Trends pharma marketers should track in 2023

Biggest Trends in Healthcare Marketing in 2023?

As the relationship between clients and companies shifts towards a more personalized tone, the value of customer experience keeps growing. This tendency allows clients to be more flexible in their choices.??

According to a survey conducted by McKinsey, 71% of clients expect their experience with the companies to be personalized. In comparison, 75% of respondents claimed they would easily switch brands once they were unsatisfied with their experience. So, global pharma and life sciences companies should rethink their engagement and content strategies to ensure their clients will not switch sides.?

8 key trends pharma marketers should follow in 2023?

Personalization isn't a new trend for digital marketers in the pharma and life sciences industries. Tools, strategies, and methods are advancing rapidly, providing companies with sophisticated means of determining whom to target, disseminating content smarter, and engaging HCPs across channels. Understandably, marketers always have to stay informed about the latest trends and innovations that can potentially change the industry. In this article, we decided to list some of the most prominent pharma marketing trends to follow in 2023.?

?? Personalization at scale?

Of course, personalization is the cornerstone of any marketing strategy today, whether you are working in pharma or any other area. The demand for a more personalized customer experience and better service catalyzes truly tectonic changes in how companies worldwide communicate, create content for their clients, and, of course, what means of communication they use.?

??Omnichannel engagement facilitation?

Omnichannel engagement technology allows marketers to provide better #cx — evenly across all channels and avoid pointless repetition of the same content. In 2023, omnichannel engagement is not declining but rather growing as big pharma companies discover its benefits.?

?? Websites and video content?

The web is still a valuable tool for pharma marketers, regardless of the growing popularity of mHealth apps. For instance, many HCPs use websites to get information about company products. At the same time, it is worth paying more attention to your video content — its quality, quantity, and popularity among viewers.?

?? Further development of AI/ML tech?

Without any doubt, Artificial Intelligence and Machine Learning technologies are one of the most successfully-invested fields all over the world. With AI-driven software, pharmaceutical marketers can target their clients more precisely, measure success, and enhance their campaigns. In addition, AI-driven software attracts pharma companies that study its potential in new drug discovery, patient diagnostics automation, and clinical trials.?

?? Engagement via Metaverse?

As we see more and more successful projects implemented within the metaverse concept, the skepticism toward investment in metaverse-based projects is starting to fade. When talking about the pharma and life sciences industry, we can also name numerous examples when metaverse technology helped to reinvent some common procedures. For instance, the metaverse was successfully implemented within application patient networks, training apps, patient simulation, immersive learning applications, etc.?

?? Next-gen connectivity?

Pharma and life sciences businesses have successfully utilized such modern technologies as blockchain in projects related to clinical supply chains, drug traceability, bioinformatics, etc. Also, blockchain-powered Decentralized Apps (dApps) safeguard the user's privacy without 100% relying on a single hosting point.?

?? Digital and social media channels?

In 2023 the communication between pharma companies, HCPs, and patients via various social networks will only deepen. Also, social media can provide pharma marketers and HEORs with large amounts of valuable data that may help in understanding the preferences of patients and HCPs. Finally, social media is a powerful tool that helps companies provide education or advertise current social projects.?

?? Martech technologies?

For many MarTech providers, 2022 was a big year, as pursuing excellence in digital marketing contributed greatly to the industry's growth and expansion. A rapidly-changing MarTech domain matures fast, helping to increase content production capacities, and offering new solutions for marketing operations, valuable data collection, and new, advanced customer experiences you can implement. For instance, advanced CRM allows using a modular content approach that will enable marketers and agencies to embrace all benefits of advanced content tagging and reusable content and use integrated management tools within the system.?

And finally, specialized software and innovative practices play a vital role in the success of your communication, coordination of media assets, decision-making, and marketing strategy in general.?