As for the focus of these marketing efforts, pharma companies have a tendency to target physicians instead of the actual consumer. Now, while this might seem like a lot to the naked eye, pharma marketers are able to identify more than enough reasons to justify this large number. That is to say, relevant data and tools often indicate a much higher return on investment for pharma companies that invest in marketing as opposed to those who place less emphasis on it.
While studies show that most pharma CEOs believe new products to be the driving force of revenue , professional marketers think otherwise. The truth is, experts know that pharma marketing is more and more important as the differentiation between existing products becomes smaller.
In fact, the key to growth in the pharma space is more closely associated with understanding consumer needs as opposed to creating or improving products. With this in mind, pharma marketers will place emphasis on identifying customer needs and finding solutions to meet these needs. Meanwhile, CEOs can focus on deploying their time and effort elsewhere, while knowing their pharma marketers can implement effective strategies for success.
As already mentioned, the gap between the features and benefits of pharma products is becoming less pronounced over time. When you think of it, this significantly reduces the impact of standard marketing efforts that focus on features and benefits. When changing to analytics-driven methods, most marketers find the results are far more impressive than with taking a conventional approach.
In short, data is now an important element for effective marketing and measuring these results is just as important. To this end, marketers can use analytics to measure effective marketing strategies and also to eliminate the risk of knee-jerk decision-making that might not produce a decent return on investment. In short, analytical decision-making can save both time and money for pharma companies. Needless to say, marketers must be able to prove that these methods are working and make changes in order to improve the bottomline.
As a rule, marketing analytics metrics should include many factors including sales, costs and profits. Moral of the story: Branding is important but data analytics are needed to measure success. Also, marketing and revenue should be tied in order to produce the most desirable results. Pharma marketers have two audiences — patients and doctors. As you know, consumers have a tendency to contact their local doctor for medical solutions or at least consult these individuals before purchasing a pharma device or prescription of some kind.
Moreover, consumers are much more likely to buy with the recommendation of a doctor and this is certainly true if a certain device or prescription can be covered by insurance. As a result, marketing to doctors is often more beneficial for pharma companies and different strategies are needed to address both doctors and patients. Marketing to doctors is all about identifying the needs of these professionals and providing well-researched solutions in a creative way through tactical media placement.
That being said, doctors hold the key to consumer sales and establishing a relationship with these professionals is a good way to communicate with a much wider audience. Here are some of the most important factors or considerations for marketing to doctors:. Specific — Content marketing to doctors must be extremely specific to achieve results.
Placement — Tactical placement is highly important to reach individuals who might be desensitized to traditional marketing strategies.
Researched — Content Marketing must also be well researched and articulated in an appropriate manner. Unfortunately for many companies, most methods look the same when it comes to marketing to doctors and it must be known that there is often a reason for taking a conservative approach. Commercial success is attributed to aggressive digital marketing and promotional activity—usually targeted to the physician.
They tend to take more of a one-size-fits-all approach. Our fast-changing market demands more value than ever before from pharmaceutical manufacturers. In this case, value means more cost efficiency, proven patient outcomes, and greater contribution to the overall health care experience throughout the value chain. Those pharma companies that shift their attention to what providers, payers, and patients are asking for will profit from the growing worldwide market on preventative care.
The key will be becoming a key player in the integrated health management model that ties traditional pharmaceutical marketing into mobile communications, and other online platforms for diagnosis and marketing. The tight regulatory environment surrounding pharmaceutical marketing continues to be a challenge to providing value-based health care. Notably, there is no evidence to suggest that the regulatory landscape for marketing pharmaceuticals will become clearer and easier any time soon.
By , there will be 2 billion people around the world who are over 60 years of age. The health care system is responding to the evolving trend toward integrated health management by implementing a multi-disciplinary approach to health care. Health care technology is the key to enabling a patient-centric approach. This approach could perhaps be achieved using predictive analytics tools, powered by artificial intelligence and machine learning to help determine which patients are at the highest risk of hospital readmission.
