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Our M3 blogs cover a range of thought provoking topics from trends and challenges to proposed solutions for the pharmaceutical industry.
Unlocking the power of Personas in pharmaceutical marketing
August 2024
In the ever-changing world of pharmaceutical marketing, one thing remains constant: the most successful campaigns are those that resonate with their audience on a personal level. The targeted approach yields the greatest engagement, resulting in stronger relationships between pharma and HCPs and a better return on investment. But how can pharma marketers achieve this level of personalisation on a large scale?
The challenge: tailoring campaigns at scale
Tailoring marketing campaigns at scale is a challenge that all pharma marketers will be familiar with. Traditional methods often involve using a small amount of data to target only a subset of its customers. These efforts don’t embrace the full potential of personalised marketing. To truly break through the noise and deliver impactful campaigns, pharma marketers need to embrace a more ambitious approach - which involves accurately targeting hundreds, or even thousands, of doctors.
The solution: embracing Personas
The key to overcoming this challenge lies in the use of Personas. Personas are fictional, but recognisable, descriptions of a person that embodies the characteristics of a particular segment within your audience. Unlike traditional segmentation methods, Personas delve deeper. By leveraging Personas, pharmaceutical companies can craft campaigns that speak directly to the diverse needs and behaviours of their target audience.
The M3 approach: revolutionising pharma communications
At M3, we are revolutionising pharma communications by harnessing the power of Personas. Our approach is built on a foundation of robust data and advanced analytics, ensuring that every campaign is backed by a deep understanding of the intended audience.
Step 1: define audience groups with Persona-based research
The campaign journey begins by defining audience groups through robust Persona-based research. M3 utilises a combination of quantitative and qualitative market research and advanced analytics to support the development of high-quality customer Personas, which are reflective of the diverse characteristics within the target audience. The emerging audience groups are checked to ensure that they are deliverable and clearly differentiated.
Step 2: map and design tailored customer journeys
Once Personas are established, the next step is to map the personas to the full audience of thousands of doctors available on Doctors.net.uk. By analysing detailed behaviour across a wide range of content available on our platforms, M3 can assign Personas and design tailored customer journeys on an individual doctor level. This level of personalisation ensures that each doctor receives content that they will find relevant and engaging.
Step 3: Go live and refine
The final step is to launch the campaign and continuously refine it based on engagement data. M3 is successfully able to manage complex, multi-journey campaigns, guaranteeing market-leading engagement KPIs. M3's approach ensures that campaigns are not only impactful but also adaptable, with ongoing improvements being made based on live engagement metrics.
Why choose M3?
M3 is uniquely positioned to offer an end-to-end solution for pharmaceutical marketing campaigns. Our unparalleled access to HCP communities coupled with our market research, analytics and marketing capabilities make us the ideal partner for pharma marketers looking to leverage the power of personalisation to drive superior engagement and impactful campaigns. We take care of the heavy lifting, while delivering maximum value to our clients.
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