Jump to main content
Blog Digital Marketing in the Pharmaceutical Industry: what you need to know

Digital Marketing in the Pharmaceutical Industry: what you need to know

  • Blog

Eric Klein, founder of Amplifica Digital, talks in this video about a very important topic: digital marketing in the Pharmaceutical Industry. 

Enjoy the video, it was made for you!

Digital Marketing and Pharmaceutical Industry Relationship 

Digital marketing in the pharmaceutical industry has always been a challenge for marketers. That's because the ANVISA, which is the regulatory body for this sector, establishes strict rules regarding the advertising and advertising of medicines. However, in recent years, digital marketing has proven to be effective and a great ally in attracting, engaging and converting stakeholders in the pharmaceutical industry.

Digital Marketing Strategy for the Pharmaceutical Industry                

An effective strategy is the production of strategic content that you can target for your digital campaigns 

Importance of Digital Marketing for the Pharmaceutical Industry 

Digital marketing is a necessary strategy for all professionals who want their products and services to stand out from the competition in the market. This also includes the pharmaceutical industry. 

Why should the pharmaceutical industry use digital marketing?                                                         

Digital marketing strategies can expand and give more quality to the relationship with customers, patients and professionals in the area, such as doctors, for example. 

Why invest in Digital Marketing for the Pharmaceutical Industry? 

Search tools are being strong allies for digital marketing in the pharmaceutical industry. On Google, for example, one in twenty searches concerns health issues. Doctors conduct an average of six professional surveys a day.

Pharmaceutical industry and internet: what is the relationship?     

As patients are making prior consultations on the internet, they already arrive at the office with requests for specific medications. To meet this demand, 62% of doctors are also turning to search engines to search for these drugs, according to a Google survey.   

Pharmaceutical industry: how to start investing in Digital Marketing?                

How does your industry get started with digital marketing strategies?

Come on! It is very important to determine who will be the personas that we want to impact with our digital strategy focused on the pharmaceutical industry.

Will my campaign target doctors or target patients? We need to be very clear who will be the targets and who will be the personas of our digital campaign.

Having done that, thinking about the personas, who I want to impact, I need to have a 360 view of all the digital channels possible to create a digital presence. So, for example, you need to create a website to talk about this product, to talk about specific content for a doctor or a patient.

Also create pages on social networks. It is necessary to have a digital presence on Instagram, because Instagram has a considerable base of doctors. Also invest in a Facebook page or profile, and in a LinkedIn profile.

We need to think about our personas and create pages, sites or content portals focused on the pains and needs of your personas.

It is important to define our strategy for creating a digital presence: If it is defined that it is a strategy aimed at doctors, then we will create an Instagram profile. We will create a page, a company page, for example, on LinkedIn and we will start investing in sponsored campaigns to impact this audience.

Pharmaceutical industry: how to impact your audience 

Thinking about our personas, what types of content are we going to broadcast or publish on our digital channels?

It is very important to have a clear view of what content we will publish. Remembering that as ANVISA regulates the pharmaceutical industry and issues related to advertising, we cannot speak or recommend medicines without first validating whether or not this content meets ANVISA regulations.

We need to think, if we are going to talk about a certain pathology, about a certain disease, it is very important that when building this content we mention the proper references of the bases from which we take this content.

This content also needs to be approved by the pharmaceutical industry, by the internal areas of compliance, by the specialist doctors who treat these pathologies, before being published, for example, on social networks.

When published on social networks, it is necessary to insert references at the end of each published content. This part is very important! The content strategy for the pharmaceutical sector needs to have a surgical look at this type of content and always submit them for internal approvals by the pharmaceutical industries. 

Pharmaceutical Industry: which digital channels to invest in? 

To determine which digital channels to invest in, you need to think about a few questions:

  • Thinking about content and content strategy, which platforms will we invest in media?
  • I created this content and it was published organically, for example, on the blog or social networks, and now how do I get this content to as many people as possible?
  • Do I want this content to impact doctors or do I want this content to impact patients?
  • How will my media plan be built to impact this audience?
  • Is it better for me to create a media plan, for example, geared towards Google Ads?

Keyword buying study

So we created a study aimed at buying specific keywords so that when the user, be it the doctor or the patient, is searching there on Google, he finds, for example, the website of our digital campaign aimed, for example, for doctors or for patients.

If I'm talking about a specific disease, I want the patient, when searching for the name of that disease, to be directed to the page with specific content for that disease, for example, that pathology.

We need to think about multichannel strategies, we also know that users, most of them, are on Instagram, part use Facebook, part use LinkedIn.

So how can we look at these other channels to be able to create campaigns to increase the audience and increase awareness of the brand, that product or service that we are launching, for example, for the pharmaceutical industry in the digital world?

