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SECTORAL STUDY

PHARMA MARKETING: Learn how to work marketing in the pharmaceutical sector

Designing an effective marketing strategy for a pharmaceutical company requires considering the particular characteristics of this sector.
RESEARCH REPORT

The particularities of the pharmaceutical sector

  • self-care medications, that is, those intended for the cure or relief of minor ailments such as colds or digestive discomfort. These products respond to a specific but generally urgent need. Therefore, the temporality and segmentation
    They will be key factors in your marketing strategy.
  • beauty and luxury products, such as cosmetics or vitamin supplements. They are not essential, however, they are increasingly in demand. In this case, the purchase decision is more thoughtful and consumers tend to be well informed before buying.
    For this reason, the value content will have an important weight to improve the sales of these products.

Pharmaceutical marketing has another peculiarity, and that is that there are two
differentiated lines of work:

  • Marketing actions focused on consolidate reputation and visibility of the pharmaceutical company itself.
  • Marketing actions for publicize and promote medicines that you have on the market.

Main marketing actions in the pharmaceutical sector

As we said, the legal regulation of the pharmaceutical sector is extremely strict in terms of marketing and advertising. And with good reason, because the health sector must be treated with the utmost care.

Thus, Marketing campaigns for pharmaceutical products have traditionally been aimed at the medical sector, organizing conferences and training sessions.

For the non-prescription drugs that can be advertised, a very popular strategy is to invest in advertising in media such as television, newspapers and radio. A very effective practice but at the same time involves large investments.

The Marketing at the point of sale it is also a widely used action. These actions are mainly based on the use of displays in pharmacies or parapharmacies to promote products.

The attractive packaging and the recommendation of the pharmacists contribute to the success of the campaign.

In short, though the same strategies cannot always be used that in other sectors, this has not meant that the healthcare sector has not found other ways to achieve its objectives. 

Pharmacists and health professionals have been intermediaries to prescribe and recommend those products that could not be promoted directly to the consumer.

Online Reputation

1- The reputation of the pharmaceutical company itself, and even of its managers and communication managers. 

2- The reputation of the drugs it sells, controlling the top 20 positions in Google when a user searches for a specific drug and reviewing the information displayed in those results.

Value content as a key tool for pharmaceutical marketing

Bearing in mind that six out of ten Spaniards look up topics related to their health on the Internet, it is advisable to delve a little deeper into what type of valuable content can be offered to them.

Marketing to achieve sales

On the one hand, the solutions available to the company must be disclosed; and on the other, it is convenient to create the need for its consumption -in beauty and luxury products- or to show itself as the best choice -in self-care products-. For this, there are several marketing strategies to apply.

Marketing to achieve sales

On the one hand, the solutions available to the company must be disclosed; and on the other, it is convenient to create the need for its consumption -in beauty and luxury products- or to show itself as the best choice -in self-care products-. For this, there are several marketing strategies to apply.

How digital marketing can help the pharma sector

In general, the pharmaceutical sector has remained for many years on the sidelines of the possibilities offered by digital marketing. Mainly due to the legal restrictions that, fortunately, were revised in 2016. Until then, only the online sale of parapharmacy products was allowed, but from that moment it was approved
the possibility of selling over the Internet medicines that do not need prescription.

This has encouraged many pharmacies to take their first steps in the digital world by creating their website, selling their products online and generating content for social networks. A fact that is as expected as it is necessary, and that is that patients are increasingly looking for more information about symptoms, pathologies and treatments on the Internet. The problem is
that much of that information does not always come from reliable sources.
For this reason, the entry of the pharmaceutical sector into the virtual sphere represents a great benefit for the population and also for laboratories and pharmacies, which have the opportunity to take the lead by providing valuable and authoritative information.
However, the lack of experience of the pharmaceutical sector in the digital environment, together with the still rigorous legal regulations, makes many pharmacies doubt about the possibilities offered by digital marketing. To facilitate it, we will see some strategies that every company in the pharma sector can carry out to carry out
adequate and successful online promotions.

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Tony Masero

Strategy Director at Hill Planet
Toni collaborates with senior executives and board members to help them transform their analytics and digital operating models.