{"id":204221,"date":"2022-08-03T10:00:00","date_gmt":"2022-08-03T08:00:00","guid":{"rendered":"https:\/\/www.bluenovius.com\/?p=204221"},"modified":"2022-11-14T10:05:09","modified_gmt":"2022-11-14T09:05:09","slug":"pharma-marketing-digital-channels-tools-to-consider","status":"publish","type":"post","link":"https:\/\/www.bluenovius.com\/engagement\/pharma-marketing-digital-channels-tools-to-consider\/","title":{"rendered":"Pharma Marketing: Digital Channels &#038; Tools To Consider"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/Pharma-Marketing-Digital-Channels-Tools-To-Consider_1-scaled.jpg?ssl=1\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"534\" src=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/Pharma-Marketing-Digital-Channels-Tools-To-Consider_1.jpg?resize=800%2C534&#038;ssl=1\" alt=\"Pharma Marketing: Digital Channels &amp; Tools To Consider\" class=\"wp-image-204228\" srcset=\"https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/Pharma-Marketing-Digital-Channels-Tools-To-Consider_1-scaled.jpg?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/Pharma-Marketing-Digital-Channels-Tools-To-Consider_1-scaled.jpg?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/Pharma-Marketing-Digital-Channels-Tools-To-Consider_1-scaled.jpg?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/Pharma-Marketing-Digital-Channels-Tools-To-Consider_1-scaled.jpg?resize=1536%2C1024&amp;ssl=1 1536w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/Pharma-Marketing-Digital-Channels-Tools-To-Consider_1-scaled.jpg?resize=2048%2C1365&amp;ssl=1 2048w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/Pharma-Marketing-Digital-Channels-Tools-To-Consider_1-scaled.jpg?w=1600&amp;ssl=1 1600w, https:\/\/i0.wp.com\/www.bluenovius.com\/wp-content\/uploads\/2022\/06\/Pharma-Marketing-Digital-Channels-Tools-To-Consider_1-scaled.jpg?w=2400&amp;ssl=1 2400w\" sizes=\"(max-width: 800px) 100vw, 800px\" data-recalc-dims=\"1\" \/><\/a><\/figure><\/div>\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Pharma Marketing ought to respect regulations and rules imposed not only by the EU but also by its corresponding state members.&nbsp;After all, ethics guide the principles of drug advertising in Europe. <\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>With this in mind, we have gathered for you a list of the top digital channels and tools to consider.&nbsp;<\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-text-align-center wp-block-heading\" id=\"h-pharma-marketing\" style=\"font-size:38px\"><strong>Pharma Marketing<\/strong><\/h2>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"has-text-align-center wp-block-heading\" id=\"h-digital-channels-tools-to-consider\" style=\"font-size:38px\"><strong>Digital Channels &amp; Tools To Consider<\/strong><\/h3>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"has-text-align-center wp-block-heading\" id=\"h-\"> <\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" style=\"font-size:38px\"><strong>1 &#8211; PPC Ads<\/strong><\/h4>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>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 <strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/time-to-take-the-lead-technology-vs-life-sciences\/\" target=\"_blank\" rel=\"noreferrer noopener\">drug advertisements<\/a><\/strong>.\u00a0<\/p>\n\n\n\n<p>Recent studies show that EU citizens are increasingly using the Internet to <strong><a href=\"https:\/\/www.bluenovius.com\/multichannel\/how-to-build-a-successful-omnichannel-strategy-in-pharma\/\" target=\"_blank\" rel=\"noreferrer noopener\">search for health topics<\/a><\/strong>. In fact, in 2021, 53% were seeking the aid of online search engines to get information on treatment options, injuries, or wellness tips.&nbsp;<\/p>\n\n\n\n<p>Within these statistics, Google stands out as being one of the most used <strong><a href=\"https:\/\/www.bluenovius.com\/multichannel\/how-to-build-a-successful-omnichannel-strategy-in-pharma\/\" target=\"_blank\" rel=\"noreferrer noopener\">online search engines<\/a><\/strong>. 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.&nbsp;<\/p>\n\n\n\n<p>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:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>Increase site traffic;<\/li><li>Increase sales;<\/li><li>Target specific segments of your target audience; and<\/li><li>Target specific locations.