• Omnichannel ‘problem solvers’
• HCP customer journey flows for specific marketing challenges
• Logically-sequenced engagements that make sense to HCPs
• Suitable for all levels of omnichannel capabilities
• Tightly focused campaigns that are quick to implement
• Highly-actionable by affiliates
Anthill’s micro-journey service takes the ambition of full omnichannel marketing — orchestrated and personalised engagement — and realises it in a very practical way. Rather than building a full content ecosystem, we design specific content sequences for clearly defined business objectives. Highly actionable by affiliates, this approach builds long-term omnichannel competences across your organisation, while solving your pressing marketing challenges.
Start with omnichannel in an easy-to-implement way
Solve specific pharma marketing business challenges
Gain results quickly with rapid implementation
Build omnichannel competencies throughout your organisation
Provide affiliates with a menu of proven omnichannel tactics
Meet HCP expectations for connected experiences
Micro-journeys take the overall approach of omnichannel marketing and apply it to highly-tactical business challenges. You can think of them as ‘problem solvers’. Rather than guiding the whole prescribing journey, our micro customer journeys solve specific objectives along that path. For example, you can implement a micro-journey that increases the number of HCP ‘e-consents’ or a specific journey that boosts engagement following KOL webinars. In that way, you empower affiliates to address common marketing challenges with the orchestrated approach of omnichannel.
Each HCP customer journey is guided by four principles:
• Quality over quantity: HCPs are overwhelmed by information, so provide quality content that they value
• Sequence the engagement: Create customer experiences that deliver the right message at the right time
• Efficiency: Identify already-available assets which the micro-campaigns should utilise
• Engage at critical moments: Speak to HCPs at critical moments e.g. when they are re-considering current treatment options
For our global clients, Anthill Agency has successfully implemented micro-journeys for their most pressing pharma marketing challenges. To show you what’s possible, we’ve visualised 6 of the most popular HCP customer journeys in a downloadable mini-guide. You will see how we connect channels and content to achieve these different objectives — simply let us know below where to send it.
Get a PDF of the HCP micro-journeys sent to your email inbox to review later
Ultimately, Anthill’s micro-journey approach enables you to respond to HCP preferences for personalised content that is delivered in an engaging way. Instead of disconnected pieces of a puzzle to solve, HCPs receive content in a logical sequence that builds over time. One touchpoint leads to the next, which keeps people clicking and learning.
For pharma companies, this is a great way to solve specific business challenges today, while building omnichannel expertise. Many companies cannot ‘switch to omnichannel’ from one day to the next. However, all companies can implement micro-journeys that connect their existing content into effective mini-experiences for HCPs.
We monitor each micro-journey in three ways: HCP engagement, HCP behaviour, and business impact. That approach integrates direct channel metrics with indirect brand performance indicators, ensuring a mix of quantitative and qualitative assessments. In addition to overall measurements of campaign success, each stage in a micro-journey is assigned specific measurement factors to ensure that there are no weak links in the process.
By focusing on specific pharma marketing challenges, micro-journeys can be implemented quickly. These are challenges that Anthill has solved many times before and therefore we have well-established and proven processes to get the results you need.
• Define campaign behavioural objective
• Select campaign messages and story flow
• Identify supporting evidence for messages
• Enrich with HCP behaviour insights
• Integrate journeys incl. messages, content, format, and timing
• Integrate channels
• Define journey triggers and personalisation opportunities
• Creation of content for each touchpoint
• Only for global campaigns: Global MLR pre-approval
• Review, translate & approve content
• Adjust content to comply with local regulatory requirements
• Adjust storyline and key messages to local conditions
• Upload campaign content to relevant platforms for execution
• Launch the micro-journeys and engage customers through the specified channels
• Monitor according to the pre-defined analytical model
• Analyse engagement score and campaign KPIs in campaign dashboards
• Capture learnings for future improvement
Anthill has enabled many leading pharma companies to implement highly tactical HCP customer journeys. This ‘problem solver’ strategy fixes common marketing challenges while strengthening omnichannel competencies across your organisation. HCPs appreciate this approach, as they increasingly expect connected experiences that always deliver value.
Implement omnichannel in an easy way
Solve practical business challenges
Gain results quickly
Build omnichannel competencies
Empower affiliates with simple omnichannel
Meet HCP content expectations
Want to increase marketing digital consents? Need more post-webinar engagement? Or post-call interaction with your content? Talk to Anthill about your ambitions and get a micro-journey that makes them happen.
