Doxee Transforming Data into Relationships Thu, 17 Dec 2020 16:28:29 +0000 en-US hourly 1 https://wordpress.org/?v=5.6 Insurance web marketing: how has changed and how it’s changing /blog/digital-marketing/insurance-web-marketing-how-has-changed/ /blog/digital-marketing/insurance-web-marketing-how-has-changed/#respond Tue, 29 Dec 2020 08:00:50 +0000 /?p=9279 Insurance web marketing is constantly evolving, especially in this time of great change for the Insurance industry. In this post, we will look at the 4 areas that insurance marketers […]

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Insurance web marketing is constantly evolving, especially in this time of great change for the Insurance industry. In this post, we will look at the 4 areas that insurance marketers will have to follow closely for the future.

We are living in a complicated period, once that is unprecedented in recent history. The outbreak of the global pandemic triggered by COVID-19 is an unpredictable event that is disrupting health systems, economic ecosystems, and our way of life in general, all around the world. It’s also an event that is having an enormous, and as yet unquantifiable, impact on all production sectors.

This moment in time will be a real watershed: we can say it without fear of exaggeration. There will be a “before” and an “after.” And the “after”, of this we are certain, will be a world where Digital Transformation will proceed at an even faster pace. All production sectors have had to implement digital even more deeply into their strategies: from internal processes to smart working, to sales, marketing, and customer relations. It will be a “lesson” that will not be forgotten.

 

> Download the free ebook to learn about the opportunities of Digital Disruption for insurance!

 

From this unprecedented crisis, new and interesting opportunities may develop: but not for everyone; only for those who know how to recognize and seize them. For those who are not afraid of change. All this is even more valid for a decisive, strategic, and diverse sector such as insurance.

In this post, we will focus precisely on digital marketing for this Industry.

 

4 decisive aspects of insurance web marketing

We will look at the present and the future, and we will focus on 4 decisive aspects of insurance web marketing that all companies in the sector should watch closely in order to win the market challenges of today and tomorrow.

 

1. Start with SEO

SEO stands for “Search Engine Optimization.” It’s the set of strategies and practices for optimizing an organization’s positioning in the organic results of a website on search engines. To put it another way: when SEO is truly optimized, it’s more likely that visitors will find your company’s web page (but also on specific pages or sections) in the first pages of Google search results.

The way search engine algorithms work is constantly updated, so there is no SEO recipe that is valid for everyone or for all time. It’s no coincidence that many companies today employ full-time SEO experts to make sure its content and pages are constantly optimized for SEO. This alone shows how much it is an increasingly central aspect.

SEO is even more important for the insurance industry. The market itself has expanded, making the offer for consumers wider than ever before. Almost daily, new players, often start-ups that know how to move with great speed and awareness in the digital world, enter the competition. So, getting found on search engines sooner and higher in the results than the competition has become a top priority.

Keep this in mind from a recent Pwc survey: 71% of consumers do digital research before signing a contract with an insurance company (pwc.nl).

 

2. Social is increasingly at the center

Insurance web marketing is increasingly a matter of social media marketing. The reasons for this are evident, and well summarized by the data below:

  • There are more than 2.7 billion monthly active users on Facebook, worldwide (statista.com). 1.62 billion people, in particular, are active on this social network every day (zephoria.com).
  • Instagram, which was born in 2010, has recently passed the threshold of 1 billion monthly active users (source). And the growth shows no signs of stopping.
  • On Twitter, there are 330 million active users (statista.com).
  • Then there’s TikTok, a new and very successful Chinese social platform that is popular among younger users. It was launched in September 2016 and already has more than 800 million users (source). Watch out: Generation Z is starting to enter the insurance market in these very years!
  • Also, we cannot overlook LinkedIn, which now has about 766 million users. Also this platform, if well exploited, can be very interesting for digital marketing in the insurance sector.

In short, more and more people are on social media. They spend more and more time there. It’s where they search for and exchange information. It’s where they look for and offer work. It’s where they discuss topics in specific communities and groups. It’s where they express their preferences. It’s also where, as is often the case, the place where users address companies directly. And companies, in turn, must be ready; they must be present in these potential meeting places in the best possible way and with the right tone of voice.

Insurance sector players know this well. And they know that social media is a very delicate and slippery channel. It’s mismanagement, in fact, can lead to disastrous boomerang effects, which spread rapidly from user to user and are almost impossible to stop. How to avoid all this? And how to turn your social channels into a formidable marketing tool?

Of course, there’s no one-size-fits-all answer for all types of businesses and companies. But there are some key elements that are the basis of any good social strategy. Here they are:

  • Build a recognizable and compelling voice.
  • Simultaneously create an image that is coherent and effective (starting with the graphic choices).
  • Learn to be as “close” as possible to your audience: this is a fundamental point, and we’ll return to it in the next paragraph.
  • In order to be “close,” the first step is to know your target, to know who you are addressing (today, there are multiple tools you can use to do this, which we’ll introduce below), to understand sentiment and identify leads.
  • Stimulate the production of UGC (User Generated Content): such content is, without a doubt, the content most capable of triggering the best engagement.
  • Implement a video strategy.

Why? Because video is by far the most effective tool in the digital world and in the world of social media, in particular. We’ll focus on video in our final point. According to the Social Media Insurance Monitor study, all of the top 20 companies in the insurance industry are present on Facebook, Twitter, LinkedIn, and YouTube (see here). We’re not surprised!

 

3. From data-driven to personalization

As we mentioned above, it is more important than ever to be “close” to your audience; to do so requires an in-depth knowledge of them.

Today, there are many tools available to achieve this. In fact, many of these tools offer great precision and are effective even (and especially) when talking about a very large audience of customers, such as insurance companies. These are the tools of data-driven marketing. What are we talking about?

We’re talking about putting tools on track that allow you to collect the digital traces of your actual and potential customers: in short, we’re talking about Big Data analysis. Learning about people’s characteristics, their behaviors, their preferences, their needs. All of this in real time. Once this enormous amount of data has been collected, it’s a matter of interpreting this information in the best possible way, with the help of artificial intelligence and machine-learning systems.

The goal? Break down your audience into increasingly specific segments to target with tailored operations.

Can you go further? Yes: with personalized marketing and Customer Service services, provided by specialized companies such as Doxee. In this way, the target becomes a single person, the dialog becomes truly one-to-one, and loyalty becomes maximum.

In short, this is the frontier of insurance web marketing: personalization. Especially when coupled with video. And this brings us to the final point.

4. Web marketing increasingly revolves around video

Let’s ask ourselves a question: what is the most effective communication tool in the digital world?

We have a very clear answer: it’s video. The numbers say so. And here are some of them:

  • While video used 72.3% of all web traffic in 2017, by the end of 2020, this percentage will rise to 82% (according to the Cisco Annual Internet Report).
  • Every day, more than 5 billion videos are viewed on YouTube (merchdope.com).
  • About 100 million hours of video are watched every day on Facebook, a number that is steadily increasing (99firms.com).
  • On Instagram, posts containing videos have 38% higher engagement, on average, than posts containing images.
  • When viewing a video, the average user retains 95% of the message it contains; when it comes to text, that percentage plummets to 10% (wirebuzz.com).
  • 87% of marketers use video in their strategies (source). And 88% of those who do say they are satisfied with the ROI generated by their video marketing campaigns (animoto.com).

We could go on and on, and all the data would only give us further confirmation of this fact: there is no more powerful and effective tool than video, if we are talking about web marketing.

But how do you differentiate yourself? How do you overcome the enormous challenge of attention? Again, the answer lies in personalization. The ultimate breakthrough is personalized video.

One example? AXA, an international giant in the Insurance sector, chose to use the services of Doxee to produce personalized and interactive videos to be sent via email to their customers, with the aim of lowering the churn rate. The results of this campaign were impressive (you can download the case study here).

Transform data into relationships: if you think about it, this is where the heart of the digital revolution lies. And it can be done today. There’s no time to waste!

Do you want to know more? Find out how AXA has effectively used Doxee Pvideo® to manage policy renewals in a fully digital way

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Electronic invoice management in the Pharma Industry: obligations, benefits, and opportunities /blog/electronic-invoicing/electronic-invoice-management-pharma-industry/ /blog/electronic-invoicing/electronic-invoice-management-pharma-industry/#respond Mon, 28 Dec 2020 08:00:33 +0000 /?p=9233 In this post, we will focus on the topic of electronic invoice management in the Pharma industry. We will look at the legal obligations, as well as the advantages and […]

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In this post, we will focus on the topic of electronic invoice management in the Pharma industry. We will look at the legal obligations, as well as the advantages and opportunities to be exploited.

Electronic invoicing has now become something familiar for professionals and companies in all sectors in Europe. In Italy, companies and individuals are accustomed to this legislative obligation, and we have begun to understand how it works and the various advantages, both for individuals and for the community. In addition, electronic invoicing offers enormous opportunities, both direct and indirect, that not everyone has grasped; yet they are there, ready to be exploited.

These opportunities are linked to the broader theme of digitalization, i.e., the availability of increasingly detailed and “deep” data, which, in turn, can positively transform business processes and relationships with customers or intermediaries. Also, effective electronic invoice management give some advantages.

All of this even more true for a sector as important and delicate as the pharmaceutical industry.

The Pharma Industry, in fact, is tasked with a great responsibility in this period: its role has become even more central with the global explosion of the Covid-19 pandemic. In this absolutely extraordinary time, companies understand that there is just one path to follow: that of Digital Transformation

The difference lies in the fact that today we are called upon to do so with greater incisiveness, and in a very short time. What is the final objective? The goal is to put patients at the center of the business, to create a new relationship with them that is more intimate, more dynamic, more personal, and more based on mutual trust.

We repeat: this epochal change, today, can only come through digital. And e-invoicing in the pharmaceutical industry fits right into this thread. In the continuation of this post, we will start by focusing first on the regulations and obligations related to this issue (with a specific eye on the Pharma sector). But we will then move on to the advantages and opportunities: precisely on that aspect that, as we have mentioned, today remains little explored, but on which it is crucial to learn to focus.

 

Electronic invoicing – the obligations and latest legislative updates  

 Let’s start with the basics: the electronic invoice is an invoice in digital format, which fully replaces the old paper invoice. It must be completed according to legal standards and must be transmitted exclusively through the Interchange System (SDI).

 The possibility to issue invoices only in digital format was introduced in Italy with Legislative Decree n.52 of February 20, 2004. The Finance Act enacted in 2008 introduced the obligation to issue electronic invoices only to the Public Administration, with the related obligation to store digital documentation for 10 years.

 The other turning point was 2019, when the obligation for electronic invoicing was extended to private individuals; only certain categories remain excluded. Finally, as of January 1, 2021, new technical specifications will come into force (for the latest updates, see provision no. 166579/2020, dated April 20, 2020).

 

An important specification for invoice management in the Pharma Industry

 As far as pharmaceutical companies are concerned, there is no exception, and everything falls within the regulatory framework that is valid for all other types of business.

However, there is an important specification regarding pharmacies and healthcare operators required to send data to the TS (Sistema Tessera Sanitaria) system. The prohibition for issuing electronic invoices through the SdI for healthcare services provided to individuals has been confirmed for all of 202. This exemption is concerned with privacy issues, which is naturally a very delicate topic for the sector.

Everything is normal (as for other sectors), except for the electronic invoicing of pharmacies towards suppliers, distributors, and eventual external collaborators.

