Pharmaceuticals

1. • Presented by
• Dr. Yasir Mehmood
• (PhD Pharmaceutics, MBA)

2. Digital marketing is the component of marketing that
utilizes internet and online based digital technologies such
as desktop computers, mobile phones and other digital media and
platforms to promote products and services.

3. ?

4. Lets discuss
some
FACTS

5. • 77% of patients used search
• 83% used hospital websites
• 54% used health insurance company sites
• 50% used health information sites
• 26% used consumer-generated reviews
Source: Google’s Report on The Digital Journey to Wellness: Hospital
Selection

13. Source: www.fortunebusinessinsights.com

16. .
Historically, the
patients would
simply meet the
doctor, rely on the
medicines prescribed
by her
Because of no
information about
the treatment
options, drugs on
the market
With digitization,
the patient
researches
everything about
the disease
Patients more
aware of their
rights and have high
expectations from
the service

18.  Process efficiency is going up across industries with data analytics
and automation of complex decisions, in turn improving agility,
responsiveness, accuracy and quality of business processes.
 Pharma industry is no exception, they would also need to apply
next-generation technologies to stay in the game.

19. Pharma companies can provide
personalized care through the right usage
of digital services, sensors, tech-enabled
devices and through processing the data
collected by these. This makes a really
strong case for digital marketing in
pharma industry.

20.  The patients are already starting to use online portals to access their medical records and to
interact with their doctors.
 Patients are starting to use apps to fill forms online and engage with other patients in the
online communities.
 All of this opens up a whole new set of mediums for pharma and healthcare companies to
interact with patients and other users.
 Using these mediums, the pharma and healthcare companies, through their sales
representatives, patient-services teams and other teams, can monitor and influence
patients, doctors and other healthcare professionals online through apps, social media,
mobile phone messages/notifications and even in person.

22.  Use of digital technologies provides real-time feedback from the whole value-
chain including the end-consumer to pharma and healthcare companies.
 Digital marketing is going to help pharma companies in their R&D, and in turn
will lead to better products and solutions for all of us. Also, it is likely to make
the R&D expenditure for the pharma companies much more efficient.
 And the seamless information flow will help the supply chain management
better as well. The pharma companies can better predict demand and supply,
security of their drugs and vendor/partner performance.

23. Impact of digital
marketing on healthcare
physicians of Pakistan

24. Social Media Use*
Facebook
Frequency (%)
547 (76.2)
WhatsApp 516 (71.9)
YouTube 300 (41.8)
Instagram 132 (18.4)
Twitter 129 (18.0)
ResearchGate or Academia 67 (9.3)
LinkedIn
Blogging Services (Word Press, Tumblr, etc.)
No social media usage
Social Media Use During Working Hours (per day)
< 1 hours
1 to 3 hours
64 (8.9)
12 (1.7)
16 (2.2)
360 (50.1)
170 (23.7)
3 to 6 hours
> 6 hours
Never
37 (5.2)
10 (1.4)
141 (19.6)
Social Media Services Used By Physicians and Duration of Use
During Working Hours

25. Preferred Digital
Channels Use By
Physicians
When Assessing
Medical
Information
Digital Channel Frequency %
Frequency of
use per week
Mean ± S
Duration of use
(minutes/week)
Mean ± SD
Website
232(32.3)
4.68 ± 4.0 10 ± 4.2
Mobile applications
146 (20.3) 5.73 ± 3.7 26.51 ± 7.6
Whatsapp 65 (9.05) 7.55 ± 12.6 7.02 ± 1.6
E- detailing 59 (8.21) 4.02 ± 2.4 3.29 ± 1.1
Webinars 44 (6.12) 0.2 ± 0.1 31.67 ± 10.3
Marketing emails 33 (4.59) 4.06 ± 2.5 1.81 ± 0.6
Tele-detailing 37 (5.15) 4.84 ± 2.4 2.86 ± 1.0

26. Digital channel Frequency (%) Influence for change in clinical practice (%)
Website 215 (29.94)
37
Mobile applications
192 (26.7)
42
Whatsapp
148 (20.6)
41
E- detailing
58 (8.1)
36
Webinars
55 (7.7)
48
Self direct web detailing
43 (6.0)
34
Marketing emails
37 (5.2)
37
Tele-detailing
30 (4.2)
8
Available Digital Channels in Pakistan and Their Influence in
Changing Clinical Practices of Physicians

