Since the pandemic, digital has taken an important place, especially in the pharmaceutical sector. This has led to an acceleration of digital exchanges between healthcare professionals and patients. This digital transformation has enabled the development of a complete digital ecosystem by changing the perspective of the pharmaceutical industry; from a product-centric approach to a patient-centric approach. Thanks to this ecosystem, the boundaries between the pharmaceutical industry and patients have become less complex. However, despite the technological evolution, the digital marketing of the health market remains very different from other markets. Indeed, pharmaceutical marketing differs from traditional marketing in promoting a product or service. Here, the consumer is considered a patient and the customer a doctor. In addition, the promotion of pharmaceutical products is subject to regulations; only Over The Counter “OTC” products can be promoted and sold over the counter. Any other drug that requires a prescription cannot be freely marketed or submitted for advertising purposes.
STRATEGIES FOR WINNING PHARMACEUTICAL DIGITAL MARKETING:
1-Develop a content strategy:
Several regulations prohibit pharmaceutical companies from advertising drugs, with a few exceptions like OTC drugs. For this reason, content marketing is ideal for pharmaceutical strategies since it allows for long-term results without the need to openly market the products. First and foremost, pharmaceutical companies need to have a strong and comprehensive blog that provides value to readers. They should always be the center of attention, not the company. The goal is to succeed in creating a community of engaged and interactive consumers. This will easily lead to increased traffic, conversion, and eventually sales. Thanks to a content strategy, the company will no longer be content to manufacture a product and then sell it. Instead, it has several digital tools that make the product speak and bring it closer to the consumer.
2-Search engine optimization:
Health is one of the subjects that provides the most research and discussion on the Internet. Today, patients’ first instinct is to type their symptoms into the search engine. Indeed, a Google study has shown that one out of 20 searches on the search engine is linked to health. For this reason, presence in searches is vital for pharmaceutical industries. Thanks to a pharmaceutical SEO strategy, it would be possible to reach as many people as possible to reach new channels. As a result, the pharmaceutical company will gain visibility and growth in organic traffic. Also, keyword ranking is very important to patients. He demonstrates expertise in the field, which will develop credibility with patients and health care providers.
3-Social media:
Studies have shown that social networks influence more than 40% of people’s health choices. Indeed, social media marketing agency is at the heart of any digital marketing strategy for the pharmaceutical sector. It is a way to connect the consumer and the seller, otherwise the doctor and the patient, to create an emotional bond and trust between these two parties. Thus, since human contact is crucial in the pharmaceutical industry, social media is an indispensable tool to understand the needs and fears of patients and meet their needs. Users most often seek to expand their knowledge of the sector. Best suited for accelerating brand awareness to a wider audience. The ideal platform to humanize a pharmaceutical brand. Best suited for reaching younger audiences and promoting products indirectly through wellness and lifestyle posts. To learn more information please visit: https://www.healthcaremarketingagency.net/
4- Online reputation management:
Pharmaceutical brands sometimes have to deal with negative coverage and rumors from groups of people on the web. Online reputation management is one way to detect negative coverage. One of the most effective means to detect them is to saturate the search. Otherwise, the extension of search engines. Brands should be careful with negative keywords about their brands. To ensure that negative coverage is kept to a minimum, businesses must first identify negative keywords, then target the same keywords and create new positive content based on these. last.
THE CHALLENGES OF DIGITAL MARKETING IN THE PHARMACEUTICAL INDUSTRY:
– Issue of the regulated market:
This law promotes the industry’s ethics in terms of transparency in the use of drugs. In addition, it prohibits pharmaceutical companies from advertising products requiring a medical prescription in the space of the general public and social media or from offering financial advantages to healthcare professionals in exchange for promoting their products. This, therefore, leads to unique marketing from the laboratory to the customer, then from the customer to the patient.
-Human challenge:
Despite technological growth, the customer-patient relationship must always remain human because human contact is essential in the pharmaceutical industry. Indeed, the pharmacist must keep his role of adviser even on digital platforms without forgetting to maintain human contact with patients. Therefore, the evolution of digital marketing in the pharmaceutical sector should not alienate patients and customers from each other. On the contrary, the challenge is to connect the real world to the virtual world in the best possible way to meet the needs of patients.
-Issue of personal data:
These studies make it possible to analyze and evaluate drugs’ use, such as in terms of compliance and compliance with prescriptions in patients’ daily lives. In addition, these data allow health actors to position themselves concerning the prescription of the prescription until the observation of the effectiveness of the treatment for the patient. This data is considered confidential and cannot be sold to promote health products commercially. Unfortunately, they are for profit. Click here to read more articles.