&nbsp;<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Adding to this, Google has in place an assortment of unapproved pharmaceuticals and supplements. The aim is to protect the consumer\u2019s safety and right to honest advertising (you can access it, here). Adopting <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-marketing-trends\/2022-pharma-tech-trends-whats-new\/\" target=\"_blank\" rel=\"noreferrer noopener\">PPC ads<\/a><\/strong> is, then, a safe choice for pharma marketers that wish to merge their brand\u2019s digital presence.&nbsp;<\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" style=\"font-size:38px\"><strong>2 &#8211; Email<\/strong><\/h4>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>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.&nbsp;<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>The industry is moving towards <strong><a href=\"https:\/\/www.bluenovius.com\/multichannel\/how-to-build-a-successful-omnichannel-strategy-in-pharma\/\" target=\"_blank\" rel=\"noreferrer noopener\">Omnichannel marketing strategies<\/a><\/strong>. 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.&nbsp;<\/p>\n\n\n\n<p>&nbsp;So,<strong> <\/strong>through email you can:&nbsp;<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>Follow up on in-person interactions;<\/li><li>Provide valuable information tailored to the physician\u2019s needs; and&nbsp;<\/li><li>Establish a <strong><a href=\"https:\/\/www.bluenovius.com\/pharma-challenges\/why-pharma-needs-to-become-customer-centric-right-away\/\" target=\"_blank\" rel=\"noreferrer noopener\">direct link of communication<\/a><\/strong> that promotes dialogue and support.&nbsp;<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>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&#8217;s the preferred digital channel by professionals in the field.&nbsp;<\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" style=\"font-size:38px\"><strong>3 &#8211; LinkedIn&nbsp;<\/strong><\/h4>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/pharma-companies-on-linkedin\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a><\/strong> is a growing trend in pharma marketing. It&#8217;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.&nbsp;<\/p>\n\n\n\n<p>Health-related conversations are now taking place everywhere on the Internet. <strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/pharma-companies-on-linkedin\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a><\/strong> has become one of the preferred channels for the discussion of topics such as medicine, insurance, and wellness.&nbsp;<\/p>\n\n\n\n<p>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. <strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/pharma-companies-on-linkedin\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a><\/strong> is one of the platforms where they do it.\u00a0<\/p>\n\n\n\n<p>Year after year, there&#8217;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.<\/p>\n\n\n\n<p>As a relevant channel for pharma, <strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/pharma-companies-on-linkedin\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a><\/strong> displays an array of advantages that you should consider. Through it you can:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>Target your audience with tailored content;<\/li><li>Spark meaningful discussions and connections;<\/li><li>Promote your products and content; and<\/li><li>Strengthen your brand positioning.<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/pharma-companies-on-linkedin\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a><\/strong> 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).<strong>&nbsp;<\/strong><\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" style=\"font-size:38px\"><strong>4 &#8211; Video<\/strong><\/h4>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><a href=\"https:\/\/www.bluenovius.com\/video-marketing-growth-success\/animated-explainer-videos-in-pharma-whats-the-catch\/\" target=\"_blank\" rel=\"noreferrer noopener\">Video<\/a><\/strong> 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 <strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/video-in-medical-education-how-to-do-it-right\/\" target=\"_blank\" rel=\"noreferrer noopener\">quick-to-consume content<\/a><\/strong>. This format is both informative and engaging.