2023-10-12 01:00:36
Promoting personal care could generate savings of up to 7.2 billion pesos for health systems.
As a result of recent events such as the pandemic, health self-care acquired greater importance for all people.
Medical marketing strategies such as Brand Awareness and Omnichannel are useful for connecting with new patients.
Self-care in health is experiencing a revolution. Concern about well-being and improving habits has been increasing after the pandemic. This trend highlights the need to connect effectively with the new patient profile and poses the challenge to pharmaceutical companies to differentiate themselves and highlight the value and benefits of their products.
The report ‘The self-care revolution. A new omnichannel era for brands and consumers’prepared by the LLYC Healthcare team, addresses the changes occurring in the Spanish Consumer Health sector and gives the main keys to facing them.
Specifically, the keys to connecting with the consumer in the field of self-care through differentiated marketing and communication strategies and tools are summarized in three.
1. Anticipation: Before designing any self-care communication strategy, the first thing is to anticipate to understand the stakeholders, the target audience and the context in which it operates. The conversation must be known and measured to understand very well what is being talked about, what concerns our audience and what their preferences and needs are. Tools such as big data or Artificial Intelligence allow you to listen to high volumes of conversation and then personalize strategies. This first phase of analysis also allows us to define the customer journey.
2. Brand Awareness: To build brand awareness, tools and campaigns must be promoted capable of activating all the contact points and all the channels necessary to connect with the target audience: both narrative and brand and territory construction, as well as programmatic advertising, branding, public relations , SEO, SEM, or influencers. Integrated marketing and communication campaigns help position yourself. Brands that have built a strong image through differentiation have a better chance of being remembered.
3. Omnichannel: Finally, there is the commitment to the omnichannel experience that aims to integrate all channels into the same strategy. This will allow us to be consistent and offer a single experience for the customer in all the touch points we have. 60% of consumers say they would repeat as patients after a personalized shopping experience. Thus, it is essential to personalize the content on each channel and then measure the potential, optimize and improve.
This is the buyer of self-care products
Today we can distinguish three types of regular buyers of self-care products:
The 100% online user: searches for information online and purchases in channels of this same nature. They tend to be younger profiles, mostly women, more sensitive to promotions and discounts, and highly motivated by the price of the products when deciding to purchase. The convenience profile: corresponds to the millennial generation, who searches for information online, compares data and prices, and ends up going to the physical pharmacy to buy because they continue to appreciate the advice of their pharmacist and want to physically see the product portfolio to finish. decide and make your purchase. The faithful veteran: they are older people who continue to need consultation with their pharmacist in person, who want that more visual contact and who are loyal to the pharmacy office.
All these changes and this segmentation of profiles condition the strategies that self-care companies must implement to publicize their solutions and products, to build their reputation and to communicate value to society and the system.
Also read:
Self-care: The path to more solid and resilient health systems
The most common diseases do not always start in the heart
General practitioners are trained to identify mental health and addiction problems
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