The Main Elements of Successful Personalization Marketing

A Menlo Park, California-based marketing executive who has worked at Fortune 50 medical companies, Neda Razavi oversees global marketing and commercialization strategy for library prep automation at Roche Sequencing Solutions. Neda Razavi is particularly interested in digital marketing and personalized marketing trends.

Advances in marketing technology along with biometric identification, artificial intelligence, and machine learning have made personalized marketing not only scalable but necessary to keep up with evolving consumer trends. Hyper-personalization takes this one step further by harnessing data across various platforms and marketing channels to enhance consumer engagement.

Providing hyper-personalized experiences to boost engagement is a necessary element required to attract prospective consumers. A recent Epsilon Group study, for instance, found that 80 percent of consumers were more apt to purchase something from a brand that offered personalized experiences. Facilitating this engagement involves actively collecting and studying consumer data as well as understanding key trends to ensure relevance.

If brands can engage consumers with relevant messaging, then consumer trust will follow. This in turn can lead to positive customer reviews. Companies should also invest in education teams that deliver thought-leadership content based on the consumer’s specific needs.

Programmatic Technology to Change the Healthcare Marketing Landscape

Possessing two decades of experience in the medical device and biopharmaceutical industries, Neda Razavi serves as the head of product marketing at Roche Diagnostics. Outside of these endeavors, Neda Razavi aims to stay current on digital trends in the healthcare industry.

An MM&M article explored the concept of programmatic technology and how it is rapidly changing the way in which healthcare and pharmaceutical marketers conduct online campaigns. An AI-informed approach, programmatic technology allows for one-on-one, real-time storytelling. The approach enables a brand’s story to unfold across various media platforms.

Some programmatic elements are already in place. For instance, a person checking out a website that offers healthcare products could be targeted with promotional offers.

Brands that tell their story across multiple channels will be able to deliver the “total customer experience” in the future. For example, a medical marketing representative may someday be able to follow up a phone call to a physician with an invitation to view a video series on a particular topic of interest to them. After watching an episode or two, the physician might be reminded to finish the series with a banner ad or a prompt the next time that they contact the manufacturer’s call center.

Categorizing Consumers for a Personalized Marketing Campaign

Neda Razavi is an established San Francisco Bay Area medical/scientific marketing and commercialization executive who holds a leadership role with Roche Diagnostics. As head of product marketing, Neda Razavi is involved with personalized marketing strategies that employ next-generation digital platforms.

As explored in a 2019 Forbes article, personalized marketing begins with generating descriptions of who “ideal” customers are and how they utilize a company’s product or service. Building the customer journey, identifying the ideal touchpoints and behavioral objectives to enable personalized marketing at the customer level.

An example relevant to today’s socially distanced landscape is a meal subscription service that delivers responsibly-sourced, nutritious food products to customers. While there are many categories of potential shoppers for this service, it helps to think of target consumers in broad terms at the beginning. For example, one type of consumer may be health-conscious and interested to know where ingredients were sourced, as well as the product’s caloric and nutritional data. Meanwhile, another type of consumer may more concerned about fast, convenient delivery and no-hassle preparation.

Because this product is appealing to both types of customers, they likely will be willing to pay a premium for it. Understanding their distinct needs and expectations can help create two separate marketing strategies reflecting divergences in their profiles. Crafting such a campaign requires understanding the language these customers use in daily life, as well as which social media and news platforms they regularly interact with.

Bluebird Bio Launches First Gene Therapy for Beta Thalassemia

A member of the American Society of Human Genetics, Neda Razavi is a former marketing and portfolio manager at Abbott Laboratories. Neda Razavi has launched products that unlock gene information to provide targeted therapy for various chronic and life-threatening conditions.

Beta thalassemia is a blood disorder characterized by low production of hemoglobin, a protein in red blood cells that helps carry oxygen to other cells throughout the body. It can result in anemia and abnormal formation of blood clots. Beta thalassemia occurs in three different types, which are beta thalassemia minor (beta thalassemia trait), beta thalassemia intermedia, and beta thalassemia major (Cooley’s anemia).

People with beta thalassemia minor usually have mild anemia that generally doesn’t require treatment. However, people with beta thalassemia intermedia or beta thalassemia major usually have moderately severe or severe anemia requiring treatment. Traditional treatment for beta thalassemia involves routine blood transfusions to help deliver healthy red blood cells and hemoglobin to patients.

Recently, biotech company bluebird bio, Inc. launched the first gene therapy for beta thalassemia. With this treatment, beta thalassemia patients no longer have to rely on periodic blood transfusions. Marketed under the name Zynteglo, this therapy was approved in June 2019 by the European Union for treatment of beta thalassemia in patients above 12 years old except those with a very severe form of transfusion-dependent beta thalassemia.