2. Increase marketing efficiency with data-driven communications


The advantages of digital content

Digitizing communications brings a number of efficiency benefits. At a basic level, using digital content removes print and transportation costs. It also helps ensure that materials can be kept up-to-date and compliant, without incurring additional costs each time a change is required – such as adding a new product or even just a new feature.

The real advantage of digital content, though, is the ability to gather data. Because digital content can be interactive, you can understand how your customers react to it. By seeing where they focus their attention, you learn what they are most interested in, how your key messages are performing, and therefore where you should focus your marketing.

2. Increase marketing efficiency with data-driven communications

The advantages of digital content

Digitizing communications brings a number of efficiency benefits. At a basic level, using digital content removes print and transportation costs. It also helps ensure that materials can be kept up-to-date and compliant, without incurring additional costs each time a change is required – such as adding a new product or even just a new feature.

The real advantage of digital content, though, is the ability to gather data. Because digital content can be interactive, you can understand how your customers react to it. By seeing where they focus their attention, you learn what they are most interested in, how your key messages are performing, and therefore where you should focus your marketing.

How to get the right data

To enable the individual interactions that provide this kind of personalized data, you need the right kind of digital tools. Your CRM solution will tell you if a customer interaction occurred but, to learn what actually took place in the meeting, you need a personalized customer engagement tool like e-detailing or a virtual meeting solution. This both enables the interactions by delivering the content to clinicians and keeps track of everything that happened.

This can then be supplemented with marketing automations and on-demand content that enable a broad engagement – and provide additional data that supplements what you are learning through the personalized channels.

Data-enabled communications system


 

Data powers a key account strategy

Getting data right is particularly vital if – as in the new medtech commercial model – you choose to work with a key account strategy. When attention is focused on fewer customers, it is essential that the communication is relevant to their needs. You need feedback often and early to know when or how to change course and adapt your materials.

Data is the fuel that drives customer experience. It increases marketing efficiency and provides tangible support to your customer teams.

By empowering them with data, customer teams can make their communication more relevant to clinicians. And predictive analytics can even enable them to anticipate customer needs – again raising the service levels provided. When the commercial strategy shifts to smaller field forces focused on the most important customers, getting this right is vital.

Rainmaker multichannel for medtech

Discover how Rainmaker multichannel can improve your digital customer experience.