Finally, as Federfarma reminds us, as of January 1, 2020, the obligation for electronic storage and telematic transmission of receipts has come into force for all retail businesses, including those with a turnover of less than €400,000. 

 

Invoice management in the Pharma Industry: from obligation to advantage 

 So far we have analyzed the obligations related to electronic invoicing, with an important focus on the pharmaceutical sector (pharmacies, in particular). But what are the advantages?

First of all, for the community, there is a reduced rate of tax evasion, which, as is well known, is one of the most serious and long-standing Italian problems. According to the European Union, Italy has the largest “tax gap”: €35.4 billion, according to the most up-to-date estimates (fiscooggi.it). These are lost revenues which, in the final analysis, have highly negative effects on our economic system, and on all taxpayers, large and small. With electronic invoicing, we have more weapons to combat this problem: we can, in fact, put on track controls in real time, and the ities can therefore quickly block suspicious transactions.

Then there are the advantages in terms of savings, which apply both to individuals and to the community. Printing and shipping costs are reduced to zero. Storage costs are greatly reduced (no more need for physical storage space, manual data entry is reduced to a minimum, if not completely eliminated).

The possibility of errors, loss, forgery, and duplication are also drastically reduced (the reduction in errors also translates into a reduction in average payment times). With that comes increased security.

An estimate by the Observatory on Electronic Invoicing of the Milan Polytechnic has calculated that the dematerialization of document management processes leads to savings that can exceed 80% of the costs related to paper media. But that’s not all…

 

The real breakthrough lies in digitization

We’ve seen above how e-invoicing works and what the obligations are. Subsequently, we’ve looked at the advantages in terms of savings and optimization. But it is important to go further: the real opportunities to be seized, in fact, reside above all in digitalization, or, to put it better, in the dematerialization of Pharma company processes (large and small). We focused on the differences between the concept of dematerialization and that of simple digitalization in this post.

Federfarma sums it up this way: with the implementation of an efficient electronic invoicing system there is “the opportunity to achieve a significant improvement in administrative processes as well as data knowledge and analysis and transparency” (federfarma.it).

Here, then, is a keyword: data.

With digital, invoices are no longer just simple service documents related to payments. Here, they become a valuable trove of precise data about your customers and suppliers. This data must be collected securely. It must be analyzed and interpreted in a way that is smart and functional for your business. In this way, data becomes the basis for setting up a tailor-made dialog that is much more effective, dynamic, and transparent and that naturally leads to loyalty.

Finally, the invoice can be transformed from a cold “service” document into a channel of one-to-one communication, and even a vehicle for marketing.

Of course, upstream of all this, there is a need to design a specific software platform, tailored to each individual company, based on its characteristics, its modes of operations, and its needs.

Such a platform, in practice, must be able to:

  • Not only send and receive, but also classify and organize the electronic invoices issued and those received from customers, collaborators and external suppliers.
  • Automatically and intelligently archive documents for immediate retrieval.
  • Enable digital preservation with the highest possible level of security, and in accordance with legal requirements (paying close attention to regulatory updates).
  • Automatically extract data from documents. And this is a particularly important point, as we have seen above.
  • Report errors and inconsistencies.
  • Able to integrate with platforms and systems already in use within the company.
  • Allow for a wide range of personalization and as flexible and scalable as possible.

It’s clear that this type of architecture requires the use of a specialized company like Doxee. With Doxee’s paperless experience solutions, electronic invoicing for the public and private sectors is complemented by digital storage and electronic ordering services.

But that’s not all.

Starting with these initial operations (and the relative collection of data), it is possible to improve the procedures of Customer Communication Management (with the Doxee document experience offering for document management in the cloud), up to and including the true personalization of digital communication with customers and suppliers; one-to-one, omnichannel, interactive communication that transforms the sending of invoices into a powerful tool for dialog, marketing, and loyalty (on this subject, see the Doxee interactive experience solutions).

In 2017, Doxee managed about 10% of all electronic invoices to the Public Administration exchanged in Italy. This is a truly significant figure that can be explained by the breadth of its offer. It’s not only about the fulfillment of legal obligations, but also the ability to exploit the enormous advantages made possible by digitization.

The turning point of electronic invoicing for the pharmaceutical industry lies here.

 

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Personalized Healthcare – The tailored Healthcare Revolution /blog/digital-marketing/personalized-healthcare-the-tailored-healthcare-revolution/ /blog/digital-marketing/personalized-healthcare-the-tailored-healthcare-revolution/#respond Mon, 21 Dec 2020 08:00:59 +0000 /?p=9217 What does personalized Healthcare mean? Why is it a powerful and growing trend? What are the most interesting examples and applications? That’s what we’ll talk about in this post. Most […]

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What does personalized Healthcare mean? Why is it a powerful and growing trend? What are the most interesting examples and applications? That’s what we’ll talk about in this post.

Most everyone puts health and wellness first. And these factors are all the more important today, in these complicated times when the world is engaged in the fight against the Covid-19 pandemic that has disrupted our daily lives in big and small ways, impacting all areas, from global institutions, to the manufacturing world, in all its sectors.

This is also why the Pharma and Healthcare sectors are taking on an increasingly important and decisive role.

But that’s not all. These sectors, in fact, are experiencing a phase of great change, which began well before this pandemic. These changes have been triggered by several simultaneous factors, and the most decisive of these is certainly Digital Transformation, which has revolutionized the very world in which we live. The “fuel” of the digital revolution is the enormous availability of information that can be collected, analyzed, and interpreted. According to the most up-to-date estimates, every person on Earth today produces 1.7 megabytes of data every second. You read that right: every second. In general, 2.5 quintillion gigabytes of data are generated every day

In this new world, companies must keep this in mind: from data we must then move on to people, who must really be put at the center of business, and this goes for businesses of all types. In short, data must be transformed into relationships.

Now, let’s tighten the focus back to the Healthcare Industry.

We opened the article by saying that health and wellness, today, are more important to people than ever before. The next step is that people themselves expect increasingly tailored treatment from companies in the sector. They expect to be treated as individuals with whom to communicate, and they are no longer the passive consumer of years ago. Today’s consumers expect to receive clear, simple, and transparent information. They expect a digital, omnichannel Customer Experience, with fast processes and one-to-one interaction.

That’s where the personalized healthcare revolution starts. It’s all about digitization combined with personalization. All this, of course, has advantages on the consumer side, but also on the company side. The dynamic is truly win-win.

Of course, it’s mostly about redesigning your processes and learning to see the opportunities that come with this shift, and then going out and seizing them, gaining reputation, client loyalty, and competitive advantage as a result and the margins are really huge.

In this post, we will take a look at the dynamics of Personalized Healthcare, from data collection, to building a new way of communicating with customers and patients. Finally, we will introduce some successful examples, which bring interesting elements for reflection.

But first, in the next section, let’s examine the expectations of people who interface with companies in the field.

 

What people want

We have already pointed out above that today it is the customers themselves who are asking companies to get increasingly “closer”. It is consumers who expect personalization, together with a smart and tailored use of new technologies and this is even more true for the Healthcare sector.

Of course, it’s not us saying this, but the data. 

Consider, for example, the data that emerged from a 2019 study by Salesforce, which involved a sample of 6,000 people. 83% of respondents said that their experience of communicating with the company is as important as the products. 68% believe a real-time dialog is essential (which, of course, is only made possible with a decisive digital shift). More specifically, 69% of these prefer text messages. 55% prefer live chat and instant messaging. 38% use video chat.

Interestingly, it’s mostly younger segments that have these kinds of expectations. An example? For 83% of millennials, Healthcare apps are a critical tool (versus 49% of baby boomers).

Now, based on these expectations, how are Healthcare companies rated? Not highly.

In fact, according to the same survey, 47% of people think healthcare companies are more focused on industry processes than on people’s needs and wants. And 60% say the communications they receive from Healthcare companies are not meaningful or relevant to them.

In short, compared to other sectors, there is still a long way to go. The good news, however, is that there are enormous opportunities to be seized.

But where should we (re)start from? The answer is simple: from the knowledge of one’s target.

 

The first step? Know who you have in front of you

Consumers increasingly want personalized, high-tech healthcare; we’ve seen it. As a result, the first step for companies in the industry is very simple (on paper): Get to know the people they are targeting, their demographic, geographic and behavioral characteristics. But that’s not all: it’s very important to consider how these characteristics and behaviors change over time, how they modify with the onset of new variables.

Data collection, in short, must have a dynamic approach and be as real-time as possible. But where does one find all this information? In so many “places”. 

  • In hospitals, first of all: and here the great theme of digitization of medical records comes into play, on which there is still a long way to go (01health.it).
  • Then there are the digitized systems that are becoming increasingly widespread in medical practices and institutional bodies (a trend that, during the pandemic, has seen a marked acceleration).
  • Then there is a constantly expanding pool of apps dedicated to Healthcare, which collect very in-depth and dynamic data.
  • And then there’s the frontier of the Internet of Things, especially on the wearable medical device side. This is a growing market, which was valued at $7.8 million in 2017, and is expected to be worth more than $27 million by 2023 (globenswire.com).
  • Finally, there is the possibility for brands to interface directly with people, through different channels, such as their website, using effective customer support and CRM systems,  but also through ad hoc apps, social networks, and email campaigns.

In short, as you can see from this quick overview, today there are many sources of information. Everything lies in the ability to cross these data and interpret them in a functional way, embracing an omnichannel perspective.

 

The second step? Turning data into relationships

Such an impressive amount of data, of course, needs analysis and interpretation tools based on the most advanced Artificial Intelligence systems, which in turn exploit the computing power (very “elastic”) made available by Cloud Computing, which today has become indispensable.

What is important to understand is that every business and every company must learn to calibrate these tools in a way that is functional to their own characteristics and objectives. There is no universal recipe that is valid for everyone, but all strategies must point in the same direction: divide your target into smaller and smaller clusters, with consistent and uniform characteristics, to target with tailored communications and actions.

The final objective?

Personalization, that is, one-to-one dialog, which leads to a close relationship between company and customer, and therefore to a very high level of loyalty. This is the heart of personalized healthcare.

There are many ways to conduct this dialog, and one of the most effective is by creating personalized videos. This is what Doxee does, with its Doxee Pvideo®, a powerful tool for companies in the sector.

 

Three interesting examples

Let’s close this post by quickly telling you about three different examples of personalized Healthcare.

1. Let’s start with a joint venture between multinational pharmaceutical company Novo Nordisk and Glooko, a digital health company. These two leading companies have collaborated to create Cornerstone4Care, a website and smartphone application dedicated specifically to diabetic patients. Through this system, people can monitor their blood sugar readings and, based on this and other individual data (very well protected, of course), receive personalized advice for their diet, exercise and daily management of the disease.

2. The second example involves the world of maternity and concerns one of the most advanced American hospitals. We’re talking about Orlando Health, with its Newborn Services. With this platform, new mothers can choose the topics they are interested in and receive personalized emails based on these interests. They can also have the answers to their questions delivered directly to their inbox: itative and scientifically sound answers. This service is extremely effective, also because it is based on a vast amount of personal data provided by users, and stored in maximum security.

3. With the last example, however, we move to the side of Artificial Intelligence. The Your.MD app is a virtual assistant based on algorithms capable of cross-referencing data from medical literature related to over 1,000 health problems. Users can use a personalized chat, within which bots provide accurate and tailored answers to their questions. The last step is the most interesting one: after identifying the potential problems of the individual, the system directs the user to the best doctors in his area.

