Tactical omnichannel HCP Customer Journeys.
Implement HCP micro-journeys to solve specific marketing challenges and build omnichannel competences
Easy to implement.
High value.
Actionable omnichannel – for everyone
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
How it works
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
Micro-journey examples
For our global clients, Anthill 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.
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Respond to HCP preferences
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.
Get measurable results
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.
Face-to-face and remote meetings
- # calls
- #collected opt-ins
Rep-triggered & broadcast email
- # and % emails sent
- Open rate
- Click through rate
- # eConsents
- Unsubscribe rate
3rd party banner / newsletter
- # impressions
- # reach individuals
- CTR: # clicks / total impressions
Landingpage
- # visits
- Time on page
- # eConsents
- # page clicks
- Source of traffic
- Conversion rates
KPI are assigned to each micro-journey touchpoint
What we offer.
Project partnership.
Best in
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.
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Strategy & planning
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Journey creation
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Content preparation
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Localisation
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Strategy & planning
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Strategy & planning
Simple and effective
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.
Solve critical marketing challenges.
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Best in
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Modular Content
Deliver the perfect HCP experience
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Product Launches
Effective Product launchesDeliver the perfect HCP experience
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Veeva Services
Deep integrations with the Veeva platform
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Customer Journeys
Solve specific marketing challenges
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