Looking back over 15 years of digital marketing, while the technology is always advancing, the objective remains timeless—to tell meaningful stories that motivate and change behavior. Whether 2006 or 2021, PROPELLER never loses sight of staying at the forefront of digital innovation, bringing the right story to the right customer at the right time. Follow all year as we compare how strategic execution has evolved with our digital expertise paving the way.

Experiential Marketing

Prioritizing Interactivity

The 2006 Experience

In-person exhibitions and conference booths were at the forefront of experiential marketing, offering brands the ability to teach HCPs how their products work through interactivity—and Propeller played a part in developing the content and branding the experiences

In addition, conference booths were home to some of the earliest ventures into virtual reality (VR), allowing brands to put their products on display for HCPs to interact with in real time in procedure-like settings using headsets

Propeller also created apps that were accessible via iPads placed inside conference booths, allowing customers to learn more about the products 

The 2021 Experience

With the virtual events market expanding at a compound rate of nearly 24%, Propeller is prioritizing experiential in new ways, creating learning platforms and experiences for HCPs that are designed to offer even more features and benefits than in-person conferences (GVR)

These one-of-a-kind experiential learning platforms offer HCPs an opportunity to access on-demand professional education tools from globally recognized thought leaders and doctors at their convenience

On-demand 3D product simulations are now integrated into these virtual experiences, allowing HCPs to test the product in real time in simulated surgical procedures 

Experiencing a product and its benefits in real time has always been a key marketing strategy, but adapting this concept to fit into the virtual environment makes it easier for HCPs to access and interact with them whenever, wherever. We predict ongoing innovation within experiential across social and digital. 

Social Media

Hint: HCPs are people, too!

The 2006 Experience

In the early years of social media, reaching HCPs on more personal platforms (at the time, Facebook and Twitter) was not the standard

Even though HCPs were on these platforms for personal consumption and connection, the power of social was not tapped into in its fullest

To that end, marketers leaned heavily on professional networks—such as LinkedIn and Doximity—to reach HCPs through an organic post from the company or organization page, as well as through targeted paid posts

The 2021 Experience

Today, we aim to reach HCP customers where they are in more meaningful and personalized ways. HCPs are heavy social users, with more than 90% using some form of social media (NCBI), making it an ideal environment for talking to them authentically

Social platforms and their various products have accelerated in popularity and use. For example, TikTok, Snapchat, Instagram, and Clubhouse are newer to the market yet have unmatched engagement when it comes to unique users and time spent, with the average person spending 2+ hours every day on social media

Social engagement is also another rising opportunity for reps to strengthen their relationship and meet their HCPs where they are, posting relevant content that lives in their Facebook or Twitter feed and/or sent in a direct message. It also elevates the rep authority and expertise in the space in the eyes of the HCP

In such an ever-evolving space with robust opportunities to target and connect with HCPs, more and more healthcare companies will continue to use social, finding creative ways to blend professional and personal content

Websites

The next frontier in personalization

The 2006 Experience

Putting the HCP customer front and center has always been the name of the game at PROPELLER, but back in 2006, website technology limited how effectively we could deliver a targeted and, therefore, truly meaningful experience

While emails and other channels have enabled customization for years, personalizing a website has proven more challenging due to it being a single, shared destination across audiences as well as a self-guided experience

In 2006, websites were coded from scratch, using basic tagging to track user behavior—and while SEO was prioritized, strategies around search optimization were fairly simple and straightforward across the healthcare industry

Simply, this meant that websites were a one-size-fits-all experience—not able to easily “know” what a visitor was looking for and deliver the relevant and timely content that made them feel valued

The 2021 Experience

Today, PROPELLER is thrilled to see the growing use of platforms that support the ability to personalize websites to each user, much like we have been able to do via other channels for years

Whether a visitor is sitting in Mumbai or Memphis, cookies and advanced data collection allow us to know where they are coming from literally as well as metaphorically. Are they a new or frequent visitor? What page do they visit most often? What website or search engine terms brought them here?

Content management systems combined with next-level tagging allow us to create an exclusive, one-on-one custom experience based on each visitor’s background, behavior, interests, and needs

Whether your audience is orthopedic surgeons, dermatology NPs, or eye care professionals, PROPELLER knows how to segment, nurture, and engage them to optimize their experience and develop loyal customers

Video

Filmmaking without limits

The 2006 Experience

Video has always been a powerful storytelling tool, able to deliver a surround-sound narrative through photography, voiceover, interviews, motion graphics, and sound effects. To capture complicated surgeries, our team has always relied on the latest technology to deliver the most impactful and accessible footage possible

But back in 2006, Video was limited in a number of ways, the primary one being that the videographer and the director needed to be on site with the talent to set up the equipment and call the shots

Heavier camera gear, tethered cables, and older video sensors sometimes required intense lights and limited the places we could shoot and the techniques we could use

The 2021 Experience

PROPELLER is breaking new ground by mailing Video Shoot-in-a-box kits to talent all over the world, making it possible to capture and create videos remotely—and meet HCPs where they are without moving an inch. Talent and interviewees with little to no filming experience are able to set up and use the equipment, while PROPELLER delivers behind-the-scenes expertise and coaching through video conferencing

With advancements in camera technology, we can shoot with the smoothest of handheld movements, high up in the sky with drones, and in full 360 degrees for an immersive VR experience

On the post-production side, we are getting more agile as cloud storage, SSD technology, and improvements in video codecs and formats have allowed us to capture and edit high-quality content whenever and wherever we need to

Non-Personal Promotion (NPP)

Reaching HCPs most effectively

The 2006 Experience

Emails are critically important to reaching HCPs, complementing other in-person communications

The main challenge is getting customers to open and read them. As people’s inboxes are inundated, they ignore countless messages, presenting a significant barrier for the brand in getting the word out

Subject lines are imagined as a one-size-fits-all, blasted out with little ability to address specific customer careabouts in one overarching objective

15 years ago, email campaigns were not as customer-centric as we would have liked; verifying and authenticating appropriate targeted audience lists were not in the picture—neither was hypertargeting

The 2021 Experience

Today, one of the most strategic ways to reach HCPs is through social media, leveraging platforms that they are already on and trust for both professional and personal reasons

There are more social channels and products than ever, with the additions of visual and video-first platforms such as Instagram, TikTok, and Snapchat

Experiences and messaging of social media provide a more authentic and personalized touchpoint, presenting the opportunity to humanize clinical information in a more conversational and approachable format

Leveraging platform targeting and customer data, social media allows marketers to precisely speak to intended audiences with custom messaging, synchronizing with other brand touchpoints

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