And so the circle closes: from the digital world we return to the human relationship, with advantages on all fronts. With the most advanced technologies, in short, the patient finally returns to the center of focus!

 

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The 10 digital insurance trends to take into account for 2021 /blog/digital-disruption/10-digital-insurance-trends-2021/ /blog/digital-disruption/10-digital-insurance-trends-2021/#respond Thu, 17 Dec 2020 08:00:46 +0000 /?p=9210 From dematerialization to personalization. From IoT to Machine Learning. From Virtual Reality to gamification…and more. Here are the top 10 digital trends for insurance. The insurance sector is one of […]

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From dematerialization to personalization. From IoT to Machine Learning. From Virtual Reality to gamification…and more. Here are the top 10 digital trends for insurance.

The insurance sector is one of the most important and diverse productive sectors of the world economic system. It’s a strategic sector, one that has many points of contact with the public and with individual health, a side that, as is evident, has jumped to the center of public debate, especially given the difficulties facing many parts of the world in the wake of the pandemic. But that’s not all. We are talking about a sector that has seen its processes and dynamics radically evolve in a relatively short time.

The insurance industry has experienced a real revolution, triggered by two main thrusts:

  1. Digital Transformation, which has changed the face of all sectors, but also of society as a whole (the Insurance Industry is no exception);
  2. a general and marked trend towards market liberalization, with the emergence of new players (of different sizes), and an unprecedented amount of choice available to users. All of this, as a consequence, has brought a paradigm shift. Today, the insured has become the real center of business. It is a business that becomes more and more personalized.

Essentially, we are talking about digitization and personalization.

But the most important thing to keep in mind is that these two factors are continuous. They are two drivers that are producing constant innovation in the dynamics of this sector. That is why, today more than ever before, it is necessary to keep an eye on the future, constantly, to discover the new digital trends for insurance before the competition. To give you a hand, we have collected 10 of the most promising trends that insurance companies will be facing in the coming year. 

 

1. Digital document management

Digital Transformation in the insurance sector starts with document management. In this field, the keyword is dematerialization. The objective is the total elimination of paper documents: an operation to be carried out according to the most up-to-date legislation.

The advantages?

  • Savings of time and costs. Increased security. Reduced compilation errors.
  • Enormous simplicity and speed in sharing documents (whole or partial). Optimized search operations (upstream, however, effective indexing is needed).
  • Above all, the ability to extract a huge amount of precious data from your archives, which becomes fundamental for redesigning your digital Customer Relationship Management processes.

On the topic of dematerialization and digital document management we have dedicated an entire post, which you can see here.

 

2. A modern IT architecture

This point is intimately linked to the previous one. Think about the complexity and number of documents produced by insurance companies: contracts of various types, attachments, forms, different types of policies. Then there is the aspect that concerns the direct (or indirect) relationship with customers. Finally, don’t forget about all of the work interfaces for employees and collaborators. The list could go on.

This is why, in this sector, it is more decisive than ever to invest in innovation for IT architecture. And what is the pillar on which to design it? Cloud Computing.

Why? Again: cost savings (for the purchase of hardware, software, servers, data center). But above all, the benefits are soaring efficiency, great elasticity, and scalability. Exponential increase of cyber-security

 

3. The growth of aaS

In the above point we introduced the importance of elasticity and scalability. It is important to emphasize that these are not only issues that concern IT architecture.

One of the biggest trends in the Insurance Industry is that of the so-called aaS, or “as a Service”. We are talking about an ever-growing slice of tailored, short- or very short-term insurance that needs to be activated quickly. In the future, therefore, we will have more and more usage-based policies that can be activated quickly and easily, often through dedicated apps.

Think, for example, about insurance related to travel, sports events, or for specific health needs. 

 

4. The turning point of IoT

One of the most promising digital trends for insurance is certainly that of IoT, the Internet of Things, which is the connection applied to everyday objects.

Some examples of IoTs applied to the insurance industry?

Wearable devices that are being developed in the healthcare industry (resulting in reduced risk). Or car components (which will certainly change the dynamics of automobile policies). Also everything related to the 比特币交易平台_BTC期货合约交home and manufacturing 4.0

On this front, the margins for development are enormous. And one thing must be immediately emphasized: IoT also means (and above all) a new huge amount of data that companies can collect and analyze. This brings us to the next point.

 

5. More and more data-driven

The engine of the digital revolution is data, the so-called “Big Data.” This is a widely known fact. 

What is important to underline is that, in the insurance sector, this enormous amount of information is fundamental in two directions:

  • Internal: Keeping the functioning of processes under control, down to the smallest detail, in order to reach the maximum degree of optimization;
  • External: In this case, which is even more decisive, it is a matter of collecting as much data as possible on the audience of customers, both actual and potential. Learn how to analyze and interpret the data correctly, with the help – now indispensable – of AI and Machine Learning systems (and we will return to this in the next point).

Segment your audience into increasingly specific and functional targets. Finally, hit these targets with increasingly tailored Marketing and Customer Service operations. This is what we mean when we talk about data-driven optics.

The final objective? The personalization, which we will talk about in point 7.

 

6. AI and Machine Learning

Data, data, data! Huge amounts of data are at the basis of all new digital trends for insurance: from process optimization, to strategic choices, to marketing. It is natural, therefore, that manual processes are no longer sufficient to collect all this information, integrate it, cross-reference it, and then interpret it. Here, then, automatic systems, based on AI (Artificial Intelligence) and Machine Learning, come to our aid.

Important: these systems must be calibrated according to the characteristics of your business, your needs, and your objectives. Above all: they must be dynamic and constantly updated.

To give you an idea of how important this market is for the insurance industry, just think of these figures: in 2017, the Insurance industry analytics market was worth $6.06 billion. Forecasts for 2023 are projected to reach $11.96 billion, with a compound annual growth rate (CAGR) of 12.5% (marketsandmarkets.com).

 

7. The future is personalization

What is beyond the data-driven, and beyond the subdivision of your audience into specific micro-targets? It’s very simple: individuals.

The real goal of all companies in the insurance industry is the most ambitious one: to learn how to address individuals, to establish a one-to-one, dynamic and interactive dialog with their customers. From here passes the road of loyalty, which is the true goal of every insurance company.

Companies like Doxee can help you with these processes, starting from document digitization services, up to the creation of CRM and CCM departments based on personalization.

An example? The joint venture between the French insurance giant, AXA, and Montepaschi. This insurance giant has chosen to rely on the services offered by Doxee to produce personalized and interactive videos, to be sent via email to its customers, with the aim of lowering the churn rate and boosting loyalty. All with excellent results (see here).

 

8. Gamification

Marketing and Customer Service experts in the insurance world have their eyes on a strategy that is proving increasingly interesting and promising: gamification. It is a matter of applying the typical dynamics of gaming (such as obtaining prizes, subdivision into levels, bonuses, and much more) to the digital Customer Experience.

The results in terms of engagement and, consequently, loyalty are often very surprising. Here is an Italian example, in this regard.

Vittoria Assicurazioni created the “Vittoriadi,” a digital game, which was active from November 2018 to May 2019. The results? A 57% annual increase in customers who registered to join the company’s loyalty program.

 

9. Virtual Reality and Augmented Reality

A recent Accenture survey of 623 top managers in the insurance industry found that:

  • for 85% of respondents,  Virtual or Augmented Reality systems are important for reducing the “physical distance” with customers, but also with employees;
  • 84% of respondents said that it is very important for their company to be pioneers in the field of Virtual Experience.

This data is very clear, and it indicates that the future of marketing and Customer Experience of the sector can come from VR (Virtual Reality) and AR (Augmented Reality) systems… especially when these systems add personalization.

 

10. DLT and Blockchain

Now let’s return to a topic that concerns the infrastructure. Here, one of the keywords for the future is disintermediation. Here, “Distributed Ledger Technologies”, or DLT, are important. Without getting too technical, DLTs are systems based on a distributed registry of data.

Among these technologies is Blockchain, a distributed registry of transactions that does not require a central validation body. It is a technology that has gotten a lot of attention, with the creation of the first cryptocurrency, from Bitcoin onwards, and it’s showing applications with promising potential for many sectors, including for insurance.

Lloyd’s of London, for example, has recently acquired BellMead Tech, a start-up focused on claims management through blockchain.

In conclusion: there are no infallible predictions about the future. But what we are certain of is that companies that do not know (or do not want) to look ahead are condemned to stay at the starting line. And this applies to all businesses, and at all times!  

 

Discover the opportunities of Digital Disruption for the insurance industry in this free ebook!

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Video marketing in the Healthcare sector: strategies, best practices, and success stories /blog/video-marketing/video-marketing-in-the-healthcare-sector/ /blog/video-marketing/video-marketing-in-the-healthcare-sector/#respond Tue, 15 Dec 2020 08:00:47 +0000 /?p=9202 Video marketing in the Healthcare sector: the Healthcare sector is experiencing an unprecedented phase of vitality and expansion. It is also a phase of radical revolution in the wake of […]

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Video marketing in the Healthcare sector: the Healthcare sector is experiencing an unprecedented phase of vitality and expansion. It is also a phase of radical revolution in the wake of Digital Transformation, which has opened up enormous unprecedented opportunities that were unthinkable until a few years ago.

In our previous post, we focused on the meaning of Digital Health and its importance in today’s landscape. In another post, we shifted our gaze towards the future, analyzing the new technology trends impacting the Healthcare Industry and the opportunities they bring, all to be seized.

In the midst of all these trends, one direction emerges clearly: that of bringing companies closer to individuals. If the starting point of the digital revolution is data, the point of arrival is instead to transform this data into relationships. Today, the success of every company – especially those in the world of healthcare – is at stake. 

To put it another way: it’s really about reviewing how you communicate with customers. In this post, we will focus on a specific and decisive aspect of digital communication: video marketing.

We’ll start by looking at data that demonstrates the power and effectiveness of the video medium. This power and efficacy have no equal in our world today. Then, we’ll look at the best strategies, best practices, and successful examples for video marketing in the Healthcare sector.

 

There’s nothing more effective than videos…it’s all in the numbers 

Here are some numbers that alone demonstrate why video is the most effective media in the digital age:

  • more than 5 billion videos are viewed on Youtube every day (merchdope.com);
  • 78% of online users watch at least one video every week. And 55% watch one every day (hubspot.com);
  • According to estimates by Cisco, by 2022, 82% of all internet traffic will be generated by video. This percentage was already 72.3% in 2017 (cisco.com);
  • when it comes to video 55% of people pay more attention than any other type of content (omnikick.com);
  • when viewing a video, the average user retains 95% of the message it contains; this percentage goes down to 10% when we talk about text (wirebuzz.com);
  • about 100 million hours of video watched every day on Facebook (99firms.com);
  • 82% of registered Twitter users consume video content constantly (Twitter);
  • on Instagram, posts containing video record 38% higher engagement on average than posts containing images (mention.com);
  • 54% of consumers say they want to see more videos from the brands they follow and support (hubspot.com).

Such statistics are compelling for brands and brands are taking notice. As a result, brands are moving to implement videos as much as possible in their marketing strategies, with excellent results. These two statistics offer additional proof: 

  • 87% of marketing professionals use video in their strategies (wyzowl.com).
  • 88% of marketers are satisfied with the ROI generated by video marketing campaigns (animoto.com).

This collection of data proves one thing: video is the most effective tool for digital marketing. And this also applies to the Healthcare sector. In fact, it’s even more true for this sector, which is intimately involved with consumers as part of their daily lives. 

