“You should only do that one thing you’re best at doing.”
Humanity benefits enormously from people who just focus on doing the one thing they ought to be doing.
I guess that’s the best way to progress in business or life– collectively or individually.
While it’s not difficult to learn new skills, it’s often not worth the trade-off.
Imagine what would have happened if we started to learn medical literature instead of consulting a healthcare professional every time we needed medical assistance.
Would we ever be able to match his competency and years of expertise? Would we have all the resources required to make the right choices? And most importantly– would we be able to deliver the expected results in a timely manner?
The point is– if you want to be result-driven (increase brand engagement or presence), you have to bring expertise into your brand’s marketing equation.
In fact, that’s the reason why leading pharma brands invest so heavily in picking the right digital marketing team.
In this blog post, I’m going to give you six solid reasons why your pharma brand needs an expert digital marketing agency, and why going out on your own might not be a really good idea.
1. Specialization: Years of Experience and knowledge
There’s absolutely no substitute for knowledge and experience.
Digital marketing agencies bring years of experience and domain knowledge across the table.
They are adept with strategies like email marketing, video marketing, social media integration, search engine optimization, website development, landing page optimization and much more.
These strategies form a crucial part of your digital marketing campaign, and getting them right can massively improve your brand engagement.
For example, having a high converting landing page could get you 4x more leads, while having a search optimized web page can increase your traffic 5-10x times.
Bottom-line: Having a specialized team with great knowledge, experience and insights would do wonders to your digital marketing campaign than going out on your own.
2. Strategy: They know what works and what doesn’t
“An expert is someone who tells you why you can’t do something”- Alec Issigonis
Apart from expertise in digital marketing strategies, leading agencies also have experience in working with numerous pharma brands.
Why does it matter?
Because, digital marketing is not an one-size-fits-all approach.
Just because a strategy worked for that pharma brand doesn’t mean it will work for you, too.
Digital marketing agencies are trained to develop content that specifically targets every brand’s potential client base and audience.
They’re exceptionally good at reading the market demographics and in coming up with effective content strategies that maximize your pharma brand’s reach and engagement.
Since they’ve tried and tested multiple approaches over the years, they know the strategies that work and the ones that won’t.
It could be a great plus point for pharma brands who’re just starting-off and have a lot of ground to cover. They no longer have to spend time or money or get frustrated by trying out a lot of new approaches that never really work.
They can focus solely on getting things done, which brings me to the next important point.
3. Result-driven: Get things done.
“Actions speak louder than words.”
Marketing is result-driven.
It’s less about how much you pick-up on the way, and more about how much you can put down at the end of the day.
It’s the results that count, not the efforts.
You may be investing a lot of time and effort in email marketing and advertising and social media campaigning, but are they generating results for your business? And more importantly– is there a way to track those results?
These are the efforts that you put in.
The most exciting part about having a digital marketing agency is that they focus on getting things done.
They formulate a concrete strategy that pulls together all your marketing efforts, and focuses them on driving you towards the results you really want to see.
They also constantly track and re-evaluate their strategies with pre-defined key performance indicators, and push your marketing campaign towards generating positive results.
But, what if they don’t generate the results you want?
Well, that brings me to the next big advantage of hiring a digital marketing agency.
The best part about hiring a digital marketing agency is that you can hire them or fire them at your own will.
No strings attached.
Depending upon the scope of marketing and the demographics involved, every digital marketing agency comes up with a plan, and gives you a time frame to produce the required results.
If they’re not producing the right results, you can always switch.
Having such a framework gives you an option to choose an optimum strategy for your brand, and also makes the digital marketing agencies responsible for delivering results.
If you decide to go on your own and if things don’t work out, you would lose precious time and money and also a tad bit of motivation.
Having a digital marketing agency works to your benefit, since you do not have to invest any efforts in getting over the learning curve. Also, considering their years of expertise with digital marketing, you can count on the results to be delivered.
For me, it’s more than an ad-hoc model; it’s a win-win strategy.
5. Accessibility: Access to lots of tools and software
Practically speaking, it’s not possible for you to purchase licensed versions of all the sophisticated tools and services required for creating a high-end brand engagement system.
For example, some analytics software cost thousands of dollars, but digital marketing agencies can afford to leverage the power of that tool, and spread the cost across their clientele.
So, when you choose a digital marketing agency, you gain instant access to all the quintessential marketing tools and software.
Why does it matter?
Because, this approach allows you to develop a scalable and flexible marketing model.
You can now leverage the power of cutting-edge software to gain valuable insights or switch between productivity tools, without being confined by it.
You no longer have to spend hours trying to find that right software from the plethora of options available online.
You can just tap into an architecture that fits the best for your brand.
6. Fills the Gaps: Helps you Focus on your short-comings
In my years of experience with digital marketing for pharma brands, I’ve come across two types of pharma marketers:
- Who look to capture a niche. For example, if they know email marketing works for them, they just focus on it. They simply leave out all the rest.
- Who look to take a holistic They invest equally in all digital channels.
Now, there’s no best or worst approach, here.
Marketing is all about maximizing reach efforts, and both approaches can be equally effective depending on the brand.
I’ve no problem with the execution strategy, but I do have a problem with the optimization strategy.
Allow me to explain myself.
In the first scenario, when a pharma brand focuses solely on one digital channel, they lose out on experimenting with other digital channels. What if integrating videos in their email marketing could have massively increased their reach?
But, as they say,
“You’re not confined by obstacles, but by a clear sight to a lesser goal.”
Since they have a strategy that just works, they don’t invest enough time to experiment with different channels, thereby falling short of their potential reach. That’s just losing out on ROI.
They allow you to experiment with different strategies, and finally pick the one which provides the maximum outcomes. They also help in pinpointing strategies that no longer work, and can be filtered out from your digital marketing campaign.
Bottom-line: Digital marketing agencies allow you to maintain your focus without getting side-tracked by the need for experimentation or optimization.
While learning new skills and techniques is indeed an exciting journey, it takes time and consistent efforts to put them into application. You cannot expect instant results.
On the other hand, having a digital marketing agency on-board allows you to be result-oriented and focused towards your marketing goal.
It’s a hassle-free approach that hides the involved intricacies and focuses solely on getting what you want. Be it increased sales, brand engagement or online presence.
The focus is more on getting things done, and less on trying to get things done.
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