Please login to the form below

Omni-empathy

So, we’ve arrived. Our work has stepped beyond multichannel to omnichannel. We can be and in fact are everywhere, all the time. We are omni-present. We are God. Or are we?


So, we’ve arrived. Our work has stepped beyond multichannel to omnichannel. We can be and in fact are everywhere, all the time. We are omni-present. We are God.

Or are we?

Omnichannel is a significant shift for all of us whether consumer or marketeer. However, the foundational principal behind any omni-present approach, is that of empathy.

In our recent publication ‘How to talk to healthcare professionals (and to get them to listen)’ http://bit.ly/2Mu91OU, we underscore how all buying decisions are human interactions. Especially in healthcare markets. These purchases are being made from within a culture of compassion, by people who are driven to give those in unfortunate health circumstances a significant positive change for the future. Their approach is collaborative across teams of relevant stakeholders. They are care providers and their agenda is empathy.

As we become ever present, allowing people to engage with us here and there, at work or play, inside or outside, on the move or sat still at the dinner table, desk, sofa, garden chair, taxi… we need to provide experiences that are consistent and easily navigable across both devices and time. There is no telling where first contact will be made. And there is no telling where or when that contact will finish. The days of assuming that our messages are being accessed in a particular time and place and way are long gone. To communicate successfully we need to put ourselves firmly in the place of our viewer and see our work through their eyes. We need to provide experiences that help people care. We need to empathise.

And then we measure. Oh how we can measure. We can see who saw what, when, where and how. We can see who bought what, when, where and how. We can see the journey they took to get there. We can see where some lost interest and dropped out. We are the all-seeing eye. These insights and learnings help us change and tailor our messages to help guide customers along their pathway. This is a measured, considered and agile empathy.

So, have we successfully transitioned into all understanding, all listening, all seeing empathetic marketing Gods? Maybe not. But we along with our healthcare clients are passionate about making a difference to those who pray for better health. And without empathy, we would fail them all.

Written by Matthew Ross, Creative Director

8th August 2018

Share

Tags

Company Details

Page & Page and Partners

+44 (0)20 8617 8250

Contact Website

Address:
76 Calverley Road
Tubridge Wells
Kent
TN1 2UJ
United Kingdom

Latest content on this profile

Creative med affairs and bridging the healthcare gap
Within the healthcare industry, any patient-facing activity has traditionally been the domain of marketing teams – be that brand marketing or marketing individual products. Recently, however, a trend has emerged for medical affairs professionals and teams to become much more involved in activities relating to patient engagement and communicating with healthcare practitioners.
Page & Page and Partners
Senior team at Page & Page become Partners
Page & Page and Partners are announcing the appointment of their senior management team to partners in the agency. The new partners will be actively involved in shaping the future of the business as well as having a financial stake in its future.
Page & Page and Partners
The concordance conundrum: the art of active listening
The art of active listening explores the links between effective communication and better patient concordance and medical outcomes, why many HCPs still overestimate their ability to communicate effectively and the opportunity this presents to industry to better support HCPs in this role.
Page & Page and Partners
The concordance conundrum: understanding the complexities of behaviour change
Understanding behaviour change looks at the six fundamental steps required to change human behaviour and discusses why HCPs need to start here if concordance is to be improved.
Page & Page and Partners
The concordance conundrum: creating space for open dialogue
Growing numbers of patients want a partnership model with their HCP, whereby both parties are equally involved in the decision-making process. This model has been linked with an increase in treatment concordance. However, achieving this delicate equilibrium does require the pharma industry to support HCPs to do their job more effectively when interacting with patients. So how can industry help?
Page & Page and Partners
The concordance conundrum: the tech divide
COVID-19 resulted in the rapid adoption of virtual consultations; while they offer increased accessibility and convenience for some, are they really all they are cracked up to be? Consultations in a virtual world explores the pros and cons of virtual consultations and the responsibilities that the private sector and tech community should address with regards to ensuring that the poorest and most vulnerable in society don’t get forgotten or left behind in a seemingly more digital world.
Page & Page and Partners