{"id":203836,"date":"2022-07-04T10:00:00","date_gmt":"2022-07-04T08:00:00","guid":{"rendered":"https:\/\/www.bluenovius.com\/?p=203836"},"modified":"2022-08-01T12:44:54","modified_gmt":"2022-08-01T10:44:54","slug":"geomarketing-pharmas-hidden-secret","status":"publish","type":"post","link":"https:\/\/www.bluenovius.com\/pharma-challenges\/geomarketing-pharmas-hidden-secret\/","title":{"rendered":"Geomarketing: Pharma\u2019s Hidden Secret?"},"content":{"rendered":"\n
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\"Geomarketing<\/a><\/figure>\n\n\n\n
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Part of knowing who your customers are is knowing their geographical location. As Pharma marketers gravitate towards a customer-centric approach<\/a><\/strong>, it is valuable considering \u201clocation\u201d. And use it to identify and define an inclusive marketing strategy. <\/p>\n\n\n\n

Geomarketing is a successful business process<\/a><\/strong>. It is widely used in the retail and restaurant industries. And has proven to exceed industry standards by around 80% (Ground Truth<\/em>). Yet, it can also benefit Pharma. As patients demand personalized care<\/a><\/strong>, pharma companies must target the right products at the right place and time. <\/p>\n\n\n\n

So, one is left to wonder, Can Geomarketing become the hidden secret of good Pharma marketing<\/a>?<\/em><\/strong><\/p>\n\n\n\n

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Pharma\u2019s Hidden Secret: Geomarketing<\/strong><\/h2>\n\n\n\n
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Geomarketing: What is it?<\/strong><\/h3>\n\n\n\n
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Geomarketing <\/strong>is a business process focused on geographical data. Perse, relies on the use of a prospect’s or customer’s locational information. And through it, it attempts to determine an approach and investment strategy<\/a><\/strong>. <\/p>\n\n\n\n

Location is at the core of the communication strategy<\/a><\/strong>. And so, by considering it one aims at identifying the places and customers that will provide optimal potential. Thus, paving the way for continuing growth in sales and revenue. Ultimately standing out from the competition. <\/p>\n\n\n\n

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\u201cWhere you are is who you are\u201d <\/em>– Location platform Sonata, Lara Mehanna <\/strong><\/p><\/blockquote>\n\n\n\n

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Overall, Geomarketing is a business process that believes the places a customer or prospect visits become a part of who they are. Ultimately, giving valuable insight<\/a><\/strong> into an individual\u2019s or group of people\u2019s intents and interests.<\/p>\n\n\n\n

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What about Pharma<\/strong>?<\/h4>\n\n\n\n
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At first, Geomarketing in Pharma might appear problematic. Companies need to respect customer privacy<\/a><\/strong>. If not, it can impose an obstacle when applying this business process. <\/p>\n\n\n\n

That might be just enough for you to throw in the towel. But<\/strong>, not so fast\u2026<\/p>\n\n\n\n

Geomarketing can be a part of Pharma marketing<\/a><\/strong>. And indeed become the hidden secret for success. Hope relies on the digital platforms and the insightful data they provide. All without violating customers’, namely patients’, privacy.<\/p>\n\n\n\n

According to Semcasting\u2019s CEO and founder Ray Kingman, marketers ought to focus on location in general, rather than an individual patient\u2019s address. Therefore, you can identify areas of interest and a higher flow of engagement and trade<\/a><\/strong>. <\/p>\n\n\n\n

So, by identifying and segmenting areas of interest and high potential, you can:<\/p>\n\n\n\n

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