In the pharmaceutical field, it is highly recommended, both to convey the message of new products to end consumers and to prescribing physicians.
Nowadays, marketing budgets – even those of multinationals – are increasingly tight list of bosnia and herzegovina whatsapp phone numbers and results (ROI) are required. On the other hand, visits to doctors (and gifts) have decreased for economic and regulatory reasons.
And if we analyse users, it is clear that they look away when drug adverts appear on TV. What to do? Well, resort to inbound marketing. A methodology within the reach of the pharmaceutical and healthcare industry. More attractive than ever! Below at TRESCE we explain some of the benefits that its permanent use can bring.
New marketing for a new consumer
Inbound marketing is about offering valuable content to users. This way we attract their attention and become visible in Internet search results. And this way we gain their visits to our pages where we explain the benefits of our products. That is essentially inbound marketing, explained briefly.
You may wonder how this 10-year-old methodology can influence the pharmaceutical business. Our answer: new consumers spend hours sitting on the Internet looking for information.
According to a 2005 study of 6,000 adults in the United States, more than 49 percent said they researched symptoms of their illnesses and possible medications online. Only 11 percent of them consulted a doctor first.
Consumers are looking for information about medicines on the Internet #InboundMarketing
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Of course, these practices are not to the liking of health professionals . It may be the case that some patients, after 20 minutes of online research, try to convince their GP with 20 years of experience that they have a certain disease and that a certain medicine is the best for them.
But, aside from certain pretensions, people are eager to better understand diseases. Websites like Vademecum.es receive an average of 40 thousand visits a day.
inbound marketing for the pharmaceutical sector
He is consulted by professionals, yes, but also by many patients anxious to take control over their illnesses.
Today's users consume information on health prevention, possible treatments and drugs, comparisons between drug prices, etc. For all of the above, responsible inbound marketing aimed at the end consumer works in the medium and long term to position brands in the minds of patients.
There is no doubt that the new consumer is more informed and has more power when it comes to purchasing decisions, and even more so if these concern their health.
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Inbound marketing is pampered
If there is one thing that inbound marketing has to offer, it is that it attracts the customer. It is the customer who takes the first step and “says yes” to receiving information. Therefore, we rule out the rejection reactions and suspicions that arise around traditional advertising in the pharmaceutical field.
The core of inbound marketing is based on building relationships with users. Through quality content on landing pages , we capture the contact details of thousands of users. Then, little by little, we deliver valuable information to them through email campaigns. This is what we call email marketing. And in terms of ROI, it is only surpassed by organic SEO (search engine optimization), according to research carried out on 1,300 marketing experts.
In essence, with consistent, regular communication through various channels , not just email, you generate trust in users.
You make a consensual communication, where special care is taken not to violate privacy and comply with the Organic Law on Protection of Personal Data (LOPD).
With inbound marketing we also reach health professionals
Younger doctors work on a computer or tablet at their desk. In their spare time, they consult scientific reports and research to help them do their job better.
Pharmaceutical companies should take advantage of these new habits to create online libraries with information that supports doctors in making decisions about treatments and medications.
No one has the power to investigate rigorously and be credible sources of information like the pharmaceutical companies.
If you check the pages of major companies in the sector such as Sanofi Aventis , Novartis, AstraZeneca , Bayer and Pfizer, you will find an exclusive segment dedicated to promoting results in various areas of research.
In the case of Pfizer, we highlight its personalized support program for certain inflammatory diseases that guides patients on symptoms and treatments. It is a good example of communication aimed at a specific group. We will now talk about audience segmentation…
