3 Ways Multichannel Marketing Helps Pharma Companies
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3 Ways Multichannel Marketing Helps Pharma Companies

By Pharma Tech Outlook | Thursday, November 19, 2020

From email marketing to social media, using multichannel marketing tools is vital in every life science and pharma marketer's strategy.

FREMONT, CA: With rising competition and a shift in purchasing power, pharma companies are being challenged to differentiate while adapting to the market's latest rules. Several industries are implementing multichannel marketing (MCM), but the pharma sector lags compared to others. It is said that the pharmaceutical sector can't match the kind of advanced multichannel marketing seen in other sectors because of the high level of regulation and how it can hinder communication. But understanding customer needs and allowing better customer experiences are vital in a more competitive market. Here, multichannel marketing can help pharma companies in seys.

Puts Brands Infront of Customersveral wa

Nobody has time to spare. Neither of them needs to listen to promotional content about the products. They will look up information when they require it and spare time for data that looks interesting to them. Multichannel marketing puts the brand in front of them in ways where they will be ready to listen. Video on social websites, whitepapers on e-detailing platforms, and information on the landing page - each platform/medium has a purpose in its role.

Improves Brand Recall

The idea behind multichannel marketing is to develop multiple touchpoints with the audience - a combination of brand activations that subtly yet persistently position the brand in front of doctors and consumers. Using the right mix of paid media and earned media, the reach and frequency of reach increase the brand recall exponentially among their target audience.

Increases Brand Engagement

Using digital mediums enables brands to pinpoint their exact audience, identify the different segments of that audience, and target them separately. For instance, digital allows brands to target cardiologists in a specific city or neighborhood rather than having one audience. With consumers, brands don't need to merely target by age or gender – brands can again target by location, or family status, or income.

Greater Returns on Marketing Investment

With the detailed segmentation and targeting mentioned in the earlier point, there comes a significant amount of data. Brands will know exactly who is engaging with the brand where and at what time, and who is converting more seamlessly. This allows for shifting the focus to the right audiences at the right time, saving brands significant time and money.

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