Leveraging digital for marketing has spread to all sectors and the pharmaceutical industry is no longer behind the competition. Despite being one of the slowest adopters of digital technology, pharmaceutical companies are making great efforts to try out a variety of digital tools and products. New technologies such as artificial intelligence (AI), machine learning (ML), data analytics, and the Internet of Things (IoT) are expected to transform the healthcare and other industries. By using these technologies, pharmaceutical companies are abandoning traditional marketing strategies to stay ahead of the market.
Establish a digital communication link.
With COVID19, healthcare professionals restricted physical meetings and switched to remote counseling to remotely screen patients. Pharmaceutical marketers are constantly looking for ways to build clear connections with their doctors. According to a recent report, Indian doctors prefer to communicate via WhatsApp, which has a click-through rate of 3.5 times that of email and 24 times that of SMS. Recognizing the potential of digital communication tools, pharmaceutical marketers are focused on sharing compelling content with physicians that offers better conversion rates than advertising branded content. For example, pharmaceutical marketers share short video content through WhatsApp, which has a higher response rate than articles and infographics.
A better understanding of product performance
The distribution of product information has always been controlled and centralized. The advent of digital media broke this chain and opened a wide range of communication channels for pharmaceutical companies. For example, by sharing product information in the online community and social media, pharmaceutical companies can disseminate product information. Meanwhile, it provides insights to medical representatives by tracking user experience and data from smart fitness devices. In addition, the integration of AI and data analytics in the healthcare sector helps agents analyze datasets and understand product performance.
A better understanding of customer needs
The outbreak of the pandemic has accelerated many transformational trends in the healthcare ecosystem. One of the big trends that has emerged from Leveraging digital for marketing is changing customer behavior. With the widespread availability of online information, customers are ready to use technology to manage their health and find the best treatment for them. In addition, digital platforms make it easier to share real-time feedback about the products being used, increasing patient involvement. This requires pharmaceutical marketers to take action on social media and other online platforms to better understand their customers’ needs.
Leveraging digital for marketing can improve the market strategy of pharmaceutical companies’ sales and marketing. It can open up a whole new world of unconventional marketing practices, from digital dialogue with doctors to delivering an enhanced personalized customer experience. Although the pharmaceutical sector is still in the early stages of digital transformation, accelerating the adoption of online practices can benefit the entire sector, including value chains, customers and distributors.
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