Co-authored by Jose Maria (Chema) Guido Avila, Sanofi
The pharmaceutical industry is at a pivotal moment. As the world grows more digital and patients become more informed, traditional marketing strategies are losing their effectiveness. Doctors are overwhelmed with information, and patients are empowered like never before. To succeed in this environment, we need to leverage AI and omnichannel strategies to create personalised, effective outreach that engages both groups meaningfully.
Why Personalisation is Critical in a Crowded Market
Doctors face a constant barrage of information from clinical trials, medical conferences, guidelines, and pharmaceutical companies. They only have a few minutes with each patient, yet they’re expected to keep up with an ever growing list of therapies and treatments. In this crowded landscape, simply pushing more information doesn’t work. We need to deliver tailored, relevant messages that align with each doctor’s preferences and needs.
Patients, too, are becoming increasingly proactive. They research their symptoms, explore treatment options, and even request specific therapies from their doctors. This shift means that educating patients is just as important as educating doctors. If patients receive the right information, they can have more productive conversations with their healthcare providers and become active partners in their care.
Using AI to Identify and Engage Personas
AI offers powerful tools for identifying and understanding both doctor and patient personas. By analysing online behaviours and interests, AI can help us segment these audiences more effectively and deliver personalised messages. For example, we might identify that a group of asthma patients frequently uses YouTube to watch videos about fitness and wellness. This insight allows us to create targeted educational content about managing asthma while staying active.
From previous projects we have already seen that delivering personalised advertisements tailored to specific interests by patient persona, delivered through the patients’ preferred channels, whether that was Facebook, Instagram, or search engines, increased engagement and effectiveness of our campaigns.
Omnichannel Execution
An effective omnichannel strategy means delivering consistent, personalised messages across multiple platforms. Whether it’s social media, email, webinars, or search engines, the goal is to meet patients and doctors where they already spend their time. For example:
- Doctors might engage with educational webinars, peer reviewed articles, or medical podcasts.
- Patients might consume health related content on YouTube, social media, or health forums.
Understanding these behaviors allows us to create seamless experiences across channels. A doctor might receive an email about a new therapy, followed by a targeted LinkedIn ad reinforcing the message. Meanwhile, a patient might see educational content on Facebook that leads them to a website where they can learn more.
Consider these patients often end up in emergency departments due to worsening symptoms. To reduce these occurrences, we need to educate them about symptom management and early intervention. But not all patients are the same.
Some may be older adults who are surprisingly tech savvy, consuming content on YouTube or reading health blogs. Others might be less digitally engaged and respond better to print materials or community health programs. By understanding these personas, we can deliver the right education through the right channels, helping patients manage their condition more effectively.
Balancing Influence
While doctors are the ultimate decision makers when it comes to prescribing treatments, patients are increasingly influencing these decisions. A well informed patient might ask their doctor about a specific therapy they’ve researched. This dynamic means we need to educate both groups effectively.
Doctors need concise, evidence based information about therapies, while patients need relatable, empowering education that helps them advocate for their health. Personalised, AI driven omnichannel strategies allow us to achieve both goals, ensuring that marketing dollars are spent effectively.
As AI continues to advance, personalised and omnichannel marketing will become standard in the pharmaceutical industry. The challenge is to adapt quickly. Both doctors and patients expect relevance, personalisation, and seamless experiences. By leveraging AI and omnichannel strategies, we can create more meaningful engagement, improve healthcare outcomes, and navigate the complexities of modern healthcare marketing.
The future is here, let’s embrace it.
