There are thousands of marketing automation platforms available in the market – all of which have different features, functionalities, dashboards, specialize in various marketing channels, and use their own terminology. For those who are just entering the scene, all of it can be intimidating, to say the least.
What is marketing automation?
Marketing automation is a suite of powerful conditions, filters, and actions. You combine all of them to create workflows that reflect a subscriber journey or experience. When building a workflow, you can use predesigned templates by us (Moisaka Pharma Marketing Automation Workflow) or build a workflow from scratch.
Pharma Marketing Automation Benefits
1. Marketing automation helps you serve your audience better.
With marketing automation, no matter how big the audience group is, you’re able to keep a personal approach throughout the entire customer lifecycle. More relevant communication leads to more engaged customers. That, in turn, usually leads to higher returns.
2. Marketing automation helps save time and money
Many predictable and repeatable tasks we do in healthcare professionals customer engagement, could be carried out (often more swiftly and accurately) with the use of a marketing automation platform. The more activities you delegate to your platform, the more time you’ll have for the kind of projects that require personal attention and ones that could potentially have a higher impact on your business.
3. Marketing Automations improve your ability to scale your business
Instead of outsourcing the marketing activities to a different agency or hiring a new marketing automation developer, it's best to develop a native marketing automation platform at global level which can be adapted at local country level based on your regional demographics.
When you use a marketing automation system, every new healthcare professional and provider you sign won’t add as much to your workload, because a lot of the processes are carried out automatically as per the workflow defined in the pharma marketing automation platform. This leaves you the time to engage with more healthcare professionals and develop your business further and at a higher pace.
How does pharma marketing automation work?
While marketing automation software can be very robust, most of these tools follow a simple logic – If X happens, then do Y.
For example: If someone fills out a form or submits a request on one of your landing pages (X), then the system should send them a welcome email with the access link (Y).
This is a very simplistic example, but it’s good to start with one of those before we double-down on more complex scenarios.
Marketing automation workflows
To set up automation like the one we’ve just described, you need to create what we call a marketing automation workflow. In simple terms, a marketing automation workflow is a script that describes what the marketing automation platform should do if a particular event or situation takes place.
What are the common features of marketing automation?
Marketing automation platforms offer a variety of different features. Here are some of the most common ones:
- Email marketing
- SMS marketing
- Web push notifications
- Forms and landing pages
- Lead nurturing
- Lead generation
- Campaign management
- CRM integration
- Social media marketing
- Lead scoring and tagging
- Ecommerce
- Visitor tracking
- Analytics and optimization
While these are most common, some marketing automation platforms specialize only in certain marketing processes.
Because of that, some marketing automation software may offer robust capabilities in certain aspects of digital marketing, while only scratching the surface in others.
Keep this in mind, if you’re going to be developing or exploring a pharma marketing automation platform for your business.
In most cases, we recommend starting by mapping out your marketing automation strategy, specifying what tools, customer data, and marketing channels you’d like to use.
Activities we recommend for pharma marketing automation platform
Setting the rules that automate your marketing
- Creating automation events based on users' behavior
- Taking action based on selected conditions
- Using filters for even more precise targeting
Building individual contact profiles
Tracking and rating customers actions to create custom segments based on specific data and criteria.
- Using an unlimited number of tags for better profiling
- Monitoring engagement scores to evaluate contacts
- Adding points to each action your contacts take on your pages or emails
Sending personalized and relevant emails
Searching and segmenting tagged contacts to run targeted, automated email marketing campaigns. The objective is to stay relevant to all of your customer groups.
Streamlining work with integrations
Connecting your favorite systems with Pharma Marketing Automation system
- Sync your online store and CRM data
- Populate your product inventory
- Connect your payment processors
Bring your ideas to life with an intuitive pharma marketing automation platform.
