Could you imagine that less than a decade ago, the pharmaceutical industry relied solely on face-to-face marketing? If you weren’t present at a conference or directly engaging with healthcare professionals, your marketing efforts simply didn’t exist.
Now, leap ahead to 2023 –times have significantly changed. Digital marketing has become the cornerstone of modern pharmaceutical marketing strategies.
However, achieving success in the pharma industry goes beyond just mastering digital tools; achieving results involves navigating through a maze of unique challenges. All countries have distinct regulations governing discussing the pharma industry both online and in-person, in addition to the regular marketing regulations. Additionally, marketers must contend with masses of false information circulating online, which poses yet another hurdle.
That’s why, at Xtra-Mile, we are firm believers that pharma marketing must go beyond traditional approaches, requiring creativity and imagination.
So, how do we overcome these obstacles and help develop strategies for our customers that can redefine the limits of success?
In this blog, we’ll share our top digital best practices that can prepare any pharma company for a lifetime of healthy marketing.
Let’s start at the beginning: crafting audience personas.
Pharmaceutical marketing requires a profound understanding of varied target audiences. Healthcare professionals, patients, and the general public all demand distinct strategies tailored to their unique needs. By devising separate personas and customizing strategies for each of these groups, we ensure that messaging aligns with their specific requirements, concerns, and expertise levels.
Here are three critical personas we’ve identified and how we adapt our communication strategy accordingly:
Healthcare Professionals (HCPs):
Healthcare professionals, including doctors and nurses, seek in-depth, evidence-based information about medications, mechanisms of action, potential side effects, and clinical studies. Adapting content for HCPs involves offering comprehensive data, medical terminology, and scientific research, enabling them to confidently make informed decisions for their patients.
Patients, the ultimate users of pharmaceutical products, gravitate towards comprehensible and relatable information. Empathy and human touch are pivotal here. Crafting narratives that share patient experiences, emphasizing how medication can positively impact their lives, fosters hope and trust.
The general public often lacks medical expertise and may encounter overwhelming quantities of health-related information, some from unreliable sources. Informing this audience involves simplifying complex subjects into accessible language, utilizing relatable scenarios, and dispelling common misconceptions.
It’s time to finetune:
Once we’ve defined our personas and identified our target audience, it’s time to customize our digital strategies to nurture relationships within these groups. Naturally, the specific strategy will depend entirely on our customers’ end goals. This could involve creating awareness of a disease or providing healthcare professionals with information about a specific drug.
These are just some of the options customers could consider:
- Establishing Initial Awareness toward the General Public: Most journeys begin with cultivating preliminary awareness. Consider the scenario of raising awareness for a disease. In this context, we may leverage a suite of channels – encompassing the dynamic realm of social media, the precision of search engine optimization (SEO), and pay-per-click (PPC) advertising. The objective is to cast a wide net, ensuring widespread dissemination of a message while navigating strict regulatory constraints.
- Establishing a Robust Digital Presence: One of our key contributions lies in aiding customers to develop harmonious and user-friendly digital assets, including elements like landing pages with optimized UI and a sleek digital brand identity. These assets serve as users’ initial touchpoints, molding their perceptions and decisions. A seamless and user-friendly digital encounter heightens confidence, encourages exploration, and amplifies the likelihood of target audiences taking desired actions.
- Enhancing Awareness with Organic Social:
Organic social media is a crucial component of pharma marketing, unlocking exciting possibilities. Let’s imagine a scenario where our objective is to raise awareness about a specific medical condition. We can collaborate with organizations to create community pages, acting as virtual gathering spaces for patients, caregivers, and advocates. These pages offer our target audience a platform to connect, engage in discussions, and access valuable information.
- Content Hub Creation: By carefully planning, creating content, handling technical details, and maintaining consistent oversight, we can help our clients build a comprehensive content hub filled with engaging resources. This hub can feature enlightening articles and captivating videos, all geared toward engaging the intended audience. The content hub proves particularly effective in reaching out to individuals who are actively seeking more information and value from an organization. Additionally, it’s a powerful tool for nurturing existing customers and fostering a dedicated community.
- Precision Targeting:
Creating peer-to-peer (P2P) campaigns on platforms like LinkedIn is a step that comes into play at a later stage once relationships have been established. These campaigns are carefully designed to facilitate direct engagement with healthcare professionals and key decision-makers. By strategically crafting content and purposefully interacting, we foster meaningful connections and assist our clients in establishing authority within the industry.
- Harnessing Data Insights: Digital execution is just one side of the story – it needs to go hand in hand with consistent data analysis. Our know-how goes beyond execution; we’re also experts in data analytics. This gives us precious insights into how well our campaigns are doing. Armed with this knowledge, we can make smart choices and keep fine-tuning our strategies to help our pharma customers reach new heights.
Our Formula for Your Prosperity
Curious about why Xtra-Mile could be a valuable ally in your pharma marketing journey? Our wealth of experience comes from our vast experience working with pharma and medical customers, as well as diverse collaborations in the tech sector. This combination allows us to draw inspiration from cutting-edge concepts and apply them thoughtfully to the pharma industry.
We provide a range of services, including management, digital marketing, employer branding, and social strategies, all within a unified approach. Our goal is to be more than just service providers; we’re your partners in shaping a cohesive brand vision and identity.
If you believe your pharma marketing strategy could benefit from a check-up, we’re here to chat. Let’s work together to enhance your brand’s influence and contribute to a healthier future.