Healthcare changes faster and is more complex than almost any other industry, meaning that healthcare marketers face a unique set of challenges. But change management hasn’t typically been part of the healthcare marketer’s skillset. It’s the same for big data analytics expertise. Increasingly, however, these are emerging as two of the most important skills that a healthcare marketer can have.i
We all do it – we experience an ache or a pain, and we turn to Google to help us figure out what’s wrong, and what we should do about it. Health has been one of the most-searched topics since the very beginning of the internet. And it’s just another way that the internet has served as a disruptor – by offering unprecedented access and amounts of information, the internet has in many ways replaced the hard-to-reach G.P. or other healthcare provider.
Just like all other aspects of our lives, social media is truly transforming healthcare. From the patients who search for information on their symptoms, to the physicians who use it to exchange information and interact with medical professionals from all over the world, social media has opened up new ways to access and share information and experiences. But this wide-open access to information along with “fake news” sometimes comes at a cost - think of the damage done by anti-vaxxers online, or the proponents of unassisted home births.
Switch from in-person sessions to live webinars quickly and easily with add-on technology platform. The coronavirus has for now put an end to most in-person training events. For companies that sell complex solutions, where training is an integral part of new implementations and ongoing support, or organizations that provide professional development and certifications, live training webinars are a compelling option.
“Review & approval” certification means full support for Living Stone customers using the Veeva Vault PromoMats digital asset management system. Two members of the Living Stone team have earned the “Review & Approval” certification from Veeva Vault (picture taken before Corona outbreak), meaning they can now fully support customers who are using the Veeva Vault PromoMats digital asset management system for the life sciences sector. Anne-Mie Vansteelant, Living Stone COO, and Bart Plaete, Digital Marketeer, earned the certification in February.
Do you really understand your customers’ pain points? A lot of what we do as healthcare marketers is tied to those pain points. So the more thoroughly we understand them, the more relevant and valuable our marketing activities will be. So how can you make sure you really understand your customers’ pain points, and the motivations that drive them? Luckily, there are lots of ways to learn more about your customers’ pain points, ranging from asking them directly to doing different types of research.
How cultural differences can impact NPS results, and what to do about it If your company operates across different countries and cultures, you know that customers behave differently based on where they’re located, and what languages they speak. If your organization uses the Net Promoter Score (NPS) metric to gauge customer satisfaction and country-specific performance, you may notice significant regional variances in your data. It turns out that responses to NPS surveys can vary widely from country to country, or region to region, due to cultural differences that affect how the act of “scoring” is perceived1.
Does your organization have a Customer Success strategy and team, or are you thinking of implementing one? The Customer Success model has been around since the 1990s, when it was first introduced at Vantive, a US software company that sold a CRM solution1. The goal back then was the same as it is now: provide customers with all the support they need to succeed with your product or solution. But while the end goal hasn’t changed in the intervening decades, the way technology is sold has changed dramatically.
The number of healthcare apps is exploding. From apps that help people manage chronic conditions to apps that manage medical appointment scheduling, the options for both consumers and medical professionals are increasing exponentially. According to researchers at Zion Market Research, this market will only continue to grow. The global mHealth apps market was valued at USD 8.0 billion in 2018, and by 2025 is forecast to generate USD 111.1 billion.