A recent survey found that brand awareness of pharmaceutical products was weak.
If we use diabetes drugs as an example, the top product - Eli Lilly’s Trulicity had just a 29% recall among those surveyed, Boehringer Ingelheim’s Jardiance was at 27%, and Merck’s Januvia at 24%. Although those drugs have great sales, the data shows just people barely remember the drug names.
The main driver behind is because of the doctor prescribes mode - it's not easy for normal consumers to get familiar with the medications they take only when they ask doctors to do so. Additionally, the pharmaceutical industry has been reacting slowly to digital innovations. The major way of marketing for pharmaceutical firms is through TV.
For example, in July, there were five diabetes drugs among the top 10 biggest TV ad spenders, with a total of $79 million. And that's despite the big money companies plow into, the campaign didn't raise the name among patients.
Then the question was raised - the digital marketing should be targeting customers or healthcare practitioners? The answer is both. In the digital age, both patients and healthcare providers use the online channel to gather information - search symptoms, find treatment and find good doctor recommendations.
Pharma companies should look at innovative ways to share information. For instance, drugmakers might optimize their communications for the devices doctors use to consume the type of information in play. They should look beyond their own channels and forums and partner with other websites.
1. Content marketing: pharmaceutical companies are no longer the sole gatekeepers or providers of the information surrounding their treatments or products. Through online communities, mobile applications and a wealth of web content, people now have wide access to a range of pharma-based insights. By creating targeted, value-driven branded content that offers prospective or current patients insight into relevant information, you can grow your audience, significantly.
2. Social media&PR: 70% of millennials are influenced by the recommendations of their peers while 90% of 18 to 24-year-olds trust medical information acquired through social media while one-third of the U.S adults search online to understand a medical condition. So, there’s great opportunity for pharma brands that work with respected industry influencers and thought-leaders.
3. Marketing automation and customer intelligence: By using autonomous machine learning chatbots to improve organization efficiency, conduct key tasks and answer client, patient or customer queries, pharma brands stand to increase productivity while enhancing their overall customer experience
By publishing and co-creating educational content on such platforms, pharma companies can deliver greater value to the customers well as simplify the transition to digital marketing.
Reference: https://digitalmarketinginstitute.com/blog/5-digital-marketing-strategies-for-the-pharma-industry-corporate
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