The pharmaceutical industry has been advised to consider multi-channel marketing when it comes to their healthcare campaigns to reach as many people in as many ways as possible.
According to the Financial Express, this is the best way to break time, place, content or personnel constraints, which can often limit marketing potential.
“Too many operational teams still conceive of digital in classic physical marketing terms (i.e., merely giving scientific information and brand material) without realizing how creative technology may engage prescribers (e.g., a series of quizzes of interest to doctors showcasing their brand),” the news provider stated.
It also advised pharmaceutical companies and leaders to think more about marketing and raising brand awareness than return-on-investment.
They should need to think about building the trust in their brand, as well as making a profit, as this will help boost sales in the future.
Having said this, it takes four to seven touchpoints for a customer to take action. Therefore, businesses need to have a long-term strategy, up to six months, which will boost brand recognition over time.
Companies that believe they can make changes with a one-month campaign will be disappointed, as these are “doomed to fail”.
It is also important to get impartial feedback from customers, which will improve the marketing strategy in the long run.
Using social media is an important way for pharmaceutical digital marketing to expand. Hostreviews revealed the average post on Facebook gets a 3.93 per cent engagement rate, which rises to 5.48 per cent for a photo and 6.96 per cent for video content.
Therefore, more companies might be considering social media as part of their pharmaceutical digital marketing strategy in the future.