Real Chemistry @ Digital Pharma East

Digital Pharma East 2023 provided valuable insights into the role of AI, personalization and data challenges in healthcare (omnichannel) marketing today. By simplifying how we think about omnichannel approaches, personalizing interactions with HCPs, embracing data democratization and collaboration, and daring to be innovative even when faced with the risk of failure, healthcare marketers can stay ahead of the curve and drive meaningful change.

Here are our top 7 takeaways from DPE 2023:

1. Innovation isn’t a one-size fits all approach: Real Chemistry’s Randy Mayer sat down with Bill Veltre, Director of Omni-Channel Experience, Strategy & Planning at BMS, Elisabeth Paredes, Vice President of RX Advertising and Client Services at Healthline Media and Caytie Silvera, Senior Specialist for Client Partnerships at VDX.tv to bring together the agency, client and partner perspectives on implementing innovation within organizations. They debated things like whether it is better to be first or to be best and whether transparency or outcomes are more important — see a full recording of the panel – Back to the Future of Digital Healthcare Marketing – below.

2. Omnichannel = enhancing customer experiences for greater life profit: Meaning our job as marketers is to create better experiences for our customers through personalization that ultimately saves our customers time. Highly personalized customer engagement allows us to improve their overall lives and not just their experience with that one brand engagement. Instead of overcomplicating omnichannel, and overwhelming our organizations in the process, healthcare marketers should look at it through this simplified framework to speed up understanding and adoption.

3. HCPs need to be more than an NPI # in our marketing strategy. Healthcare marketers often talk about the complexities of personalizing patient experiences, but we also can’t forget and underestimate the importance of personalization with HCPs. We can’t be over reliant on NPI #s as one-dimensional criteria when configuring experiences for HCPs. AI-enabled technologies — including new intelligent DSP offerings — empower us as marketers to understand and directly engage the individuals behind the numbers.  

4. Data democratization and collaboration are key challenges and opportunities for organizations. Organizations face the challenge of managing increasing amounts of data, determining its value, and navigating ever more complex data privacy regulations. To succeed as healthcare marketers, we must break down data silos, integrate data effectively (and compliantly) through tokenization, and redefine what we consider valuable data and impact measures for omnichannel experiences. Overcoming these hurdles will enable us to utilize tailored data efficiently and effectively to customize experiences and improve business impact measurement.  

5. Embrace the unknown and learn from failures. As modern healthcare marketers, we must embrace uncertainty and take risks. Dare to be first even without a case study for PRC/MLR/PRT/MRT/MMRL. Learning from failures is essential for driving innovation. By adopting this mindset, we can accelerate progress and push the boundaries of what's possible.

6. Breaking down silos and embracing collaboration are key drivers for true omnichannel enablement. Company culture and investment play a crucial role in this process.

7. Routine, even in our everyday lives, is innovation’s greatest enemy. Get out there, be the disruptor, be the troublemaker, dare to do things differently.

At Real Chemistry, we’ve built a one-of-a-kind model that seamlessly integrates AI platforms and solutions into our day-to-day work, whether that is through the development of our own generative AI platform, AI-powered data analytics systems or partnerships with enterprise platforms, like WriterAI. To learn more about customized solutions, contact integratedmedia@realchemistry.com.