OakMega 2022 Q3 White Paper: The Complete Guide to CRM for the Biotech and Pharmaceutical Industry

Engaging Healthcare Professionals on LINE: Every Symptom, Every Prescription

OakMega delivers the most comprehensive Social CRM service for brands, helping them build VIP-level loyalty with customers through messaging apps and assemble complete first-party data. Our latest white paper, “The Complete Guide to CRM for the Biotech and Pharmaceutical Industry,” focuses on biotech and pharma. It walks you through industry trends in the post-pandemic era as telemedicine and online consultations take off, and shows how to integrate physician relationships through OMO (Online Merge Offline).

The white paper matches common symptoms with the right digital transformation prescriptions, explains why Social CRM effectively addresses where the industry stands today, and shares insights from OakMega as the leading Social CRM provider helping biotech and pharma companies break through in digital transformation.

Symptom 1: Healthcare professionals won’t join the LINE Official Account

Engaging healthcare professionals is fragmented and depends heavily on in-person contact. Relationships are mostly built by sales reps who cover specific regions and specialties, through on-site visits, email, and events.

Based on standard pharma sales KPIs overseas, if each in-person visit takes one hour, a sales rep needs 190 hours a month to maintain relationships—9.5 hours every working day just to hit target. Even counting email and conferences as touchpoints, reps still have to spend more than six hours a day visiting existing customers to barely meet the KPI.

Using a messaging app as a touchpoint takes far less time per interaction while carrying much more information, making it an effective way to maintain relationships. Looking at existing Social CRM customers in the industry, OakMega found that whether sales reps actively promote the account is the main reason healthcare professionals join a LINE Official Account. Teams that require their reps to actively promote the LINE Official Account not only see more members hit their KPIs, but also manage relationships with different healthcare professionals more efficiently in parallel—with results that can be quantified and tracked.

Segmentation is also key to making a LINE Official Account an effective touchpoint. Avoid leaning on frequent one-off broadcasts and promotional messages for short-term effectiveness. Instead, think in terms of personas and segment healthcare professionals by region and specialty from both qualitative and quantitative angles. With a CRM’s tag and member history systems, qualitative data can also be turned into quantitative data you can analyze, giving you a complete understanding of your target audience.

Symptom 2: Strict regulations keep marketing from reaching healthcare professionals

Between external healthcare regulations and internal compliance rules, biotech and pharma companies struggle to use conventional marketing strategies to drive sales growth. With Social CRM, you can set up a closed, HIPAA-compliant messaging channel dedicated to healthcare professionals inside a messaging app. Through API integration and approved links, healthcare professionals verify their identity, keeping data compliant and preventing screenshots or casual forwarding.

Pharma Solution | Full Digital Transformation for Pharma, Ready for Pharma 4.0OakMega reimagines digital strategy for pharmaceutical companies, helping them communicate precisely with HCPs on LINE. With Social CRM, OakMega tracks the digital footprint of every HCP interaction, reveals in data which professional content HCPs care about, and uses Data Pooling to set communication direction—helping pharma companies reach their business goals.https://oakmega.com/pharmaceutical-solution

Symptom 3: Online and offline conferences underperform

Online and offline conferences and product launches are the best opportunities to engage healthcare professionals, and the most common tactic biotech and pharma companies use to promote and sell drugs. But holding them too often risks information fatigue among healthcare professionals, and it’s hard to accurately track who is interested, who registered, and who actually attended.

With multi-dimensional persona data on professional attributes, you can pinpoint the target audience for an online conference in advance. Social CRM’s tag system then captures the behavior profiles of healthcare professionals at each stage of the customer lifecycle, effectively extending engagement after the event.

Symptom 4: Relationships with healthcare professionals are hard to sustain

The Mimicry Marketing Strategy (MMS) borrows the biological concept of mimicry: changing your appearance and adjusting your behavior to match a target, winning its favor and coming out ahead of the competition.

With a single, unified official account, each sales rep can send one-to-one messages to healthcare professionals through the messaging app—and even switch to a temporary character avatar when broadcasting. This creates the same mimicry effect while preserving the brand credibility of the official account.

For internal data management, a unified official account also enables funnel-style integrated communication: all first-party data on healthcare professionals flows into Social CRM, so companies no longer have to worry about data gaps when staff change.

Conclusion

OakMega is the strongest Social CRM partner for managing customer data. We have helped more than 100 partners and clients deliver information effectively and build warm connections. Through interactive communication, they grow fan communities with the highest loyalty and drive more revenue for their brands.

For the full content, download the free “Complete Guide to CRM for the Biotech and Pharmaceutical Industry White Paper,” or browse more free white paper resources.