This session will cover the advanced application of digital marketing as a platform to design and analyze customer behavior, and journey models. The exercise will include best practices for appropriate use of emails, SMS, social media, video, websites, landing pages and webinars to generate meaningful patient & HCP engagement. Furthermore, how to model data and analytics to establish HCPs decision stages. Establish best practices to:
• Ensure we are in line with the digital expectations of consumers, patients and HCPs (Health Care Practitioners) to achieve meaningful outcomes
• Build a digital marketing strategy to increase SoV – ex. email strategies (building content & distribution strategies), SMS strategies, Digital tools and calculators (engagement strategies) or any remote strategies – best time to send, how to best structure an email/SMS so it’s open & read, how to use personalization
• Establish best practices for developing KPIs, measuring and optimizing, and how to structure data into customer journey segments
• Examine performance measurement: how to set KPIs, target numbers and benchmarks; what does one measure? What do you need to measure when you start from zero and have no historical data? What performance to measure?
Establish best practices for developing KPIs, measuring and optimizing, and how to structure data into customer journey segments