Use These 4 Powerful Channel Drivers to Increase Conversions
Building an engaging healthcare brand experience is just the first step to increasing brand awareness and generating more conversions across tactics. To really make an impact, you need to strategize how you’ll drive traffic to your experiences. When it comes to STORYSOFT Stories, we recommend the following powerful channel drivers: direct to HCP/patient, website embed, rep-delivered campaigns, and conference experiences.
Let's explore how you can leverage these channel drivers to boost campaign impact.
Direct to HCP/patient
Deliver Stories about patient cases, unmet needs, and so on directly to HCPs and patients via ads, emails, QR codes, etc.
Think of this as the foundational channel driver. It’s simple and effective.
For example, you could share Stories on social media (organic and paid) or run banner ads on third-party publisher sites.
You could also email a Story to an HCP, previewing the Story in the body of the email using a rotating gif to tease users and garner interest.
Website embed
Think about all of the time, money, and effort spent driving audiences to your HCP and patient websites. Now think about the impact you can make on the brand if you mitigate the website drop-off we discussed earlier, getting visitors to stay longer, consume more key messages, and engage in high value actions like downloading key resources, enrolling in programs, requesting rep calls or samples, etc.
Adding interactive Stories to your website can help you achieve this level of immediate and measurable impact.
Elevate your website with embedded Stories. They’ll keep HCPs and patients on site longer, unable to resist clicking through.
Visitors scroll or swipe, depending on their preferred device, making for a smooth, social media-style experience.
The icing on the cake? You can publish new Stories to your website without disrupting existing layouts & designs whenever you want!
Now, with STORYSOFT, you can also deliver personalized website experiences to HCPs and patients.
Stories embedded on a web page can read UTM parameters that are added to the web page URL. Based on the parameter, Story content dynamically transforms to deliver the right message to the right person.
You can deliver personalized website experiences based on specialty, geolocation, prescriber status, and more!
For example, say you’re speaking with both an efficacy-focused HCP and a safety-focused HCP. By adding UTM parameters such as “efficacy” and “safety” to a particular web page URL, each HCP can be fed a personalized experience hinging upon that preference.
Rep-delivered campaigns
Rep access to HCPs has seen a great decline, and even when reps get to see HCPs, time with them is scarce, so how can healthcare sales reps still make an impact?
Give reps access to branded Stories via their CLM presentation. At the close of a sales call, reps can choose a relevant Story to share with the HCP.
The rep taps their device to generate a QR code for the Story and the HCP scans it with their phone. It’s too easy.
If the HCP doesn’t want to scan the QR code, the rep can display the Story on their own device instead.
It’s the powerful sales call extension you need to jumpstart rep impact.
Conference experiences
Take Stories to conferences! There’s no need to break the bank creating one-off custom experiences.
Build Stories aligned to your conference strategies and set engagement goals.
You can run your Stories on touch-screen monitors in your booth or plaster QR codes onto conference posters for HCPs to scan as they explore the floor.
You can even set it up so that activated HCPs will receive automated email follow-ups, keeping your brand top of mind.
Collect actionable insights
When possible, collect customer-level data to feed omnichannel campaigns. Then use tools like our analytics to provide meaningful and actionable insights around what’s working and what’s not. Drawing actionable insights from your data drives constant refinement.
Why are actionable insights vital to precision targeting?
Actionable insights open the door to a deeper understanding of your audience so you can refine your messaging for more precise targeting at a moment’s notice, increasing message effectiveness.
Actionable insights eliminate doubt. There’s no need to guess when you can confirm which messages are succeeding.
Put your finger to the pulse of message effectiveness. You’ll be tapped into why certain messages resonate more deeply with your audience than others, allowing you to make improvements as needed.
By employing one of our four recommended powerful channel drivers, you'll be able to collect customer-level data and push continual message refinement, your campaigns getting smarter with each update.
Engaging healthcare marketing content is at your fingertips. Start creating now.
Leverage powerful channel drivers to boost campaign impact with STORYSOFT. Learn more.
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During the call you will:
- Hear how it works
- See example digital Stories
- Walk through the analytics
- Get your questions answered