It could be something as simple as packaging information better and more consistently online to accommodate the evolving ways patients research and consume drug information. Regardless of which technologies are used and how they are levered, those pharmaceutical companies who insert themselves into this value chain in a meaningful way with patients, providers, and payers, will build value, trust, and loyalty with their constituents.
As the outcomes-based approach to health care grows in popularity, now is the time for pharmaceutical agencies to benefit from a new personalized, omnichannel approach to marketing. This means enabling different strategies for marketing directly to consumers and in detailing to physicians, as well as payers.
Advanced pharma marketers are moving into precision marketing, which is all about targeting on digital platforms with custom messaging for a specialty segment of consumers who need the information most.
To be successful with specialty marketing to smaller segments with custom treatment offerings, an investment in technologies to leverage the power of big data is a prerequisite.
Patients today require a different approach to addressing their health problems. However you look at it, the patient is online. Consider this scenario : you are a pharma company developing a new drug or treatment option for depression. Your potential customers are jumping on the internet to find tips, treatments and advice on how to take care of stress and symptoms of depression.
Here is the breakdown:. Marketers know that marketing to patients is complex in and of itself. They understand the importance of providing patients with positive customer experience, especially when it comes to boosting brand awareness. Pharma marketers want patient experiences to take the center-stage of their marketing initiatives. Previously, marketers have focused on the 7 Ps of marketing to patients, the seven fundamentals of winning the customer.
These are positioning, packaging, place, promotion, price, people, and the product. The new entrant is patient experience, the 8th P. Industry leaders have also recognized patience experience, and payers now require it.
They are also aware that patient satisfaction, user experience, and first-person experiences can make a huge difference. After all, the era of the ill-informed patient is long gone, and the tech-savvy ones are pushing healthcare consumerism to the next level.
Pharma marketers think that they should go above and beyond customer satisfaction to truly market their products and brands to patients. Even so, pharma sales reps know that online reviews, word of mouth marketing and referrals depend squarely on customer experience. Take Paul Milton, for instance. The outspoken CEO of Ellis Medicine thinks that patient satisfaction should be backed by a healthcare system that is not only compassionate but also friendly and safe.
More than that, he plans to inspire customers and engage them better by striking up emotional connections with the patients. Paul Milton, for instance, encourages Ellis employees to leverage video, social media and storytelling to connect with patients on a more human and emotional level. Marketers want to shift their marketing approach. Pharma reps think that the time for doctor-centered marketing and business model is elapsing. They also think that transaction-focused business model should be revised in favor of patient-first and employee-second mindset and culture.
So, how can pharma marketers reach, delight and market to increasingly empowered patients. Patient journey refers to the path that patients take, from the onset of symptoms and diagnosis to end of treatment. It encompasses all the experiences the patient go through from start to finish of their healthcare journeys. When marketers incorporate the patient journey into their marketing strategies, they can learn about customer experiences, pin down major challenges they go through, and find out which stakeholders play the biggest role in patient decisions.
The good news is that pharma marketers can showcase their support and influence decisions in many ways throughout the patient journey:. Pharma marketers can offer educational support. They can use print media, how-to videos, blogs, and other ways to educate. Pharma marketers can provide emotional support, which entails giving patients means and tools for coping with their conditions, whether through phone support, seminars, counseling, and other methods. Marketers can also offer behavioral-altering and practical support.
Patients are sensitive when it comes to their health, and not every illness or condition is easy to reveal, let alone discuss. In some cases, a patient might not even feel comfortable admitting their medical problem. It helps them know the context in which patients want to access and consume medical information. Content helps pharma marketers speak the language of the patient. It is also an effective way to educate patients, drive traffic to your digital assets, increase brand awareness, and eventually encourage a purchase.
