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.
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.
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.
Yes. 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.
No. MediklyOS is delivered as web-based Software as a Service – there’s nothing to install or deploy.
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.
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.
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.
“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.”
Luca Sergio, CEO, Ethis Communications
“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.”