Digital Marketing: Industry by Industry: Pharma, Insurance and Retail
This month, we’re looking at pharma, insurance and retail.
- Though several years old, virtual reality technology is being used to great effect recently by pharmaceutical companies. They’re considering it a new and novel way to educate customers about a disease or convince doctors to prescribe to a certain treatment. The draw of VR for the big pharma companies stems mostly from its immersive quality. VR headsets provide 360-degree sights and surround sound, while more advanced versions incorporate touch and smells. This advanced technology allows users to take a ride through the body’s bloodstream, see a drug’s mechanism of action (MOA) up close, or feel what it’s like to live with the symptoms of a disease. With pharma companies currently aiming to enhance and improve on customer engagement, this is a fantastic place to start.
- Insurance company Hiscox is looking to appeal to SMEs by focusing on cyber security in a campaign it believes can have a ‘halo effect’ on the brand. This is an industry first with the launch of a campaign that will track cyber attacks in real time. A digital outdoor campaign will highlight the extent of the cybersecurity problem: counting and showing in real time how many server attacks it detects on any particular day. Hiscox is hoping that, through this innovative digital marketing method, the unique nature of the campaign will achieve cut-through in the market at a time when most other brands, including Facebook, are trying to reach small business owners.
- As the Chief Digital Officer for Lush Digital, Jack Constantine has spearheaded the brand’s digital marketing by building websites and social media accounts, and by introducing the brand to online commerce – which now contributes about 28% of the £1.1 billion business. His ultimate vision is much more ambitious, however: to create a digital estate. From building creative technology in-house based on open source technology, including till systems in shops, staff and customer apps, websites and data management to optimising e-commerce and all the marketing around it, as well as introducing a new subscription model to Asia in 2018 – a “digital estate” means he is now redeveloping the digital infrastructure of the whole business in every possible way. “I think we are going to see a resurgence in retail,” he says. “Right now, retail has become a bit stagnant, and retailers have become a bit lazy. They think they can have someone behind the till, and customers will buy something from you automatically like it’s a given.”