Pharma Marketing to Medical Students: Missed Opportunity?

In recent months, DocMode has participated actively in outreach to both undergraduate and graduate medical schools. Our objective was to showcase our CDSS AI tool AIDE, online Continuing Medical Education (CME) programmes, and published publications. During this period, we were able to attend numerous medical college conferences and celebrations. What became glaringly apparent was the absence of pharmaceutical companies at these events, with only a handful of Indian pharmaceutical companies present. Even more surprising was the manner in which they conducted detailing, which was remarkably similar to what they do with physicians.

After learning this, I started to think about how pharmaceutical companies are missing out on potential. It looks like you missed your chance to have an impact on the Key Opinion Leaders (KOLs) of the future. Think about what would happen if these students had been familiar with your brand while attending college. It would make them much more likely to choose your brand when they begin prescribing medications.

A few months ago, my pharmaceutical friend shared with me a story about what it was like for him to work as a medical sales person during the beginning?of his career. As often as he could, he went to hospitals that were connected to medical schools like AIIMS. He would first finish his meetings with doctors for detailing, and then he would go to the student canteen?to talk with them. His curiosity to understand what the future KOLs were thinking and how they would engage with patients and medical reps, helped him gain access to the students inner circle. He would often set aside time to share with these students about various medications and how they helped with treatment.

The scenario made me think of a Coca-Cola ad. When I worked in public relations almost 15 years ago, I recollected a case study about how Coke Cola was?was planning on?engaging with schools as part of festivals. This would help them interact with?kids while they were still growing up. Brand recall was much higher when a brand was present during a person's formative?years, according to research. For example, in pharmaceutical marketing, getting the interest of medical students when they are still in their early years of school can help build brand recognition that lasts. Pharma companies know that marketing directly to doctors works, but medical students, especially first-year students, haven't gotten as much attention from marketers.

Here are some ideas for how to use this hidden potential:

1. Engagement in medical college canteens: Allocate time to visit and observer medical college?canteens when you visit hospitals that are connected to medical colleges. This teaches a lot, and as you start engaging?with students you can gain valuable insights on planning your?campaigns.
2. College events: A lot of pharmaceutical companies may have booths at medical college events, but the main goal shouldn't just be to promote medications. Instead, use this time to interact with students and ask them questions on how they learn and grow. This valuable piece of insights can help you in your future marketing plans. Strong brand memory can come from getting familiar with the brand / company?early on. Tomorrow when the medical student becomes an influential KOL, this can help to build a better reputation for your brand.
3. Alumni Meets: Attend alumni events organised by colleges. Consider putting up posters or setting up stalls to greet graduating students. A little gesture, such as greeting cards, can go a long way towards increasing brand recognition.
4. Mentoring Sessions / Groom them young: Set up mentoring sessions or online learning competitions for students who are competing in poster contests other drug-related projects. Allow winners to be mentored by seasoned medical professionals, building a bond with your brand.
5. Scholarships: While numerous pharma?companies have introduced similar programmes, they can be planned in better manner. These can become a competition for study into a particular area, with winners receiving scholarships for observer ships, internships, and fellowships.

Finally, the advantages of grooming medical students at a young age can be significant for pharmaceutical businesses. Engaging with students during their formative years can help your brand leave a lasting impression. When these kids finally enter the medical industry, the brand of your business will most likely be the first thing they remember, laying the groundwork for long-term success.