Why Life Sciences Marketers Need to Embrace Digital Technologies

For life sciences marketers, digital innovation offers many opportunities to unify sales and marketing campaigns across channels, enhance customer communication and create more efficient processes.

Digital technologies have the potential to improve productivity, support cross-channel collaboration and drive efficiency through automation.

Traditionally, the life sciences industry has lagged behind other industries in terms of cloud adoption.
However, industry-specific digital and cloud-based solutions built to meet unique requirements and regulations are becoming more commonplace in life sciences marketing.

Here are three ways your customer-facing teams can embrace digital and enhance their relationships, so they can deliver more valuable, convenient and powerful conversations.

1. Online meetings: efficient, flexible communication without losing engagement

Increasingly, healthcare professionals (HCPs) in the Asia Pacific region are using mobile devices as a primary means of communicating.

Australia remains one of the leading global adopters of the smartphone and 88 percent of the population now own one, with market growth being driven by older generations.
Most HCPs own a smartphone and use their own mobiles and devices to support their work due to limitations in time and space. HCPs want to meet with reps online, and the fast pace of medical advancements and industry developments creates a greater need for HCPs to have relevant, up-to-date information delivered in a timely fashion.

Online meetings offer the flexibility and ease of mobile access and the relationship-building of an in-person encounter. Online meetings help maintain engagement, because the personalisation of a face-to-face meeting isn’t lost. They also simplify access for HCPs and improve the user experience.

Digital tools, such as Veeva CRM Engage Meeting, are designed specifically to help you host hassle-free, compliant meetings with HCPs. These tools allow easy reuse of approved content and are delivered through your CRM.

2. Cloud-based asset management: greater efficiency and compliance across channels

Digital innovation and industry growth is prompting the need for more rapid creation of materials and better management of assets.
For teams looking for a global repository for storing and sharing approved digital assets, cloud-based solutions offer easy review and approval.

Solutions such as Veeva Vault PromoMats combine creation, review, and distribution capabilities with digital asset management. This means you can organise and showcase materials and campaigns in one place so employees, affiliates, and agencies can easily find and leverage existing content.

With content stored on the cloud and activity tracked, you have complete visibility and control of how materials are being used.

3. Data driving insights: enhanced relevance and behavioural insight

As digital technologies evolve, traditional marketing tools, such as printed detail aids, are becoming less common.
Increasingly, life science marketers are using interactive presentations containing stories, patient journeys, hyperlinks and videos for a more engaging experience. This trend doesn’t just enable greater engagement with HCPs – it also allows for more effective marketing using insights from data and metrics.

Digital tools allow you to monitor behaviours such as views, time spent watching and whether the content was shared, capturing real-time insight into customer preferences.
These metrics help you adapt your approach and improve the relevance of the information you deliver.

Ultimately, digital is not static – it’s an interactive journey that evolves over time. Digital technologies have enormous potential to enhance the way life science marketers operate – and today’s innovations are just the beginning.