If your organization sells enterprise level solutions, you’re likely familiar with the concept of ABM, or account-based marketing. ABM represents the most targeted approach possible: marketing directly to a single company or organization. Under an ABM strategy, you identify the key companies that you wish to do business with, and develop a marketing approach that’s customized for each one of them.

With new drugs, technologies and treatments being launched every day, there’s a constant need for education in the healthcare world. From sales reps to doctors to patients, the demand for relevant and timely information on new developments is ongoing. For healthcare marketers, eLearning programs offer an efficient and practical way to support go2market strategies and new product launch programs, as well as a way to support end customers with information and training.

In many organizations, sales tools are like an iceberg. There’s the 10% that are above the waterline – the tools that everybody knows and uses - and then there’s the 90% that, for whatever reason, never see the light of day. Whether people simply can’t find these tools, or they don’t like them, the end result is the same – it’s expensive and frustrating to create a library of tools that sales just doesn’t use.

Just as the old model of news dissemination has been shattered – a few dominant outlets now replaced by a cacophony of voices - so has the traditional approach to healthcare marketing. Your healthcare B2B customers are turning into B2C right before your eyes, side-stepping your funnel and doing research and evaluation on their own, without seeking a contact with your sales team. According to a 2017 study by research company Forrester, 68% of B2B customers said they preferred to do their own research, rather than interact with a sales rep. This is a big change over 2015, when this figure was only 40%.

De tech & marketingwizards van Facebook, Instagram, Google en LinkedIn zijn achter de schermen weer druk in de weer geweest om uit te kunnen pakken met nóg spectaculairdere, interactievere en vooral nog méér digitale marketingupdates en features. Kortom, nieuws waar je als digitale marketeer maar beter van op de hoogte bent. Wij hebben de laatste nieuwe marketingtrends voor jou even in een mooi overzichtje gegoten:

Can you hear what your customers are really saying? For many marketers, the information they receive about customer comments or complaints is mostly anecdotal. A key account manager might mention that clients really like one particular product attribute, or that they have no use for another. The business development team might pass along what they’re hearing from prospects. Comments on social media or on your website give you some insight, but typically only capture feedback on a single topic or event.

Making your mark as a healthcare technology company or pharmaceuticals supplier can be challenging, especially if your core business focuses on rare diseases. You can find yourself restrained by strict regulations, while trying to address the sensitivities of your various stakeholders.

As a digital marketer, finding the right (digital) marketing strategies just keeps getting tougher. It’s a moving target out there – as soon as you find an approach that works, the online game shifts and your targets move on, leaving your online tools in the dust. Banner ads offer a good example. Once a staple in the digital marketer’s toolkit, banner ads have fallen sharply out of favor. It turns out that many millennials, both male and female, simply ignore all online banner ads. The impact of banner ads on other age groups is eroding too.