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…
Streamline your digital marketing strategy through omnichannel marketing planning
Knowing where to start and how to structure a plan is often the most difficult part of planning, especially if you aren’t experienced in creating plans. You may already have one plan or several in place and will be thinking you don't need an omnichannel marketing plan on top of that.
Depending on the type and scale of business, you may have all kinds of different plans in place - both business-wide and for individual channels where different people are responsible for each. For example:
The business plan
Digital Marketing plan (may or may not be integrated into the marketing plan)
Customer acquisition plan
Email marketing plan
A retention plan
A social media marketing plan
Conversion optimization plan
That’s a lot of plans and a lot of complexity. All these plans can overlap and even pull in different directions.…
7 steps to creating an effective marketing plan
A marketing plan is a bit like a job description for your company. Everyone should have one, but they’re often not fit for purpose, out of date and reviewed infrequently... Research has shown that businesses with plans succeed, outperform competitors, and retain staff, more than those with no plan.
Without a plan there’s no direction for the company or its employees, decisions can be uninformed, opportunities can be missed and threats can damage or destroy the business.
Whether you are looking at creating a traditional marketing plan or a multichannel digital marketing plan, here are the seven steps to creating a marketing plan.[si_monthly_campaign_blog_cta_banner id=156432]
What is a marketing plan?
A marketing plan is your place to document the process of managing and optimizing your digital marketing strategy and creating a roadmap for future growth and business development.
This includes setting SMART objectives, vision for digital channels,…
How to strategically manage your marketing spend in 2021 with 8 integrated marketing budget templates
Setting strategic and channel direction, working toward commercial objectives and KPIs and monitoring success is great, but if you're not tracking your ROI per channel it's hard to understand how much money you've had to spend to see a return. That's why you need a practical, accessible marketing budget.
How much budget is allocated to marketing?
According to the February CMO survey, marketing budgets were expected to grow 6.7% in 2020. However, the July edition found the real-term figures had shrunk in the wake of the pandemic and global recession, equating to a rise of 1.6% in marketing budgets overall over this year.
In a competitive environment for marketers, reporting and forecasting marketing spend is more important than ever. Meaning if you can't prove a tactic has been successful, it will be even more difficult…
Definitions of Integrated Marketing and why integrated omnichannel marketing is essential to the success of your business
Without getting too Aristotelian, with marketing, the whole is most certainly more than the sum of its parts - when it's done right that is. But what is 'Integrated Marketing done right'? Keep reading to discover definitions and recommendations that will set your digital marketing strategy on the path to success in 2021!
The first definition sits closest to home. At Smart Insights, we define Integrated Marketing as follows:
"Integrated Marketing is a strategic approach to integrating communications and interactive experiences targeting defined audiences and individuals which coordinates all aspects of marketing of a brand, including:
Paid media (offline advertising, direct marketing and online display and programmatic);
Earned media (Organic search fuelled by content marketing, PR and online influencer outreach)
Owned media (including social media, on-site UX, customer service and direct messaging through email and…
What is PR Smith's SOSTAC® marketing planning model and how do you use it?
If you don't know PR Smith's SOSTAC® model, it's worth getting to know if you're involved with planning marketing strategies or campaigns. SOSTAC® was voted the third most popular model in the CIM poll on marketing models because it's easy to remember and it makes it easy to structure plans for different planning activities. Whether you're creating an overall marketing or digital marketing strategy or improving individual channel tactics like SEO or email marketing SOSTAC®, is your friend.
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What is SOSTAC®?
SOSTAC® is a planning model, originally developed in the…
What are the essential parts of a multichannel marketing plan template?
Multichannel marketing is the process of utilizing online and offline marketing communications channels to target and engage with your customers.
As outlined in our Quick Win – Create a Multi-Channel Marketing Plan, the purpose of a multichannel marketing plan is to define a strategy and plan the resources needed to achieve business sales targets. The timeframe is typically annual but potentially longer-term, such as 18 months to three years.
Examples of communications channels could include, for example:
The goal is to deliver leads and sales targets for defined products and services, which can apply to an organization as a whole, or a single market if there are multiple markets and product or service categories.
An effective multichannel marketing plan outlines the marketing communications techniques and channels required to enable…
E-commerce businesses cannot stay on one platform if they want to get ahead of the competition. This is where e-commerce multichannel marketing comes in
Channel loyalty doesn’t exist; buyers check different channels before they make a purchase.
Even with promos, they still compare offerings. Take Amazon prime day for example. Some 76% of shoppers plan to visit other channels before making a purchase. Around 46% of them compare prices at Walmart, 40% use Target, 39% try brand websites.
E-commerce businesses cannot stay on one platform if they want to get ahead of the competition. This is where e-commerce multichannel marketing comes in. Multichannel marketing involves promoting and selling on every channel that your customers can interact with you on.
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Without marketing plans, it's almost impossible to achieve your marketing goals
Having no marketing plan is like going into a battle without a strategy.
To put it simply, without marketing plans, it's almost impossible to achieve your marketing goals.
Fortunately, there are many ways you can market your business today. Whatever platforms you decide to promote your business, you need a plan to guide your actions. With this, you can achieve your intended results.
[si_guide_block id="43709" title="Managing digital marketing in 2020 research report" description="How does your use of digital marketing compare to other companies? Are you ahead of the curve or a lagging behind? Which channels offer the best ROI for you? Get a benchmark of how companies are making use of digital marketing and its various elements in the fifth instalment of our annual report."/]
In this blog post, I'll show you six types of marketing plans you need to create for your business.
What guides, templates, examples and Quick Wins have our members found helpful in 2019? We've taken a look at this year's most popular Smart Insights resources
Over the last year, we’ve updated and created new guides, templates, presentations and Quick Wins in order to help you better develop your marketing skills. We always aim to provide the most up-to-date information and advice to enable you to grow your knowledge, while our practical approach means you can easily put this knowledge to use.
No matter what your membership level, business or personal goals, we’ve aimed to provide you with a broad range of resources to help you achieve them. So, whether you’re trying to improve your skills, upskill your team or grow your business, you’re all set with the support of Smart Insights.
You’re not the only one either, as this year has seen a huge number of people making use of our guides,…