Business

Your Guide to Marketing In the Pharmaceutical Industry

About 65% of businesses are struggling to generate traffic and leads. Without a strong marketing strategy, you could struggle to generate brand awareness. If people don’t know who you are, you’ll struggle to generate sales, too.

Instead, you can build a strong digital marketing strategy to stand out in the pharmaceutical industry. In addition to building awareness, you can establish your credibility. Then, you can build brand trust and loyalty, helping you retain long-term customers.

Physicians will start to recognize your business as their go-to choice.

Without a strong pharmaceutical industry marketing strategy, however, your competitors will reach those physicians instead.

Don’t give them the chance! Instead, use these 13 easy pharmaceutical marketing tips. With these tips, you can generate more business than ever before.

Get started with these 13 tips today.

1. Set Your Goals

Before you rush to start creating content or posting on social media, take a second to consider your goals. Your goals can better inform your marketing strategy. Otherwise, you won’t use the pharmaceutical industry marketing tips that benefit your unique business.

Set SMART goals, which are Specific, Measurable, Attainable, Results-Driven, and Memorable. For example, you can set a goal to:

  • Boost traffic to your website by 20% using blog posts before the end of the year
  • Increase form submissions by 5% using paid advertising by the end of the quarter
  • Attract 100 new Instagram followers every month using eye-catching posts

You can also set goals that revolve around:

  • Brand awareness
  • Brand recognition
  • Website visits
  • Form submissions
  • Online orders
  • Repeat customers
  • ROI
  • Social media engagement (likes, follows, etc.)
  • Shares on your blog
  • Comments on your blog

Once you set your goals, have a key performance indicator (KPI) for each one. Your KPIs will help you determine if you’re on track to accomplish your goals.

2. Research Your Target Audience

Once you understand your goals, you need to pinpoint your target audience. Who in the pharmaceutical industry are you trying to reach?

“Physicians” is a broad choice. Instead, try to focus on a niche market. If you want to take a broad approach, segment your audience into buyer personas.

You can define your personas based on psychographics (needs, buying behaviors, pain points). Segment your audience using demographics (age, gender, location), too.

Once you determine who your customers are, learn more about their needs and interests. What pain points are they experiencing right now? How can you offer them a solution?

Gather keyword research as well. You’ll need keyword research before creating your content.

3. Consider the Competition

Look into what your competitors are doing within the pharmaceutical industry, too. You can learn from their mistakes and pinpoint opportunities they’re neglecting.

For example, what platforms are they using to reach customers? Where do they market their products? Are people engaging with their posts?

Consider your unique value proposition as well. Your unique value will set you apart from the competition. Otherwise, customers might not see a reason to choose your business.

4. Start Creating Content

You can create content for your blog, social media, and email marketing campaigns.

As you use these pharmaceutical industry marketing tips, keep your customers in mind. What kind of content are they looking for? What questions are they asking?

Create eye-catching content that answers their questions. Show customers you’re available to help.

Your target audience will see you have the experience and expertise they need. You can establish your credibility and attract more people to your business as a result.

Mix Up Your Content

As you start creating your content, make sure to use eye-catching, crisp images. You can earn 94% more page views for articles by using relevant images. Posts with images on Facebook receive 352% more engagement than links alone, too.

High-quality images can draw more people to your content. Otherwise, you might struggle to make an impact.

In fact, images are integral to product evaluation and the buying process, too. About 67% of buyers say they need to see clear, compelling product images. Only then will they decide whether or not to make a purchase.

Avoid using bland or pixelated stock images. Instead, use crisp images to draw people in.

Don’t forget to mix up your content marketing strategy. For example, Instagram users spend almost 70% of their time watching videos. You can create different video formats, including:

  • How-to tutorial videos
  • Behind-the-scenes videos
  • Interview videos
  • News coverage videos
  • Testimonial videos
  • Motivational videos
  • Creative inspiration videos

About 80% of B2B buyers prefer case studies. You can create white papers to better inform your customers. Other informative content formats include:

  • Third-party and analyst reports
  • Webinars
  • Infographics
  • Video or motion graphics 
  • Interactive content (like polls and quizzes)

Mix it up and see what works best for your audience.

