Pharma marketing: tips to do it efficiently in 2021

Marketing

The Covid-19 crisis has represented a breaking point for the entire industrial sector in the UK. While many businesses have been forced to prioritise basic survival, for pharmaceutical companies this situation has presented a huge opportunity for growth. And this is where pharma marketing comes into play. 

The marketing of drugs and medical devices by private and public organisations to doctors, clinicians and consumers are now, in fact, the key driving force behind shareholder value.

On the one hand, it enables pharmaceutical companies to identify, anticipate and provide solutions for customer requirements. On the other hand, as shown by this article of Healtycareweekly.com, pharma CEOs often don’t consider marketing a priority. That’s the reason why professional marketers are often required to take responsibility for pharma branding and for the ROI on investment.

Despite this, marketing is frequently the key that allows a pharmaceutical company to emerge among others, even more so during these difficult times. Red on to find out how. 

The reputation of pharmaceutical companies during Covid-19

The rising demand for treatment and therapists needed to combat this devastating pandemic has put a strain on the health system. It has, however, also created huge development opportunities for the pharma companies. This, coupled with vaccine development by BioNTech, Moderna and AstraZeneca, has led pharma to get significant credit for saving the world. 

According to research conducted by the global network Pwc, 78% of UK consumers believe that pharma are working hard to develop solutions for Covid-19. Instead 74% believe that they are striving to ensure patients get access to required medicines. A trust that, after the release of vaccines, is further increased – although sceptics are not lacking. 

This is a great chance for companies with a mixed reputation. In fact, as mentioned, this situation has presented an huge opportunity for growth. They can, in fact, improve public perception of big pharma with their continued input into strengthening the health care system. Moreover, leading pharmaceutical industries should give serious consideration to capitalising on this opportunity to positively reinforce their reputation. Despite their economic success, they’ve often been subject to a less favourable consumer trust profile than the provider segment of healthcare. And this is where communication strategies play an essential role. 

Communication strategy: be consistent

As we have seen, the reputation of the whole health system (including pharmaceutical companies) is enjoying its day in the sun, but how can companies make the most of it? ‘Communication’ is the keyword. Thanks to a smart and consistent approach pharmaceutical companies should be able to enjoy a trust ‘halo effect’ for some time after Covid-19.

But where do you start? By ensuring consistent messaging in both internal and external statements. Playing your part in this exceptionally critical period is essential. And even more essential is knowing how to communicate the role you played 

That’s why, as explained by Kristen Kelly, Director of Communications at Novaris UK Oncology, a good strategy for a  pharmaceutical company in 2021 should, first, talk about its support to the community and the NHS even after the first phase of the pandemic. 

In addition, the safety and support of its employees and the continuity of the supply of medicine are important topics too. 

According to Alexander Davies, senior Director at Hanover Communication, the communication should focus on “how we are contributing to this fight and what value we are adding. The industry is doing more now to collaborate with the NHS and doing so faster”.

Use an analytics-based approach

The gap between the features and benefits of pharmaceutical products is becoming less pronounced over time. Which is why  the impact of standard marketing efforts that focus on features and benefits continues to reduce  over time. 

So, what’s the best way to market pharma products? The answer is analytics-based marketing. Data analytics, indeed, are essential for effective marketing and measuring them in a scientific way leads to at the very least a decent return on investment. Monitoring the data and being ready to change strategy if necessary is a good method. As a rule, marketing analytics metrics should include many factors including sales, costs and profits. Use tools like Google Analytics and Google Adwords.

Identify the right audience of pharmaceutical companies

Pharmaceutical marketing has two audiences, doctors and patients. Using the right tone of voice when you are speaking with one of them is essential for the success of your company.

Doctors

Identify the needs of these professionals: be specific and well-articulated with your content, and make sure they are well placed (a combined strategy might include SEO and SEM).

Patients

Try to win the trust of your patients, providing clear and efficient solutions to their search queries. Use targeting to reach the right audience (for example, if you’re selling a drug against depression). 

Example 

Imagine having to create content about a depression drug that the end-user is likely to find in search engine listings. Your marketing strategies should communicate efficiently with people who are struggling with depression and searching for a solution to it.

To reach this goal, the right approach will include:

  • The analysis of existing search results (identifying commonly search keywords with low competition for depression medicine)
  • The creation of blog articles about these keywords
  • A link building activity with the objective of obtaining inbound links of high authority websites
  • The optimisation of this article until Google and other search engines rank this content on page one.
  • If necessary, a Google Adwords campaign. 

Conclusion

As shown by this article, 2021 is a year full of opportunities for pharmaceutical companies. To achieve their objectives, two main things are essential. The first is a communication strategy that is precise and consistent, able to inspire confidence and to address, with the same effectiveness, both doctor and patients. The second is a data – based approach to market the products. As we believe we know our audience, in fact, in the final analysis will be the numbers to tell us what is working and what is not. Monitoring the results of your campaigns is crucial and being able to change approach if things don’t go as planned is not synonymous with vacillation. It means being a good marketer.

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Why a digital strategy is the ideal solution for property marketing in 2021

Digital strategy for property marketing in 2021

Marketing , Social Media Marketing

The UK property marketing, over the past decade, has gone through several ups and downs. These depend on a lot of factors such as interest rates, economic conditions, job growth and, last but not least, Brexit.

