Inbound marketing is a marketing philosophy that puts the customer at the center of the purchasing process. This is at odds with the approach of many organizations that place their product or organization at the center of the interaction with their target group. As experts in the Pharma and Health sector, we often see this happening. Many pharma companies have a product strategy in which they want to convince HCPs or patients of the advantages of their product and/or treatment method compared to alternatives. While inbound marketing can serve the same purpose, the approach is quite different. With inbound marketing you ensure that your target group comes to you instead of the other way around. You do this by offering added value in the form of relevant content. In an inbound marketing strategy, the target group is supported in all phases of the customer journey with relevant content. You can imagine that a healthcare professional needs different content at the beginning of his journey than at the end of the journey. When applying inbound marketing, it is therefore important to investigate the information needs of the target group, and, subsequently, respond to this by offering exactly the necessary content at the right time.
24 August, 2021Read More
On the internet, there is a tremendous amount of information available. This is relevant with regard to healthcare professionals (HCPs). Realizing an optimal customer experience is essential to grasp the attention of the healthcare professional within the large amount of available online information. A well-defined customer journey and persona are necessary for this. This way, you offer your target group the right message at the right time, via the right channel. In this blog you will read about the power of the customer journey in combination with the inbound marketing methodology.
09 April, 2021Read More
The increasing digitization is causing a great deal of change within the Life Sciences & Health sector. Healthcare professionals (HCPs) are offered information in a variety of ways and have a multitude of informative sources to consult. The COVID-19 pandemic is accelerating digitization enormously, as representatives of Life Sciences & Health companies are more limited in visiting their target groups. These changes cause an increase in the use of digital channels for marketing and sales purposes. In addition to the "offline" sales representatives, there are currently "digital sales forces" who contact HCPs through social media, online magazines, search engines and other channels. The use of different channels is also called a multichannel strategy. This is the successor to the single channel strategy. In recent years, many Life Sciences & Health organizations have taken the first steps towards an omnichannel strategy. You can read about the meaning of these three strategies and their main differences and similarities are in this blog.
04 November, 2020Read More
Like LinkedIn, Twitter is a powerful social media channel for reaching healthcare professionals. The fact that HCPs are well represented on both channels is perhaps the only similarity between Twitter and LinkedIn. Twitter is characterized as a short, concise and fast channel, while it is very common on LinkedIn to share extensive content. Twitter differs from other channels because of its real-time character. When something happens in the world, a lot of people check Twitter first, before other media. Twitter is therefore a perfect medium for companies to respond to current events or to bring out company news, for example.
24 September, 2020Read More
Jesse Gosse is the Director of Medical Digitals. In addition to many other tasks, he and his team work on inbound marketing strategies for companies within Life Sciences & Health (LSH) on a daily basis. In this blog, we ask Jesse 5 questions about his vision on inbound marketing and lead generation.
22 September, 2020Read More