August 17, 2021

Marketing the Next Generation: What Modern Customers Expect

Photo showing laptop side view, partly open

Has the life-sciences industry ever faced a more tumultuous time? As costs rise, personalized medicine grows, and both research and sales pivot away from in-person activity during the pandemic, we’ve reinvented our roles, our processes, our organizations, and our entire industry.

But have you reinvented your marketing?

Adobe’s John Copeland, VP of marketing and customer insights, noted at the beginning of 2021, that this year “is going to need a next-level degree of personalization specificity, with smart companies focusing on intent and need-based customer journeys.”

Venn diagram showing the Modern Marketing Lenses
The Modern Marketing Lenses

Seventy-two percent of patients expect personalized engagements and 69% expect Amazon-like experiences. Today’s successful brands are able to influence customers with personalized experiences that demonstrate an understanding and caring for their needs. They achieve this by getting the three critical elements of modern marketing strong, solid, and right:

Our patients, caregivers, and HCPs expect relevant, personalized experiences on par with the other retail and consumer experiences they have every day. A brand’s influence used to be measured by reach and frequency, with in-person sales rep visits. Today, customer experiences influence impact and value.

Customer Experience
All of the touchpoints between an organization and a customer, over the duration of their relationship, in the environment where customers obtain, use, and receive services: that’s their full customer experience. Modern customer experiences are anticipatory, relevant, valuable, empowering, impactful.

Applied Technology
Applied technology creates the foundation to move at the speed of our customers’ expectations, giving us the ability to reduce time to market, govern and manage change, scale with growth, and enable market strategy.

Modern Marketing in Action
We help our clients employ modern marketing every day. Here are just a few recent examples:

  • For a new brand at launch, creating a message flow aligned to the Rx spectrum, and optimized for “early adopters,” across search, speaker programs, direct mail, email, detailing, website, banners, and social media.
  • For a mature brand with a robust, but disparate, digital ecosystem, creating a truly seamless ecosystem, with an integrated multichannel planning process, an approach to measurement that focused on audience experience per message and channel, and prioritization of tactics based on ROI and patient engagement within their treatment journey.
  • For a brand with a siloed, static web experience, creating an integrated, relevant experience for both undiagnosed and diagnosed patients: finding them, engaging them, and keeping them engaged.

Ultimately, marketing effectiveness is determined by a brand’s ability to influence consumer choices, either through changing behavior or reinforcing a current behavior. By activating relevant data, defining the right customer experiences, and anticipating user needs, brands can build that influence.

To learn more about modern marketing and how it can help brands thrive, read Marketing: The Next Generation: What Modern Customers Expect, and How to Prepare Your Organization to Give It to Them, from David Windhausen, President, Intouch B2D and EVP, Technology Services, Intouch Group, and Brady Walcott, EVP, Intouch Group.