A Marketing Operating System is a powerful tool that automates many of your digital marketing programs, audience management efforts, and email marketing campaigns, so that you can move your physician audiences through the life cycle and improve effectiveness and efficiency. Simply put, its a framework that integrates your email marketing, reporting, audience generation, social intelligence, and audience tracking — all in to one unified system.
Google Analytics and Adobe Site Catalyst are great products in their own right and most marketers love them because they provide the standard indicators or success such as unique visitors and time-on-site. While these are important metrics to capture, they only tell you whats going on with your data. Today’s marketing goes well beyond the bounds of typical web analytics. With physician-centric digital marketing, you’ll now need to know and demonstrate who specifically in your campaign is contributing to the effectiveness of your campaign and what characteristics define them as high value audiences.
In MediklyOS, data is integrated in a way that enables you to see on an individual level the effectiveness of your campaigns and a direct relationship between channels. Meaning, just having silo’ed views of website, social, email and other channels alone are not enough. Having a multichannel view of your audience allows you to see the physcian journey and the customer experience. A few key questions that MediklyOS helps you answer that Google or Adobe may not include:
The biggest difference between Google Analytics/Site Catalyst and MediklyOS is that MediklyOS focuses on the full experience of your physicians over time, from their first interaction with your brand to their most recent engagement and beyond. In short, MediklyOS measures physicians, not page views. Physician-centric questions that MediklyOS answers include:
MediklyOS enables you to connect the dots of how your marketing efforts are contributing to sales. This happens through an integration with a customer relationship management (CRM) platform, like Veeva or Salesforce.com. Knowing how many physicians your marketing campaigns delivered is critical for allocating your budget and resources. ROI questions that MediklyOS can answer include:
No. MediklyOS is delivered as web-based Software as a Service – there’s nothing to install or deploy.
MediklyOS does not replace anything that you are currently utilizing. The dashboard is complementary to other products and vendors you may be using, such as analytics tools (Google Analytics or Omniture), CMS, CRM, social listening tools and others. The unique value of the MediklyOS is that it provides a 360 degree view of your physician audience, & provides data from a user perspective (ie, WHO contributed to a particular action) rather than a content perspective (ie, WHAT action was completed). When implemented, you will find that MediklyOS enables all of your vendors and existing technology products to be more efficient, effective & valuable.
MediklyOS is backed by a simple, flexible data architecture. That means you can upload from 100s data sources and services to the dashboard, automate its retrieval, and use (and reuse) that data to build visualizations and dashboards for your team. If your organization has prescription data or other 3rd party data available (either internally or purchased through a vendor), you are encouraged to incorporate it into your MediklyOS to prove your performance and ROI. If an API does not already exist to incorporate the external 3rd party data you’d like to pull into the platform, our development team can usually create access within 5-10 day working days.
Medikly and Appature are complementary marketing products, and many of our clients use MediklyOS’s capabilities to enhance their existing Appature database. While Appature tracks & stores individual-level data on known users (ie, users who have registered on your website or digital asset), it does not track unknown or anonymous users (ie, individuals visiting your digital assets without identifying themselves through a form). MediklyOS tracks both known & unknown users, providing you with a robust view on not only your known audience, but also your unknown. Given that upwards of 90% of your digital traffic will likely be from unknown visitors, tracking them is a very effective way of understanding what is working & what is not. Once you better understand your anonymous audience, you can take the appropriate steps towards having the register.
Today’s physicians have changed. They’re predominantly going online to better understand your brand/product. With your sales force shut out of physician office and your intelligence on them minimal, you’ll need to provide highly relevant and targeted content with each individual physician based on their specific needs and interests. To do this manually is complex, time consuming, ineffective and costly. Thats where a marketing operating system like MediklyOS comes in handy. It will not only help you understand each physician, but also guide that unique conversation based on their specific needs, preferences and where they are in the life cycle.
