It’s Not Your Fault That Traditional Customer Engagement Isn’t Working Anymore

Look, I get it.

You're a life science marketer or executive, and you're feeling the pain. The strategies that used to work like clockwork for engaging healthcare professionals (HCPs) are now falling flat.

But here's the thing: it's not your fault.

The Harsh Reality

Let me paint you a picture of what I'm seeing in the out there:

1. Remember when cold outreach to customers was your golden ticket? Those days are gone. What used to yield 10%, 8%, or even 6% engagement rates has plummeted to a measly 2%, 1.5%, or 1%. In some cases, we're looking at a heartbreaking 0.5% or 0.25%.
2. Your commercial leaders, bless their hearts, are responding the only way they know how: by cranking up the activity targets. But all this does is strain your already stretched resources and with each budget cut they become more stretched.
3. AI-driven content and outreach tools are flooding every channel with more noise than ever before. It's a volume game now, and quality is drowning in the deluge.
4. Thanks to inexpensive domains and plug-and-play tools, scaling outreach is easier than ever. The problem? It's also less effective than ever.
5. Any genuine attempt at personalization gets lost in the sea of automated messages. HCPs are more disengaged than ever, and can you blame them?

The Perfect Storm

It's not just about the tactics; the entire landscape has shifted beneath our feet:

1. Economic pressures are real. With rising interest rates, every organization is scrutinizing their spending like never before.
2. Budgets increases or funding rounds? They're as uncertain as a roll of the dice. This directly impacts investment in new technologies that could potentially turn the tide.
3. The global mandate has shifted to "Do More with Less." This hits especially hard when it comes to new product adoption in our industry.
4. Customer inboxes are cluttered beyond belief. I'll let you in on a secret: mine is more overwhelming than it's ever been. And I'm not alone.

Towards The Solution

Here it is, plain and simple: The traditional commercial model that dominated the early 2010s took its last gasp in 2023. Anything your teams did to engage customers 24 months ago now yields less than 50% of the results.

It's a hard pill to swallow, I know.

But acknowledging this reality is the first step towards finding a solution.

Now, before you consider a career change or start dusting off your resume, let me share some good news: new engagement tactics are more effective than ever.

Yes, you read that right.

The New Model: Pull, Don't Push

What we need is a paradigm shift. The old model was all about pushing – pushing content, pushing products, pushing engagement. The new model? It's all about pull.

Here's what this looks like in practice:

1. Trust is the New Currency: Focus on building long-term trust directly with customers and key decision-makers. This isn't about quick wins; it's about creating lasting relationships.
2. Content is King, but Relevance is Queen: Your content needs to be not just good, but relevant and engaging. It needs to stand out in a sea of mediocrity. (Note: I do not mean award winning, just different and relevant.)
3. Signal-Based Engagement: This is the game-changer. It allows you to guide customers through the decision-making process, connecting with them precisely when they're ready to engage. No more shooting in the dark.
4. Quality Over Quantity: Your sales teams should be focusing their efforts only on customers who are ready to move forward. This leads to more sales, closed faster, because your teams are experienced and make fewer mistakes.
5. Efficiency is Everything: With this approach, commercial cycles can be cut by two-thirds. Why? Because your teams aren't wasting time on uninterested prospects.
6. Culture Shift: When teams become more efficient and motivated, with everyone contributing to meaningful outcomes, company culture improves dramatically. It's a virtuous cycle.

Push vs. Pull: Only One Survives the Engagement Crisis

In 2024, it's clear: pull wins. The push model is vulnerable to the engagement crisis we're facing. The pull model? It's not just immune; it thrives in this environment.

Making the Shift: It's Not Easy, But It's Worth It

I won't sugarcoat it: making this shift isn't a walk in the park. It requires a fundamental rethinking of how we approach customer engagement. But the alternative? Continuing down a path of diminishing returns and frustrated teams.

Here's how you can start:

1. Audit Your Current Approach: Take a hard look at your engagement metrics. Be honest about what's working and what's not.
2. Invest in Quality Content: This is your foundation. Create content that customers actually want to consume, not just what you want to tell them.
3. Embrace Technology: But not just any technology. Look for tools that enable signal-based engagement and help you cut through the noise.
4. Train Your Teams: The pull model requires a different skill set. Invest in training your teams to build relationships, not just pitch products.
5. Measure What Matters: Shift your metrics from activity-based to outcome-based. It's not about how many emails you send; it's about meaningful engagements.

The Future is Bright (If You Adapt)

I've been in this industry and worked with some of the best long enough to see the writing on the wall. But this shift? It's unlike anything I've seen before. It's not just a tactical adjustment; it's a fundamental reimagining of how to build our commercial operating models all with a view to change how we engage with customers.

Those who adapt will thrive. Those who don't... well, they'll be left wondering why their tried-and-true methods aren't working anymore.

Remember, it's not your fault that traditional customer engagement isn't working anymore. But it is your responsibility to adapt. The tools are there. The strategies are proven. Now, it's up to you to make the leap.

In 2024 and beyond, the winners in life science marketing won't be those who shout the loudest or reach the most inboxes. The winners will be those who provide value, build trust, and engage HCPs on their terms.

Are you ready to be one of them?