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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 to say, those destined to the cure or relief of minor ailments such as colds or digestive discomfort. These products respond to a specific but generally urgent need. Therefore, 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 inform themselves well before buying.
    For this reason, the value content will play an important role in improving 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 from the pharmaceutical company itself.
  • Marketing actions for publicize and promote medicines you have on the market.

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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.

Therefore, Traditionally, pharmaceutical product marketing campaigns have been directed at the medical sector, organizing conferences and training sessions.

For over-the-counter medications that can be advertisedA very popular strategy is to invest in advertising on media such as television, print and radio. A very effective practice but at the same time it involves large investments.

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

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

In short, though the same strategies cannot always be used 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 markets, controlling the top 20 positions in Google when a user searches for a specific drug and reviewing the information shown in those results.

Value content as a key tool for pharmaceutical marketing

Taking into account that six out of ten Spaniards consult topics related to their health on the Internet, it is convenient to delve a little more 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 made known; and on the other hand, 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 made known; and on the other hand, 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 outside the possibilities offered by digital marketing for many years. Mainly due to legal restrictions that, fortunately, were revised in 2016. Until then, only the online sale of parapharmacy products was allowed, but from that moment on it was approved
the ability to sell drugs you don't need online recipe.

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 leadership by providing valuable and authoritative information.
However, the lack of travel of the pharmaceutical sector in the digital environment, together with the still rigorous legal regulations, makes many pharmacies doubt about the possibilities that digital marketing offers them. To facilitate this, 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.