5. Get Optimized

About 70% of all online experiences begin with a search engine like Bing or Google. Unfortunately, only 0.78% of Google searchers look at the second page. If you’re not reaching the top of a search engine results page, people aren’t finding your business.

With search engine optimization (SEO), you can boost your ranking to reach more customers. In addition to improving your online visibility, SEO can also:

  • Boost brand awareness and recognition
  • Help you build brand trust and loyalty
  • Position you as a thought leader in the industry
  • Demonstrate your credibility
  • Position you ahead of competitors
  • Boost website traffic
  • Increase online sales and conversions
  • Improve your ROI

In fact, SEO drives 1,000% more traffic than organic social media. SEO leads have a 14.6% close rate, too.

Optimize your website using your keyword research. Choose a target keyword for each page and post. Then, sprinkle secondary keywords throughout your content.

Make sure the keywords you use appeal to the user’s search intent. Otherwise, you’ll struggle to create content people want to read.

6. Update Your Website

As you use these pharmaceutical industry marketing strategies, take a look at your website. Your website markets your business 24/7. If your website is messy or outdated, consumers might not choose your business.

You can update your website to show customers you’re up-to-date and cutting edge.

As you update your website, keep Google’s Core Web Vitals and user experience (UX) design trends in mind. Following Google’s Core Web Vitals will improve your search engine optimization. Google also looks for websites that offer the best possible user experience.

For example, you should make sure your website is optimized for mobile devices. Make sure your pages load quickly, too.

Otherwise, people will leave without clicking around. Your bounce rate will rise, which can have a negative impact on your search engine ranking. 

7. Work With Influencers

You can expand your brand’s visibility and reach by working with influencers in your industry.

Who do your customers know and trust? For example, you might want to consider working with a local doctor in the area. They can discuss your brand with their existing audience.

Working with an influencer allows you to leverage someone’s existing brand trust and loyalty. Consumers will see physicians in the area already love and trust your brand. Then, new physicians will start to show an interest in your business.

Make sure to choose an influencer who already has a strong standing in the community.

Working with an influencer can boost your SEO ranking, too. Their backlinks can improve your credibility and boost your ranking. 

8. Stay Social

Don’t forget to stay social! Social media marketing can help you keep your customers up-to-date. You can let them know about new products you’re offering or news within the pharmaceutical industry.

Use social listening to determine when people are discussing your business, too. Then, respond to their posts and comments. Let people know you’re there and ready to help.

Before you start posting on social media, make sure to consider the hashtags you use. Look at the hashtags your competitors are using. Are they receiving likes and comments?

Make sure to follow the relevant pharmaceutical industry regulations as you start posting, too.

9. Keep Emailing

Email marketing is another great way to keep people up-to-date.

First, create an opt-in form on your website. You can also use a lead magnet, such as an eBook, to encourage subscriptions.

Then, create a drip campaign to remain top-of-mind with customers. You can use automation to trigger emails based on behaviors, too.

10. Build Relationships

Don’t forget to build relationships within the pharmaceutical industry. Developing relationships can help you build brand trust and loyalty. Physicians will have an easier time choosing your business in the future as a result. 

11. Offer Free Samples

Consider offering free samples to your customers, too. Physicians can offer free samples to their patients, helping you expand your reach.

Some health care networks ban doctors from taking samples, though. Keep the pharmaceutical industry rules in mind before supplying samples.

12. Participant in Events

Consider participating in or hosting events as well. Physicians always want to learn more about their industry. You can interact with them directly at professional conferences.

For example, you can see how Roivant Sciences fared at the JPM Healthcare Conference.

During these conferences, ask for feedback. Feedback can better inform your pharmaceutical industry marketing strategy.

13. Analyze and Optimize

As you start using these pharmaceutical industry marketing tips, don’t forget to review your campaigns. Which strategies are working? Which campaigns are falling flat?

Reviewing the data will help you make informed decisions for future campaigns.

Healthy Marketing: 13 Tips for Marketing in the Pharmaceutical Industry

Give your pharmaceutical company a boost and stand out from the crowd. With these pharmaceutical industry marketing tips, you can draw in new business. Expand your reach and discover new customers with these tips today.

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