Healthcare services, clinical trial development, and many other aspects of the pharma industry have changed radically in recent years. In the modern age, lead generation can get you better results than outbound marketing and other traditional forms of promoting products and services.
What is pharmaceutical marketing?
Pharmaceutical marketing is a type of communication between pharmaceutical companies and the public. Pharmaceutical marketing strategies help people gain awareness of innovations in treatment and medical devices. It is also responsible for using valuable data to help with processes like target-based drug discovery.
Pharma marketing is a highly regulated practice and most countries have laws preventing direct-to-consumer advertising (DTCA) of prescription drugs. The display of online prescription drug marketing content is only allowed in the United States, Canada, and New Zealand. Entrepreneurs in the pharma sector must be certified by Google before being able to share online marketing content.
Why is lead generation so important?
The advertisement and purchasing models of today vary wildly from those of just a few years ago, and lead generation is developing into one of the main advertisement models of the future. Successful lead generation campaigns can help a business gain visibility and build trust with potential leads.
Lead generation is an indispensable process not only for pharmaceutical companies but also for any business in any kind of industry. Anyone interested in business development can greatly benefit from lead generation, as it can help companies boost revenue and generate new business opportunities.
Pharmaceutical marketing strategies for lead generation
Here are key pharmaceutical marketing strategies for lead generation:
- Accurate and informative marketing material
- Pharmaceutical content marketing
- Online & social media marketing
- Improve relevance on search engines
- Reach your target audience via affiliate marketing
1. Accurate and informative marketing material
Demand for pharmaceutical solutions comes from both patients and doctors. Patients are advised to consult with a doctor before making a decision about their health. Doctors, in turn, will hand out prescriptions for pharmaceutical products and medical devices from brands they know they can trust.
The target audience of pharma marketers may be desensitized to more traditional methods of marketing, thereby making the tactical placement of ads a major consideration for both up-and-coming and senior pharma decision makers. Literature and audiovisual material about health products should exist online in a manner where it can be easily reviewed, giving doctors and patients the information they need to better comprehend the product.
Marketing material intended for healthcare professionals must be developed with acute accuracy. Information about the benefits of a drug, any clinical trial, manufacturing, recommended dosages, safety data, and other details must be concisely presented to guarantee maximum appeal and understanding.
2. Pharmaceutical content marketing
Content marketing differentiates itself from traditional forms of marketing because it strives to create original content that is valuable to the public. Content marketing may be informational, entertaining, relevant, or have some other aspect that customers may find useful. For instance, a brand specializing in epi-pens and other diabetes medications may produce content marketing teaching patients how to properly use the medical devices.
Some of the biggest companies in the world like Microsoft, Google, P&G, Cisco Systems, and John Deere use content marketing strategies, but its development is not exclusive to the big industry players. With proper planning, content marketing lead generation campaigns can be successfully executed.
3. Online & social media marketing
Online communities are hubs for patients and healthcare professionals who wish to discuss and share information about their well-being. Social media sites such as Facebook have users who are highly engaged with the platform, giving lead generation efforts considerable potential for success. Paid advertisement solutions exist for social media platforms, but lead generation strategies can also take an organic reach approach.
Organic reach marketing consists of increasing the number of people who view and interact with your social media content without the use of paid advertisement solutions. Since posting on social media is free, advertisers can create innovative original content and intrigue generation campaigns that incentivize users to help with brand awareness by sharing the content.
It is important to note that, since pharma marketing is bound to strict regulation, it is important to familiarize oneself with the rules social media sites have put in place for pharmaceutical marketing strategies.
4. Improve relevance on search engines
Search engines are the go-to solution for many people when it comes to answering all kinds of questions, including those about their health. From clinical trial services to drug testing kits, every aspect of the pharmaceutical industry can be found online. A company that provides online resources that satisfy potential customers’ queries will perform better on search results, improving visibility, public awareness, sales, and revenue.
Google’s ad policy regulates healthcare and medicine advertisements and has a specific set of guidelines designed for this purpose. It should be pointed out that certain pharmaceuticals and supplements are not eligible for advertising on Google.
