The pharmaceutical industry has undergone a massive transformation in recent years. The impact of digitalization on the way companies communicate with their customers is clearly noticeable. Nowadays, communication is no longer limited to sending messages - it's about providing customers with an experience. Statistics show that the most common way of communication is still email, even though the average email open rate is only about 19%. While the pharmaceutical market is changing rapidly, companies should focus on building an innovative service for their customers based on different channels.
The key to success in communication lies in personalization and automation [source]
Nevertheless, representatives have an important role to play in the communication between companies and customers.
Reps can be effective messengers for digital messages. Physicians are far more likely to open an email that comes directly from their pharmaceutical rep (35% open such correspondence) than if it comes from the manufacturer (3%). [source]
But the email channel is becoming less effective by the day. Not only is it confusing, but it doesn't provide a way to have a digital dialog between a company and its customers.
While companies are struggling to segment their customers and target their communications, the real challenge is to engage with customers so that the company learns what they really need. So here's the question...
There's a digital race going on among the largest pharmaceutical companies. In the age of online marketing, companies need to focus on unique solutions that combine rich visual effects, true personalization, and automation, and allow building a relationship with the customer. All this enables them to create a customer-centric service. An example of such a solution is Highp - a modern omnichannel tool for marketing and sales teams.
With Highp, your company sends messages via emails and text messages. The SMS channel is less cluttered. Also, SMS messages are more personal than emails, so recipients open them more often [source].
If you're already wondering how much more revenue personal text messages generate, you should hear more about High-Performance Messaging for Business.
Highp is much better than sending 160 characters SMS - you send a personalized notification with a hyperlink. You don't need to install an app - just click on it and your customer will receive a full message with a representative's welcome video, predefined videos, images, presentations - everything they need in just one message. But there's another essential aspect of Highp communication - two-way dialogs thanks to "Call to Action" buttons that allow gathering insights, creating advanced customer profiles, and automating communication. Completely customized communication!
So this is exactly what companies should do to increase their open rate even 11 times and convert it into more sales.
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