MediklyOS is a comprehensive solution that can dramatically increase the ROI of the investment in your CRM solution such as Veeva, Cegedigm or Salesforce.com. MediklyOS was built to be versatile & able to integrate with existing systems our clients may already be using. MediklyOS can integrate and provide access with various CRMs through an Application Programming Interface (API). When you combine the powerful capabilities of your CRM system, (like Veeva, Salesforce.com, Cegedigm) with MediklyOS, you align your sales and marketing goals, get an insight into your leads at each stage of the sales cycle and accurately measure your marketing campaign’s ROI. The Goal of a CRM Platform At its core, CRM platforms were developed to assist a company or brands sales force with tracking and targeting opportunities to deepen and extend the company’s existing customer relationships. A CRM platform is now an integral application for tracking, analyzing and managing the performance of sales teams — providing key insights into metrics such as ‘time to close’ and win/loss rate. And while there is immense intelligence in a CRM system, there is virtually no way to take actions based on this intelligence that are meaningful to marketing’s role. A CRM platform such as Veeva, Salesforce.com and Cegedigm is exceptional at helping manage physicians at an account level and great at supporting and managing an efficient sales force, but not necessarily at tracking each physician interaction at every turn (and channel) and providing a strong marketing functionality thats needed true for one-on-one engagement. The Goal of a Marketing Automation Platform In todays age of the empowered physician, marketers need to provide highly targeted and relevant engagement for each and every physician. MediklyOS serves as the technology infrastructure you need to engage a physician on his/her own terms and at his/her own pace — via the Physician Value IndexTM, segmentation, routing and automated campaign management. MediklyOS does this through the following capabilities: 1. Track and monitor your engagement with physicians; 2. Semantically serves up content offers and/or responds to physician-initiated page views, downloads and requests for information; 3. It ‘learns’ from ongoing interactions with each physician, developing an understanding of where (s)he is in the sales process; 4. It uses such intelligence to nurture physicians; 5. And it eventually manages and automations the hand-off of a marketing qualified physician from the marketing to the sales organization/aspect. This ultimately makes sure that sales engages with a prospective physician only when the time is right … and with the physician already having been nurtured and educated on your brand/company.
Though campaign success is based upon achieving the particular goals you’d like (is it a number of prescriptions written? Level of awareness amongst your audience? Number of patients treated?), MediklyOS does provide measures that can help you determine how well you are doing relative to goals you established at the start. Visit the “Benchmarks” section or the “Segments” section in your Medikly dashboard to set measurable goals for your team, keep yourself on track, and see how you fare against industry benchmarks.
As mentioned previously, MediklyOS can integrate with nearly any 3rd party application, including email vendors such as ConstactContact, ExactTarget, Experian, MailChimp, SilverPop and others. Capturing data from these external emails is simple with our platform – simply embed a MediklyOS pixel tracker into the emails you send out, and all data will be captured on your Medikly dashboard.
Yes, certainly. Please visit the “Reports” section in your MediklyOS Dashboard and create your custom report based upon the audience, actions, activity or content you would like reported.
We will provide 1 user with administrative access at the time of MediklyOS platform activation. The admin account holder has the authority to then delegate sub-users, their roles & their level(s) of access.
“Adding Medikly’s exciting technology to our already best-in-class content creation services, allows Ethis’ clients to better view eye care professionals’ behaviors online and tailor content to individual clinician’s interests, needs, and learning styles.”
“With Medikly’s platform, we are adding groundbreaking capabilities such as unique digital analytics and automation tools that measure the online interactions of healthcare practitioners.”
“The Medikly platform enhances our ability to more intelligently market to physicians. The more we’ve come to understand the platform and its applications, the more we’ve come to realize it’s perfect for our commercialization teams, and the relationships they want to develop with HCPs.”
“MediklyOS is the first of its kind technology solution and the only one I’ve seen that delivers on its tremendous promise of helping life sciences companies learn more about their audience & engage in truly data-driven marketing.”
“Medikly OS is a marketer’s dream! Never before have we been able to analyze how our target audience is engaging with our brand from so many different vantage points and down to the individual physician level.”
“With MediklyOS, our pharmaceutical customers will benefit by having a clearer understanding of how sponsored content or advertisements are faring, what audience segments are interested, and how to improve in the future.”