Now, with the stamp duty holiday on property up to £500,000 that will be extended until the end of June, we have at least three and half crucial months for the industry coming up. The Chancellor’s decision was generally welcomed by those within the industry. “This is exactly what the property market needs”, says Paresh Raja, CEO of Market Financial Solutions, for instance. There are, however, those who claim that “short-lived Stamp Duty holiday isn’t the solution” (words of Rob Clifford, CEO of Stonebridge Group). 

Over the past year there’s been a big increase in sales potential. People, indeed, want to make the most of the Stamp Duty Holiday. Whether first-time buyers,  movers or landlords looking to invest, they decided “now is the time”. The result was a lack of housing stock available which in turn pushed up property prices. As Nationwide’s December house price index reports, in fact, annual house price growth rose to a six year high at the end of 2020.

Taking advantage of such a particular time should be a priority for all property marketing players. But, in the meantime, preparation for the possible knock on effects should be made. 

According to the National Association of Realtors, 92% of buyers use the internet to begin their house hunting quest. Considering that, it becomes clear the vital need for property marketing players to have an active online presence and choose the right digital marketing strategy. 

COMBINE DIGITAL MARKETING WITH OTHER COMMUNICATION 

Focusing on search, social media, mobile, email and website have to be a priority for property marketing players. Moreover, these shoul be carefully planned and aligned with the core business activity.

But it’s important not to forget, where necessary, to combine these media with the traditional ones, such as print, direct email, radio, tv, face to face and PR. 

TAKE ADVANTAGE OF OWNED, EARNED & PAID MARKETING MODEL 

Organising the high number of channels you will have to magase by dividing the in owned, earned and paid may be a good idea.

  • Owned: website/blog, email subscribers, social media accounts, partners
  • Earned: reviews/testimonials/ratings, social media buzz/sharing, PR/media coverage, world of mouth
  • Paid: advertising online and offline, sponsorships, promotions, affiliates

TARGET SPECIFIC GROUPS OF BUYERS 

According to NAR / Google “Digital Hunt Survey”, home builder related searches on tablet grew 362% year-over- year. 

THE DECLINE OF TRADITIONAL ADVERTISING 

It’s important that agents develop their own digital marketing strategy (in this regard personal LinkedIn profiles are crucial). Traditional advertising, on the other hand, may be useful in case of really big clients, but most of the time is not worth it. (it’s too much expensive compared to digital marketing). 

“BUYERS DIRECT” TENDENCY IS GROWING 

Even more homeowners are posting ads on social media sites and forums to reach customers. The consequences are more control for buyers and sellers over their property transaction and saving money. So developers, agents and property marketing should take advantage of this trend.

FOCUSING ON YOUR TARGET PERSONA IS CRUCIAL

The main consequences of the growth of “buyers direct” tendency? Studying the target persona is becoming more and more crucial. So real estate players should capture buyers’ information and engage with them on a range of platforms.

Property marketing should, therefore, collect geographic, purchase and demographic information of their buyers (or eventual buyers). Creating a target persona may be helpful. 

THE BUYERS IN 2021

Buyers in 2021 are super-informed. They often simultaneously use search engines, Youtube, social networks, forums, mobile apps and apps. That’s why a digital strategy has to move on several fronts to work. 

TONE OF VOICE

Identifying the TOV (tone of voice) suitable for the niche we would like to target should be a priority as well as use it consistently in every channel.

USE THE RIGHT CHANNELS

SITE

Tracking the conversions is essential. Examples of them can be signing up for email, downloading a brochure, following on social media, but also booking an appointment with an agent, requesting a call-back, purchasing something. 

Property marketing’s site should be created in a SEO friendly way (keywords, metatag, inbound links, good index, mobile friendlyness).

It’s essential that images be high quality. Sometimes showcasing the best that your area has to offer can be the ideal solution. An example can be represented by beautiful photos of local town landmarks and familiar sites. A site should be easy to navigate, buyer-focused content, connected to email marketing and with Google Analytics installed. 

For a property marketing agency (or for a digital marketing agency dealing with real estate business) dedicating several microsites to your main clients inside your own site may be the right approach. 

A site should contain information useful to the buyers, like location maps, virtual tour and property prices guides, school and transportation information.

Landing pages are perfect to conversion. They should be navigation-free and mobile friendly.

GOOGLE ADV

Being at the top of the first Google page is essential for a property marketing channel. Using local sponsorship to stay focused on your niche is a good practice as well.

GOOGLE DISPLAY / REMARKETING

Showing possible buyers a banner of a site they have just visited can work. 

YOUTUBE

It’s essential for visual contents and virtual tours. Embedding Youtube videos on your site is important. 

INSTAGRAM

It’s essential for visual contents and reputation. High – quality photos are crucial and a large use of storytelling may be the right tactique.

FACEBOOK

Engaging with followers is something to not forget. Using local sponsorship is important to stay focused on your niche. Reposting your blog articles is good practise.

LINKEDIN

Using the LinkedIn profile of the company is important, as not forgetting to use the personal LinkedIn page of your agents. 

PINTEREST

A Pinterest’s board is the showcase of a property marketing company: focusing on quality of photos and consistency between them should be a priority.

TWITTER

It’s important to answer those who ask questions. Doing it immediately is essential.

NATIVE ADS + NEWSLETTER

Not to forget in a communication plan, they can help. A long form monthly newsletter can be the right solution to tell a story about a particularly inspiring home. 

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