Online Marketing Is Relationship Marketing Compass Healthcare Communications Peter H. Nalen, President and CEO Observe a typical high schooler chatting with friends through Facebook while simultaneously IM-ing classmates for homework assignments and making weekend dates via text messaging, and one thing becomes obvious: the Internet is all about relationships. The Internet has clearly come of age — and it isn’t just for young multitaskers keeping up with the social scene. It is an indispensable tool in everyday life, with a growing proportion of people of all ages online. Besides relying on the Internet for routine tasks like looking up directions or telephone numbers, there is evidence that people turn first to the Internet when confronting serious personal matters. A 2006 report by the Pew Internet & American Life project found that 60 million Americans, about 45% of American Internet users, said the Internet had helped them make big decisions or negotiate their way through major episodes in their lives over the previous two years. Changing Marketplace, Changing Behaviors Although pharma was slow out of the gate adopting the Internet as a marketing vehicle, the industry is catching up quickly. Pharmaceutical companies are aware that health-related information is one of the most sought after topics online. They know that target audiences are increasingly using the Internet as a key component in making healthcare decisions. Physicians, they’ve noticed, are engaged online as much as their patients. According to Manhattan Research, 508,000 physicians are using online video and almost 300,000 report using blogs. Healthcare professionals expect to find what they need to know about medicines and treatments on the Internet so they can better educate themselves and their patients. Therefore, pharma brand managers are pursuing online avenues to forge and maintain relationships with all customers, both healthcare professionals and consumers. Relating To Patients So, what does it take for pharma to establish effective patient relationships online? To answer that question, remember that everyone has different preferences when interacting with brands. One person’s channel of choice might be an e-mail alert while someone else might prefer to just visit the Website. Segmented messaging — in which separate messages are delivered to different, yet specific, target audiences — is a crucial element of developing relationships online. Therefore, a good program should not only target and reach each segment most effectively, but also contain specific messages for that segment that are holistic. Start with the assumption that a good relationship begins at diagnosis and must be nurtured by providing value; it must offer education and support as well as accurate and timely measurement to make adjustments based on feedback. As we move each of the brand’s customers down the consideration/usage pathway, effective relationships require multiple messaging to each target segment across multiple touch points via multiple channels. It takes the right combination of Webcasts, e-mails, text messages, or even phone conversations to get a patient beyond three months of therapy. Relating To Physicians In terms of marketing to professionals, the pharma industry has moved far beyond the “more is better” selling technique because of cost-containment efforts and negative reactions by physicians frustrated by the intrusion of sales reps. Now pharma increasingly depends on tactics other than face-to-face contact. Busy doctors appreciate getting what they need and want when they want it. What better way is there to deliver what doctors want than the Internet? Meanwhile, online programs are being used to supplement the work of sales reps. Practitioners can order samples and download product literature, while managers can track campaign performance to ensure efficiency and success. This “virtual sales rep” can be used online in real time, depending on the user’s preferences. Think Philosophy, Not Technology Treated in this way, online marketing becomes more than just fancy technology. It is an optimal way to develop relationships with your customers. It provides a way to meet the needs and expectations of customers — be they patients or professionals. Online marketing is more than just a fancy technology. It is an optimal way to develop relationships with customers and provides a way to meet the needs and expectations of customers — be they patients or professionals. Compass Healthcare Communications, Princeton, N.J., is an independent, full-service online marketing agency exclusively supporting brands in the healthcare industry. For more information, visit compasshc.com. October 2007 VIEW on E-Solutions Marketing solutions
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Online Marketing Is Relationship Marketing
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