Abstract
Introduction
The future of Pharma marketing lies in using new marketing channels such as
social media intertwined with traditional marketing practices to create a
multi-channel marketing mix. However, online brand promotion through social
media is more effective for targeting patients than physicians, indicating
direct marketing tactics to physicians through social media should be limited.
Scope of this research
- Provides an overview of the reasons behind the need for new marketing
channels
- Explores the different channel mixes used to reach the pharma industry' s
diverse customer base, both patients and doctors
- Examines the use of online social media technology and uses in-depth case
study analysis to examine the pros and cons of each marketing channel
- Evaluates the future of online technology and how it can be used by Pharma
marketing teams
Research and analysis highlights
Social media is an excellent communication medium for pharma companies wishing
to interact with patients, incorporating both disease and product information.
The informal relaxed setting suits the more emotive informational needs of
patients.
The key for the industry now is to strike the right balance between use of new
media tools and deciding which aspects of traditional marketing strategies
should remain or can be modified to suit today' s marketing environment.
Using online technology such as eDetailing is the most effective online
marketing tool for physicians, and can be used to create an effective
closed-loop marketing strategy as part of a viable and sensible approach to
successful physician marketing.
Key reasons to purchase this research
- Understand why marketing practices in the pharmaceutical industry is
changing
- Access actionable recommendations through case study analysis on the
appropriateness of eMedia strategies towards different target audiences.
- Identify future models that Pharma companies could consider replicating
going forward
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