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Digital strategy:
the keys to success
June 4, 2025 — published by Pyramidale Communication
For several years, digital strategy has been gaining ground in all areas, and healthcare is not an exception.
While implementing a digital strategy is not the most difficult part, making it effective through optimized omnichannel marketing remains a major challenge.
Using the right algorithms and alternating between the right channels allows you to gather meaningful insights.
While implementing a digital strategy is not the most difficult part, making it effective through optimized omnichannel marketing remains a major challenge.
Using the right algorithms and alternating between the right channels allows you to gather meaningful insights.
Environmental communication or product communication?
In digital strategy, you can, and should, do both. Environmental communication, along with creating an umbrella brand, positions you for the long term.
Intrinsically linked to your product strategy, environmental communication allows you to exist as a leader, a differentiating challenger, and/or a newcomer in the market. The foundation is simple: creating a website. It doesn’t have to be complex, just a few well-written pages of content, optimized for SEO with carefully selected keywords to support future ad campaigns.
After several months of high-quality environmental communication, the doctors you want to attract will naturally be interested in joining a secure space created just for them.
A bond of trust will be established, and they will be ready to open the emails you send them.
Omnichannel marketing:
reality or fantasy?
What exactly does omnichannel marketing mean?
In digital strategy, it means identifying and selecting the right channels to convey your key messages to your target audience within a given timeframe.
The primary channel remains the sales force: people.
However, access to doctors has become increasingly regulated, especially since 2020.
This makes identifying alternative channels essential to maintaining an effective strategy. Many have rushed to rely on emails and online webinars, but these channels are now reaching their limits.
Omnichannel marketing allows you to to avoid overwhelming the doctors you want to communicate with while maintaining a privileged relationship with them.
Every six months, it is essential to plan your content according to the channels to maintain strategic consistency.
There are more and more points of contact with your target audience: you can be found on the web, on podcast platforms, on social media, and more.
Every six months, it is essential to plan your content according to the channels to maintain strategic consistency.
There are more and more points of contact with your target audience: you can be found on the web, on podcast platforms, on social media, and more.
Social media:
can we do without them?
The numbers speak for themselves: more than 130,000 doctors are on LinkedIn, and health-related hashtags, podcasts, and YouTube channels are multiplying.
Almost all patient associations have a Facebook page, and patient communities are gathering on Instagram.
Integrating social media into medical communication has become the new strategic norm.
However, there are some specific nuances: the way we communicate on LinkedIn, Twitter, Facebook, and Instagram differs.
Having an Instagram page dedicated to a specific disease allows you to connect with patients, and inviting doctors from the right specialty and geographical area on LinkedIn increases the reach of an invitation and/or news item.
Having an Instagram page dedicated to a specific disease allows you to connect with patients, and inviting doctors from the right specialty and geographical area on LinkedIn increases the reach of an invitation and/or news item.
On social media, you maintain dialogue and generate more interactions.
Google ads, linkedin ads…
should we integrate them or not?
If you have a well-optimized website with a focus on SEO and a LinkedIn page dedicated to your disease, then go for it.
But before buying keywords on Google, it is essential to carefully select the right keywords: define the right persona, mind map, the right moment, etc.
Setting clear objectives and expected outcomes is also essential.
Monitoring an ad campaign is the key to success: optimize display banners, abandon underperforming or costly keywords, etc.
LinkedIn ads can efficiently reach doctors, nurses, pharmacists, and other healthcare professionals.
Once your target audience has been clearly identified, you will need a good copywriter.
Once your target audience has been clearly identified, you will need a good copywriter.
The results are impressive: through this channel, the right target audience receives the right information in just a few minutes.
How to obtain intelligent statistics?
The final key to a successful digital strategy relies on mastering algorithms and relevant KPIs.
There are plenty of them.
There are plenty of them.
However, translating KPIs into actionable recommendations is not always easy: For email campaigns, should you track clicks or opens? If the goal is to get people to sign up for an event or join a page, then that’s what you need to measure.
On social media, the quality of a post is determined by the engagement it generates. It’s better to have a small, highly engaged community than a large community that doesn’t read your posts or isn’t active.
On a website, analyze how users navigate. If visitors spend only a few seconds on the homepage, adjust your content to encourage further exploration.
Your digital strategy becomes effective when you tailor content to distribution channels and target audience interests, driving engagement and achieving objectives.
Want to take stock of your website or digital strategy?
Contact us today to discuss how we can help you stand out in medical communications.
ARTICLE WRITTEN BY PYRAMIDALE COMMUNICATION
A Tech Health agency