5. Reach your target audience via affiliate marketing
With this advertisement model, a company associates itself with a third party to advertise products and services through its network. The third-party in question should have a following of their own upon which a company can advertise to. Using this approach provides companies with access to a broader market, as they can advertise to the affiliate’s large pool of followers.
Examples of potential affiliates include:
- Product Reviewers
Affiliate marketing can take the form of email campaigns, as an affiliation to the owner of a network of websites or mailing lists can provide a company with their outreach for advertisement purposes. Loyalty programs can also be seen as a form of affiliate marketing. Normally, affiliates provide their services in exchange for a commission fee negotiated with the company.
Real-world pharmaceutical lead generation examples
The purchase funnel lead generation strategy
Also referred to as a customer funnel or a sales funnel, a purchase funnel is a marketing model that focuses on planning a theoretical journey for members of a target audience to follow. At the early stages of this journey, potential customers are completely unaware of the existence of the brand, while at the end they’ve become consumers.
There are many instances of progress on a purchase funnel, but the process can be broken down into 3 main stages:
- Awareness: Potential customers are put into contact with a product or brand, and have gained knowledge of its existence in the market.
- Interest: The customers begin developing an opinion, which eventually leads them to be intrigued by a product group.
- Desire: The interest in the product grows to the point where customers aspire to acquire it, and eventually proceed to make a purchase.
Taking this concept into the context of pharma marketing requires certain changes to be made due to the nature of the pharmaceutical industry. The previous stages may see some differences:
- Top of the Funnel: Patients belonging to the target audience begin performing online research and seeking the opinion of a physician. They may also reach out to other people who have some experience with the condition and search for relevant news articles.
During this stage, patients can be approached with the use of help-seeking ads. It is recommended that advertisement material refrains from suggesting any specific drugs and rather keeps a focus on a description of the disease or condition the drug is meant to treat. Contact information can be included in the ad, so patients can easily inquire further.
- Middle of the Funnel: At this stage, patients may be looking for a diagnosis, or in case they already have one, a second opinion. Various treatment plans are to be considered, alongside referrals and tests.
The best way to approach them during this time is by relying on affiliate and content marketing. These audiences will have a stronger interest in ads that have comprehensible information on the condition the drug treats, its benefits, and its risks. The drug’s name can also be used for this content.
- Bottom of the Funnel: In the healthcare industry, the bottom of a purchase funnel relates to patients undergoing treatment for their condition and those who must make plans for the future with a focus on their health.
Approaching a target audience during this stage must be done so with pinpoint accuracy. Newsletters and educational material are very effective when reaching these patients. Patients with recurring or chronic conditions are inclined to build strong opinions on the drugs and treatments they use, and will happily seek out alternative treatments if they’re not satisfied with the one they’re receiving. Companies who build trust with these patients can expect high levels of brand loyalty and a higher average conversion rate!
B2B marketing for pharmaceutical companies
Simply put, B2B marketing refers to a business offering a product or service to another business. B2B pharma marketer operations include the generation of sales leads to the bulk selling of raw materials, chemicals, or products. Different businesses in the pharma sector may also work together in the development of clinical trials and empirical drug discovery. In this context, a neutral third party is often employed for the marketing of these partnerships.
Pharmaceutical lead generation services
You can increase the efficiency of your pharmaceutical marketing strategies and stay up to date with the latest advances in the world of pharma marketing by working with Leadsier.
Over 100 million in new revenue generated in the last 12 months places Leadsier at the forefront of pharmaceutical lead generation. A deep understanding of the inner workings of the pharma industry allows our professionals to create seamless lead generation campaigns and enhance your conversion rate.
By analyzing databases such as IMS (IQVA) or Linkedin results, we can identify an ideal business lead and build relationships with your target audience. Through the use of automation processes, real-time analysis, B2B marketing, and email campaigns can be handled with the help of bots. Leadsier can lead you to double or even triple your sales with a return on investment far superior to what top salesmen in the market offer.