Location-based marketing in pharma

Reach the right audience at the right time!

By Manoj Hariharan , Practice Leader, Omnichannel & Digital Excellence

Location-based marketing, also known as?geotargeting or geomarketing, has become a powerful tool for pharmaceutical companies.

Just as it has revolutionized retail, this strategy allows pharma marketers to tailor their efforts, reaching the right audience at the right time and place, thereby optimizing return on investment (ROI).

Geomarketing already plays a crucial role in the retail industry, allowing businesses to personalize content and promotions based on consumers’ current location. Imagine receiving a personalized offer for allergy medication when you’re walking past a pharmacy during pollen season. Some of the key impacts of geomarketing in retail include personalizing customer experiences, uptick in sales, increased foot traffic and enhanced engagement.

But how can this tactic benefit the life sciences industry?

Geomarketing benefits in healthcare/Life sciences

Pharma marketers can use location data to send timely information to doctors and patients directly to their mobile devices. Using current location data streamlines communication. This is not only cost effective, but it reduces spam, especially when physicians are busy and can work from more than one location within a week. For example, physicians who are more likely to be present at a certain hospital based on tracked patterns can be alerted about a presentation happening at that hospital. A pharma company might use geomarketing to promote a new medication in a particular city or region directly to customer’s mobile devices.

?Sample healthcare provider (HCP) geomarketing journey

IQVIA supports Pharma and Medtech with geomarketing and digital campaigns

IQVIA already has a strong history of assisting pharmaceutical companies in their marketing efforts with?HCP identification and segmentation?solutions.?We excel in connecting information, analyzing data from various sources (patient bases, professional associations, prior prescribing behavior, and many others) to help our clients solve complex business questions to advance healthcare.

But IQVIA’s more than just data. In this dynamic landscape, combining IQVIA’s robust data (e.g. OneKey) with geomarketing capabilities empowers pharma marketers to navigate the future.

SHARE YOUR THOUGHTS

How have you been exploring location-based marketing (geomarketing)?

We’re interested to hear from you.

Share your thoughts in the comments area or reach out to me directly at Manoj Hariharan