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Polls, Pundits, and Multichannel Marketing: Lessons from the 2016 Election Blog Post #2 of 3


On Election Night this year, some unexpected media outlets will play a key role in predicting election results. Twitter and Buzzfeed are teaming up to bring greater transparency to the process of “calling” the elections, or projecting state-by-state electoral votes to predict a final winner.  

Lesson #2:  Shaping relevant, tailored content requires an intentional, strategic approach to understanding the customer.

According to Editor-in-Chief of Buzzfeed, the independent social media-driven news outlet, "…Election calling is one of the great old media rituals that still have a level of mystification around it, tablets being handed down from on-high," Smith said. "If you're on Twitter, you'd see very sophisticated people having an open, transparent and interesting conversation about what's happening," reported in October 2016.

According to Mark Grabowski, an associate professor at Adelphi University, “…Election coverage this year reflects the broader paradigm shift that’s been going on in media coverage.  No longer is the media setting the agenda, but, rather, media consumers are,” reported the on October 16, 2016.

Just as media consumers are setting the agenda in the election, health care professionals are setting the agenda in Bio-Pharma.   As HCPs increasingly turn to an array of digital media as tools in their decision-making, relevant, customer-centric multichannel marketing is a strategic imperative for Bio-Pharma.  Developing customer-centric messaging depends upon the ability to develop clear, user-friendly customer journey maps that enable highly strategic and intentional campaign planning. 

Through MCM Builder, viihealth provides MCM Builder technology that enables you to clearly map the customer journey and visualize the optimal campaign – one that delivers timely, HCP-centric digital content that resonates with customers and engages them across a broad array of communication channels. 

viihealth, Inc. is a next-generation digital customer engagement company that provides targeted, scalable and smart cloud based solutions – software, services and data –that seamlessly work with leading established enterprise platforms, bridging the gaps to improve marketing and sales impact.

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