 

How to structure a video marketing strategy in the Healthcare sector in 4 points

So, let’s take a closer look at how we can build a video marketing strategy in the Healthcare sector, the fundamental points that must be included, the best practices, and some examples of success.

 

1. Start from education

It is often said that we live in the information age. Today, as never before, we have access to all the information we could need in just a few seconds, maybe with just a few taps on our smartphone during a coffee break. Health information is certainly among the most sought after online. In Italy alone, web searches made on this topic average 4 billion per year, a trend that is constantly growing (agendadigitale.eu).

The downside of all of this is the difficulty of finding your way around this mass of information, that is sometimes complex, misleading, or even altogether untrue. This is why the first task of a company in the Healthcare sector is education. Education is not just a responsibility, it’s also an opportunity.

In this sense, video proves to be the best ally. Video is a way to provide the consumer with an effortless way to have access to clear, precise, and itative information from the brand. This is the first step toward establishing a relationship of trust with the brand.

An example? The Mayo Clinic’s one-minute video series covers a variety of useful topics, from the importance of fitness, to the use of cosmetics, to how to prevent allergies.

 

2. Be clear, but also calm

In this case, let’s start immediately from a very interesting and effective example. Targeted toward their younger patients, Miami Children’s Hospital created a video campaign that explains what happens before, during, and after heart surgery. Understandably, this is a very sensitive topic. With this video, the Miami Children’s Hospital manages to achieve the complex objective of providing clear and itative information, while at the same time reassuring the viewer.

How?

By showing the faces of its staff members, demonstrating their professionalism, the environment, the technologies used, and everything related to the surgery. In this way the high level of preparation and humanity of the people involved are what stands out to the viewer.

 

3. Learn to be engaging

As we saw above, you have to know how to correctly inform and educate your audience, all with a calm demeanor. However, it’s also true that, for video marketing in the Healthcare sector, success also depends on your ability to excite and involve the viewer. In short, the keyword is storytelling.

An excellent example is the campaign carried out by the dental health department of Bupa UK and addressed to children (but applicable and reachable to adults as well). Through a great use of animations and storytelling, the brand uses the well-known story of the tooth fairy and associates it with childhood memories.  This campaign has proven to be a great vehicle for establishing a truly intimate relationship with the viewer (and, not surprisingly, the video has exceeded 1.3 million views on YouTube). 

Another effective way to be direct and engaging is to use influencers in your video marketing campaigns. A very interesting example is that of the Australian pole vaulter, Amanda Bisk, who has been diagnosed with chronic fatigue syndrome. On her Instagram channel, Bisk talks about her path to fight the disease through fitness, and she has quickly become one of the most famous figures in Healthcare on the platform.

It’s important to note that today, more and more brands are targeting not only top influencers, but micro-influencers. Micro-influencers have a much smaller yet targeted and loyal following of fans. Therefore, their messages are perceived by the public as more authentic and personal.

 

4. The definitive strategy? Personalization

94% of marketers believe that personalization is crucial for the future of the business in which it moves (info.monetate.com). But what do we mean when we talk about personalization?

First of all, it’s not something new: really knowing your audience has always been the best way to make a profit, to calibrate your communication and your “tone of voice”, to increase engagement and loyalty. But what is the turning point of personalization today?

It is a digital turning point. Today, we all leave traces online at every moment: geolocation, Google searches, preferences on social networks, apps (which in Healthcare are increasingly widespread), and so on. We are talking about a huge amount of data that benefits both companies and consumers, in a win-win perspective.

Therefore, it’s a matter of utilizing efficient systems for the collection of this data, dynamic systems that are designed with an omnichannel approach in mind. From collection, the next step is to analyze and interpret this information. Then, you will want to divide your audience into many micro-targets with homogeneous and consistent characteristics to target with tailored communications and offers.

 

Can you go further?

Yes, the real goal must be the single person, using a truly one-to-one dialog. This is exactly where specialized companies like Doxee come into play.

Think about Doxee Pvideo®: we are talking about personalized videos that are built on the characteristics of individual users, with many opportunities for interaction and the possibility to insert custom calls-to-action. In short, Doxee Pvideo® combines the strength of video with the power of personalization.

That’s why Forbes magazine defined personalized videos as “the ultimate marketing breakthrough that brands need” (forbes.com).

In conclusion, these facts are all the more true in a sector like Healthcare that impacts people’s daily lives. For brands, the best strategy can only be to get closer and closer to customers. 

 

Get in touch with Doxee world!

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Digital Marketing for the Pharma Industry: the pillars of a successful strategy /blog/digital-marketing/digital-marketing-for-the-pharma-industry/ /blog/digital-marketing/digital-marketing-for-the-pharma-industry/#respond Mon, 14 Dec 2020 08:00:33 +0000 /?p=9188 The importance of Digital Marketing for the Pharma industry is constantly growing, especially today. In this post, we’ll look at the key points for building an effective strategy. Today, there […]

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The importance of Digital Marketing for the Pharma industry is constantly growing, especially today. In this post, we’ll look at the key points for building an effective strategy.

Today, there is a sector that everyone is watching: the pharmaceutical sector. We are talking about a sector that, according to the Iqvia report “The Global Use of Medicine in 2019 and Outlook to 2023”, will exceed a total market value of $1.5 trillion in 2023 with a compound annual growth rate (CAGR) between 3% and 6%.

We must preface this by saying that these are estimates produced before the outbreak and the dramatic spread of the Covid-19 pandemic. 

Today, we are still in the midst of this emergency, both nationally and worldwide: it is very difficult to predict when and how we will come out of it, and how our lives, our societies, and our production systems will change because of it.

However, there are two certainties: 

  1. the first is that the Pharma Industry will be more and more important and strategic, and will have to take on more and more responsibilities. Such responsibilities can be transformed into opportunities, both for companies in the sector and for all of us citizens;
  2. the second is that the pharmaceutical sector will undergo a powerful acceleration of its Digital Transformation. This turning point is already defined as “Pharma 4.0”.

This post will focus on Digital Marketing in the Pharma Industry, and we think it is essential to start from the “Pharma 4.0” label.

 

What is Pharma 4.0?

Pharma 4.0 refers to the application of the logic of Industry 4.0 and Digital Transformation to the pharmaceutical sector.

All of this translates into a radical overhaul of production processes, commercial processes, and distribution mechanisms. It also includes a radical overhaul of the relations with the Public Administration.

The digital revolution, therefore, starts from the same production mechanisms, which become smarter with the implementation of an increasingly advanced sensor technology, the Internet of Things, but also with the adoption of predictive analysis systems based on Artificial Intelligence and Machine Learning.

Of course, these new dynamics are also based on the optimization of distribution. But that’s not all: today, digital is the first ally also for research and development, which are tremendously important in this industry, especially in the unprecedented phase where we find ourselves today.  Then, above all, there is the patient, who has become the real center of the business. The final goal of the digital revolution, in fact, is a new relationship between companies and individuals. 

So, we are talking about a new type of dialog that is more tailored, more personalized, and a new way of approaching marketing. At the same time, it’s about the centrality of Customer Care.

 

6 most important drivers of the future of Digital Marketing in the Pharma Industry

In this post, we will identify our take on the 6 most important drivers of the future of Digital Marketing in the Pharma Industry. To put it another way: they are the 6 pillars on which companies in the sector can build their new strategies.

 

1. Be guided by data

It is said that data is “the new oil of the digital age”: a perhaps overused expression but one that is still very effective.

The enormous amount of information made available by the internet is the fuel behind digital transformation. It is what allows the continuous (and automatic) innovation of all business processes. And, above all, unlike oil, it is not an exhausted resource…quite the opposite. Just think of the pharmaceutical sector: there is no longer just the data that each of us leave behind on search engine searches, with the preferences expressed on social networks, with geolocation, with the use of apps (and much more).

Today, in fact, even the objects themselves are more and more interconnected in the network. Just think of the already mentioned IoT (Internet of Things), which, in the field of health, is playing a decisive role, so much so that a new acronym has been coined: IoMT (“Internet of Medical Things”). Here, we are talking about mostly wearable devices that are used to monitor our state of health and well-being in real time

All of this results in a huge amount of data (the so-called “Big Data”) that is available to companies. The challenge is to learn how to collect and interpret this information in a profound and intelligent way. On this basis, companies can use it to redesign your business, and above all, to get to know your target. Knowing your audience, in fact, is the starting point for any marketing strategy; today you can do it with unprecedented precision, going as far as individuals.

Before getting to the next point, which is dedicated to personalization, we should specify that players in the pharmaceutical sector must bear in mind some very delicate aspects: security and strict regulations regarding privacy and the use of sensitive data.

 

2. From “precision medicine” to personalized marketing

There is no doubt that the frontier of health is personalization. 

In fact, the concept of “Precision Medicine”, where the therapies, treatments, and even drugs themselves will be increasingly tailored to specific patients, going beyond the “one-fits-all” model.

This will be the future. But, if we move to Digital Marketing for the pharmaceutical industry, personalization is already the present. It is about going beyond Big Data analysis and dividing your target into segments. It is about aiming at the single person, building a one-to-one dialog based on the characteristics of each one.

That’s exactly what Doxee does, with its personalized marketing and Customer Relationship Manager systems.

Health is the most precious commodity we have; and no one, when it comes to health, wants to feel treated “like a number”. That’s why all Pharma industry players are taking decisive steps in the direction of “getting closer” to patients.

 

3. Social networks: another way to “get closer”

Digital Marketing today can only move from social media, and this is also true for the Pharma Industry.

In this regard, let’s start with some data:

  • According to a Mediabistro survey, more than 40% of people are influenced by social networks in their health choices (pointsgroup.com).
  • In particular, people aged 18-24 tend to discuss health and wellness issues on social networks twice as much as people aged 45-54 (getpushing.com).
  • In addition: 90% of people between 18 and 24 years of age say they trust medical information shared on social networks(searchenginewatch.com).

These are very significant statistics, especially when you consider that the vast majority of people spend a lot of time every day on social networks, and there they inform themselves, compare information, and form ideas and opinions. The task of the Pharma companies, therefore, is to be found on those channels, and with the right tone of voice, combining simplicity, closeness, but also ity.

To deepen the role of social media marketing for the pharmaceutical sector, we refer you to this post on our blog.

 

4. The role of influencers and KOLs

Let’s start again with other data: 

  • 70% of millennials are addressed by “influencers” when making a purchase (collectivebias.com).
  • on average, influencer marketing has a ROI of $6.50 for every $1 spent (adweek.com).

Influencer marketing has enjoyed great success and it is in turn very connected to the world of social networks (with significant growth, especially on Instagram). It is natural, therefore, that companies that deal with health must also learn to take advantage of its dynamics.

But that’s not all. Among the most effective weapons that the Pharma Industry has at its disposal today to reach and retain its public, there are Key Opinion Leaders or KOLs. KOLs are experts in their field who have a recognized professionalism and expertise. Therefore, they are itative voices, which are fundamental for communicating in sensitive areas such as the Pharma industry. This is important especially in an environment like online which is often infested with fake news and misleading information, which can backfire on players in the sector.

And what is the most effective means by which influencers and Key Opinion Leaders can spread their messages? There is no doubt about it: the video.

 

5. Virtual Reality and Augmented Reality: the future of Digital Marketing is already here

According to most observers, the future of the digital world will increasingly pass through VR (Virtual Reality) and AR (Augmented Reality) systems. Again, we are supported by data: according to the most updated studies, by 2023 VR software market is expected to reach $4.6 billion, nearly doubling from the current $2.6 billion (statista.com).

