No one is an overnight success.
It takes sheer determination mended with the right strategies to go past the steep learning curve, and actually start kicking things off.
Successful “digital” pharma brands don’t just happen.
I get a lot of emails from pharma marketers who want to know how they could increase their reach and improve engagement with their target audience.
Well, in this blog post, I’m going to reveal four strategies that could take your pharma digital marketing campaign to the next level.
These strategies are not new. In fact, they’re already been ‘tried-and-tested’ by many companies, and if it can work for them, it can work for you, too.
Ready? Here we go.
1. Paint a Brighter Picture:
“The best way to sell something is to not try to sell anything.”
The #1 mistake a lot of pharma marketers make with their digital marketing campaign is by gauging its impact solely on ROI.
I’m not saying ROI does not matter, but it’s important to understand that it’s not the only factor that counts.
Improved user engagement and quality of interactions drive more sales than any other form of marketing.
When a brand focuses solely on selling their product/services, and not on improving the customer experience, they succeed in driving their sales terminally, but risk losing their customers in the long-term.
Remember, digital marketing is a not a sprint; it’s a marathon.
And to win it, it’s important that you consistently leave your target audience with that ‘feel-good’ feeling.
Here’s another insight: Most successful pharma brands online are not conversion driven, but objective driven.
They paint a brighter picture by focusing less on their products/services, and focusing more on their target audience’s pain points and the factors that motivate their decisions, eventually moving their target audience through the sales funnel.
When I say, paint a brighter picture, I mean– put yourself second; put your customer first. Care about them.
2. Involve Sales-Reps in Digital Marketing Campaigns
Considering the fact that sales reps have years of experience in marketing your brand’s product/ services to healthcare professionals, they’re arguably the best stakeholders in an organization to solicit about the effectiveness of your digital marketing campaign.
Why, you ask?
It’s because they know the pain areas for healthcare professionals, and they’re reasonably good at presenting factual information that highlight the key strengths of your product and services.
In fact, one very important element of a digital marketing strategy is to improve the interactions between sales reps and the physicians.
The most successful pharma brands acknowledge this fact, and involve sales reps in their digital marketing campaigns in order to build additional strong and meaningful relationships with their target audience.
3. Reuse Content
Reusing content– or put in better words, repurposing content— is an effective strategy used by leading pharma brands to present the same piece of information in multiple forms.
Webinars become blogs; blogs become presentations; presentations become videos; videos become infographics; infographics become images.
It’s just putting down the bites of information in formats that are perceivable to your target audience.
Why does it have such a huge impact?
Well, think about it. When you reuse content, you don’t have to re-imagine the information. You can save a lot of time and investment, without compromising on the output. You can also maximize your resource efficiency, and create consistent yet diversified experiences for your target audience.
4. Create a Measurement Model
“If you can’t measure it, you won’t know it even when you have it.”
A solid measurement model gives you parameters for defining your brand’s success in the digital realm. It helps in giving you an uncluttered and deterministic way of constantly analyzing your brand’s progress.
A measurement model helps you in focusing on the factors that matter.
What are your goals? How do you intend on generating leads? What’s your target? What are the strategies that you’re going to adapt? What’s your sole parameter of success?
It helps in tabulating realistic and manageable goals which allow you to constantly re-evaluate your plan of action.
To know more about how to create your own measurement model for your digital marketing campaign, read Digital Marketing and Measurement Model. The author of the post, Avinash, is one of my favorite bloggers who provides considerable insights about the ongoing digital trends.
“Success just doesn’t happen; it happens when you try a lot of wrong things to eventually get things right”
I couldn’t agree more.
I hope my blog post helped you to get some insights on the strategies that are followed by the successful pharma brands.
Incorporating these strategies in your brand’s digital marketing campaign will make it more inclusive and inclined towards improving brand engagement and presence.
If you would like to shoot some questions at me, feel free to give me your best shot.
As I get a lot of emails everyday, it might take me some time to get back to you, but I ensure you that I will answer your question.
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