Digital Marketing means reaching to right people at right time through various channels and promoting the products and services. There is a need to build unified digital marketing services incurring optimized cost to enrich customer experience. Organisations catalyze the process on wider range by use of Social Media and launch of campaigns globally and regionally. Watch our detailed guide on Digital Marketing Unified-Knowing Your Customer:

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Digital Marketing Unified
-Knowing your Customer

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● Digital Marketing
○ Overview
○ Trends
● Digital Portrait Of Life Sciences
○ Overview
○ Challenges Of Fragmented Digital
Marketing
● Need To Integrate Digital Marketing
Services For Life Sciences Organisations
○ Implementation By Building Blocks And
Focus Areas
○ Value Delivery
● Conclusion
Contents

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Digital Marketing-Overview
● Digital Marketing means reaching to right people
at right time through various channels and
promoting the products and services
● Organisations catalyse the process on wider range
by use of Social Media and launch of campaigns
globally and regionally
● It can be accessed by
○ Mobile
○ Desktop
○ Gaming Console
○ Smartphone
○ Tablet
● Digital Marketing is
○ Cost Saver, Consistent
○ Provides effective delivery of Tailor made content

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Digital Marketing-Overview
● Inbound Marketing Strategies are
○ Social Media Marketing
○ Search Services
○ Online Campaign
○ Portals,Podcast
○ e-journals
● Outbound Marketing Strategies are
○ Email Marketing
○ RSS feeds
■ Both the techniques are used to
leverage Digital Marketing
■ Survey suggests that Inbound Marketing
creates 34% lead while Outbound
Marketing creates 22% leads

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Digital Marketing-Trends
● Mobility
o 1 in every 5 owns a smartphone
o 1 in every 17 owns a tablet
o This study points out that there has been
an increase in customers using
smartphones
o Hence company needs to optimize their
content for mobile phones
● Social Media
○ It offers real time interaction with
customers
○ Reaches out to potential customers by
providing medical campaign information

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Digital Marketing-Trends
● Social-Local-Mobile Marketing
○ Local based social activities like
sharing,reviewing,reading have
increased with the use of social media
○ Global Positioning System(GPS) helps to
achieve organizational goals more
easily
● Tailor Made Content Marketing
○ Email is primarily used to broadcast
message and campaign to targeted
audience to enrich customer
engagement, acquisition and retention

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Digital Marketing-Trends
● Advanced Analytics:
○ Using it we can collect huge
generated data showing the
customer practices, to define
good strategies
● Search Engine Marketing (SEM) /
Search Engine Optimization (SEO):
○ SEM and SEO are used to make
more and more audience aware
of their products and services

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Digital Portrait of Life Sciences-Overview
● Companies using Life Sciences have
taken great care while stepping into
the world of digital marketing
● Reasons are :
○ Small User Base
○ Highly Regulated Nature Of Industry
○ Unclear Industry Guidelines On
Social Media Usage

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Digital Portrait Of Life Sciences-Overview
● What Overcame The Above Reasons to
Explore The Digital World?
○ Emerging Online Professional And Patient
Communities
○ Increased use of social media, mobile , Online
Seeking And Sharing Information By Patients,
Health Care Professional, Key Opinion
Leaders and larger medical fraternity
○ Need to streamline internal communication
to maximise work efficiency and employee
satisfaction thus, connecting Life Science
organizations with potential customers

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Challenges Of Fragmented Digital Marketing
● Life Sciences have used isolated
approach rather than unified one
● To estimate the success rate in
Life Sciences one has to cross
many barriers at several
customer touch-points through
digital channels

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Challenges Of Fragmented Digital Marketing
● Challenges are:
○ Lack of analytics to measure success across
various digital channels
○ Lack of agreement over business process
○ Independent and fragmented digital promotion
across various geographical areas
○ Organizations offer multiple IT solutions for
similar services
○ Unable to reuse digit assets
○ Lack of implementation of regulations and
compliances
○ Lack of teamwork across services, products and
markets across digital marketing

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Need To Integrate Digital Marketing Services
● There is a need to build unified digital
marketing services incurring optimized
cost to enrich customer experience
● Various ways for integrating digital
marketing services in order to perform
better across various channels are:
○ Campaign Management
○ Email Marketing
○ Search Engine Optimization
○ eDetailing
○ eCommerce

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Value Delivery
● Implementing unified digital marketing helps
organizations to:
○ Reduce extra cost to maximize returns
○ Enrich decision making by use of proper analytics
○ Faster reach to customers via promotion and
campaigns
○ Digital asset reusability
○ Deliver scalable solutions
○ Proper mapping of geographic area to services
○ Analysis of customers behaviour measured for
future sales
○ Building brand loyalty to give add-on values
○ Enriching customer experience
○ Delivering message uniformly throughout

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Key Digital Marketing Initiatives

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Conclusion
● Life Science organizations can step into the world
of digital marketing with confidence and the means
to achieve them are:
○ Defining multi-channel strategy
○ Adopting global model for initiatives like Big Data,
high performance and cloud services
○ Comply to regulations on various levels
○ Continuous evaluation of customer for effective
channel
○ Target on cost optimized initiatives like managed
services, global vendor and reuse digital assets
○ Standardize processes
○ Define and start change strategy management

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OmnePresent Services

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