The most innovative companies have already identified this trend in time and are moving decisively to gain a competitive advantage. This is also true in the Pharma sector. Just think of Novartis, for example, who recently partnered with Microsoft (see here) to produce Virtual Reality systems. Here, the goal is to explain to patients how medicines work in an incisive and engaging way.

This is only the beginning of a possible further revolution and one that will only strengthen the assumption from which the best Digital Marketing strategies for the pharmaceutical industry must begin: everything must revolve around a new relationship with patients, with individuals.

Especially in this time of crucial and unprecedented challenges that affects us all.

 

6. Content marketing

Content marketing in the pharmaceutical sector is taking on an increasingly strategic role. But how can companies calibrate it according to your objectives and targets? What are the most effective channels and tools? That’s what we’ll focus on in this post.

Individual and collective health issues have never been as central and decisive as they are now. Consequently, all of this translates into an enormous responsibility that companies in the pharmaceutical sector are called upon to assume. There are the fields of research, clinical trials, and laboratory trials; and then — of course — those of production and distribution.

But be careful! Today the Pharma industry is called to a new challenge: that of reinventing its relationship with consumers, of setting up a dialog with patients in a new way, which goes from digitization to personalization.

In this post, we will examine a specific side, one which is really central for this historical period. We are talking about content marketing strategies for the pharmaceutical sector. They are decisive because they combine the responsibility to educate and inform their audience, while also providing opportunities for companies in the sector to get closer and closer to customers and build customer loyalty.

But let’s start from the beginning. In the next paragraph we will see what is meant by content marketing and why it is so effective. 

 

What is content marketing? 

Content marketing is an approach focused on the creation, sharing, and distribution of valuable content, with two very simple objectives: 

  1. win new customers;
  2. retain existing customers.

The forms through which content marketing is put into practice are many: from written articles to interactive videos, from seminars and webinars, to social media strategies (and we’ll come back to some of these types later). What all these forms of content marketing have in common is that the primary objective is not to sell immediately and directly.

Now, let’s consider some statistics to help us define the current landscape and future trends. First of all, what are the objectives for which a content marketing strategy is being put in place? The answers come from an infographic by Mashable (webinfermenti.it).

  • In 69% of cases, the objective is brand awareness.
  • In 68% of cases, the goal is acquiring new customers.
  • In 67% of cases, the goal is lead generation.
  • In 62% of cases, the goal is improving customer loyalty.

Let’s look at some other numbers. 

According to CMI, more than half of marketers plan to use content marketing for their strategies. And 72% say it is a great way to increase engagement (contentmarketinginstitute.com). Not surprisingly, 78% of companies have a team specifically dedicated to content production (hubspot.com). According to the Havas Groups’ Meaningful Brands report, 84% of consumers expect brands to create valuable content (insights.newscred.com).

These are significant numbers, which alone say a lot about the effectiveness of this type of strategy, and how valuable it is to companies.

At the same time, 64% of marketers said they would like to learn how to build a better, more elastic, and scalable content marketing strategy (marketingcharts.com). It is on this point, then, that you need to focus.

Let’s say it now: there is no universal recipe that is valid for all types of business and for all types of companies.

However, in all cases you have to go through a 4-step process:

  1. define your goals;
  2. identify your target (or, better, your targets, plural);
  3. choose the channels to reach your target;
  4. use the right tools (in relation to your objectives, targets, and channels).

Keeping this awareness firmly in mind, in the continuation of this post, we will try to bring all this down in the context of the Pharma Industry, retracing these 4 steps, and getting more specific.

 

4 steps of content marketing in the Pharma Industry

 

1. Objectives: a foundation of  information and education 

Of course, every pharmaceutical company has its own specific objectives in terms of marketing and communication. Its content production must be based on those.

However, there is a challenge that, with the advent of digital, has become common to all players in the industry. Let’s talk about the challenge of education. Today, every user connected to the Internet can have access to a huge amount of information, news, and opinions. It is a positive fact in itself, but it also has its downside: in the midst of all this, fake news are hidden theories without any scientific basis, even real disinformation campaigns that can be very diffused. The challenge (and the responsibility) for Pharma companies is first of all to put themselves in the digital world with confidence (without this turning into a source of inspiration, which is always counterproductive), but also with the right “proximity” to people.

Put another way, it is a matter of putting education at the base of one’s own strategies, of presiding over the “places” of online debate, with the right “tone of voice”, with the right tools, and through the right channels (and we will come back to this in a moment).

For companies in the sector, all of this translates into a marked improvement in brand awareness and reputation. And this is where it all starts, today more than ever.

 

2. Target – From big numbers to personalization

There is no such thing as the perfect content for everyone, but there are different types of content that are suitable and effective for different audiences. Here is a summary of its fundamental importance to the target audience.

Attention: the challenges of communication, today more than ever, are played out here and the digital world has provided marketing and communication professionals with the real tool they need: data analysis.

Today, in fact, brands can actually “know” their audience, collecting the digital traces that each of us leaves online. Personal, geographical, behavioral data, and how all of this varies in real time. This is the revolution of Big Data. But beyond Big Data there are people, and pharmaceutical companies today can really address individuals and establish a one-to-one communication, a personalized dialog that is tailored to individual patients.

The systems to put it on track exist: they are those of personalized marketing that specialized companies such as Doxee deal with.

Important: it’s not just a question of marketing. The entire Pharma sector, in fact, is moving more and more towards “personalized medicine” (or “precision medicine”), which can only start from an intimate and personalized relationship between company and patient.

 

3. Channels – The imperative is to be omnichannel

The right message, as we have seen, is the one that reaches the right recipient. But that’s not all: it has to go through the right channel. And, once again, Digital Transformation has changed all the cards on the table, even in the pharmaceutical sector.

Alongside the traditional “physical channels” (from pharmacy to seminars and academia), the digital channels through which to publish their content marketing campaigns have multiplied. There are company websites, where it’s important to utilize tools like blogs or newsletters. Here, it is essential to put an efficient and targeted SEO strategy on track. There are specialized forums and platforms, to be screened and overseen with care; the whole ecosystem of apps dedicated to health and the fundamental side of social networks.

Above all, there is an imperative to follow: manage your communication in an omnichannel way, optimizing and personalizing it according to the characteristics of each channel, and always with an eye toward the mobile environment. More and more, it is through smartphones that people connect to the internet (mobile traffic, only in the last 7 years, has increased by 222% worldwide; broadbandsearch.net)

 

4. Tools – The power of video

The objectives for content marketing in the pharmaceutical sector have diversified. Targets are increasingly specific, and the individual patient is increasingly at the center of the business. Likewise, the number of possible communication channels is constantly expanding. All of this is happening in the wake of Digital Transformation.

As a result, the tools for creating valuable and effective content have also multiplied.

There is the creation and management of well-organized corporate blogs. There are whitepapers, case studies, ebooks, and infographics. An increasingly interesting and exploited tool is the podcast (see “La grande incertezza”, a podcast by Angelini to spread knowledge on mental health issues in these difficult times of the pandemic).

Also in this case, it is important to underline that the perfect tool does not exist: it all depends on circumstances, strategies, objectives, and targets. Yet there is a medium that surpasses all others for power and effectiveness of communication, especially when it comes to content marketing: we are talking about video and the motivations are well expressed by the data itself. Here we propose two very significant data points:

  • 55% of people pay more attention when approaching videos than any other type of content (omnikick.com).
  • when viewing a video, the average user retains 95% of the message contained in it; if we talk about text, this drops to 10% (wirebuzz.com).

In conclusion: any content marketing strategy for the pharmaceutical sector must pass the numbers test. You need to carefully measure the effectiveness of your campaigns, understand what worked best and what worked least, to set in motion a process of continuous improvement.

Again, it’s all about data, to be used to get “closer” and closer to people, and to establish fruitful and lasting relationships with them.

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Dunning management software: how to provide high value-added services  /blog/customer-experience/dunning-management-software-added-services/ /blog/customer-experience/dunning-management-software-added-services/#respond Thu, 10 Dec 2020 08:00:02 +0000 /?p=9179 Dunning management software: the management of outstanding debt collection is a complex activity that today is increasingly organized thanks to the use of modern technologies. Dunning management software, together with […]

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Dunning management software: the management of outstanding debt collection is a complex activity that today is increasingly organized thanks to the use of modern technologies. Dunning management software, together with adequate infrastructure and advanced communication, allow companies, public bodies, and private citizens to optimize the time and costs of research and collection. The complete recovery cycle, from the archiving of customer data to the automation of payments can be managed and administered thanks to innovative methods for managing business insolvencies. 

In this post, we will look at some of the most effective methods and tools to support them.

 

Integrated platforms at the heart of the reminder strategy

The activities undertaken for recovering revenue that is likely to be lost as a result of lack of payment is referred to asdunning

The management of reminders is fundamental for a company that has to make recurring invoices. If some companies continue to implement the usual methods of communication and collection, today the approach that best manages to value technological evolution is one focused on the customer, which enables a full set of tools within a complete strategy of reminder.

In recent years, more organizations are deciding to act strategically, and to achieve this, they are choosing an integrated platform. To design and implement ad hoc applications, the first step they have to face is to establish a shrewd system of data management. Only starting from a careful analysis of needs, habits, and patterns of action identifiable for specific categories of consumers, they will be able to develop a data culture that is both data-driven and insight-driven, which ensures accessibility to the necessary information on which management can base their decisions.

An evolved platform must redesign credit management processes according to the needs of the organization. To do so, it must offer:

  • complete coverage of the different business functions in order to optimize the collaborative routines between actors in the process;
  • a flexible workflow that can be updated in real time for real process governance;
  • real-time monitoring tools, set to improve consumer service levels;
  • an automated and highly responsive communication system available to the paying customer.

Among the most advanced tools for helping companies enhance their digital transformation with essential features of interactivity and personalization are those developed by Doxee for the Public Administration. Doxee Pvideo® and Doxee Pweb®, which we will talk about later in this post, proceed far beyond the simple conversion of a paper document into a computer document by exploiting the full potential of dematerialization in order to manage the company’s outstanding debts in an innovative and effective way.

 

Dunning management software can optimize credit management activities 

There are two main components that credit management must deal with in a strategic and structured way:

  1. Reduce unsuccessful payment attempts
  2. Improve communication with the customer

Optimizing tactics to produce the best results on each of these operational dimensions is essential to improve customer relationships, extend the life cycle of the product or service, and reduce the drop-out rate. The use of platforms designed to manage and recover credit is part of a change of pace that shifts the focus of investment to the user experience, rather than on collection activities.

 

1. Optimize the management of reminders with automatic payment attempts

The management of the reminder is, first of all, the act of repeatedly attempting to collect the outstanding payment. 

 

Electronic payments: where are we in Italy?

With the spread of new technologies, electronic payment and invoicing (EBPP, Electronic Bill Payment & Presentment) has rapidly established itself through the internet, direct access, or ATMs. Today, they are a key component in many financial institutions (online banking) and in many other sectors, including insurance, telecommunications, utilities, and energy.

There are two types of EBPPs.

  • Biller-direct, which are created and distributed directly by the organization issuing the invoices. Put another way, the company that provides the goods also offers:
    • the service of electronic invoicing;
    • a system for paying bills directly on the website or on micro websites that function as integrated platforms;
    • one or more privileged channels of communication through which reminders and service information are distributed. The customer can access various digital touchpoints made available by the company via a secure connection, review billing information, and enter the amount of payment.
  • The bank-aggregator or “consolidator” model allows customers to pay invoices to a number of different companies through a single portal.

