Myth vs Fact
— MARKETING AUTOMATION —
Mythvs.Fact
#1
Myth: Marketing Automation is Impersonal
Fact: Marketing automation delivers more personal touches throughout your campaigns. Each individual user benefits from customized content based on his/her specialty and interests. Enhancing the user experience generates more conversions.
Myth: You Set it and Forget it
#2
Fact: This is true, but only after content and campaign strategies are developed. The marketing team should be prepared to dedicate resources and effort to define the user journey, which includes setting strategic goals. Effort up front yields significant time-saving compared to the more uncoordinated tactical actions involved in deploying a stand-alone email blast.
#3
Myth: Marketing Automation is Only for the Big Brands
Fact: Marketing automation delivers comparable ROI to organizations of any size. The threshold investment is surprisingly within the reach of any size organization for a fraction of traditional advertising. Marketing automation delivers additional benefits over traditional media in the form of engagement and conversions that are measurable and long lasting.
#4
Myth: It’s Only About Email
Fact: Marketing automation supports and enhances multi-channel strategies including website customization, social media, landing pages, lead generation activities, and much more. It is true that email marketing is the primary channel simply because it is most efficient way to deliver personalized and recommended content. HCP and medical device audiences value receiving content specific to their interests.
#5
Myth: It’s All About Website Traffic
Fact: The days of healthcare marketers focusing on website traffic alone are over. Physician engagement and conversion are the most important contributors to ROI. Instead of simply driving an audience to a website, marketing automation allows the ability to go beyond a website visit and nurture a physician audience along their user journey. This results in increased user actions such as patient referrals, CME completions, newsletter subscriptions and registrations. As a result, healthcare marketers can drive transactions that are most valuable to them.
#6
Myth: It’s Not for the Healthcare Industry
Fact: Every organization throughout any industry can benefit from marketing automation. The key is to understand which actions are goals of the user journey and then build engagement campaigns that end with the user taking that action. Some have suggested the best time to adopt marketing automation was two years ago. If that is true, then the second-best time is now!
Download our Myth vs. Fact PDF to share today!
Download Now