IQVIA Digital Innovation Summit: Enabling the Future of Healthcare Digital Marketing
“We’re crossing a threshold – to the point where machines and artificial intelligence are crossing the human threshold.” So said John Nosta, Innovation Theorist, and opening keynote for the IQVIA Digital Summit, held February 1.
In his talk, entitled “The Cognitive Age”, John further expanded on the importance of embracing the changing landscape of digital and technological advances and how AI can further revolutionize healthcare. During the sessions that followed, other expert speakers at the Summit continued to explore and apply these themes to real-world omnichannel and digital marketing efforts, from audience planning and more personalized engagements, to achieving effective measurement to support timely optimization.
Here are just a few of the key Summit themes that came to light from the day’s impassioned, thought-provoking sessions and panel discussions.
Beyond Personalization
Personalization in marketing is at an inflection point, focusing on how to make digital interactions more human. But in looking to achieve this evolutionary step, gaps exist.
In a session moderated by IQVIA’s Edith Hodkinson, “Let Your Audience Call the Shots: How to Deliver Value with Insight Signals” panelists Deirdre Diener (Sr. Director, Digital Transformation, Janssen) and industry leader, Andy Kennemer, acknowledged the focus should be on the moments of care when health decisions are made, rather than only identifying affinity for specific channels or messaging. Personalization means timeliness of delivery and communicating valuable messages at key moments of need along the information-gathering journey. Healthcare providers and consumers are expecting more from the brands they choose to interact with; in today’s marketing it’s even more crucial to understand audience needs, how to best to engage. The lens of personalization is turning to quality of experience, to improve relevancy and, more importantly, health outcomes.
Thriving in a Cookieless Future
Healthcare marketers are looking for answers on the level of impact a cookieless future represents and if this is truly a “sky is falling” moment. In the session, “Cookieless in 2024 and 2025: Establishing Continuity for Addressability, Identity, and Measurement” with Mathieu Roche (Chief Executive Officer, ID5) and Moira McKenna (IQVIA) the cookieless future was addressed head on, with panelists surmising:
- There will be growing pains in the shift from cookies
- There will be many solutions
- The effectiveness of solutions will be predicated on an interoperable, open ecosystem that works for everyone
Ultimately, third-party cookie deprecation is happening now and no one solution will solve the gap in addressability and measurement that is left behind. How the industry adjusts, including how quickly and how collaboratively, will make all the difference as it concerns effectiveness of future marketing campaigns.
Identifying and Making the Most of Insight Signals
Another key theme was the growing sophistication of the data ecosystem, and how data can be prioritized to answer the business questions facing a brand today. “Data for data’s sake” no longer applies as Michael Rowbotham (Digital Transformation Lead, Pfizer) noted in a fireside chat, “Transforming Engagement: The Importance of Continuous Measurement and Optimization”, with Andrew Burkus (IQVIA). In particular, the value of a metadata strategy should not be overlooked when it comes to getting quality inputs for optimization and measurement.
The process to achieve those inputs takes time and conscientious effort to implement. In the conversation “It's a Marathon, not a Sprint: The Journey Towards Effective Omnichannel Marketing” Kelly Le (Global Commercial Digital Innovation, Alnylam) and Adam Derengowski (IQVIA) further discussed how time and resource investment needed to confirm data accuracy is a primary key to success and scalability. With the right data infrastructure, marketers empower omnichannel campaigns by ensuring decisions for channels and tactics are not made in siloes.
Final Thoughts
IQVIA Digital was thrilled to share the stage with many partners across healthcare marketing as they shared perspectives on the future state of digital and moving the industry forward. From the crucial role insight signals play in making digital interactions more human, to the importance of working with trusted partners to navigate the cookieless world, the topics discussed and innovative ideas proposed throughout the event will undoubtedly spur the next wave of innovation in healthcare marketing.
To learn more about these topics and how we can help support your omnichannel marketing goals this year, contact us today.
