Mise en place d'une stratégie B2B de marketing digital au sein d'une entreprise active dans le secteur de l'e-santé - Le cas d'Andaman7

Abstract

The health sector is undergoing an incredible transformation due to the growing and ageing population. Public and private health systems are facing pressure and declining profit margins. eHealth and mHealth appear as solutions to improve care and to facilitate treatments thanks to new technologies and mobile technologies. This project-thesis takes place within the start-up named Andaman7. On one hand, the company has created a mobile application for patients. They can have access to their electronical health record whenever they want. On the other hand, it offers a platform for health care professionals, such as hospitals and pharmaceutical companies. The latter can collect anonymised medical data from patients to improve care and clinical trials. This work proposes a digital marketing strategy intended for the Business to Business (B2B) market. There are different obstacles. The professional market is complex with a multitude of people involved in the buying process. Legal constraints are important in the health sector and have a great impact on marketing campaigns too. The health market is analysed, and different solutions are considered to communicate at best with the potential targets. Nowadays, the customer journey almost systematically begins online. Therefore, a digital strategy is essential. Outbound marketing and inbound marketing are two main strategies in the marketing field. This second technique is based on the consent of the internet user. It respects laws, regulations and privacy. Inbound marketing gives better results than push advertising in identifying prospects and leads. The “strategy of the Sherpa” explains how to appeal to internet user in order to transform them into a client or an ambassador. The content is the key and “baits” are a good solution to tempt people. Inbound marketing is the future, in which people ask to be informed and are not bombarded with unwanted adverts.