The pharma industry is evergreen and constantly at the front side of the technological advancement to improve overall trading in the business. But not so much when it comes to digital marketing solutions and innovations; well, there are some compliance and legal constraints. Keeping yourself ahead of the competition is only possible with digital marketing and implementing the new trends. Evincera is a full-time pharmaceutical marketing agency and here are 4 of the best trends for digital marketing in pharma industry from our experts in digital marketing for pharmaceuticals.
The millennial generation is using only internet and social media for everything that comes in their lives, health related topics are also not an exception. But, there are a few trends that are acting as a driving force to adopt digital marketing for Pharma industry a must have.
1. Influencer Marketing
Influencer marketing plays an important role in digital marketing in pharma industry. Relevant online sources of information are more attentive than traditional ads and will have a strong influence on people’s behaviors and attitudes. But what are these sources? And, what exactly is the difference between a brand ambassador and an influencer?
Brand ambassadors are the one which is hired by brands for long-term contracts. An influencer is anybody who is an active member of social channels with a number of followers. Particular and relevant follower base is more important when we are talking about influencer. Again, based on the influencer’s past posting on social channels, influencer’s power is defined. The influencer also needs to give benefits to the brand by publishing the content they are approached for by the brand.
Many times, the aim of many disease awareness campaigns is to modify people’s behaviors. For example, let’s just say an influencer who is suffering from diabetes and the one who is an active member of social channels, can be approached to aware his/her followers about the consumption of sugar. Another example, a celebrity who is an ex-smoker can be approached by an anti-tobacco chewing gum brand.
In the case of medical devices and products, influencers can be engaged to report regarding their progress in the usage of a device or a drug.
2. Messaging Apps
Many businesses around the world are right now using messaging apps like WhatsApp and Facebook Messenger to communicate with and engage their customers with the use of valuable and relevant content. For the pharma industry, this means a chance to converse one-to-one with their customers, doctors and even patients. But it’s more of a challenge too.
Just like all social media platforms, the main challenge for using messaging apps in pharma sector related campaigns is an adverse event. So, while planning for adverse events, reporting will help bring up your case for experimenting with these channels.
It is important to ensure that you will be able to record and capture the conversations. There are security concerns too. Your app should have an encryption. It should be abided by your company’s regulatory compliance requirements.
Finally, you need to be planning your resources with care. Resources here are the people – who are going to maintain the messaging program, who will be responding to users’ queries and also chatbots.
An interesting use of messaging apps in digital marketing for pharmaceuticals can be answering the questions of patients and the people we mentioned above.
3. Chatbots for Pharma
There is a high usage of chatbots by many companies where they respond and engage with clients. Chatbots are programmed and automated scripts used in direct communication which mimics human response and behavior. Bots can handle routine tasks like questionnaires, FAQs and surveys etc.
There are various ways the pharma companies can use chatbots to provide more customized services and automate the processes, in areas like marketing, customer support, and education.
There are a number of ways the pharma industry can use chatbots to provide more personalized services and automate a number of time-consuming processes, in areas like customer support, marketing or education.
4. Virtual Reality in Pharma Marketing
Healthcare, Drug Company, and biotech are in all probability the industries with a number of the most exalting results among those who are experimenting with VR in the past few years.
Expanding from the show business, in recent years there has been a good variety of applications of virtual reality, also as Augmented Reality and 360 Videos in clinical drugs and pharma, as well as health product demos, coaching and education and therapeutic uses.
The reason of this success, albeit in its infancy, lies in the fact that pharma corporations need to perceive and communicate with doctors and shoppers in numerous ways, not restricted to their buying behaviors, however including learning patterns, consumption habits, knowledge gaps and desires, drugs adherence behaviors so on. They conjointly got to craft their messages to chop through the noise of pervasive health info out there online. VR appears to do that in a practical and fascinating approach, by providing multi-sensory three-dimensional environments through the mix of various technologies.