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hello healthcare marketeers i'm here to provide you with a simple framework that can help you to structure your marketing strategy in a customer-centric way for the omnichannel world this is something that will work for small campaigns as well as more complex multi or omni-channel brand planning activities i've also developed some free templates to support the content in this video which you can download from our website and they'll be really useful please see the link below in the description many of you are already driving digital transformation and may be integrating multiple new channels and touch points into your marketing plans social media websites apps customer service portals and many more it can be quite overwhelming when focusing on digital strategy i think it really helps to break the thinking down into simple components at the core of this approach is a theory which i feel is one of the most useful conceptual tools for inbound digital marketing right now the marketing flywheel the flywheel helps to break down your tactical plans and your messaging sentiment into key areas each of these areas has a specific job for supporting your customers journey through adoption to confidence in your brand here's something that you've all seen this is your classic marketing funnel it helps you to think about your tactical and content strategies by casting a wide net to attract new customers engaging them with focused content that helps you sell your product or service and if they believe in your value proposition then you'll convert them into customers a critical milestone using this model makes your product and service the focus which is how most pharma and biotech companies traditionally plan out their campaigns the problem with using this model is that customers become neglected your most engaged audiences are forgotten as you focus all your marketing spend on reaching the masses over and over again rather than increasing your revenue through existing engaged customers however if you put your customers at the center you can really elevate your marketing strategy and create a campaign where customer acquisition and growth are more balanced the theory here is that you start with tactics and content that aims to attract your audience at this point in the wheel this is your sole objective your focus is not on selling your product or service but instead on attracting your audience with activities and content that offer them an opportunity to achieve their own goals or overcome some of their greatest challenges remember when a doctor is eating their toast in the morning or flicking through an online journal your overall survival data are unlikely to be front of mind nor your brand promise to reach for the stars perhaps a more attractive proposition might be an opportunity to understand how chemotherapy can be brought to the outpatient clinic or how a pioneering research centre has cut their molecular testing times in half making treatment decision making faster and significantly improving patient outcomes these topics offer them an opportunity to learn or to become inspired and with this they become attracted to your content if you're attracting new customers you'll also need to offer them some value in return for a sign up or a contact permission or to attend a meeting or maybe to request a call if you succeed they're engaged with your company this leads on to the next segment of the flywheel here your goal is to sell your product or service with a value proposition you need to show your audience how your product or service plays a role in the achievement of their goals the core pages of your website your sales team your detail aid these are a big focus for this part of the customer journey succeeding here will allow you to create new customers from the prospects that you attracted customers should never be forgotten they need to be delighted with your product and they want to have an excellent experience with your brand in order to succeed you need content and tactics that help your customers to use your product or service correctly and successfully and if your product delivers on its promise to help them achieve their goals or to overcome some of their challenges then they will gain confidence as a user it's this increased confidence that leads to more use and eventually advocacy the value that your account managers can add here can't be underestimated it's where their role shifts from sales to customer service to put this into the context of healthcare we could replace delight with treatment success for example if we're talking about a drug or a medical device clinicians are going to want to succeed in order to gain confidence they still want to be delighted with the experience and interactions with the company or brand but ultimately if they succeed in treating their patients they will gain confidence unlike the traditional funnel the flywheel doesn't end here you'll want your customers to expand the use of your product or service or to experiment with new products in your portfolio maybe there's an indication or a patient subgroup that your customer hasn't yet considered if you do want to do this then you'll need to attract and engage them again and again with new content with each cycle of the flywheel the result is a more valuable relationship resulting in deeper adoption and better revenue from that particular customer remember this is a concept to help you break down your activities some assets or tactics could cover multiple regions of the flywheel the important thing is that you've covered all 360 degrees with your customer so how can you use this theory in practice there are infinite ways to use the model but here are a few examples that you can try out and that i've found useful number one reviewing an existing plan take a look at your marketing plan and your content strategy you should have tactics and content that will fit neatly into the attract engage and delight segments of the flywheel have you missed something are you focusing too much in one area and neglecting others are you trying to squeeze too much salesy engaged content into tactics that are actually designed just to attract your audience and therefore neglecting their goals and focusing on the benefits of your product i find that by using the flywheel you can really sense check your existing strategy and tailor it more towards your customer and their goals number two workshops say you're running a strategic planning workshop why not break your working session into the three flywheel segments for each strategic imperative you can run through the wheel and brainstorm content and tactics that will be effective for your target audience let's use a classic imperative to establish drug x as the most efficacious frontline agent in disease y first you should go through the wheel attract do you have a tactic and message to attract your audience into a conversation about the need for improved efficacy engage do you have the tools and evidence that demonstrate drug x's ability to deliver improved efficacy and case studies showing real world experience to back this up delight do you have easily accessible resources or available multi-channel account managers to help clinicians identify patients make diagnosis dose escalate ensure compliance to treatment for example if you have great ideas in all of these segments then you've got a full customer journey number three focus if you're embarking on a simple campaign or working to a smaller budget you just need one solid attract marketing tactic that provides you with an opportunity to present your value proposition this could be new data downloads key paper summaries or an opportunity to network or learn to engage and convert prospects you just need one simple effective presentation for your account manager to use finally a downloadable faq and case study for customers to access will allow them to solve problems easily when using your product this might seem very basic but many of our clients find they do too many tactics which causes them to lose focus on what actually works and overwhelms them with approvals and deadlines and project management instead you can use the flywheel to prioritize reliable tactics that can be improved over time and effectively play their role in the customer journey all in all creating a marketing strategy tailored to attract engage and delight again and again deepening the relationship between you and your customer i've developed some free templates to help you structure your tactical planning which you can download from our website i hope you find the flywheel useful in your own strategic planning as always i welcome any comments and questions and i'd love to hear your thoughts on ways that you can leverage the theory i hope you enjoyed the video if you did please consider hitting the like button following us or getting in contact with me via the links provided in the description if you're feeling particularly inspired or you want to discuss other techniques in digital marketing for healthcare audiences please get in touch and i'd love to get together welcome to the medcoms revolution have a great day