The Backbone Of Effective Omnichannel Campaigns

Reference: See here

Marketing campaigns today need to foster curiosity and wonder with a keen focus on brand authenticity. Authenticity is critical from the brand creation process all the way to media placement, execution and analysis. Leveraging artificial intelligence (AI) can maximize the efficiency and impact of the right message at the right time to push that needle forward and drive business impact. AI has the potential to revolutionize the way marketers can engage healthcare providers (HCPs) and patients alike, accelerating access to effective treatments and improving patient outcomes.

At a recent workshop at Digital Pharma East (DPE) 2024, Meaghan Clinton, SVP, media activation, Evolvics; Jamie Cobb, SVP, creative director at Addison Whitney; Justin McGinnis, VP, search and social, Evolvics; Oliver Nelson, managing director of Evolvics; and Wendy Wheeler-Jacobs, senior brand strategist, Addison Whitney, discussed brand strategy in omnichannel campaigns and the evolving use of AI.

Brand marketing today is non-linear with a goal of moving from awareness to purchase. It⁘s essential that marketers understand how to ⁘build brands from the blank canvas up to engagement,⁘ Cobb said.

Each campaign consists of three narratives: a rational narrative about the brand⁘s basic foundations; a functional narrative about the brand⁘s value; and an emotional narrative around the feelings being communicated, Wheeler-Jacobs explained.

The website creation and back-end functionality is another critical factor of brand development. ⁘That site architecture is very important for that blueprint,⁘ McGinnis said. ⁘We⁘re trying to gain visibility for our population by understanding their needs.⁘

With access to this data, medical marketers can create AI ⁘personas⁘ of patients and HCPs to help guide brand positioning and target audience research.

For example, Dr. Thompson, an AI persona of a rheumatologist with 25 years experience, is focused on treating the whole person and seeks out information on new therapies through journals, medical conferences and webinars. To cut through the clutter, the brand will need to provide clear evidence, build trust and deliver the right message at the right time, Wheeler-Jacobs said.