Italy has always been characterized by a certain resistance to the adoption of digital payment methods, a delay that seems to have been reduced in recent months. The relatively recent news of a leap forward (11 percentage points) of the use of electronic money in the buying habits of Italians has been due largely to the forced closure of physical stores due to the pandemic. In the period of lockdown, according to ilsole24ore.com: “the use of electronic money by Italians has made a leap forward compared to the period of 2011 to 2019. During the highest points of the health emergency, the percentage of expenditure paid with credit cards, debit cards, or loyalty points has gone from 57% of the average figure of 2019 to 68% and the number of transactions made with credit cards has risen from 42 to 48%.”

 

Reasons for non-payment

It may happen that an automatic payment is not successful, and there could be different reasons for this. This could include the customer’s financial situation, problems with the means of payment (e.g. credit card), non-timely reminders, or requests for payment that are perceived as lacking transparency, or as aggressive or disrespectful.

If payment is not made successfully, subscription management and billing platforms automatically try again, at predetermined intervals. A good rule of thumb in such cases is to always give the customer a few days before trying to contact them again, to allow them to resolve any problems with the means of payment or to intervene on the critical issues that may have arisen in bank transactions.

 

The advantages of automated payment

In general, if included within a structured plan, automated debt collection can lead to two concrete advantages:

  1. more efficient collection, potentially freeing up resources to focus on more value-added, productive tasks,
  2. operational continuity, since the service is never interrupted, thus avoiding situations of stalemate or uncertainty that could push the customer to look for another supplier.

The functionality of the dunning management software make a fluid, recurring, and continuous management system possible, one that is not limited to pure collection but concerns the entire customer life cycle. 

Defining and automating the patterns with which collection attempts must be made, first of all sending the reminder, is now essential and not only on the company side. On the customer side, as a result of a transparent and more complete communication, the seamless, smooth process will support a more satisfying user experience. Such a system will also enable access to useful information whenever needed and provide a system of planned reminders, as well as timely updates on the customer’s debt situation.

 

2. Proactively communicate with the customer in case of non-payment

Decisions regarding communication guidelines, it should be stressed, are essential for creating a positive user experience. In an ecosystem characterized by recurring payments (and crowded with taxes, bills, and invoices) customers expect an even stronger line of communication with the company. For communication to be positive and productive in both directions, there are some rules for behavior that may seem obvious and yet, unfortunately, are not. Here are some communication tips to remember:

  • the tone-of-voice of a reminder must always be kind and friendly;
  • simplicity first of all: it is necessary to explain the problem to the customer before proceeding with an invitation to action. It’s a good idea to always provide contact information and include an immediately clickable link to use to update personal information, learn about complex or difficult to understand issues, and proceed with payment;
  • clarity means specifying by choosing the most suitable words, avoiding the use of technicalities or complicated language;
  • punctuality when it comes to credit management is very important for reminding customers, with reasonable advance notice, of the due dates of payments.

 

Innovative methods for managing company insolvencies: Doxee Pvideo® and Doxee Pweb®

We have seen how the use of new technologies and digitalization can be exceptional success factors in any sector related to the provision of ongoing services, such as utilities, telecommunications, banking, and insurance. Dunning management software, thanks to the latest generation tools, allow companies to increase and differentiate the points of contact with customers compared to traditional ones. 

Today, there are innovative methods that companies can use to ensure that bills, renewals and other payments, if poorly managed or confined to the paper form of a pdf, go unpaid. There are new approaches capable of creating opportunities for contact on which to have conversation with the customer. To successfully tackle a complicated and sensitive issue such as debt collection, it is necessary to focus on the consumer and choose solutions that are capable of:

  • capturing their attention and interest, 
  • making proper use of mobile devices, 
  • facilitating the connection with the website and online payment mechanisms.

Solutions such as those developed by Doxee aim to build a truly unique Digital Customer Experience.

 

Doxee Pvideo®: create and distribute personalized and interactive videos

Doxee Pvideo® allows the creation of videos in which each scene can be built incorporating the data of each individual recipient, making the visual text personalized and interactive: profiled text and banners, custom images, ad hoc choice of voice overs thanks to the text-to-speech and audio library, in-depth pop-ups, and User-Directed-Storytelling (UDS) functionality with which to transform each recipient of the video into a director of their own digital experience, allowing them to actively participate in the choice of navigation path. Enabling multi-level narration, Doxee Pvideo® is a true bi-directional and multi-channel communication tool.

 

Doxee Pweb®: produce and distribute customized micro-sites 

Doxee Pweb® is the tool that allows companies to produce and make available to their customers interactive and highly personalized web content that supports the multi-channel journey. Doxee Pweb® combines the flexibility and interactivity of a webpage with the engaging capabilities of personalized content. Bills and balance sheets become web experiences that facilitate exploration and understanding of the information heritage, thanks to interactive graphics, expandable tables, filters, and sorting. Interactive functions such as calls-to-action, form, and chatbot integration also transform a channel typically devoted to transaction or reporting into a two-way communication tool and a new commercial channel for up-selling and cross-selling strategies.

 

Doxee and the Public Administration

Among the organizations that, having been called to redesign their tax collection strategies in often more difficult contexts, have decided to exploit the full potential of digital tools, are local and central Public Administrations. In these cases, it is not only a question of a change dictated by the urgency of facing digital disruption, but also the consequence of a reflection on the usefulness of improving the Digital Customer Experience. In fact, an effective and engaging experience triggers a virtuous circle that has an impact on communication processes aimed at citizens because it makes them efficient and measurable. 

Doxee has offered its expertise on numerous projects within the Public Administration, developing effective tools to design and manage a plurality of digital touchpoints along the entire customer journey of citizens: from offering personalized information on services related to the city in which they live, to the simplicity of tax payment, to the real-time request of documents.

 

The Campania Region chooses personalized videos for tax collection

The personalized and interactive video that Doxee made for the Campania Region served as an informal way to communicate information to taxpayers in a precise and engaging way. Among the objectives of the video, in addition to resolving the debt situation in a quick and relatively simple way, was also to immediately lower the rate of conflict with taxpayers.

The Campania region needed to establish a personal relationship with the taxpayer and combat tax evasion more effectively.

To achieve these goals, the video was designed to:

  • communicate all the information on the use of the taxes collected, on payment methods, and information useful for the fulfillment;
  • distribute the reminder in a friendly way (the reminder was also sent in paper form); 
  • allow the citizens to make the payment immediately, through a personalized and interactive video published online, which citizens could also see by scanning the QR code in the paper notification.

In the video, the citizen received all the necessary information about his outstanding payment to the Region and all the detailed information regarding payment methods. In the final part, he was then invited to perform actions directly in the video, through a special call-to-action.

 

Do you want to know more about this practical case? Download the free case study!

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How to create a LinkedIn content strategy /blog/digital-marketing/how-to-create-a-linkedin-content-strategy/ /blog/digital-marketing/how-to-create-a-linkedin-content-strategy/#respond Tue, 08 Dec 2020 08:00:07 +0000 /?p=9173 Among the various activities that a company in the twenty-first century carries out, one cannot fail to consider social networks, which have become an essential communication tool for raising awareness […]

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Among the various activities that a company in the twenty-first century carries out, one cannot fail to consider social networks, which have become an essential communication tool for raising awareness of the brand and for cultivating relationships with followers and potential consumers. However, to create an effective brand presence on social networks it’s not enough to simply open an account and publish a post. To be successful here, you’ll need to create a content marketing strategy. 

In this post, we’ll talk about content marketing and we’ll dig into how you can implement a content strategy on LinkedIn step by step, starting from defining the target audience and the objectives you want to achieve, creating an editorial calendar and choosing the right content, all the way up to measuring results.

Before getting to the heart of the topic, let’s start by defining a content strategy, looking at the main concepts of content marketing, and showing how you can use them on LinkedIn. 

 

The LinkedIn content strategy: a definition

In a previous post, we talked about how to implement a corporate social media strategy through a content strategy. Content marketing is based on the creation of valuable content in order to attract, engage, and create a relationship with your target audience. Offering content that is always new and in line with users’ expectations not only increases conversions, but also builds customer loyalty. 

Starting from this concept, it is necessary to develop a content strategy. The content strategy represents the set of the activities of analysis, planning, and development of content and their dissemination. There are several factors to consider when creating a strategy, and among these factors, one that is especially important is not underestimating social channels for content distribution.

For a brand, the choice of whether or not to utilize a social channel depends mainly on the type of company (B2B or B2C) and its target audience. We speak of choice precisely because there are different channels that are better suited to different types of companies. In the specific case of LinkedIn, what are the characteristics that could make it the right choice for your brand? 

As a social platform, LinkedIn is a showcase, an opportunity to present a brand, promote its corporate values, cultivate relationships with followers, acquire new ones, and increase traffic on the company website.

If we consider a B2B company, LinkedIn is the most suitable channel for creating content strategy and the reason is attributable to the fact that it is the second most used social platform by B2B marketers, where about 15% of users hold decision maker roles like CEO or senior manager (oberlo.com).

Another reason concerns the behavior of users on LinkedIn and their attitude toward the use of content. When creating a content strategy, it is important to take into account that the majority of users on LinkedIn (and not only) are always looking for new content through which to inform and compare themselves. This attitude also influences the type of content to publish (purely educational and informative), the length of the content, and the most appropriate topics to cover. 

From these assumptions, we can begin to outline the steps to follow to build an effective corporate content strategy. 

 

How to build a content strategy on LinkedIn in 6 steps 

It’s a good idea to have an effective content strategy, and this takes time for creation and planning. As we have already mentioned, it is not enough to simply create content and publish it on social media. The creation of content requires creativity and constant innovation in order to feed a virtual community that is always looking for new stimuli.

For all these reasons, we can divide the process of creating a content strategy on LinkedIn into 6 steps.

 

1. Outline the ideal reader profile 

The first step is about defining the target audience: who do you want to attract on the company page? What are the topics that the ideal user is most interested in?

To define your target audience, it is essential to think of the recipient not only as a marketing subject, classified according to demographic and lifestyle data, but also as a reader. On social networks, if a user finds content of value, they may choose to interact with your brand by commending, liking or sharing the content with others.

In this first phase, it could be helpful to use tools to monitor social groups in the same business sector and the behavior of competitors towards their respective audiences to better understand the needs of users and meet them by creating original content that is in line with their expectations. 

Other steps in the process can then be outlined once you’ve identified your target audience.   

 

2. Identify the objectives

The second step in creating a content strategy on LinkedIn is to establish the goals you want to achieve. Each objective, whether it is one of notoriety, consideration, or conversion, corresponds to specific content and messages that make a communication strategy effective. 

Inbound marketing perfectly represents this concept and could be the best strategy to follow even on social channels. Creating ad hoc content for different types of users allows you to capture the attention of new possible followers and at the same time to strengthen relationships with those already acquired. So, in order to outline your strategy, the question you need to ask is: what do you want to achieve by creating a LinkedIn business page? 

Once the objectives have been set, we can move on to the third step of planning: defining metrics. 

