LONDON, May 23, 2017 /PRNewswire/ -- With face to face interaction still being highly important for Health Care Providers
Multi Channel Marketing Global Voice of the Customer Study – A Digital Perspective is a recent study conducted by Frost & Sullivan's Transformational Health team. The objective was to understand Health Care Professionals (HCP's) preferences and needs for online and offline channels. The research finds that:
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"There is increasing drive from Healthcare companies to utilise Multi Channel Marketing both internally and externally to support communication with healthcare providers and patients," finds Frost & Sullivan Principal Consultant Paljit Sohal. Multi Channel Marketing can also contribute to increasing trust. "Our research highlights that only 30% of HCPs are able to identify at least one pharma company that excels in supporting them in their work with patients," Sohal continues. This is also reflected in the fact that when it comes to digital channels, independent medical websites were perceived the most significant for collecting medical information.
With social media, online communities, mobile/tablet apps, digital sales materials and videos being the most popular marketing channels, communication to the HCPs can be highly individualised and flexibly adapted depending on needs. The ability to communicate in a more personal manner, with the aim of providing targeted campaigns and effective messaging makes Multi Channel Marketing an ideal part of a marketing driven sales model.
Messages through numerous media channels builds a brand story which reaches customers multiple times, which is more likely to resonate. This is important within the Healthcare environment as customers typically need more detailed information for complex drugs or devices. "The average consumer goes through at least six channels before they finally make the decision to purchase a product or service," explains Sohal.
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Contact:Jana SchönebornCorporate Communications – EuropeP: +49 (0)69 77033 43E: [email protected]
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