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  • There are many challenges to face when it comes to marketing for the pharma sector. Healthcare companies are in an industry that is one of the most highly-regulated in the world, which represents unique challenges. However, they also need to compete against a huge number of medical advice websites and conflicting education in order to get and keep their audience's attention.
  • On top of this, they have the added challenge of needing to provide communications and create customer journeys that are suitable for both patients and decision-makers in the healthcare industry.
  • This means that it is vital for companies in the pharma and healthcare sectors to have an omnichannel marketing strategy in place to help engage audiences and improve brand performance.
The Race Funnel

Social media for pharma and healthcare

You can use social media in this industry but only in certain ways. Social listening is an acceptable research type to find out what healthcare professionals and patients are discussing in terms of a specific therapy area that could highlight views on certain medications.

Email marketing for pharma and healthcare

Email marketing can also be used so long as the messages are relevant and recipients have given permission to receive them. You can also send emails in the pharma sector quite frequently so long as they are relevant. However, it is worth bearing in mind general email marketing best practices as well as healthcare regulations when developing your strategy so as not to annoy those on your email list.

Opportunities for the pharma and healthcare sector

Despite legislation and regulations around marketing in the pharma and healthcare sectors, there are plenty of opportunities available from digital marketing for Pharma and Healthcare businesses.

Exploring the latest medical landing page conversion rates to inform your pharma or healthcare marketing strategy

'What does good look like?' 'How do we compare?' and 'How do we get there?' are common questions when healthcare marketing strategy is concerned. With so much competition in healthcare marketing today, you need to benchmark yourself against the key metrics within your industry. But, good benchmarking is only as useful as your marketing strategy allows it to be. Are you confident that you're applying a data-driven strategy? Are you happy with the metrics in place to inform your digital marketing optimization? We'll delve into some recommended resources and marketing tools to help you implement your benchmarking learning and increase your healthcare customer conversion and retention.

Conversion rate benchmarking for your healthcare marketing strategy

It's useful to have conversion statistics to compare your conversion rates against if you're serious about conversion rate optimization (CRO). And with the resources and…

Your customer's omnichannel digital experience is key to meeting your healthcare marketing goals. Your ability to prioritize determines how fast you'll get there

Naturally, user experience (UX or CX) applies to just about every marketing sector right now. But, where healthcare marketing comes into its own, is the sheer opportunity for data-driven personalization. Customer-focused healthcare marketing taps into the benefits of digital transformation for manufacturing, logistics, supply chain, healthcare agents, and the patients as end-users. Firstly, let's consider the digital disruption which puts consumers in a researcher's shoes, and making personal decisions about their healthcare, online: 47% research doctors online 38% research hospital and medical facilities online 77% book medical appointments online But how can marketers and managers anticipate and satisfy the needs of healthcare consumers demanding products and services on-demand? In this article, we will look into some elements of digital experience, including recommended resources from our Digital Experience…

As digital transformation continues to shape the new relationship between healthcare providers and their customers, upskill your pharma marketing team with the key digital skills and tools to improve performance

The question of the key digital skills and tools in the pharma industry is an ongoing challenge. Pharma marketing generalists plan and optimize marketing strategies, campaigns and product launches, requiring a T-shaped digital skillset and continuous professional development to oversee all marketing activity. Pharma digital specialists manage day-to-day optimization of key digital channels, the new front-line of customer engagement. Investment in tools and training for these staff is crucial for your company's growth. Of course, the breakdown of these channels will depend on your pharma company's positioning and target markets, which we will visit further on in the article.

Why invest in digital marketing for pharma?

Improved distribution of, and accessibility to, pharmaceutical data and information is accelerating customer-centric disruption…

Pharma blockchain technology is a decentralized and distributed pharmaceutical and healthcare ledger system, where transactions are permanently recorded

Across the world, many people relate the word "blockchain" with cryptocurrencies, such as Bitcoin. However, gradually, this technology is being explored in different supply chains, including pharma blockchain. In simple language, pharma blockchain technology is a decentralized and distributed ledger system, where different transactions are permanently recorded. According to Deloitte, blockchain is a shared and unchallengeable record of peer-to-peer transaction blocks that are stored in a digital ledger. [si_monthly_campaign_blog_cta_banner id=155084] As there is no central authority in the system, all the records and transactions are being stored and shared across all network participants. In addition to this, Blockchain uses the data structure in order to ease the way we make transactions. Apart from the healthcare industry, blockchain technology helps many other industries, including e-commerce, education and manufacturing, allowing companies to keep a permanent…

The number of people using the internet to source a doctor, dentist or hospital, or even answer a simple health query, is on the rise. It's time to leverage digital marketing for your medical practice

Expanding the reach of your medical practice marketing online is a no-brainer. Just about every modern company now follows a tried-and-tested digital marketing strategy built around ads, analytics, social media and more. Having said that, different approaches are required depending on a slew of factors including industry, budget, location, audience demographics and personnel. [si_monthly_campaign_blog_cta_banner id=155084] In this blog post, I want to focus on just one type of consumer-facing business – a medical practice – and share some of my top tips for maximizing your digital marketing. After all, the number of people using the internet to source a doctor, dentist or hospital, or even answer a simple health query, is on the rise. Embracing these medical practice marketing…