Digital Marketing in Pharma
Digital Marketing Professional
What is Digital Marketing
Marketing of products or services with the help of Technology.
Digital Marketing, also termed as e-marketing, web-marketing, onlinemarketing or Internet Marketing,
e-marketing also includes the management of digital customer data and
electronic customer relationship management (e-CRM) systems.
e-marketing allows the placement of media along many different stages of
the customer engagement cycle.
Pharmaceutical Digital Marketing
Digital Marketing is an extension, can be implemented across Verticals i.e.
Doctors, Hospitals, Patients & Sales Team :
Health Care Professionals (HCPs): This is based on providing services,
scientific data, business analytics etc. to the specialists in order to
promotion of products/services.
Patient’s: to ensure awareness & adherence to the therapy.
Sale’s Team: To make their customer calls more interactive & upgrade
their skills and motivation.
Increasing use of Digital Marketing
As Internet gains more significance in different aspects of our lives, the
world of pharma bound to have its share of Internet use gradually.
As more healthcare facilities establish point of access between physicians
and pharma sales reps, industry has turned to other promotional methods
and is increasing use of e-Marketing.
e-Detailing and online events (like webinars or webcasts) let doctors update
themself when and where they choose, rather than having to meet with
pharma representatives during rush hours in their clinics.
e-marketing can be carefully controlled and monitored.
Internet Usage @ Indian HCPs
Data Source - The Digital Doctor Study by VIA Media Health
SEO / SEM
Selling Tablets through Tablets
Adding immediate impact to every call
Ensuring conversations are tailored to the customer segment and even
Gathering targeted customer information to enable true closed-loop
Detail complex products with wide range of Interactive / Dynamic Content
Capture Physician Ratings, Feedbacks & Comments
Internet is now a significant source of health information and connectivity
between providers, prescribers and patients.
We attend at the transformation of traditional 4Ps Operational Marketing
The interest in e-health as a channel for the marketing of health-related
products and services increasing every day.
From social networking tools and advanced physician portals to streaming
video and closed loop strategies, the opportunities to open new
communication channels with patients, physicians and KOL are limited only
by a marketers imagination and determination.
Medical Portal for HCPs:
Doctor knowledge & networking portals are quickly becoming an easy-touse and cost effective solution to extend your service arm and register
Medical Portal for HCP:
If implemented properly, this concept benefits both companies and HCPs in a
number of ways.
Benefit to Companies:
It reduces the overhead costs as can serve doctors centrally.
Establishes parallel communication channel between the Company &
Minimal effect of Vacant territory as if a Rep leaves the territory, the market
learning’s are present in the digital nervous system, and this business
intelligence can facilitate working of new Rep(s)
Benefit to HCP:
They can update and enjoy companies services at their leisure rather than
having to meet with a pharma reps during rush hours.
Updated information on his desktop everyday; abreast with all medical
Saving time on searching for information from the Internet.
Awareness / Adherence Portal for Patients:
More and more patients demand to know and expect up-to-date information
on their condition and treatment, as well as alternative treatment options.
The access to information via the Internet means that information on a US
website can be read by a Indian patient and may include information on their
The foundation of sustainable success in the application of e-Marketing for
pharmaceutical lies the combination of strategic alliances and technological
E - Detailing
Indian market is still in an early stage of adoption. The e-detailing market in
India does have very few companies acting as active players.
Although the sales force initially looked at e-detailing with skepticism,
wondering if online promotion would render the traditional sales call
obsolete, most reps are actually seeing the opposite effect:
e-detail actually increases the overall time spent with the rep.
Ahead-of-the-curve companies are capitalizing on e-detailing as a lowcost opportunity to increase physician engagement and improve the
overall sales call quality.
eCMEs / Webinars
Hybrid meetings are events that contain both live and virtual
components combined. They are also great opportunities and are one of
the hottest trends in meeting planning. Live Webcasts using streaming
video of the conference would allow event sponsors and hosting
organizations to widen their meeting exposure to include those who
follow the conference online.
This is one of the cost effective method which is established well in
Indian Pharmaceutical Industry.
Search Engine Optimization (SEO):
SEO is unique to the Internet environment: 47% of web users said that the
most common way they find products or information is through search
The top 10 results to a search query get 78% more traffic than subsequent
listings, many firms use SEO to be sure their site is high on the list.
SEO strategies change almost daily.
Know Your Customers
Central digital nervous system of Profiling
Reach Your Customers
Go beyond individual channel (physical presence)
Interact with your Customer
Engage with Closed loop marketing channels
Closed Loop Marketing
Another hot topic in pharma Digital marketing is closed loop marketing. The
main objective is to avoid to leave customer communication gap open.
Segmentation is giving way to ”micro" marketing, which is dealing with
individuals rather than segments.
To gather and continuously refine segmentation approach and ways to contact
individual customers- It is closed loop.
Change the mindset