What's in Store for Pharma Marketing

Pharma Tech Outlook: Pharma Tech Magazine

What's in Store for Pharma Marketing

Stacey Smith, Pharma Tech Outlook | Monday, December 20, 2021

Pharma marketing today is hitting successful because they are implementing advanced technologies.

FREMONT, CA: COVID-19 has transformed markets and accelerated digital adoption, but what does this mean for the future of marketing? The whole pharmaceutical marketing model is built on some founding principles and provided year after year with blockbuster successes. The innovation technologies brought, the science marketers used, and their broad vision shaped a framework that could be offered immensely. Here is more to read.

Ethically, the patient focus became pharma companies’ shield against any criticism, particularly when it came to the emerging stories of past unethical marketing practices. Firms know they could serve patients better with emerging technologies, patient communities, and adherence apps. They could offer innovation and receive industry awards for groundbreaking technology. But then, in 2020, the COVID-19 pandemic hit the world, and any remnants of this old model faded. Suddenly, access to HCPs was limited, and there was no means to offer important messages the way pharma companies used to. If marketing is the science of making selling seamless, was this the end of marketing altogether?

Some mavericks had been preaching that the future of marketing was digital, albeit, with limited budgets and help, some marketeers had explored alternative channels and methods to do pharma marketing. But digital is not enough. Digital is just a channel, and pharma companies must think bigger- they must go back to basics and look at the issue with fresh eyes, using all they have learned from the last years of diminishing effect and the new rise of digital boosted COVID-19.

Marketing excellence has been product-driven. But that method has fallen short of offering coherent and high-quality customer experiences because of internal competition between brands, franchises, business units. The outcome has been the customer receiving competing for commercial messages from the app store, movie store, laptop, phone, etc. This type of top-down messaging is annoying and repetitive and did nothing for the requirements or habits of the HCPs. Instead, it outcomes in access restriction and pure Share of Voice fight, so neither added-value nor image enhancement.

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