HealthJanuary 01, 2020

Interactive infographics: the key to information retention

Interactive infographics are all the rage and replacing static content. Learn 6 key benefits of how they offer greater ROI.

Pharma marketers face many different challenges when trying to capture the attentions of busy healthcare professionals (HCPs). In today’s noise heavy world, getting messages through to your target specialist can prove difficult. What is even more challenging is getting your message to make a lasting impression. What good is getting a message across to someone if they forget it minutes later? We all know the human brain is better at storing and remembering information when it is presented in the form of an image instead of text, but what works even better is when there is an interactive element to that message.

Simply put, if you aren’t using interactive infographics in your campaign, you are severely missing out. A study by Content Marketing Institute found 81% of marketers claim interactive content is more effective than static content when capturing their audiences’ attention. With interactive infographics, you combine the power of compelling visual content with interactive elements. It not only persuades people to explore your content but allows you to provide more concise information compared to a static image.

Here are 6 reasons why you should be implementing interactive infographics to your marketing strategies:

Experience increased conversion rates – Interactive content has a higher conversion rate than static content. Why? Because the viewer has already committed their time to engaging with your content and clicking through the interactive infographic. As they go through the visual journey, they are being educated rather than being sold to. The current and relevant information that they care about is also supporting the validity of your product, serving as a solution to their problem which will hopefully turn into a future sale. In addition, quality interactive infographics are more likely to be shared and linked to other pages with similar topics, improving your search rankings and expanding your reach to targets with similar characteristics.

Raise brand affinity – Creating a journey for HCPs through interactive infographics with quality, personalized information helps create a deeper dialog between your customer and your brand. Sixty-six percent of marketers experience higher quality engagement when using interactive content. While HCPs are participating and interacting with an infographic, they are also showing their interest and willingness to dedicate their time to what you have to say. They come to you because you are an expert in a particular area. When they trust you and your information, they are more likely to convert. Ultimately, you want to build a stronger relationship and raise brand affinity for purchases in the long run. Nurture the relationship throughout the journey by engaging them with meaningful questions and rewarding them with more relevant content.

Message recall - The greatest strength of interactive infographics is that the images, along with the interactive elements, allow messages to be remembered better. Participation rather than passive viewing enables greater recall of information. When an HCP is being faced with a problem, and you have provided solutions to that problem in an interactive infographic, your message can be recalled and prompt a call to action. This is beneficial for marketers who have the challenge of communicating complex information in a concise, easy to comprehend way.

Improve the quality of your leads – With interactive infographics, you can strategically place questions throughout the interactive infographic experience that are related to certain sales benchmarks. These benchmarks can help you identify quality leads versus those that will most likely not convert. Ask prospects meaningful questions that uncover their needs and provide information that will keep them engaged. The better the quality of leads received, the further they will travel through the sales funnel and provide greater cost efficiencies.

Generate more qualified leads – The amount of leads received will increase because the reader of an interactive infographic is already committed to following instructions from your site and will most likely continue to fill out a lead form. The hope is that once they have received something of value from your content, you will have earned the right to ask for their information. Also, because interactive infographics are more likely to be shared and linked back to articles on related topics, you will increase your reach and generate more leads that are similar to your target audience.

Capture more relevant data to create more personalized content – A huge benefit for marketers who use interactive infographics as part of their marketing strategy is that they generate a lot of rich data. In fact, 68% of marketers claim interactive content makes it easy to repurpose static content. The more your content captivates HCPs’ attention, the more they will be willing to provide information. This personalization is key to learning more about your customer, which in turn allows you to adjust your strategy and provide them with what they truly want. You can collect information and create meaningful follow-up content such as new blog posts and even more infographics to continue a personalized dialogue with your audience.

Stop using ordinary content and boost your engagement with interactive infographics. You will experience an increase in overall long-term performance while also achieving a better ROI.

Contact us to implement interactive infographics in your marketing campaigns.
Lippincott Audience Solutions
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