When marketing pharmaceuticals, doing so online is a great strategy. In fact, in 2020, pharma marketers will spend $3 billion on digital advertising alone. Simply put, pharma companies can no longer rely on brand name recognition and print advertising to drive their sales. They must pivot to create a remarkable presence online.
However, with almost all pharma companies heading this direction—and with differentiation between existing products getting smaller—how do you ensure that your pharmaceuticals make an impact in the digital world? Keep reading to learn the top three most effective strategies for marketing your pharmaceuticals online—so they stand out from the competition.
Tap in to the biggest trends in pharma marketing.
The digital world is huge—and some pharma marketers aren’t sure where to start. Research tells us that the hottest current trends in pharma marketing strategies involve videos and social media. Posting videos on your website and on your social media channels is crucial for growing awareness of your product and therefore your sales.
However, just posting frequently isn’t enough. Once the videos and social media campaigns have launched, it’s important to keep a close eye on interactions and conversions in order to keep people engaged with your pharma brand.
Another growing trend to implement when marketing pharmaceuticals online is to go easy on the branded content. In fact, unbranded content is becoming even more powerful. For example, if you create a website about a specific condition—without even mentioning your products by name, but instead giving general information—consumers can relate to the story and facts you present on that site. Once they’re drawn in this way, pharma companies can then give a subtle nod to their product. This informs your audience about your product by pulling on their heartstrings, not shoving it in their faces.
If you can combine all three of these ideas—videos, social media and unbranded content—you have a recipe for success online.
Lead with the problem, finish with the solution.
Many pharma companies begin their online marketing with their product name and what it does. Then, they end up back pedaling to get to the problem with which their customers are struggling. Along the way, it’s easy for customers to get lost and thus lose interest.
One simple (but powerful) way to avoid this is to lead your online marketing with the problem. For example: “Does mild exercise cause you to have trouble breathing?” or “Do your legs feel tingly when you wake up?” That way, customers feel an instant connection and continue reading (or watching or clicking) to see what solution your product can offer.
Especially when marketing online, where space is small and people have limited time and small attention spans, it’s important to pique your customer’s interest right away. This problem-first approach easily lends itself to many digital mediums—banner ads, e-newsletters, videos, websites, social media posts and more.
Use specific analytics and keywords to come up first in search results.
The pharma space online is congested, to say the least. Someone searching for a pharmaceutical solution to their specific problem is faced with countless pages of search results that are all promising a great solution.
However, your pharma company can stand out simply by using a few keywords to position your solution at the top of search results. First, analyze existing search results to find commonly-searched keywords. Then, create digital content with those keywords included. Next, be sure that your unique content is published on websites that have high traffic and good reputations in the pharma world. Finally, optimize your content until search engines rank it on the first page.
With pharma marketers spending more and more on digital advertising each day, it’s never been more important to ensure that your pharmaceuticals stand out online. By following these top three tips, you’re on your way to successfully differentiating yourself from the competition—yielding unmatched results in your brand awareness, brand loyalty and profits.