This post was created in partnership with Doceree
Key takeaways
- To avoid campaigns that feel stale, marketers need to create an infrastructure they can build on and pivot from.
- When bringing AI into the mix, ensuring the technology addresses a specific problem is key.
- Investing in technology remains important, but it also needs to underscore an agency’s value to its clients.
Today’s healthcare marketers are embracing AI’s analytical capabilities in an effort to move toward new models that build stronger links from signals into relevant message delivery and measurable outcomes.
During an ADWEEK House Advertising HQ group chat co-hosted with Doceree, healthcare marketing leaders discussed how their internal infrastructure is changing to support greater intelligence tools and new methodologies that deliver better results for clients.
Finding success with interconnected teams
Kamya Elawadhi, co-founder and president of Doceree, kicked off the discussion by recognizing that traditional marketing campaigns may be outdated once they run.
“By the time we get approvals, and by the time we actually launch the campaigns, the audience that we started off planning has changed their behavior. It’s six-month-old target files or data that we are trying to plan against,” Elawadhi said.
But with the right infrastructure, healthcare marketers can rely less on time-based or orchestrated journeys, explained Alex Farber, VP of business development with Real Chemistry. She described how her agency did some campaign testing for a client that needed to funnel unique content journeys across multiple audience segments.
“What we found in these campaigns was that we were able to leverage the real-time data signals we were receiving in order to gain instant real-time learning so we were able to pivot and optimize,” she explained. “And if a physician started in one journey but ended in another journey, it was OK.”
Jose Ferreira, chief product officer for CMI Media Group, shared a similar experience. His team’s hypothesis was that media delivered in a narrative-based approach would drive better results.
