Cegedim Relationship Management Releases Digital Channel Engagement: A Measurable Opportunity, the Third in a Series of Multichannel White Papers

Cegedim Relationship Management has released its thought leadership white paper, Digital Channel Engagement: A Measurable Opportunity, the third in a series of Cegedim reports on multichannel engagement.

New Trends and Opportunities in Digital Channel Engagement
The white paper reveals that digital channel engagement offers quantifiable opportunities for life sciences companies. The report presents the results of worldwide studies conducted by Cegedim Strategic Data (CSD), including Health Care Professionals’ (HCP) evaluations of various digital channels, as well as an analysis of the behavioral impact of their interactions with life sciences companies per channel type. The data provides evidence that in many global markets, digital engagements increases prescription writing intent.

Within the context of multichannel engagement, digital channels - while still in the early stages of being included in the marketing mix - are increasing in adoption around the world because they:

• Generally require less time of the HCP
• Offer higher flexibility for HCPs to choose the content, time and format they prefer for receiving medical and product insights
• Are more cost effective for life sciences companies
• Tend to be very engaging

"Information now means more to both patients and HCPs. Therefore, life sciences companies must become best-in-class digital content marketers,” said Emiliano Gummati, Vice President of Product Portfolio Management, Cegedim Relationship Management. "To achieve this end, the digital strategy requires an engagement system to collect and analyze interaction data to better comprehend the customer journey throughout each digital channel. The more understanding companies have regarding their customers’ digital presence, the more personalized and effective their communication strategies can become.”

Global Adoption Trends and Prescribing Behavior
Adoption of digital channel engagement varies in different markets around the world, according to CSD, with the highest rates being in Japan (34%), the US (24%) and Poland (20%). Recent research has uncovered strong opportunities in many markets, including those with lower adoption rates. For example, in Italy, where only 2% report use of digital channels - of that group - 43% report that digital engagement positively impacts their prescription intention.

Cegedim Relationship Management, the global leader in Customer Relationship Management, Healthcare Data, Regulatory Compliance, and Marketing Solutions for the life sciences industry, released this thought leadership white paper in the first quarter of 2015. Please click here to access the report, as well as the first and second reports in the series, 2014 Multichannel: Remote Interactions and 2013 Multichannel: Measuring Effectiveness.