Channel disruption: Navigating 5 fundamental shifts in healthcare marketing and sales channels

Over the past four years, the Covid-19 pandemic, tightened marketing budgets, and consumer migration to digital channels have forced major changes to healthcare companies’ sales and marketing efforts. Marketing and sales leaders must now adapt to this new landscape by allocating shrinking budgets effectively, transitioning away from agent-led sales, and harnessing the power of automation to deliver personalized experiences at scale.

Drawing on deep industry expertise, this paper examines five disruptions impacting go-to-market strategy along with specific best practice solutions for navigating:

• How to optimize a sales coverage model amidst shifting market dynamics
• The art and science of calibrating the role of aggregators in a successful go-to-market strategy
• The brand awareness imperative and its role in an insurer’s long-term success
• How to strategically plan for local success and avoid the local marketing measurement trap
• How to overcome the challenges of scaling personalized journeys