&nbsp;<\/p>\n\n\n\n<p>As a marketing digital tool, video paves the way for an innovative approach to both segments of pharma companies&#8217; audiences. In this case, patients and HCP. Therefore, if implemented in your communication strategy, you can:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li><strong>Turn complex data and information into easy-to-understand content;<\/strong><\/li><li><strong>Share insightful details on your products and services;<\/strong><\/li><li><strong>Track your audience\u2019s interests and needs;<\/strong><\/li><li><strong>Personalize your content to your audience\u2019s preferences.&nbsp;<\/strong><\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Through video, you can follow ethics and regulations in pharma advertising imposed in the EU. You can include <strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/video-in-medical-education-how-to-do-it-right\/\" target=\"_blank\" rel=\"noreferrer noopener\">more information in your videos<\/a><\/strong>, than in traditional ads. That way, you can state the side effects and the features of your products without misleading the consumer.&nbsp;<\/p>\n\n\n\n<p>Within <strong><a href=\"https:\/\/www.bluenovius.com\/videomarketing\/video-marketing-in-pharma-7-reasons-why-its-a-trend\/\" target=\"_blank\" rel=\"noreferrer noopener\">video content<\/a><\/strong>, explainers are the preferred tools used by marketers. According to Wyzowl\u2019s recent report, 74% of videos created in 2021 were explainers. This was followed by, for instance, <strong><a href=\"https:\/\/www.bluenovius.com\/pubexplainer\/\" target=\"_blank\" rel=\"noreferrer noopener\">presentation videos<\/a><\/strong> (50%) and video testimonials (46%).&nbsp;<\/p>\n\n\n\n<p>There are already companies creating <strong><a href=\"https:\/\/www.bluenovius.com\/pubexplainer\/\" target=\"_blank\" rel=\"noreferrer noopener\">video marketing tools<\/a><\/strong> to aid pharma professionals to develop their own explainers. In essence, they are taking this step toward a <strong><a href=\"https:\/\/www.bluenovius.com\/healthcare-marketing\/video-in-medical-education-how-to-do-it-right\/\" target=\"_blank\" rel=\"noreferrer noopener\">digital approach<\/a><\/strong>. Altogether, they are ready to respond to the growing percentage of marketers intending to include video in their strategies in 2022 (87%).\u00a0<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong><a href=\"https:\/\/www.linkedin.com\/company\/9358437\/\" target=\"_blank\" rel=\"noreferrer noopener\">BlueNovius<\/a> is one of them. With our <a href=\"https:\/\/www.bluenovius.com\/medexplainer\/\" target=\"_blank\" rel=\"noreferrer noopener\">MedExplainers<\/a> and <a href=\"https:\/\/www.bluenovius.com\/pubexplainer\/\" target=\"_blank\" rel=\"noreferrer noopener\">PubExplainers<\/a>, 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. <\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><a href=\"https:\/\/www.bluenovius.com\/book-pe\/\" target=\"_blank\" rel=\"noreferrer noopener\">Book your free demo today<\/a> or <a href=\"https:\/\/www.bluenovius.com\/blog\/\" target=\"_blank\" rel=\"noreferrer noopener\">read our blog<\/a> to <a href=\"https:\/\/www.bluenovius.com\/pubexplainer\/\" target=\"_blank\" rel=\"noreferrer noopener\">learn more about video explainers<\/a>.&nbsp;<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pharma Marketing ought to respect regulations and rules imposed not only by the EU but also by its corresponding state members.&nbsp;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 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":204228,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"categories":[3555,3576],"tags":[2096,3732,3734,3735,3733,3681,3740,3739,3550,3680,3487,3539,3736,3738,3737,1120],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v22.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pharma Marketing: Digital Channels &amp; Tools To Consider<\/title>\n<meta name=\"description\" content=\"Pharma Marketing ought to respect regulations and rules imposed not only by the EU but also by its corresponding state members.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bluenovius.com\/engagement\/pharma-marketing-digital-channels-tools-to-consider\/\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Pharma Marketing: Digital Channels &amp; 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