 

3. Define metrics

What are metrics for? Which ones should be taken into account? Everything varies according to the objectives to be achieved. This phase is very important because it will serve, at a later stage, to analyze the results achieved and improve the performance of the marketing strategy. In this perspective, we can identify some main metrics

  • metrics to measure notoriety, aimed at analyzing the number of users reached in a given period, such as the number of followers, page views, reach, impressions, website visits, and much more. The number of followers, for example, depends not only on social activity, but also on how much a brand is exposed through other means (e.g. advertising, SEO, public relations);
  • metrics to measure engagement, i.e. how much users are involved in the published content. Some metrics to be considered are: comments, reactions, and sharing of posts, pages visited on the website, time spent on the site, and bounce rate. The time spent on the site and the frequency of bounce can show whether or not a piece of content is effective. A long time spent on the site equates to a high rate of user involvement;
  • metrics to measure conversions, to understand how many users have reached the final stage of the funnel, i.e. the decision to purchase the product or service offered. Such metrics could include sales, requests for quotes, or contact requests.

As we have already said, the choice of objectives and metrics to be monitored is necessary for the final analysis of the results obtained. All that remains is to set the editorial strategy and choose the type of content to be published. 

 

4. Outline the editorial strategy

When we talk about editorial strategy, we refer to two main concepts, which are similar but identify two different activities: 

  • the editorial plan is the social communication plan that includes the objectives, definition of organic and sponsored posts, graphic mood, and the roles and resources employed (i.e. who is in charge of the editorial plan and content creation);
  • the editorial calendar, the list of content to be published and the frequency of publication.

Once the objectives have been defined, it would be useful to identify macro-topics for the content and divide them into sections in order to create a schedule of weekly or monthly posts where a specific topic will be discussed in depth. This will make it easier for you to decide the frequency of publication and the topics to be covered for each day of the week. 

As for the frequency of publication, there are no predefined rules or a precise number of posts, although publishing too frequently could be counterproductive. 

The most suitable times and days for publication should be determined by evaluating the insights of your target audience. In the specific case of LinkedIn, users tend to be more active during typical working hours (oberlo.com).

 

5. Type of content

Let’s get to the heart of the content strategy: the choice of content to publish. Content is what attracts users and brings them closer to the brand. Whether it is organic or sponsored content, the choice of types and their creation must be meticulous, with the aim of offering relevant and quality information.

In the world of social networks where so many different types of content are used, creativity is a key element for standing out. You can publish a video, a case study, a company blog post, a survey, company news, host a Live LinkedIn session where you discuss and go deeper into a specific topic or present a new project. Regardless of what you choose, it’s important that you’re able to capture the attention of users.  

How to reach them? 

Everything (or almost everything) depends on images. Although text remains an important element, images play a key role in communication, especially on social media. What jumps out first at the eye when reading a post on social media is the image, and this is nothing more than the manifestation of a phenomenon called “image superiority effect”, according to which the view prevails over all the other senses, and skimming allows the user to understand if he is interested in going deeper into a topic or not. 

However, in terms of visual stimuli, the type of content that is currently most powerful and effective is video. Video captures the user’s attention, and it also involves, informs, and excites him, allowing the brand to create strong personal and human connections. 

 

6. Measure results

After having defined the calendar and editorial plan, created and published the contents, all that remains is to measure the results obtained by analyzing the metrics we mentioned above.

Insights such as the demographic profile and the number of followers of the page, the engagement rate for each post, and the website traffic generated by LinkedIn posts allow us to understand if the content strategy is effective, and the topics that viewers are most interested in. Based on the results, of course, you will need to make changes to your strategy. 

Finally, we must remember that the constant need for information and news from users and the continuous evolution of the world of social networks means that a company content strategy must be frequently updated and improved upon. 

Creating a successful content strategy therefore requires a long-term commitment to deliver original and relevant quality content to attract, inform, and engage users.

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Luxury sector content marketing: trends to keep an eye on /blog/digital-marketing/luxury-sector-content-marketing-trends/ /blog/digital-marketing/luxury-sector-content-marketing-trends/#respond Mon, 07 Dec 2020 08:00:24 +0000 /?p=9154 Luxury sector content marketing: luxury brands have learned to take advantage of the opportunities created by new technologies and have become extremely effective in using the tools available to tell […]

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Luxury sector content marketing: luxury brands have learned to take advantage of the opportunities created by new technologies and have become extremely effective in using the tools available to tell their stories. Through content, produced independently or generated by others (consumers and influencers) and distributed on different digital channels, luxury brands are now able to build an imagery that corresponds authentically to the changing desires of their customers. In this post, we will talk about how, despite the continuous evolution of the economic, social, and cultural landscape, luxury brands are always able to represent themselves as content producers, successfully using typically editorial skills to achieve their business goals.

Before delving deeper into the aspects of content marketing in the luxury sector, it may be useful to have a general understanding of some concepts and the main trends impacting it. 

 

What is content marketing?

Content marketing is a strategic approach that involves creating and distributing valuable, relevant, and consistent content for a clearly defined target audience. It is widely used by companies of all sizes to create brand awareness, to attract and retain customers, and ultimately to promote actions that are truly profitable. What distinguishes this form of marketing from traditional marketing techniques is the relevance of the consumer, which translates into a continuous effort to adapt content to the needs and interests of a specific target audience (contentmarketinginstitute.com)

 

Content is King: is this still true? 

Put another way: in the face of evolving digital tools, is content marketing still an integral and indispensable part of any global digital marketing plan? Does content still allow the value (a symbolic, commercial, and economic value) of the resources on the web, allowing those with skills and imagination to advance the internet as a market of ideas — a market of content, in fact — as well as of experiences and products? 

Some evidence provides positive answers to these questions, confirming what Bill Gates predicted at the dawn of the digital age (web.archive.org).

1. Adoption. According to The Ultimate List of Marketing Statistics for 2020 by Hubspot, 70% of marketing experts are actively investing in content marketing and nearly 40% say content marketing is a very important part of their overall strategy.

2. Strategy. A recent SEMrush survey shows that:

  • the most searched query in 2019 was “content marketing strategy”;
  • 77% of respondents said they have developed a specific strategy for the management, production, and distribution of content.

3. Images. In 2019, formats that involve the production and use of photo and video content, especially on social media platforms (statista.com), were widely and effectively used. 

4. User generated content. Directly sponsored serial content often leads to a more negative attitude towards the brand than the use of content marketing actions. Although coming directly from the company, content marketing is perceived as more organic, “authentic”, assimilating its content to user-generated content (Johannes Müller, Content is King – But Who is the King of Kings? The Effect of Content Marketing, Sponsored Content & User-Generated Content on Brand Responses). 

5. Inbound. A content-focused approach is central to any Inbound marketing strategy because it allows you to create truly useful, tailor-made content, make connections between brands and people, particularly those within a given target audience, and help them focus on even as-yet undefined needs and find and manage solutions to their problems. 

A content marketing strategy therefore still contributes, in a decisive way, to achieving a series of important business objectives, such as:

On the other hand, two current trends that concern the trust and attention of users/consumers, can if not adequately countered, erode the potential of a content-focused approach.

  1. Trust. The Edelman Trust Barometer Global Report identified that 73% of individuals are concerned about possible misuse of false information. The concern is that fake news may increasingly be used as “weapons of misinformation,” thereby undermining collective trust in the communication of public and private organizations. 
  2. Attention. A new study conducted by a team of European scientists from the Technische Universität Berlin and published in Nature Communications, found that our capacity for collective attention is shrinking and that this effect is impacting not only on social media but also other cultural contexts, involving all media: books, web research, film popularity, and more (eurekalert.org).

 

Luxury sector content marketing: trends and perspectives

The trends highlighted so far refer to the transformations that all digital marketers are called to face, regardless of the markets in which they operate. In the case of the luxury sector, there are additional factors to be taken into account to be able to redesign content and establish an effective content marketing strategy. 

 

1. The target audience

Luxury brands are aimed at a highly defined and specific audience:

  • that has a high spending capacity (HNWI, High-net-worth individual and ultra-HNWI, ultra- High-net-worth individual);
  • uses the Internet and mobile applications daily;
  • has three or more digital devices (pwc.com).

 

2. A new consumer segment: HENRYs

In an era of rapidly changing trends, luxury companies have begun to keep an eye on a new class of consumers that is growing every day and will become increasingly relevant in the future: the HENRYs (High-Earners-Not-Rich-Yet). These are the “customers of the future”, on whom brands are focusing most of their investments. The goal is to engage and retain Millennials and Gen Z. These new generations tend to be technology experts and are looking for the most valuable of what digitization has to offer: rich and meaningful shopping experiences where the relationship with the brand is customized and online, and offline touchpoints can be seamlessly operated (deloitte.com). 

 

3. Data-driven strategies

Intercepting, understanding, and anticipating consumer demand has become central to luxury business models. However, in order to develop customized approaches and build a better and more fluid customer experience, it is necessary to collect relevant and increasingly accurate data. For this reason, to be able to offer truly personalized paths, luxury brand marketing has decided to rely on the most advanced technologies (for example, Artificial Intelligence) that involves the use and analysis of Big Data. In this way companies, because they can count on more precise profiling, are able to involve customers in a more punctual way. Campaign data, both past and present, can also help marketing to identify reasons for friction throughout the customer journey and allow for timely adoption of appropriate solutions. The opportunity to offer targeted and relevant proposals must in any case be balanced with the growing sensitivity to customer privacy.

 

4. Reconcile brand memory and contemporary

In order to hope to capture the attention of HENRYs, historic luxury companies find themselves having to update their institutional image in depth, redefining their reputation according to a system of values based on contemporaneity and authenticity, on which new consumers base inclusive, conscious, and sustainable lifestyles. In order to do this, they are abandoning a certain dogmatic idea of tradition, overshadowing a concept of exclusivity essentially linked to high prices. 

The legacy and history of the brand are no longer as decisive in guiding purchasing choices as they were a few years ago. Today, Gen Z, Millennial, Gen X, and even Boomers consider legacy a much less fundamental attribute of the luxury brand. In the 2019 survey of the state of the luxury industry conducted by the Luxury Institute in the seven major markets (United States, United Kingdom, France, Italy, Germany, Japan, and China), the brand’s heritage and history rank only sixth after quality, service, design, craftsmanship, and product exclusivity. 

The company’s heritage is obviously not abandoned nor is the history of the brand rewritten, but the narrative is complicated, it is enriched with storylines related to the current, the “here and now”. The new reality requires flexibility, imagination, and an ability to share; inclusive and at the same time open to individualized communication projects. It requires a considerable effort of redesign and contamination with other environments, for example streetwear, at a time when the encounter with the everyday and the informal seems to guarantee a greater possibility to communicate with the target audience and to recover the competitive position (globenewswire.com). 

 

5. Personalize products, experiences, content

As omnichannel customer care services become more widespread, customers increasingly take them for granted and think of the customer experience as a commodity. In the case of luxury, very high minimum quality standards must be offered at the outset. Also regarding the characteristics of a product or service, quality is now the necessary and sufficient condition. In order to consolidate the customer’s position in the final stages of the journey, brands try to establish a loyal relationship with consumers through the personalization of their proposal. The urgency is so great that some brands are incorporating personalization into their long-term strategies, proactively internalizing customer feedback by providing highly customized consumer products. 

 

Talking about the brand: redesigning the content marketing strategy in the luxury sector

So far, the trends that are shaping the context in which luxury brands operate are the attention, desire, and loyalty of their customers. We can venture a conclusion: to tell the story of a luxury brand today it seems necessary to rethink the content strategy under the banner of distinctiveness, sincerity, and current events. Whether it is a social media post, a landing page, or an article published on the blog, maintaining an aura of exclusivity should therefore be accompanied, especially in the case of historic brands, by an effort to connect with consumers. In addition to the trends and perspectives we have talked about in this post, there are two other aspects that should be kept in mind and that derive from what has been written so far: knowledge of the main SEO techniques and care in the management of communication and social.

