Life Science's Changing Environment
Pharmaceutical and Life Sciences companies are navigating complex channel management and engagement, innovation around B2B commerce, and expanding global markets.
Marketing a wide array of products with global teams operating in isolated divisions, the management of diverse relationships with physicians, institutions or patient outreach - is particularly daunting.
Marketing teams in the sector are progressively embracing digital channels, yet despite data being central to their overarching analytics strategy, it often remains underutilized by sales and marketing organizations.
To maintain a competitive edge, life science organizations must ensure a superior level of channel and healthcare provider engagement in their marketing initiatives, and equip their sales representatives with the actionable insights necessary to stay attuned and responsive to each lead and account's needs.
Industry specific challenges.
⚡ Pharma and Life Sciences relies on Health Care Providers (HCPs) and further customers/channels staying up to date with the latest products and treatments. They generally lack visibility into which customers and HCP's are most or least engaged.
⚡ Engagement data from B2B commerce portals is often not available for sales and marketing operations, particularly to sales teams in Salesforce and for marketing to identify disengaged partners.
⚡ Complex buying decisions and sales, requires an in depth understanding which products, treatments, studies and illnesses are most relevant in order to have impactful sales and marketing engagements.
⚡ Regular product marketing campaigns require strong alignment with sales teams, in order to ensure a follow-up of marketing qualified leads and accounts. Poor or manual hand-over is inefficient and leads to low campaign success.
⚡ Reporting on campaign and channel effectiveness is difficult, given the data lives in different systems.
How SalesWings supports Life Sciences.
🏆 Quickly deployed campaign, website and B2B commerce portal tracking allows to capture detailed engagement data, and tie it to leads, contacts and accounts. This behavioral data is used for analytics, marketing segmentation and sales insights.
🏆 SalesWings insights allow to identify in detail which topics, treatments, products, studies and content HCP's are showing most interest in. Marketers achieve higher campaign engagement rates with user-friendly segmentation.
🏆 Sales representatives have access to a detailed briefing of a lead or account's engagement and interests. With data being native to CRM, it can be visualized in BI solutions and dashboards, or field sales solutions.
🏆 Automated campaign reporting surfaces qualified leads, contacts and accounts by marketing campaign. This ensures smooth alignment with sales teams, ensuring a seamless campaign motion and superior sales and marketing alignment.
🏆 B2B marketing attribution dashboards show the impact of specific marketing campaigns on lead conversion rates, purchases and opportunity win rates.