So it's important when building the media plan that we make a strategy that is a multichannel strategy, not a strategy focused only on one channel.

You can create specific strategies within Google Ads, Facebook Ads (also read Instagram Ads). You can also create strategies aimed at physicians within LinkedIn.

There are no limits to where you want to run your campaign. The important thing is that all content that is published, whether it is published, for example, on the social network or on the website, it is seen by someone and that this someone is the target you want to impact when launching your digital campaign in the pharmaceutical industry.

Exclusive content for doctors   

 All content to be published must be approved by the respective compliance areas and reviewed, for example, by medical specialists. After the publications, it is always important to mention the references of each content on social networks.

When the content is specific to physicians, who have a portal or social network geared towards them, it is always important to make it clear that the content and space are exclusive to physicians.

When the doctor is directed, for example, to your website, a content hub geared towards doctors. It is important that content that is specific to doctors is not available to the general public. It is important within your project to consider, for example, that only physicians will actually access that content.

You can create an integrated restricted area, for example, with the CFM, which is where you can integrate to read the doctor's CRM and validate your credentials in order to release access to the portal. It is essential that there is content segregation so that the average patient does not access content that is aimed at doctors.

Pharmaceutical industry: learn from data

Today we talk a lot about Data-Driven digital marketing, in Amplifica Digital everything we do has to be geared towards reading the data. In your industry-focused digital strategy, read user behavior. Whether the user who accesses your website or users who visit your social networks and users who are registered within your digital action.

It is important that we read the data, for example, on my site what is the average time users spend inside the pages? What is the average time users consume that content?

To learn more about Data-Driven Marketing, click on the image and download our e-book. Enjoy, it's completely free!

data driven

Engagement in Social Networks

If we are going to talk about social media data, it is important to know how their engagement is doing. How is the visibility of the profiles and how is the interaction of your target, your users with your content.

What are the contents that have the most success, engagement, clicks, views, that is, that have the most reach?

It is necessary to read the data, and for that you need to have a view of the entire digital environment, whether of your website or the performance of the digital channels where you are present in your digital strategy.

For example, if we are doing a campaign for doctors and the goal of your digital campaign is to impact doctors and I need to take those doctors to a content portal. In this content portal they will register to be able to consume content.

What is important to consider? All right, we're talking about investment within Google Ads. How many doctors register on my site with Google Ads origin? How many users sign up from Facebook Ads or LinkedIn Ads?

Understand which channels perform best according to our objective or the targets of our campaigns. If we are running a patient-oriented campaign, what is the origin of patients who register on our site? For all this it is important that you read the data.      

Pharmaceutical industry: content creation for patients

 If it's a digital campaign for patients, we need to understand which channels generate more patient leads. We also need to learn from the data and invest in channels that work best for our audience.

So the media plan, the performance plan for digital marketing strategies for the pharmaceutical industry needs to be a mutable plan.

You create, validate, create test, validate hypotheses and then realize which channels work best for your digital strategies.

It is currently possible to measure the results of these digital actions with dashboards, for example, that connect directly to digital channels. All this ends up facilitating the visualization of data in a single dashboard. In it you can see which are the sources with the most conversions, user retention time on the site, etc.   

Pharmaceutical Industry: track the results of your digital marketing strategies

Another important point is to track everything, as you start investing in multiple channels, you need to track the site with conversion pixels, for example, registration forms.

Apply remarketing pixels throughout your site to be able to re-impact this audience. Not only re-impact, but that you can measure the effectiveness of each digital channel that generates more conversion.

For example, when we talk about Google Ads, you can set it up after the end, for example, of a doctor's journey. You can install conversion pixel to be able to measure to know from Google Ads how many conversions it is generating from doctors within your digital action and Facebook.

You can measure through pixels how many doctors or patients are registering in your digital action, thus measuring the effectiveness of each one.

Then use tools like Google Tag Manager, which is useful, you install the Tag on your site and from there you start configuring all the other Google Analytics pixels, and Google Remarketing, from Facebook, from Linkedin. 

Then use and track your entire website or landing page so that you can map all the conversion points on your website and also be able to carry out a remarketing campaign with an audience that accesses the content on your website but has not yet registered.

You have a thousand users there that access a specific page on your site, but out of those thousand users you have a hundred conversions, a hundred that are registered users. For those XNUMX who haven't registered yet, you can create custom audiences and re-impact them with a call, for example, of action for them to come and register on your site.

Digital marketing: allied to the pharmaceutical industry    

Digital marketing is an excellent ally to provide the public in the sector with accurate and quality information that adds value to the drug, helping to build the credibility necessary to consolidate itself in the market.

If you liked this content and want to know more about the pharmaceutical industry, please send us a message, we will be happy to answer you.

Appointments: