New Technology Solves Problems for Healthcare Marketers

Posted by  October 5th, 2016

If you’re still dealing with high costs, long timeframes and other restraints associated with digital development, you are missing out on some exciting new developments. Healthcare marketing and communications professionals are breaking free of traditional web development cost and time restraints, while also benefitting from innovative content marketing solutions made possible by new software platforms.

Key technology problems:

  • Traditional cost and time restraints associated with digital development, regulatory reviews and internal IT processes often prevent marketers from being as creative with digital content as they would like.
  • Creating different content experiences for different digital channels is costly, time consuming and can require multiple MLR reviews.
  • Healthcare marketers are faced with the challenge of telling complex stories within the confines of current digital advertising formats. Limitations on the user experience and depth of content in banner ads forces marketers to link consumers and healthcare providers to microsites for more information. Unfortunately, there is a major drop off when a user is sent to another website.
  • Ideally marketers should have control over their product’s web content, but when the content is part of a larger brand site making changes and updates can be a difficult process.
  • Influencers are now recognized as a critical part of healthcare marketing, but methods of delivering content via influencer blogs do not have the message control healthcare regulators demand.

New solutions:

  • New software services are delivering 50 percent and higher cost-savings versus custom web development.
  • Major brands are now producing responsive microsites in a couple of weeks that work across all devices and respond to any container size. This is allowing brands to be much more agile and creative. For example, multiple microsites can now be quickly and cost-effectively created for multiple drug indications.
  • Complete “portable websites” are being embedded, monitored, and updated wherever target audiences seek information related to a brand.
  • Marketers are embedding new “portable websites” in brand dot coms and maintaining control over their product messaging without having to involve internal IT when changes are needed.
  • Banner ads are morphing into microsites that deliver deeply engaging content experiences without forcing users off the web property they are visiting. This is alleviating audience drop off issues that occur when users are moved from one website to another.
  • One highly adaptable content unit is being used across multiple touchpoints in media campaigns and dramatically reducing costs, as well as the regulatory approval process.
  • Marketers are simultaneously updating interactive content units across multiple channels in direct response to audience analytics.
  • Campaign microsites are being embedded in influencer blogs within stories written by influencers about a brand’s products. Brands maintain total control over their content in blog posts, while benefiting from higher audience engagement.

These and other developments are allowing marketers to be more agile, creative and responsive to audience interactions. The old model of creating one website and driving an audience to it is being replaced by a new approach that places and updates highly engaging content wherever a target audience spends time online. And, all of this is happening with enhanced control over content in distribution, which is critical in the highly regulated world of healthcare marketing.

Guest post by Tim Bahr, CEO of NextWorks.

NextWorks is the creator of the Content CapsuleTM digital marketing platform. The Content Capsule platform quickly creates, embeds, monitors and updates complete websites wherever an audience seeks information. Brands are using the platform to create and distribute relevant content across highly target digital networks.

To hear more about how you can utilize technology to efficiently deliver content to your target market, attendDigital Pharma East, taking place October 24-27, 2016 in Philadelphia, PA. This year’s event brings togethermore than 800 pharmaceutical, biotech and medical device innovators who are implementing company-wide digital ecosystems to embed digital health across all channels to enhance customer experience.


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