In this one, we'd like to do a deeper dive, discussing how pharmaceutical companies can arrive at SMART (specific, measurable, actionable, relevant, and timely) goals for achieving telemedicine growth. The process, while highly variable, consists of 4 basic steps: define KPIs, determine customer personas, figure out your patient care journey, and build a narrative strategy.
Step 1: Define key performance indicators
In the end, it's up to you. So long as you pick SMART goals and stick with them, you'll be able to use them as a guiding star for the rest of your campaign.
Step 2: Determine customer personas
For this step, it helps to work with robust data sets generated by each potential customer's online activities. What a person reads, and how they read it, can tell you a lot about what they want. Watson Clark uses proprietary data to build profiles of HCPs, making it easy to tailor each campaign toward a specific customer persona.
Step 3: Build patient care journeys
An ob/gyn, or their patient, will go through treatment stages far distinct from a cardiologist or their patient. Understanding care journeys helps make sure your ads will feel like companions to those you target, rather than burdensome spam.
Step 4: Build a narrative strategy
- Accepts that telemedicine is an adjustment for most patients and HCPs
- Understands the unique needs that lead a customer to telehealth (not just Covid)
- Reaches HCPs and patients in contexts where they'll be receptive to your messaging
- Tugs on the customer's emotional strings
These particular narrative strategies, backed by data on HCPs, are Watson Clark's specialty — chat with us today to find out more.