Revolutionizing Omnichannel Marketing in Healthcare Sector
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Revolutionizing Omnichannel Marketing in Healthcare Sector

Shigeto Miyamoto, Head of Digital Marketing, Bristol Myers Squibb
Shigeto Miyamoto, Head of Digital Marketing, Bristol Myers Squibb

Shigeto Miyamoto, Head of Digital Marketing, Bristol Myers Squibb

One of the rapidly evolving industries today is the healthcare sector. The regulation does not change overnight, but the sign of adaptations were seen through pandemic. Industrial innovations, and information technology evolution is leading to a new wave of trends within the industry. Even though these changes began prior to the COVID-19 outbreak, they have only been accelerated during the pandemic. For instance, consumers in healthcare are becoming more comfortable with sharing their data by leveraging a plethora of online communication platforms such as social media and mobile apps that collect relevant information on their wellbeing and offer flexible, digitally-enabled care. This is now prompting healthcare marketers to design omnichannel marketing strategies to attract patients, guide them through their healthcare journey, and keep them engaged with the healthcare system. 

How technology is becoming a Boon for Healthcare Sector 

Technological advancements in healthcare have resulted in more efficient communication among healthcare institutions. Healthcare practitioners are increasingly communicating and spreading knowledge in the field through a variety of communication channels for better case management, treatments, and patient recovery. Mobile devices, for example, are critical to increasing patient and healthcare professional accessibility to electronic patient-recorded data. It allows patients to effortlessly manage their health and wellbeing, from regular checkups to finding basic medical information or securely viewing their test results online 24/7. On the other hand, healthcare workers have access to disease and drug information, photographs for clinical problems, educational activities, and a variety of other resources that aid in their everyday work. 

marketers will pay more attention to leverage primarily omnichannel to serve best
end-to-end experience to their patients by including new channel like mobile
app and social networking services (SNS)


Besides, all essential departments and care providers will have access to electronic health records (EHR) in-house very soon in many markets. These intelligent EHR solutions make it easy to access specific patient information to assist physicians in converting their narratives into actionable data for more efficient decision-making. The cutting-edge EHR solutions also leverage advanced AI and machine learning algorithms to analyze massive amounts of data to reveal patient insights in real-time, forecast high-risk situations, and enable more tailored care. Besides, Through voice-based commands, these EHR solutions can even help in documenting patient concerns, diagnoses, and treatments in compliant formats. 

Paving the Path for Omnichannel Marketing Endeavor 

In omnichannel healthcare marketing, the messages are posted on multiple channels, making it easier to collect data on the target audience and their preferences. Over time, messages that drive leads can be strengthened, resulting in a more impactful customer-oriented journey. But most importantly, healthcare marketers should always keep in mind that they should leverage primary omnichannel communication tools like social networking services (SNS) to provide a good experience to their patients. To sum up, by strategizing a customer-centric healthcare marketing campaign, healthcare marketers can embrace granular growth opportunities by acquiring new patient data, searching for new behavioral relationships, and enabling higher engagement and conversion rates. 

Advice to Budding Healthcare Marketers

The pharmaceutical industry is a big catalyst of new technological advances. However, with existing technology, healthcare marketers often have an ‘out-of-the-box’ solution that creates a fixed way of marketing different healthcare services. So rather than just looking at individual services or technology, it is time to think about a bigger sustainable business or operation model to make it more accessible for patients with efficient healthcare services. Only then can we drive the future of omnichannel healthcare marketing forward.

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