Pharma Marketing Insights for the Future


While the summer’s heat wave continues on, there’s a lot heating up in the Pharma marketing sphere. This week, we’ll take a look at what’s working for Pharma organizations in social media and what the next wave of the future is for Pharma (Spoiler alert: It’s digital marketing). Watch for the movers and shakers in Pharma digital marketing to come from savvy startups. In other marketing news, experts share how to get physicians on board with mobile health and how to use direct-to-consumer ads to successfully reach consumers. Finally, we’ll look at how digital health data can bridge the divide between affordable drugs and improved patient outcomes. Grab your ice-cold drink to cool off with this compilation of the latest Pharma marketing news.

1. VC to Pharma: Better get on board with digital health marketing

By Beth Snyder Bulik, published on FiercePharmaMarketing

Pharma can no longer lag behind in digital marketing

If digital health is going to experience its next innovation wave, Pharma organizations should get ready to tackle marketing. Compared to other industries, Pharma is notoriously behind the eight ball in terms of engaging customers and adopting new technologies. While traditional stalwarts dismiss new marketing tools as fads, startups are innovating effective marketing solutions for Pharma organizations ready to snap them up. In particular, physicians are ripe for marketing solutions, as they turn to smartphones to organize their personal and work lives. In addition to marketing apps, effective Pharma marketing should be powered by mobile solutions, usability, design and financial health literacy.

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2. Pharma needs to get into digital health data game to stay competitive, study says

By Eric Palmer, published on FiercePharmaMarketing

Digital health bridges divide

One way to bridge the divide between remarkable but costly drugs and access to better health involves digital health data. Personal devices are an apt tool for collecting patient data. Pharma organizations can use this data to contain costs. Pharma companies not yet collaborating to procure health data via digital tools should change, as the data provides a better understanding for real-life responses to drugs. As a result, it can drive better decisions about which drugs will be a hit on the market and which ones are a miss, ultimately a significant driver for lowering drug costs.

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3. Are direct-to-consumer ads enough to make patients ask for your product?

By Richard Meyer, published on Pharmaphorum

Marketing strategy can include but not rely solely on DTC

Pharma consumers require multiple touchpoints before they’ll try a product, but the traditional direct-to-consumer (DTC) ad channels that once worked are no longer enough. To get patients to talk to their doctors about a product, Pharma marketers must do more. While DTC increases awareness, Pharma marketers must turn to other channels, like social media and the internet, to extend their reach. To drive compliance, adherence and keeping patients on a treatment or therapy, Pharma marketing need not abandon DTC; however, the approach must differ and focus on quality of life through maintenance.

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4. Evaluating Telemedicine Technology: A Physician’s Perspective

By Russ Alan Prince, published on Forbes

How physicians will dictate telemedecine technology’s future

Telemedecine or mHealth will be part of healthcare delivery’s future and it is almost certain to procure significant financial profits for companies that create the technology and their investors. The best technologies will be those that are viable and useful in real-world settings, from both the patients’ and physicians’ perspectives. Physicians in particular will be drivers of the technology, but only if it passes muster. Namely it must have the ability to integrate with delivery-care models, ensure improved outcomes, trigger tiered responses, be simple and intuitive to use, and employ third-party reimbursement codes.

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5. Organizing for Digital Health Success

By Tina Boggiano, published on eye for Pharma

Organization and digital health strategies go hand-in-hand

Digital health strategies are built upon successful organizational structures. The ability to deliver digital health options is largely based on how the company is organized. More so, organizations can experience significant stressors when adopting digital health strategies, revealing weaknesses in the organizational structure. Knowledge of the organization’s structure can help dictate whether it can successfully take on a bolt-on, product-centric service, a beyond-the-pill strategy or a standalone services (that are patient-centric and product-agnostic solutions).

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6. Top 10 Pharma companies in social media

By Beth Snyder Bulik, published on FiercePharmaMarketing

Social media: What works in Pharma

Social media is no longer limited only to consumer marketing. Pharma organizations need to confidently take on the social media challenge and win. A recent social media audit of Pharma brands goes beyond basic metrics, seeking to measure engagement, viral-ness, and activity and uncover what’s working. The keys to success include connectedness, being active instead of just broadcasting messages, and integrating social media alongside other marketing efforts.

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