Most pharmaceutical companies face many challenges when it is time to market their products. The pharmaceutical industry is highly regulated, and it’s also an industry which is known for attracting litigation attorneys looking for false claims. There are a wide range of various pharmaceutical marketing strategies you are able to choose from in order to attract the attention of prescribing physicians as well as their patients. Below are eleven strategies to help you successfully market your pharmaceutical company.
Remember that content is crucial for attracting the attention of your prospects. Content is what drives engagements, so make sure that you strike the right balance between being overly promotional and publishing content that the viewer wants to see. As one of the newer pharmaceutical marketing tactics to be used by drug manufacturers, social media is often used to get attention online. Because many physicians use social media to market their practices, there is a high chance they will be checking social media. Patients also get information online about treatments for their health conditions, so be sure to address both audiences in your drug’s social media campaigns.
2. Be Sure To Build Relationships
Having good relationships with physicians is a key aspect of being a successful pharmaceutical marketer. The reason is that physicians want to prescribe pharmaceutical products from sales reps that they know and trust. Physicians feel a sense of responsibility to their patients.
3. Offer Free Samples
Physicians whom receive free samples of a product are more likely to prescribe it. They are able to hand these out directly to their patients who will be able to try your product for free without risk. This is one of the more traditional methods of pharmaceutical marketing, and it is quite effective in being able to reach a large number of people. However, this strategy can walk a fine line between ethics, as many health care networks ban doctors from taking samples. While effective, it pays to do this in a responsible manner so your reputation doesn’t come into question.
4. Utilize Technology
Physicians tend to be early adopters of new technologies. Healthcare is a profession which requires people to continually update their ways of doing business and their technology practices. Physicians were the first to use PDAs when they came out many years ago then were the initial users of smartphones and tablets. Pharmaceutical reps have always wanted to spend time with physicians in person, but many have decided that with new technology, there are other ways of interacting with doctors.
5. Have Quality Website Content
Make sure that the drug’s website has all of the content that a prescribing physician or a patient would need. It should explain the benefits of the drug, recommended dosages, clinical trial data, safety information, risks, and more. The site should be easy to navigate, and you should also have a system in place for capturing a person’s email address. The website is the primary customer communication tool for the drug, so it should be a good landing page for customers.
Having high-quality content on your pharmaceutical website not only helps with user satisfaction, but it also drives Google rankings and traffic.
Bill Ross, Linchpin SEO, A Pharmaceutical Web Design Agency
6. Break The Rules With Guerrilla Marketing
It always pays to think creatively when you are looking at your marketing tactics. Guerrilla marketing happens in unexpected ways. Sometimes, a pharma marketing expert might directly target their competitors in some unexpected way. Many companies see this as a great method for being able to stand out from the crowd. This is also one of the more risky forms of pharma marketing because you are challenging the norms.
7. Connect With Customers Emotionally
One idea for reaching new clients as a pharmaceutical marketing firm is to create a meaningful experience that connects emotionally with customers. If you are working on campaigns for an antidepressant drug, you may want to think about using a mobile app campaign that encourages people to share their feelings. This might require a little bit of B2C outreach, but the truth is you will be able to reach more people.
Remember, when creating experiences to connect with customers emotionally, it is vital that you do it with an ethical marketing baseline to ensure you are being respectful and responsible with your messages.
8. Reach Physicians Through Online Communities
One often-overlooked tactic is to reach physicians via online communities. Because physicians are early adopters of technology, they are always looking for new ways to connect with other professionals. These communities are the perfect place to reach these physicians directly. You can have conversations with physicians and patients alike to learn more about what they are looking to hear.
9. Create Visual Aids For Physicians
Remember that there is value in having visual aids for physicians to use in their offices. If you have an attractive educational poster, you will be able to have something of value that you can present to physicians’ offices. Potential customers will see the value that you can provide and will want to connect with you.
10. Participate in Conferences and Events
Physicians always want to learn more about their field. One place where you can reach these individuals is at a professional conference. This is a great chance for you to interact with physicians directly and get feedback. With feedback, you can tune your marketing message to be more desirable by a wide audience of physicians.
If your drug isn’t getting the attention that it deserves, it would benefit you to take a look at all of the various pharmaceutical marketing strategies which are available to you. The reason why you might not be successful is that you are using the wrong techniques.
Changing the mix of pharmaceutical marketing tactics is a wise idea from time to time. You might be relying too heavily on meeting with the physicians, but the physicians might be too busy to talk with reps. Instead, you might want to reach out to those same people through less-intrusive means such as with social media or an email newsletter.
11. Don’t Forget the Search Engines
With the majority of your users utilizing Google to find answers to their questions, not doing pharmaceutical SEO can limit your reach online and allow your competitors to earn the customers that are using Google.
Remember, at the core, SEO is about building a great experience and providing quality, valuable content to help your users find your product or service, solve their problems, and answer their questions.
Examine How Well Your Pharmaceutical Marketing Techniques Are Working
Remember that one part of all of the most successful pharmaceutical marketing strategies is taking a very close look at numbers. Ultimately, you should be creating as many prescribing physicians as possible. Tracking your results ensures that you are aware of how well your marketing strategy works or doesn’t work. Sometimes it doesn’t matter what pharmaceutical marketing tactics you are using but how well you are executing those tactics.
Always remember that there are many different pharmaceutical marketing strategies that you can choose from. If at any time the pharmaceutical marketing tactics you chose aren’t working, it may be time to move on to something else. As always, the key to a successful pharmaceutical marketing campaign is being consistent in your brand message and image. With consistency, you are able to achieve more with your brand than you could have without.