Pharma Insights Talk Show hosted an engaging discussion on the nuanced integration of sales and marketing strategies to enhance healthcare professional (HCP) engagement. The episode, moderated by Juliana Maria Kreisel and Stefan Repin from Platforce, featured insights from Mehrnaz Campbell and Harmeet Seth, seasoned experts in omnichannel marketing and data-driven strategies.
Watch the full webinar recording:
Crafting Seamless Interactions Between Sales and Marketing
The webinar spotlighted the critical need for integration between sales and marketing within the pharmaceutical industry. Mehrnaz Campbell reflected on the evolving dynamics in this field, suggesting a holistic approach to fostering interaction between sales and marketing teams, aimed at improving both engagement and outcomes in healthcare:
“And our purpose really is about unleashing the human potential to create a healthier world. My vision is to inspire pharma commercial teams and marketing teams to shift from being the message bearers to becoming the HCP Advisors. We do this through our market access and sales pull-through strategies that we provide for our clients, but we also do this through our digital brands. And we help individuals and teams to achieve exponential growth both professionally and personally, and help them feel proud and whilst they’re having fun doing the work that is really valuable.”
Harmeet Seth addressed the importance of data-driven strategies in ensuring effective integration: “Digital engagement, multichannel, omnichannel — whatever you wanna call it, my whole background supports the need for integrated approaches that are both innovative and responsive to the real-time dynamics of the marketplace.”
Leveraging Omnichannel Strategies for Enhanced Engagement
The speakers delved into the mechanics of omnichannel strategies, where Mehrnaz shared insights from her book, “The Omni Advantage.” She discussed how behavioral change could be accelerated through tailored sales engagements that respect the preferred channels and content styles of HCPs:
“The Omni Advantage is not about technology is about people and how can we can bring people medical marketing and sales together on this journey so we can actually be the trusted advisors for healthcare professionals […]”
Harmeet added that a good approach to omnichannel strategies requires thinking and understanding the specific needs of HCPs and crafting messages that not only reach them where they are but also resonate on a deeper level.
The Role of Feedback in Content Strategy
A substantial part of the discussion focused on the critical role of feedback in refining marketing strategies to enhance HCP engagement. Harmeet Seth highlighted how essential feedback is in bridging the gap between sales and marketing. “I think we need to be getting them engaged a lot more,” noted Harmeet, referring to sales teams’ involvement in the feedback process. “The second thing that I always focus on is when we’re producing content, be sure to provide the flexibility for the reps to use what content they need.”
Mehrnaz Campbell also emphasized the transformative impact of incorporating real-time feedback into marketing strategies: “I think by working more much more closely between sales and marketing, we can align better with the HCP’s needs, and that’s why, I think that feedback loop is really important”.
Strategic Takeaways and Future Directions
As the webinar concluded, the panellists agreed on the critical need for industries to adapt swiftly to the changing digital landscape. The future of pharma marketing lies in our ability to not only predict but also to quickly respond to the evolving needs of healthcare professionals through integrated sales and marketing strategies.
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