Pharma Marketing ought to respect regulations and rules imposed not only by the EU but also by its corresponding state members. After all, ethics guide the principles of drug advertising in Europe.
Companies must provide truthful and transparent information to the consumer void of any misleading pretenses and promises of recovery. So, pharma marketers must consider the marketing channels to include in their strategies.
With this in mind, we have gathered for you a list of the top digital channels and tools to consider.
Digital Channels & Tools To Consider
1 – PPC Ads
PPC ads, also known as pay-per-click advertising, are one of the foundations of digital marketing. One of its advantages is that they follow the regulations imposed on drug advertisements.
Recent studies show that EU citizens are increasingly using the Internet to search for health topics. In fact, in 2021, 53% were seeking the aid of online search engines to get information on treatment options, injuries, or wellness tips.
Within these statistics, Google stands out as being one of the most used online search engines. In 2021, around 7% of daily searches on the platform were health-related. So, the Internet is where you can find a great part of your target audience.
For that, PPC ads can be the tool to make a difference in increasing engagement and generating more traffic to your website. Why? With PPC ads, you can:
- Increase site traffic;
- Increase sales;
- Target specific segments of your target audience; and
- Target specific locations.
Adding to this, Google has in place an assortment of unapproved pharmaceuticals and supplements. The aim is to protect the consumer’s safety and right to honest advertising (you can access it, here). Adopting PPC ads is, then, a safe choice for pharma marketers that wish to merge their brand’s digital presence.
2 – Email
Email is a digital channel gaining importance in the Pharma marketing and sales field. It is a powerful tool for its personalization value. But also for its compliance with ethics and regulations imposed in pharma advertising.
A significant part of HCP is now digital natives (70%). As a result, younger professionals in the field spend, now, at least 40% of their working time online (Veeva). So, sales reps and marketers should also approach HCP.
The industry is moving towards Omnichannel marketing strategies. So, email will become a powerful tool for establishing strong relationships with the consumer. Why? In 2021 alone there was an increase of over 523% of emails sent and a further 41% of the average open rate.
So, through email you can:
- Follow up on in-person interactions;
- Provide valuable information tailored to the physician’s needs; and
- Establish a direct link of communication that promotes dialogue and support.
For that, email is in high regard by European physicians, but also valued by pharma marketers and sales reps. According to a recent survey made to over 1000 EU specialists, email was considered four times more popular and effective than other virtual interactions. In fact, it’s the preferred digital channel by professionals in the field.
3 – LinkedIn
LinkedIn is a growing trend in pharma marketing. It’s proving effective in targeting HCPs and professionals in the field. It is the right channel to engage with your target audience without neglecting the principles of ethics and regulations in Pharma.
Health-related conversations are now taking place everywhere on the Internet. LinkedIn has become one of the preferred channels for the discussion of topics such as medicine, insurance, and wellness.
With schedules growing busier year after year, physicians have started to use online channels as a way to keep up to date with the latest happenings in the field while trying to engage in valuable networking experiences. As of now, over 40% of physicians take part in digital networking activities. LinkedIn is one of the platforms where they do it.
Year after year, there’s been a 28% increase in health-related discussions on the platform. In addition, companies started to use the channel as a way to expand their educational value to their audience. It helps to promote reflection on essential pain points in the field.
As a relevant channel for pharma, LinkedIn displays an array of advantages that you should consider. Through it you can:
- Target your audience with tailored content;
- Spark meaningful discussions and connections;
- Promote your products and content; and
- Strengthen your brand positioning.
LinkedIn is a valuable tool that allows you to navigate between the regulations of drug advertisement. In fact, a recent study by Hubspot showed that channel-generated traffic on this channel is more likely to turn into a lead (BFW Life Sciences).
4 – Video
Video is now a buzzword in the marketing field. It also became one in Pharma. People now spend most of their time on their mobile phones. Additionally, the amount of information they have at their disposal has fostered an interest in quick-to-consume content. This format is both informative and engaging.
As a marketing digital tool, video paves the way for an innovative approach to both segments of pharma companies’ audiences. In this case, patients and HCP. Therefore, if implemented in your communication strategy, you can:
- Turn complex data and information into easy-to-understand content;
- Share insightful details on your products and services;
- Track your audience’s interests and needs;
- Personalize your content to your audience’s preferences.
Through video, you can follow ethics and regulations in pharma advertising imposed in the EU. You can include more information in your videos, than in traditional ads. That way, you can state the side effects and the features of your products without misleading the consumer.
Within video content, explainers are the preferred tools used by marketers. According to Wyzowl’s recent report, 74% of videos created in 2021 were explainers. This was followed by, for instance, presentation videos (50%) and video testimonials (46%).
There are already companies creating video marketing tools to aid pharma professionals to develop their own explainers. In essence, they are taking this step toward a digital approach. Altogether, they are ready to respond to the growing percentage of marketers intending to include video in their strategies in 2022 (87%).
BlueNovius is one of them. With our MedExplainers and PubExplainers, we ensure you and your team become the best brand ambassadors of your products and services. We present your target audience with a memorable experience.
Book your free demo today or read our blog to learn more about video explainers.