Albany, New York, March 8, 2017: From the past few years, the pharmaceutical industry has been experiencing substantial changes due to the increasing role of digital technologies. Also, pharmaceutical companies are striving to adapt to the ever-evolving environment by implementing multiple digital channels to reach their customers. Focusing on this changing pharmaceutical marketing landscape in the digital age, a new study has been published to the wide repository of Market Research Hub (MRH), captioned as “Evolving Pharmaceutical Marketing Strategies: Digital as a key component of Multichannel Marketing”.
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This 63-pages research study also features a detailed overview of the several marketing channels available for pharmaceutical industry and examines the major factors driving change within this field. In the initial section, the report also covers advantages of digital strategies versus traditional marketing strategies in Pharmaceuticals. It is well explained in the study that today’s goals for using digital channels include some of the attractive features such as broader customer coverage and higher contact frequency, optimization of client’s needs and cost savings.
Today, with the increasing adoption of mobile devices by the healthcare professionals, the traditional sales force strategies need to be readjusted and complemented with digital inventions. Some of the Digital channels, such as remote detailing through email & phone, HCP-portals, product websites and social networks are gradually supporting and even replacing traditional channels, including face-to-face interactions with healthcare professionals through field forces, eDetailing and Big Data for pharma marketing. However, the decreasing effectiveness of these traditional channels, given changing physician, patient and consumer trends in today’s increasingly digital society, is obliging an evolution of pharmaceutical marketing strategies.
Some of the highlighted digital and multichannel marketing strategies are:
- Predictive Modeling: Fundamental source of big data’s power
- Using big data for sales force allocation
- Social Media Marketing Case study
- Mobile Marketing
- Embracing video content for Digital Pharma Marketing
- Programmatic Advertising in Pharma
For various industries, Multi-Channel Marketing (MCM) is the method of reaching out to customers through various channels. Also, it has emerged to complement sales force initiatives to reach out to the customers in most efficient and cost effective way. As per the research study, closed loop and Medical Science Liaisons as a part of Multichannel Marketing is also utilizing digital tools.
Moving further, the report examines how the above effective implementation of various digital marketing approaches, together with traditional channels in a combined multichannel marketing strategy, has the ability to expand its marketing influence, increase audience engagement, provide the higher return on investment (ROI) and improve methods of tracking ROI for pharmaceutical companies.
Additionally, analysis of the main challenges and risks associated with digital marketing methods, in addition to potential solutions and approaches to overpowering them, is outlined.
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