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Planning omnichannel marketing strategies within the current environment
IQVIA experts reveal how the marketplace has changed through the lens of omnichannel marketing
Matthew Winkler, Sr. Principal, Digital, Media, and Customer Insights, IQVIA
Nov 18, 2020

Since the emergence of the COVID-19 pandemic early this year, IQVIA has tracked and shared intelligence on the impact of the virus on healthcare professionals (HCP) and consumer behavior. In this blog, we will summarize the top COVID-19 trends impacting omnichannel marketing, and examine how they affect planning in the current environment.

COVID-19 trends impacting biopharma: industry observations

Before looking to adapt marketing strategies based on the pandemic’s repercussions, it is initially essential to consider the key changes that have taken place and are expected to persist post COVID, including:

The rise of telehealth and remote healthcare

  • Reductions in face-to-face sales interactions with HCPs, and simultaneous rise in remote detailing
  • Shifts in media engagement – increased use of streaming and digital services for both patients and HCPs
  • These are just some of the trends that will help frame omnichannel marketing planning in the current environment.

Planning for the current environment

As patients and HCPs have greatly modified their approach to marketing engagement, they have had to adapt to meet current environmental and behavioral conditions. This requires a flexible approach that factors in the impact of COVID-19 on an individual and community level.

  1. Profiling and segmentation

    2. New audience behaviors are being shaped as a result of the current environment. Marketers need to have a modern plan to ensure their HCP and direct-to-consumer (DTC) plans will achieve their business objectives. Behaviors have shifted to warrant creating or refreshing segmentation based on audiences’ interests, channel preferences, healthcare preferences, ability to pay, and shifts in payer coverage. Even HCP segments should be adjusted to account for factors such as changes to patient volume and telehealth usage.

  2. Channel selection

    3. Now is an excellent time to utilize benchmarks to help understand how the current channels in your promotional plan are working for you and whether there is an opportunity to explore new channels. With the changes brought by the pandemic, there’s an opportunity to explore new or renewed ways to reach your audience.

    Have you considered using tailored audience segments in your programmatic media plan, or discussed connected television, addressable television, radio, or local media? While most promotional plans maybe focused on reaching new audiences, these new channels can also bolster existing plans to increase share of voice in geographies with limited sales force coverage. With digital channels being the current preference for many patients and HCPs, there is value in shifting investment into paid search initiatives as well.

    It’s equally important to understand which placements within your plan may have become less cost-effective. With the new year quickly approaching, now is the time to ensure you are achieving the maximum benefit from your promotional plan and budget.

  3. Personalization

    4. Now more than ever, HCPs and patients have different wants and needs. It’s important to coordinate the right messaging to be as relevant as possible. Your communication and digital strategies should reflect the uniqueness expressed from profile and segmentation studies.

Consider adapting your current approach to marketing engagement in light of the evolving, pandemic-influenced marketing landscape. Launch your efforts now in three crucial phases: assess your current campaign effectiveness, adjust profile and segmentation based on key COVID-19-related insights, and use these to optimize your market approach.

To discuss how you can adapt your strategy with an IQVIA omnichannel expert, or learn more about our omnichannel marketing services, contact us at OMInquiries@IQVIA.com.

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