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Digital Pharma Marketing 2017

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Be the Most innovative brand manager by following few pointers on digital pharma marketing of your brand

Published in: Healthcare

Digital Pharma Marketing 2017

  1. 1. 5 WAYS TO SUCCEED IN DIGITAL PHARMA MARKETING
  2. 2. Introduction  With Pharma’s increasing interest in digital marketing, online channels are changing the way pharma brands interact with consumers.  Doctors now have immediate access to information.  On a daily basis, they interact with their peers online, gather input about products, discuss real cases and make decisions based on what they discover during these interactions. This slide deck should give you some pointers to succeed with digital pharma marketing in India.
  3. 3. STEP # 1 For pharma brands to be relevant, they must approach digital channels as a way to interact, engage and convert customers. This means- o Deliver trustworthy and relevant content to the consumers that fuels a conversation among them about your brand. o Know and understand what doctors are discussing online and what matter to them most. o Design content that allows your brand to participate in the ongoing conversation. Insights gathered from social listening reports of doctor networking platforms are helpful in designing relevant content. CONTENT IS KING Does digital engagement mean branded product ads that promote the product/event? Think Again.
  4. 4. STEP # 2 The time spent with sales rep is treated as an interruption by doctors. This is similar to banner ads- o Most consumers tune out the online banner ads and stay blind to them. o To put it simply, advertising that adds no real value only interrupts the doctor. o Ads distract from the conversation and in fact pull the doctor away from what he truly values –  Peer Conversation  Education  Scientific updates STAY AWAY FROM BANNER ADS “The bottom line is that people are seeking answers and direction, not messages or sales pitches”. – Brian Solis
  5. 5. STEP # 3 Native ads are helpful because- o Do not interrupt the users o Allow the user to transit from regular content to the sponsored content. o Offers much less resistance in transitioning than traditional advertisement. Designing a native ad would require a good understanding of the platform you choose to use. Two key elements for a native ad are relevance and fitting in. o For example, in platforms like Curofy- doctor only networking apps, patient case studies and educational content is the most popular form of engagement. o In order to design the best sponsored content for Curofy, you need-Case studies, Expert opinions, Scientific articles, Educational Videos etc. o We have experienced great success with native content on Curofy –Higher click through rate, significantly higher likes, Positive feedback. GO NATIVE “A good advertisement is one which sells the product without drawing attention to itself”. – David Ogilvy
  6. 6. STEP # 4 Webinars are a good start to engage with KOLs, but there are multiple other avenues such as-  Interviews  Case Studies  Pre-recorded videos The aforementioned can also be used to leverage KOLs. Interaction with KOLs is key for your target audience. While the webinar itself gives a chance for your customers to interact with the KOL, there is so much more that you can do. For example – Does your speaker for the webinar have an active account on the platform you are using to promote your webinar? This will allow users to follow the speaker and keep themselves updated on any future posts. You can design a pre-event and post-event engagement just with your KOL/speaker profile on the platform. UNLEASH THE POWER OF KOLs Give your KOLs an online platform to impact peer behaviour. Go beyond your average webinars.
  7. 7. STEP # 5 Blending online and offline channels can improve your ROI drastically and create a more lasting impact with your target audience. A few ideas on how you can blend channels to increase ROI:  Conferences: For the upcoming conference you are sponsoring, create a hashtag and allow doctors to interact directly with your brand. You can create an online interaction and an offline presence in parallel.  CMEs: Allow the speaker/KOL to post online about the topic or a relevant case study for his followers before the CME. Enable the speaker to post online updates/takeaways/thankyou notes after the CME. You can multiply your reach and increase your ROI.  Surveys: Conduct online surveys to gather insights before your next communication plan. Use insights from these insights to design your next sponsored content for the platform and your offline communication channels. BLEND ONLINE & OFFLINE CHANNELS
  8. 8. NEXT STEPs Creating trust and credibility for brands/products, will always remain of utmost importance. The aforementioned strategies will help you build goodwill with potential customers. o Incorporating the voice of KOLs will engage your audience o Designing non-intrusive native content will help you build brand integrity to further your marketing goals. Want to learn more about how leading brands are influencing their customers through Curofy? Through digital interactions with doctors – clicks, views, likes, cases posted, social listening – your brand can evaluate oceans of data and turn into valuable content and strategy for your target customer.
  9. 9. Creating a digital world of doctors ! THANK YOU For details, please contact : mudit.vijayvergiya@curofy.com +91-8882079208 jo@curofy.com +91-9717008660

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