27. Digital Marketing Products Frequency (%)
Digital CME 311 (43.3)
eDrug Index 247 (34.4)
Mobile Applications 183 (25.5)
PharmEvo FB Page 119 (16.6)
Medweb 62 (8.6)
Web Conferencing 53 (7.4)
Telemedicine 24 (3.3)
Practice Management System 22 (3.1)
Customize Website for Doctors 22 (3.1)
Patient Portals 19 (2.6)
Physician Knowledge of Digital Marketing
Initiatives of PharmEvo

28. Content Marketing Email Marketing Advertising Mobile Marketing

29. Reputation Marketing Social Media Marketing Video Marketing Search Engine Optimization

30. Content
Marketing
 With this marketing strategy, you can nurture
and educate your potential customers by
providing them with the necessar y content,
guide them through the sales funnel, and
finally make them take a desirable action.
 Content can be presented in the form of case
studies, blog posts, articles, reviews, surveys,
white papers, quotes, charts, glossaries,
dictionaries, webinars, newsletters, how-to
guides, and more.

31. ICI Pakistan Pharmaceuticals, in
collaboration with Marham organized a
session on "Cancer in Pakistan: Early
Screening & Prevention".

32. Martin Dow & SOGP
organized symposium.

33. Martin Dow organized live session on
FM 100 about the disease of Gout.

34. Email
Marketing
 Email is a worthwhile marketing tool that
involves sending promotional content to your
clients.
 3.9 billion daily email users make this channel
the most popular for eCommerce businesses.
 It allows marketers to send personalized
campaigns, segment their audience, and create
relevant content for them.

35. Advertising
There are many advantages that internet
advertising can bring to your business, it:
 helps to greatly expand a diverse audience
 increases traffic to your website
 allows targeting and retargeting
 enables you to track the efficiency of your efforts
using web analytics tools.

36. CREDITS: This presentation template was
created by Slidesgo, including icons by
Flaticon, infographics & images by Freepik
Mobile Marketing
 This type of marketing also involves optimizing
sites, content, landing pages, and emails so that a
person can freely use it on mobile devices.
 Statistics say, 80% of users browsed the Internet
using mobile devices in 2019.
 Companies use SMS marketing as an effective way
of promoting their products.

37. CREDITS: This presentation template was
created by Slidesgo, including icons by
Flaticon, infographics & images by Freepik
Reputation
Marketing
 Nearly 3 out of 4 customers trust a brand if it has
positive reviews.
 With reputation marketing, you can highlight
positive consumer reviews of your brand and
strengthen your image through both digital
marketing and traditional channels.
For example:

38. CREDITS: This presentation template was
created by Slidesgo, including icons by
Flaticon, infographics & images by Freepik
Gemix Pharma making their achievements public and
promotating their reputation.

39. CREDITS: This presentation template was
created by Slidesgo, including icons by
Flaticon, infographics & images by Freepik
Getz Pharma started the
Summer Talent Program to
open the opportunities for the
talented students.

40. CREDITS: This presentation template was
created by Slidesgo, including icons by
Flaticon, infographics & images by Freepik
AGP Limited shared what their interns have to
say about their internship experience.

41. CREDITS: This presentation template was
created by Slidesgo, including icons by
Flaticon, infographics & images by Freepik
 There are 3.5 billion people that use social media for
different needs, they make up 45% of the world’s
population.
 Social media marketing means using social media
channels, such as Twitter and Facebook, Instagram and
Pinterest, Tumblr, and LinkedIn to connect with their
audience.
 It is aimed at building a brand community, boosting
sales, increasing traffic to websites.
Social Media
Marketing

42. CREDITS: This presentation template was
created by Slidesgo, including icons by
Flaticon, infographics & images by Freepik
With the dream to promote 'A
Healthier Society', PharmEvo
proudly brings the Evo Talks, a
series of recorded power talks by
thought leaders, innovators and
pioneers from Pakistan with the
hope that their stories inspire lives
and spread hope, health and
happiness!

