If you are looking to optimise your pharmaceutical digital marketing campaign, then tapping into seasonal demands for products and services can be a powerful strategy. It will not only boost sales, but increase customer loyalty and engagement by demonstrating that you are a trustworthy source of information. Here are some effective seasonal marketing strategies.
Summer
Sun protection and hydration
During the summer months, customers will be searching for advice on choosing the right sunscreen for their skin type or the people they care for, such as babies or children. Include content on staying safe in the sun, and the importance of protecting the very young who have delicate skin that can be easily and seriously damaged by sunburn.
Create content around general summer health advice, such as staying well hydrated, how to recognise the signs of heatstroke, and the dangers of wild swimming in spots that are not designated bathing areas, such as reservoirs, rivers and lakes.
Travel health
As people prepare to go on holiday, they may need immunizations before travelling to certain destinations such as countries with a medium to high risk of malaria. Customers will also be looking for travel first aid kits and advice on how to deal with common travel related diseases such as stomach upsets.
Autumn
During the autumn, promote flu vaccination material, stressing the importance of having a vaccine for those with certain health conditions or those who work, live or socialise with vulnerable groups. Also include general advice and recommended treatments for dealing with common colds and coughs.
As new strains of Covid are likely to be in circulation as children return to school and people return from foreign holidays, include content and promotions around vaccinations and emphasise the continuing importance of PCR testing. Reiterate advice about common symptoms, and guidelines about treatments and recommended times for self-isolation.
Winter
During the winter, continue to promote cold and flu treatments and create content providing useful advice and information, such as vitamins, medications, and general tips about hand washing, ventilation and so on to minimise the spread of viruses.
Spring
During the spring, create content such as blogs, social media posts, and articles about allergies such as hay fever. Include information about the causes, symptoms, and treatments of allergies, and strategies to minimise or prevent them occurring. You may wish to include promotions such as free screenings or consultations with pharmacists.
All year round
All year round, remain vigilant for public health incidents such as new strains of Covid or other viral diseases and be prompt in updating your content with useful tips and official guidance. Keep up to date with any government policy changes that might affect public health, such as which groups are eligible for free vaccinations.
Include a mixture of social media and email marketing, and when relevant create tie-ins with in-store displays or promotional events.