Analysis on The Evolution of Digital Marketing in Pharmaceutical Industry

Analysis on The Evolution of Digital Marketing in Pharmaceutical Industry

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Pharma digital marketing has come a long way in its development and implementation. Initially, pharmaceutical companies entered the digital space by introducing websites, following the trend in other sectors during the 'dot-com era.'

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These websites began as corporate sites and eventually expanded to brand websites and comprehensive information hubs focused on diseases and treatments. The next wave of innovation included eDetailing, which digitized sales content and opened the door for other channels such as marketing emails, rep-triggered approved emails, and remote detailing, providing more flexibility in face-to-face interactions.

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The latest advancement is the introduction of self-service systems, enabling healthcare professionals to access information on demand while benefiting from a guided experience.

Digital marketing channels were adopted gradually, with companies testing new channels through pilot programs before implementing them across brand teams and affiliates.

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As a result, the channels needed to be fully connected or optimized, but rather created one after another, supplemented with each new addition. However, pharma companies and their agency partners, who spearheaded the establishment of digital marketing in the industry, are now focusing on optimizing these channels and seeking synergies to generate more value. They are transitioning from a multichannel strategy to an omnichannel approach, connecting and orchestrating digital channels for an improved customer experience.

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This shift toward omnichannel engagement transforms how digital content is created and managed. Customer-centric marketing requires tailored content rather than a one-size-fits-all approach, which can strain internal medical, legal, and regulatory (MLR) approval processes. To address these challenges, content excellence programs are being implemented.

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Companies can work more efficiently by reevaluating internal practices and introducing procedures designed for the digital age. Modular content, akin to "Lego bricks," allows for the reuse of content elements to create various digital assets, reducing the workload for MLR approval as content is approved once but used multiple times.

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As a result, forward-thinking pharma companies are now well-positioned to harness the full potential of digital marketing. They have established channels to effectively reach HCPs, accumulated experience with digital content, and a deep understanding of what works. Furthermore, they are unlocking additional value by implementing systems and practices that simplify and expedite pharma digital marketing efforts.

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While companies in the pharma industry vary in their level of digital proficiency, those who embraced digital communications early on have been reaping the rewards for years. These pioneers continuously refine their capabilities and expand their digital reach, maintaining a competitive edge in content management infrastructure and abilities.

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However, even companies new to pharma digital marketing can benefit from the lessons learned by early adopters and set up procedures correctly from the start. They can design their digital content management procedures according to best practices and immediately implement modular content. Establishing brand websites on a common platform facilitates easier and faster content updates. While some companies may initially focus on the basics of pharma digital marketing, having the right systems and procedures in place makes future expansion seamless.

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Additionally, these companies can leverage the strategic work done by pharma digital marketing pioneers over the past decade. Valuable experience has been gained, providing insights into what works in different scenarios and which channels are best suited to achieve specific objectives. This expertise allows for targeted marketing spend, maximizing returns.

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For instance, if empowering sales reps is the goal, established channels can be utilized. Alternatively, if reaching HCPs not currently engaged with the company is the objective, proven digital marketing strategies can be employed to build engagement with these target groups.

In conclusion, developing digital marketing in the pharma industry has been a transformative journey.

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With the right approach, companies can leverage digital channels to enhance customer engagement, optimize content management, and achieve marketing objectives. Whether they are early adopters or newcomers to pharma digital marketing, companies can capitalize on the knowledge gained and embrace the possibilities offered by digital channels to drive success in the ever-evolving pharmaceutical landscape.

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