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1. Overview and How To Build Integrated
Digital Services
Digital Pharma Marketing:
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2. Executive summary
Traditionally, the pharmaceutical industry has been slow to adopt digital marketing techniques, especially beyond the website. Yet today, more pharma businesses are starting to use digital marketing tools, such as social media sites or e- commerce sites, to engage with customers and allow them to buy products online. Although some companies are still trying to understand the true value of digital, others have already begun to integrate it into the wider marketing strategy. Some companies have already shown how using social media and following regulations can be done professionally and effectively. Johnson & Johnson, for example, were one of the first regulated healthcare companies to launch a YouTube channel and Pfizer are ‘proud to be active and responsive on all major social networking platforms’ - utilising YouTube, Facebook and Twitter to interact with customers. In addition, for the pharmaceutical industry, it is becoming progressively important to be able to reply quickly and decisively to events on digital channels companies. The transformation of information gathering and the necessity of the engaged patient has demonstrated the increased importance of social media in the larger healthcare context. A patient’s need for information gathering relating to healthcare can be observed throughout the treatment pathway; for this reason, ensuring that patients have access to reliable, updated, and understandable information remains a significant challenge. Digital marketing is certainly a more cost-effective way of communicating with customers, than traditional marketing. Digital channels offer a more individualised and personalised type of engagement, ensuring that the correct stakeholders are receiving the correct information at the correct time. Many pharma marketing managers agree that digital strategy will play a critical role in the marketing plans of the future, but many companies still lack the capabilities to fully integrate digital marketing into the wider business strategy. The real problem is a shortage of digital marketers within the pharmaceutical sector. In particular, there is a lack of people with the necessary skills to drive digital change and leverage the opportunities that digital resources can offer to pharma businesses. The competition to find the right people or partner who understand the industry and regulations and restrictions placed upon it, while at the same time have an intimate understanding of the new digital marketplace, has become relevant in the pharmaceutical sector. The following paper overviews the digital health trends, explores digital marketing examples, and shares helpful resources for staying up-to-date on the latest digital pharma news.
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3. The centre of gravity in marketing is moving to digital channels;
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Pharma and healthcare brands who respond quickly can gain competitive advantage as well as improving the effectiveness of their marketing
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