As we are on the start of another uncertain new year, the healthcare and pharmacy sector have an important role to play. As patients and consumers increasingly research symptoms and purchase treatments online, a digital marketing strategy is now more important than ever. So what are the major trends for 2022?
Pharmaceutical digital marketing is becoming more customer focused and competitive, as the sector moves towards the Direct-to-Consumer model. Therefore, pharmacies are increasingly employing the marketing techniques used by other established online retailers to engage and retain loyal customers.
Social media
Social media platforms are now an integral part of any online marketing campaign in 2022, and no longer just a ‘nice-to-have.’ For pharmaceutical products, the key is to identify which channels your target consumers are likely to be using, by researching the age range, social demographics, and so on, of your typical customer.
There are limitations as to how social media can be used in the pharmaceutical sector, Smart Insights explains, because it is such a highly regulated industry. However, it can still be used to good effect for ‘social listening’, which is an effective tool to gage what consumers think about your products, and what their views are on your competitors.
SEO strategies
With health-related queries being one of the most commonly searched-for terms in Google, it is essential to have a targeted SEO strategy to help your business stand out. This can be achieved by a combination of using the right tools to collect, track, and analyse data, and keeping your website regularly updated with fresh and engaging content.
In 2022, there is a general marketing trend away from pushy ‘hard-sell’ techniques, and towards a more educational and informative approach. This is perfectly suited to healthcare marketing, as consumers are searching for helpful and balanced information, and will be put off by claims which appear exaggerated or unrealistic.