Introduction:
Currently, there is a great advancement in the use of technological solutions, particularly under the modern pharmaceutical digital era. Therefore, with increase in knowledge dissemination through internet among the citizenry due to enhanced technology in firms’ marketing, pharmaceutical marketing techniques have assumed a new complexion. This shift brings both clearance and risk factors that were not seen earlier for the pharma major players. Consequently, this article aims at discussing the most effective forms of advertising that define the current tendencies of pharmaceutical marketing and the hardships linked with the process.
The Evolution of Pharmaceutical Marketing
Traditional Marketing vs. Digital Marketing
Traditional marketing is a way of advertising goods and services through print, TV, radio, newspapers and magazines, while Digital marketing is a way of advertising goods and services through the Internet, social networks, e-mail and mobile applications.
Earlier forms of pharmaceutical marketing included direct selling, where the majority of pharmaceutical sales people used to visit health care Professionals (HCPs) directly. The data indicated that print media, television advertisements, and medical conferences were the main method of advertising of new drugs and treatments. Although these methods are still prevalent, digital marketing has presented some new types of approaches to reaching and influencing the HCPs and patients.
Internet marketing employs internet tools, including the website, social media, e-mail and the search engine, to communicate. This change has helped the pharmaceutical firms to target a wider population, given that the expenses involved in the process are lower and within their control. Patients have also benefited from the new era of advanced technology since they are capable of managing their health better than before, thanks to the available health information on the internet.
Key Digital Marketing Strategies
Content marketing is a way to build a strategy that creates and disseminates material most appreciated by a specific audience in order to retain it. This can involve a blog post, article, a white paper, video, and an infographic that contain information on diseases, treatments, and healthy living that creates awareness to the public by the pharmaceutical firms.
With the content being quality educational information, pharma brands can position themselves as authority and begin developing a positive association in the minds of the audience. It also assists in the establishment of the brand and also directs clients to their sites through natural searches on the search engine results pages (SERPS).
Due to the integration of these social networks such as Facebook, twitter, Linkedin and Instagram, pharmaceutical firms are in a position to interact with their audience in real time. Such platforms can be employed to disseminate educational information, making announcements about the new products, hosting question and answer sessions, and to collect the feedback from the patients and HCPs.
Patient associations and social media personalities are also influential in creating awareness and making patients aware of different brands, thus increasing the impact of pharmaceutical company marketing.
Read more: https://www.pharmafocuseurope.com/articles/strategies-and-challenges-in-pharma-marketing?divya
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