content which provides ‘value’ to the recipient, content which is timely and content which is personalised to the person in question.
8. Content Format
Content can come in many different shapes; text, images, videos, animations, audio, VR and AR. But it’s worth remembering to utilise multiple formats and to repurpose content from one format type to another to extend the content’s life.
9. Data and Analytics
Data is the fuel that drives multi-channel marketing activity. And therefore it’s crucial to understanding the various roles it can play; from segmentation to insights and from measurement to optimisation.
If data is the fuel, then marketing technology is the engine of multi-channel marketing. From well-known platforms that host content and hold customer databases to newer technologies such as data management platforms (DMPs) and marketing automation, the challenge comes in tying them all together.
Obviously the KPIs you choose will ultimately depend on your marketing objective, and the media being used for your multi-channel marketing activity, although the high-level KPIs tend to include reach, engagement, branding, response, unique visitors, acquisition and return on investment.
We hope our Periodic Table of Pharma Multi-channel Marketing proves to be useful in your multi-channel marketing efforts.
You can download a hi-res copy from the slideshare link here, please feel free to print it, share it and embed on your website with appropriate credit.