Pharma marketers leading omnichannel and data strategy for an outsized pharma company strongly recommended grabbing every opportunity to understand your customer, gather data from various touchpoints, then create a customized , relevant service for patrons . For an industry that has long functioned within iron-clad regulatory boundaries, this might be a milestone moment.
Some Digital marketing strategies that pharma should look upon
Creating the proper omnichannel mix
The pharma industry embraced the decision for digital transformation five years ago during a bid to survive sweeping changes within the business environment. This included the top of the patent era, compliance codes that were more strictly enforced than ever and, most significantly , the web transition of healthcare stakeholders.
Furthermore, the emergence of AI and machine learning applications unveiled the extent to which technology could unleash a replacement wave of customer engagement during a meaningful, outcome-oriented manner. Personalisation became a keystroke within the symphony of omnichannel marketing by new generation pharma marketers.
Regional disparities in digital spends
Although one in three marketers at the worldwide level were progressive in their approach to their digital spend exceeding 20% of the general marketing budget, regional variations had to be factored in.
Digital investments in Europe and therefore the USA were of comparable levels, but APAC was most conservative in its approach, with one out of each two respondents confirming that their digital spend was low.
The survey also said that, by 2018, pharma marketers’ preferences for mobile apps as a preferred channel was expected to extend by 30% globally. This was primarily because HCPs across the world were already using smartphones because the most preferred device for accessing medical information. KOL webinar preference further increased to 69%, asserting its global dominance because the most preferred channel to succeed in HCPs.
On the downside, quite half the respondents in 2016 cited measuring ROI on digital spends as a barrier to omnichannel spending, with pharma marketers veering toward tried and tested channels like brand promotion emails and KOL webinars. Progressive marketers, however, confirmed higher conversion rates, using social media and mobile apps as newer channels. The industry continued to use online patient forums to interact with patients.
Data devotion
Data became the new currency as every marketing planner strived to stretch the dollar to deliver tailored content during a hyperlocal digital environment by mapping customer journeys, such a lot in order that algorithms around most written prescriptions had to be available and decoded for content input and prescription output metric.
This meant that the pharma industry had to form another set of investments in data collection, collation and interpretation. Efficiencies had to be inbuilt to reply to HCP needs during a faster and better way. More robust measures of omnichannel investments had to be institutionalized with the commercial organization within the pharma enterprise.
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