More than two-thirds 70 percent of B2B marketers are planning to increase their content marketing activities and budgets, according to CMI. And you should too. In this section, we are going to walk you through the experience of creating a robust, direct, content marketing strategy that will bring visibility to your brand, pharmaceutical products, and issues that you target.
More crucially, content is far cheaper and deliver more efficacy than other inbound and outbound marketing strategies. For all intents and purposes, we are going to pretend to be marketers of DepreX , the depression drug. An outstanding B2C content marketing plan starts with a clear mission and well-defined goals.
First, we would start by creating a concise content marketing mission statement. This is a short statement that makes it easy for the whole team to stay on the same page.
What makes a great content marketing statement? It should specify the target audience, what benefits consumers would gain by taking the drug, and what content we will utilize to achieve these goals. Once the statement is hammered out, it is high time to set specific content marketing goals. For a depression drug, our content goals could be:. The good news is that content marketing goals are not set in stone.
We would review and refine them multiple times throughout the year. We would want to know the ins and outs of who is going to see and consume the content we would produce. Obviously, we would want to reach and target people on the hunt for depression treatment.
However, we would also want to think outside the box and go beyond the patient. First off, we would need to define the target audience and understand both their psychographics interests, values, aspirations, attitudes, etc. Ultimately, we would want to create appropriate user personas.
This will determine the tone, style, and even the subject matter of your content. At this stage, we would create or optimize the DepreX website to make it compelling, attractive and friendly to the end users. We would also optimize the DepreX Amazon page, blog, and other landing pages. The endgame here is to determine if the DepreX existing content is actually helping the company meet their marketing goals. In addition, we would also study the DepreX competitors like Olanzapine.
Mobile friendly - after all, 60 percent of all online searches now originate from mobile devices. A mobile-friendly website will rank better in mobile-first Google index.
Offering a positive user experiences CXs - if visitors to the DepreX site are finding it hard to navigate or use it, the user experience will suffer.
Fast loading - Google now scores site ranking based on page loading speeds. It's important to post and share content in channels where your target audience hangs out. That's where analytics tools like Google Analytics and Buzzsumo will come into play. When all these tasks are completed, the next question would be which type of content will resonate well with DepreX end users?
Video, infographics and social posts might get the most engagements, but will they improve DepreX sales? More B2C marketers are planning to increase their content budgets. As a pharma marketer, this is more important than ever, as patients play an increasingly bigger role in their health care. As we have mentioned earlier, more and more marketers are documenting their content marketing strategies, and with good reason:. A great tool for content documentation, editorial and scheduling is a content calendar.
Phew , what a journey! The bread and butter of any amazing content marketing strategy. Start with research. We would do some homework on the subject, check out what competitors are doing right, and learn what industry thought leaders say.
The headline is everything. Write with SEO in mind. Our content should flow and optimize effortlessly for search ranking. Keep it sweet, interesting and engaging. Our job would be to make sure the content we create is original, authentic and relevant to people suffering from depression.
Find and stick to your unique voice. Our tone and style should be compassionate, empathic and respectful. At no point should we make our audience feel uncomfortable with their situation. Depression is no joke. On any given month, online users conduct more than 2. Search engine optimization will help capture this high-quality audience. The beauty of SEO is that we are targeting users who are already actively searching for help with depression and treatment options.
Why would pharma marketers want to do SEO when marketing to patients? More than 75 percent of online activity start with search, or on Google to be exact. Search traffic is the best traffic any pharma marketer can want.
The first 5 search results get 67 percent of all organic clicks. SEO is a long-term tactic. If done right, it can deliver results affordably and consistently for the long run. You only have to refresh your content and links. It is a method that unscrupulous marketers use. While it might get short-term results, the black hat is a ticking time bomb. Google, for one, has declared an all-out war against spammy content.
And to add insult to injury, Google will penalize your site severely if you are found to practice black hat SEO. White hat SEO is your best shot.
It is all about delivering relevant content to the right audience at the right time.
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