The healthcare industry is changing and it’s taking pharmaceutical marketing down the transformation path with it. Physicians are getting busier every day, and often they don’t have the time to meet with pharma sales reps.
But it’s not all that bad!
Studies have shown that doctors still want information about new drugs and medical devices. But the way of delivering information is changed in the digital world. These days HCPs are relying more on digital channels of communication than ever before.
Every pharma company that wants to make it in the digital world has to adopt different tools and behavior. I know that many pharma marketers feel a bit lost in this changing world. That’s why I wrote this blog that will tell you all you need to know about digital marketing in pharmaceutical and healthcare industry.
Doctors use Google as well
Many of today’s physicians have grown up using the internet and feel like at home when they are on the web. Not only that doctors feel comfortable searching the web, but they are in fact craving for great online content that can help them do their job better. It can be an online journal, a pharmaceutical video or a good medical blog. This type of educational, empowering content is what doctors are looking for on the web.
And it’s your job to provide that content!
Create an array of useful tools, articles or videos that will help physicians keep up with the latest developments. Improve their decision-making process. This will keep them coming back for more. And before you know it you’ll have a loyal audience of HCP coming to your site.
Interactions are almost instant
Modern physicians are used to the immediacy of technology. They want to get all the answers immediately with a click of a button. So if you want to gain their trust you better react right away. If a physician replies to your email you better be there to keep the conversation going. If a doctor views your video, you better contact him as soon as he’s done. There’s no room for “later” and “tomorrow” in the digital age. Everything happens now, so if you want to stay afloat you better act fast.
Later will be too late.
Everybody’s going mobile
Physicians also adapted to mobile technology quite quickly. It’s not surprising after all since mobile is perfectly in sync with HCPs’ busy schedule. Mobile lets physicians read journals, watch videos, check their mail and communicate while on the go. That’s why many of them prefer mobile devices over desktop computers. So if you want to get their attention you better make your content look good on the small screen as well.
Use digital tools
The digital age has brought some new responsibilities for pharma marketers. But it also brought tools to execute them quickly and easily. There are many tools out there that will help you get leads and increase engagement. Video platforms that alarm you about every view. Interactive calendars and comprehensive email tracking tools.
Yes, there are many digital solutions that will do all the heavy lifting for you. Make sure to use them to set up, execute and measure the impact of various elements in your marketing campaign. Furthermore, new tools are invented every day. So you better keep your eyes open for every new tool that will help you stay ahead of other digital pharma and healthcare marketing companies out there.
Experimentation will get you far
Many pharma brands jump on the bandwagon of innovation once they see big brands do it. But if you really want to succeed in a digital world you must be the one to push the envelope. Experiment and try out new stuff. See what’s working and what’s not.
Remember, in the digital age, everything changes all the time. Things that worked before may not work anymore. Strategies are always changing. Pharma marketers are always discovering new ways to market their products. If you want to stay ahead you have to try out different approaches and discover the ones that work.
Don’t wait for others to lead the way. Be a leader, not a follower.
It’s an exciting time for pharma and healthcare marketing. But it’s not always easy to find the right approach. I hope that this blog shed some light on how to behave in these exciting times.
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