2-minute Read, 19 July 2021
Healthcare professionals (HCPs) are presented with an overwhelming range of promotional and non-promotional information on a daily basis. The digital transformation, accelerated by the recent pandemic, has helped HCPs filter the noise allowing them to only access high quality content that brings value in the most convenient way. This, on the other hand, created numerous challenges for the industry, i.e. the way organisations connect with HCPs, as traditional face-to-face appointments and delivery of physical materials suddenly became non-viable. Some organisations deem this online revolution an advantage as they can liaise with customers across various locations more effortlessly; for instance, a medical education event in Wales can be accessed by a HCP in Scotland. However, in a competitive environment with a wide range of products the level of information being directed at HCPs has become too overwhelming. This further highlights the importance of creativity to ensure your digital content is a whale within the ocean of communication received by HCPs, which should capture their attention instantly. The concept of creativity should run through all stages of marketing activities, from insight gathering, through design, to delivery and impact measurement. To be creative isn’t just applying visual glamour to materials; it is a combination of understanding the content, audience and regulatory environment, together with an urge for constant improvement. Focusing more on the value that the marketing content offers, we can navigate through the creativity path by answering the fundamental who, what, where, when, why and how questions.
- Understand who is at the centre of the experience, and who is delivering the content.
- Recognise what value the delivered content offers your customer.
- Knowledge of where materials are accessed and whether the most convenient channels have been selected.
- Foreseeing when the most strategic time is to deliver content creating a useful and enjoyable experience for the customer.
- Establish why customers should choose to collaborate with you over competitors.
- Determine how content is being delivered, how your customers will feel about the content & brand, and how success can be measured.
Ultimately, the experience you are designing – derived from a creative approach of understanding your customers, their content and regulations – is the catalyst to achieving your business objectives. The three core components of experience are value, convenience and emotion.
- Value refers to recognising the knowledge gaps and tailoring the most functional content to fulfil the customer needs, satisfying their curiosity and intellect around the topic.
- Another factor influencing a HCP’s decision to review your promotional content, versus your competitor, is how conveniently they can access the material and intended message. Analyse your existing channels and identify any potential issues; there are advanced digital technologies that produce exceptionally useful data and enhance the customer’s overall experience.
- Last but not least, are the emotional factors which is the most overlooked component when creating promotional content. Emotions shape memories of a meeting, a material, an event and subsequently a brand as a whole. A positive emotional experience influences decisions, such as referring other stakeholders, and inspires your call to action. In addition to reviewing rational and functional factors, it is important to evaluate all emotional values.
In conclusion, understanding and implementing creativity through each stage of all marketing activities will provide functional and emotional values, for HCPs, in the most convenient way. Subsequently, this formulates a well-conceived identity, underpinned by a respected personality of the brand and organisation as a whole.
References: Creating Powerful Brands by Leslie de Chernatony et al., Digital Branding by Daniel Rowles, The Value of Creativity by Pharmaceutical Market Europe (PME).