Here are four strategies Pharma marketing that marketers can use to advance both company brand and product line brands with physicians and patients.
When it comes to brand awareness, the Pharma industry traditionally doesn’t have the cachet of consumer giants such as Coca-Cola or Adidas. Slowly, that is changing – and here are four marketing strategies you can adopt to advance both your company brand and your product line brands with physicians and patients.
1. Be digital, but you knew that already.
According to Comscore’s eighth annual Online Marketing Effectiveness Benchmarks for the Pharmaceutical Industry, online direct to consumer (DTC) marketing continues to increase conversion among patients and prospects, and pharmaceutical online advertising has the highest viewability rates of any industry. Although many of you are already active in the digital world, often what you don’t know – or don’t have – is the capability to get real, actionable data to improve the efficacy of digital campaigns.
2. Ditch product-based campaigns and adapt campaigns where the real benefit is — in value.
Get beyond shiny object syndrome and make yourselves, and your tools, useful to your audience. When your marketing campaigns focus on the value of the drug to the patient, you’ll rise to the top. Marketing objectives need to shift to focusing on the value provided, not the product itself. When you are able to find and create content that gives the patient the information they need, they will value your brand and spread the word.
3. Create mobile-friendly brand experiences.
When patients or physicians interact with your brand on a mobile device, how do they feel? Is your app easy to use or is it confusing? Brand awareness grows and is positive when users can interact seamlessly with the mobile tools you provide. For example, with voice-optimized, mobile tools, why are you making customers type in forms? According to Mark Bard, CEO at Digital Insight Group and co-founder of Digital Health Coalition, “right now, I would call most brands ‘mobile-accessible’ rather than ‘mobile-optimized.”
4. From physician to prescription, data integration is key:
The teams, agencies, consultants, and projects that make up Pharmaceutical marketing are a complex system. When you add big data into the loop, it makes it nearly impossible to connect the value the patient seeks all the way to the physician level and vice versa. The right technology can help integrate the data you have to drive brand awareness at each interaction, but be aware of the pitfalls of “do it yourself” or siloed apps. Often these solutions, when applied to legacy or cloud systems, cause your whole data-gathering operation to break down. With hard-won data siloed into multiple systems, it’s hard to figure out where to start. Above all, you need to be able to link the data with your objectives. If your objectives are unclear, your data will be too.
If you want to drive your brand’s awareness at the HCP level, get started today.