As seen in this last year, industry trends and practices can change rapidly. A wealth of new skills, software and strategies have been introduced in response to this, but there are several key areas that we have found to be an important focus: social media, the development of apps and the incorporating of new technologies into existing materials.
As we have mentioned in previous blogs, particularly in the animal health or lifestyle and wellbeing sectors, more brands are embracing the use of social media for their marketing to fill the gap created by lack of in-person meetings. However, the difficulty here is with an oversaturation of the market. While you may be creating quality content, how do you make sure that it is seen by the desired audience? We have found that Google Analytics training courses and SEMrush Academy lessons on SEO for identifying key words are a great start for learning how to get the most out of your digital marketing strategy.
Digital transformation has also brought with it an increase in use of apps in the healthcare industry. Apps can be created as an additional resource for your brand, providing an easier way of accessing services such as patient information or a simple way to track symptoms. With an increasingly digitally aware audience that respond well to convenience, is there a way that you could introduce apps into your brand strategy?
Unfortunately, with an industry moving as fast as ours is toward new digital practices, sometimes we come across tasks that we, or even the software providers have not seen before, with no online training resources to tell us how to move forward. For example, we were recently asked by a client to incorporate a Veeva DSA into their website. While this would usually be a simple task, our client’s website was built using ReactJS, which is a relatively new method of website development. Upon contacting Veeva for support, we discovered that we were the only agency that they were aware of who were trying to attempt this. Not one to be defeated, we took the time to find a viable solution ourselves, re-writing some of the code provided by Veeva until we came upon a working solution in-house.
Finding this solution required a combination of trial and error, self-driven research, and collaboration from our digital team as even Veeva had yet to come across this specific issue. If our clients have a challenging task like this, we will try our best to work with the developers and discover a way forward, by taking a practical learning approach.