  • The knowledge of the market and increasingly sophisticated analysis of data describing customer behavior suggest to the luxury brand an overview of the types of content that existing and potential customers would like to see or read. A fundamental step then is becoming familiar with the basic principles of search engine optimization (SEO) and key indicators (KPIs) in order to more accurately measure the results obtained from published content and keep clear objectives at the center of the decision-making process.
  • With the spread of social media, a type of digital marketing that revolves around the concept of luxury digital experience has begun to play a major role within marketing strategies in the luxury sector and has become even more advanced, thanks to technical features that have set the conditions for the development of new forms of participatory creativity. We talked at length about social digital luxury in a previous post. Here, we limit ourselves to remember that the presence of the brand on social networks responds to an extremely customer-centric content marketing logic that, on the company side, allows an even more accurate profiling, on the consumer side allows the activation of a conversation in which the personal point of view of the user-customer gains equal dignity with that of the brand. When the possibility of an effectively communicative relationship with its target is integrated into social marketing actions, setting the conditions for the co-creation of value, virtual communities linked to the brand are born. Within these privileged spaces consumers learn, understand, form an opinion, and process information about products and services useful for their decision-making process. Above all: they participate in the design of content through co-creation practices that can either be implemented directly by the brand or co-opted later. In any case, the content produced enriches and enhances the company’s content marketing strategy.

The right starting point for a successful content strategy in the luxury sector is, as we have seen so far, to use the power of storytelling, and to find the right balance between these fundamental factors: empathy, maximum usability, and transparency.

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Click or digital signature? How to enter into online contracts /blog/electronic-invoicing/digital-signature-how-to-enter-into-online-contracts/ /blog/electronic-invoicing/digital-signature-how-to-enter-into-online-contracts/#respond Thu, 03 Dec 2020 08:00:37 +0000 /?p=9106 Click or digital signature? In recent months, the health emergency and the subsequent social distancing measures in place have given a strong boost to e-commerce. The sale of products and […]

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Click or digital signature? In recent months, the health emergency and the subsequent social distancing measures in place have given a strong boost to e-commerce. The sale of products and services online, which has been growing for several years now, has surged. After all, who hasn’t noticed that the local ice cream shop is now taking orders on its website? Or that goods from the local agricultural cooperative can now be ordered via email? Or that the Christmas panettoni are being reserved on the bakery’s website? Similarly, that our gas provider now makes contracts online without expecting users to show up at the counter… These are just a few of the many scenarios we are seeing as companies of every size — small, medium and large — have decided to sell their products and services online.

If you visit both new and established websites, you may have wondered, why is it that you can purchase with just a simple click on some sites (“just a click!” says the advertisement), while on others you need two or more? Some transactions could also require confirmation by email, or even an electronic or (rarely) a digital signature. This is a question to be posed to those creating the commerce site for creating the features for making contracts online that govern the sale of products or services. Therefore, we would like to provide some clarity on this topic.

 

From “ratafià” to click

It wasn’t so long ago that simple gestures were all that were needed to secure a transaction. A sale at the local livestock market would be sealed with a handshake, or a tough negotiation might end in drinking a “ratafià” (a typical Italian liqueur, from the Latin “rata fiat”) to signify that a deal had been made.

Such methods for closing a contract were possible because in our system, as in many others, the form of contracts is free.

Only in certain cases it is necessary for the contract to be made in writing, under penalty of its validity or legal effectiveness. The cases for which the written form is required are indicated in article 1350 of the Civil Code (which lists, for example, all contracts concerning real estate) and in some special laws such as the Consolidated Law on Banking and Credit, which provides that bank contracts must be drawn up in writing (without prejudice to Legislative Decree 23/20, which provides that during the period of health emergency, bank contracts must also be concluded with a consent sent by email, with a copy of the identity card attached). The Civil Code also states in Article 1888 that insurance contracts must be made in writing.

Outside of these cases, it is sufficient that the willingness of both parties to stipulate the contract, i.e. to assume reciprocal obligations, is evident. There are no constraints with respect to the way in which this must be expressed. That is why one click is sufficient.

 

The click of acceptance

For contracts offered online, the website presents an offer to the public, i.e. a contractual proposal that is directed to those who may be interested (art. 1336 of the Civil Code). For the contract to be concluded, the customer’s acceptance is required, which is expressed by ticking a box provided for the purpose. By clicking, the person who has made the proposal is notified of the acceptance of the other party.

In some cases, the parties are inverted: it is the customer who with his click presents the proposal to buy the goods or services that the seller displays on his site, and it is the latter who accepts. Acceptance is usually made by an email to the address provided by the customer or through a text message. This solution is adopted in cases where the seller prefers to reserve the last word, for example because he is not sure of the availability of the products and does not want to commit before the verification, or intends to assess the reliability of the customer, especially in cases where payments are deferred over time, etc.

 

Contractor data and contract information

With the exception of a few special cases, e.g. contracts for electronic communication services, there are no obligations to identify the customer. Whether or not the contractor’s data is required depends on the context. If the contract is concluded with online payment for the service, or if the burden of compliance is subordinate to such payment, there may be no need to know the identity of the customer.

Otherwise, the customer must be able to know the identity of the supplier, i.e. who he can demand the service from. In this regard, Legislative Decree 70/03, which transposes the European Directive on electronic commerce and Legislative Decree 206/05 with the Consumer Code, stipulate that information is provided to identify the supplier.

These two provisions, the first of a general nature and the second specific to consumer contracts, establish obligations that are aimed to ensure full transparency and knowledge of both the process leading to the conclusion of the contract, and the contract itself and how to dispose of it even after it has been concluded. They also provide that the order is followed by a feedback that contains a summary of the contract conditions, information on the essential features of the good or service, and a detailed breakdown of the price, means of payment, withdrawal conditions, delivery costs, and applicable taxes.

Regarding transparency, which is present in both rules with different levels of detail, provisions are added to the Consumer Code in favor of the consumer related to the right to withdraw from the contract within 14 days.

 

Double click

Usually, online contracts are concluded by adhering to the terms and conditions set by the seller. In this case, article 1341 of the Civil Code states that if the conditions contain vexatious terms, they must be expressly approved in writing. For example, if the contract provides for limitations of liability or tacit renewal upon expiration or exceptions to the jurisdiction of the court, it will not be sufficient for the customer to confirm the contract containing these terms. Instead, the customer will need to specifically approve them.

That is the reason for two clicks: one for adherence to the contract and the other for specific approval of vexatious clauses.

But is the click an adequate way to replace approval which, made in writing, would seem to have a formal constraint? In this regard, the jurisprudence is not unambiguous: more restrictive interpretations that see the so-called “point & click” as not meeting the requirements of the Civil Code (see judgment of the Court Catanzaro of April 30, 2012) are accompanied by other interpretations that recognize its validity (see judgment of the Court of Naples of March 13, 2018). The most recent trend goes in the direction of an openness to such acceptance, in line with a ruling of the Court of Justice of the European Union that has recognized the validity of the subscription by clicking on the condition that the approved clauses are registered permanently (EU Court of Justice of 21 May 2015 in case C-322/14).

 

The various options for the electronic signature

In some cases, as mentioned above, the click of acceptance is not the correct solution to conclude the contract because the written form is required. In other cases, it could be the same supplier that prefers to use this form, even if only for continuity with the mode adopted prior to the switch to online.

Legislative Decree 82/05 states that the computer document meets the requirements of the written form when there is a digital signature, another type of qualified electronic signature, an advanced electronic signature or, in any case, one that is formed, after computer identification of its , through a process that adheres to AgID requirements.  It adds, however, that for contracts for which the written form is established by Article 1350 of the Civil Code (in fact those indicated from number 1 to 12, and therefore except 13) it is possible to use only a qualified electronic or digital signature.

As a result, the contract is considered in writing if signed:

  • with a digital signature. Considering that there are currently no other types of qualified electronic signatures, this is the only way to replace the handwritten signature for the contracts listed in Article 1350 (from 1 to 12);
  • with advanced electronic signature;
  • through Spid, the Public Digital Identification System, which, following recent AgID Guidelines, can also be used as a signature tool.

The written form can also be recognized also in different contexts. The law says that in other cases, the suitability of the computer document for meeting the requirements of the written form and its legal value are freely accessible in court, related to the features of security, integrity, and unchangeability.

The digital signature, which is a particular type of qualified signature issued by an ized certifier, is not as well known or widespread among consumers. It is used for signing Public Administration contracts, which require the written form (in tender contracts, for example), and in contracts between individuals (companies and professionals) when, at the conclusion of commercial negotiations, you want to avoid exchanging signed paper copies. It is very rare that it is used for accepting an offer for the public on a site even if, considering that the digital signature can be used to identify the owner, this signature could also be used in other contexts. While this type of signature is not very widespread in the general public, it is a good choice because it’s very reliable.

Similar considerations could be made for Spid, except that the obligation for its use by citizens in various public administration proceedings makes it lean towards its future use also among consumers, allowing for its widespread use.

In terms of the advanced electronic signature, it is necessary to specify that it does not correspond to a specific technology solution but to several solutions, not subject to any prior ization or requirements. These requirements are today set by a DPCM of 2013 (pending the AgID Guidelines) and the eIDAS Regulation. Overlooking some inconsistencies between the DPCM and the Regulation, which it is hoped will be resolved with the issuing of the AgID Guidelines, the requirements for advanced electronic signature are as follows:

  1. it is connected only to the signatory;
  2. it is suitable to identify the signatory;
  3. it is created by means of data for creating an electronic signature that the signatory can use, with a high level of security, under his/her exclusive control;
  4. it is linked to the signed data in order to allow the identification of any subsequent modification of such data.

If the solution meets these requirements, it can be considered an advanced electronic signature and then replace the handwritten signature to the contract (obviously except in cases where digital signature is necessary, as mentioned above).

These requirements must be met both by those who intend to create their own advanced electronic signature system to be used with contractors, and by those who propose this system to third parties for use in such situations. Considering that the most frequent case is the second, in the hypothesis that a third party is approached for an advanced electronic signature solution, it is necessary to verify if and how the proposed solution meets the above requirements.

Today, the advanced electronic signature in its various solutions is used in different contexts. It is used, for example, in the utilities sector (energy, gas etc.) which avoids citizens having to go to a physical counter to sign a contract. It is also used in banking or insurance for signing documents as well as for orders and mandates; it is used by employment agencies to allow workers to sign contracts directly from 比特币交易平台_BTC期货合约交home etc.. The variety of solutions lends itself to different scenarios.

 

Conclusion

For those who approach the world of electronic commerce there are, therefore, different ways to conclude contracts. From the simple click to the use of the digital signature, the solutions on the market and recognized by the legal system are different.

The choice of the most appropriate mode must take into account the legal obligations and the possible need to enforce the contract in court.

On the other hand, the context also has its importance: complex techniques could weigh down the purchasing process, inducing the potential customer to abandon it. The same could happen if the process required tools that were not widely diffused, which could impact the reference market.

For this reason, the various needs must be well calibrated, also considering that, if it is  useful to maintain a certain continuity regarding the traditional ways of concluding contracts, sometimes it may be appropriate to deviate from them by examining the possibilities that the legal system and IT solutions offer.

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