43.  According to statistics, 54% of consumers prefer videos
over other types of content from brands.
 YouTube, with over 2 billion monthly users, is a great
example of a channel widely used to share and advertise
products and services.
Video Marketing
 If there is one industry that would really benefit from the video
fever, it would no doubt be Pharma.
 A pharma brand could create tons of video content
for introducing their products, tutorials of safe usage
of products, dos and don’t videos, pros and cons of
using a particular medicine
 If you were a video, this would be the best time to be alive.

44. Martin Dow organized session on classification of HCAV
.
This session provided a framework to their workers for
improving and updating their knowledge.

45. Search Engine
Optimization
 SEO is about optimizing your site and
improving organic traffic.
 Commonly, digital marketing managers pay
attention to cross links and backlinks, keywords,
and unique content to maintain high rankings.
 It increases the visibility of the website.
Remember, the better visibility, the more
customers you can attract.

46. Web analytics
 This is a way to track the activity of users on web pages. It enables companies to access information
about the preferences and behaviors of customers.
 Analytics platforms usually report on the number of visitors and pages they visit on this site, the
duration of their visit, and more.
 Tools like Google Analytics, Coremetrics, and Adobe Analytics are the most popular for a website traffic
analysis.

47. Sr. Company Revenue 2019* ($billion) Total monthly website visits
1 Johnson & Johnson 82.1 1.96 M
2 Roche 63.54 1.26 M
3 Pfizer 51.75 1.17 M
4 Novartis 47.45 666.13 K
5 Merck 46.84 798.98 K
6 GSK 43.26 1.71 M
7 Sanofi 40.51 481.37K
8 Abbvie 33.27 547.25K
9 Takeda 29.88 404.53 K
10 Bayer 26.59 1.12 M
11 Bristol Myers Squibb 26.15 857.88 K
12 Astra Zeneca 23.57 1.07 M
13 Amgen 23.36 228.68 K
14 Gilead 22.45 716.79 K
15 Lilly 22.32 659.86 K
16 Boehringer Ingelheim 21.28 304.25 K
17 Novo Nordisk 18.03 269.63 K
18 Teva Pharma 16.89 68.12 K
19 Allergan 16.09 146.88 K
20 Biogen 14.38 192.59 K
Top 20 Pharmaceutical Companies
Corporate Website Traffic vis-à-vis their Revenue

49. S U C C E S S
B U S I N E S S
Define the audience
Outline your brand
Establish your goals
Select a strategy
Create the budget
Evaluate the results
Follow the 6 steps.

50. 1. Outline your brand
 To create a successful marketing plan, first of all, you should
outline your brand.
 It includes the ins and outs of your business to effectively sell
it to your customers.
 Secondly, you should mention the benefits of your company.
This will give you an idea of what makes you unique and
helps to stand out from competitors.
 It establishes the image of your brand and makes customers
trust and choose you over others.

51. 2. Create your buyer persona
 A buyer persona is a fictional person that embodies an ideal
customer.
 To create a buyer persona, you should know the
background of your clients including their job and family,
as well as demographics such as gender, age, location, and
income.
 Ideally, you would know about their interests and
communication preferences.

52. 3. Establish your goals
 Before you decide to enter the market, make sure the goals are
set.
 Your goals will define your tasks, means, methods of achieving
them, and channels of communication with the audience.
 Make sure that both long and short-term goals are set because
they are equally important.

53. 4. Create a digital marketing strategy
Once your objectives are set, you should think about how to accomplish them.
Let’s take a closer look at the main steps of building a marketing strategy.
 Make sure your goals are defined.
 Analyze your target audience.
 Generate leads.
 Nurture your leads.
 Retain your customers.
 Set up automation.

54. 5. Create a budget
 You need to consider paying for SEO, social media and
email marketing, website design, paid advertising, and
more.
 Before implementing your strategy, you should be aware of
how much you need to invest.
 A well thought out budget helps you distribute money
properly.
 You can divide the budget for your business into several
parts and direct them to different channels.
 Figure out how much you are eager to spend to gain some
positive results.

55. 6. Monitor the performance
 Lastly, to make sure that you have selected the right
strategy and it’s effective, constantly track your
performance. This will help you find problems and improve
your tactics on the go.
 Besides, you should also track your organic traffic and
virality on social media.