Pharmaceutical marketing in the digital age
Navigating the opportunities and challenges of healthcare marketing in the digital era (893 words, 4.5 minutes)
The pharmaceutical industry is going through a significant transformation with the rise of the digital age. Traditional marketing strategies are being reshaped and redefined in the wake of technological advancements, changing consumer behaviours, and evolving regulatory landscapes. In this new environment, the pharmaceutical industry is using digital marketing to engage with healthcare professionals, patients, and consumers more directly. There are complexities and ethical considerations that should enter into these decisions.
Traditional pharmaceutical marketing, which relied heavily on face-to-face interactions with physicians, is giving way to a more technologically-driven approach. According to an article published by the Anthill Agency, digital marketing allows pharmaceutical companies to deliver tailored messages to specific segments of their audience, ensuring that their communication is relevant and impactful. They say this personalization fosters improved engagement and deeper connections with stakeholders, leading to more informed decision-making and potentially improved patient outcomes.
This hyper-personalization has emerged as a transformative force, redefining how pharmaceutical companies engage with their audience. An article by Bilal Jaffery, Marketing & AI Practice Leader at Deloitte, mentions that this approach goes beyond mere segmentation; it tailors content and messages to an individual’s unique preferences. Additionally, artificial intelligence (AI) plays a central role in achieving hyper-personalization by processing vast amounts of data, identifying patterns, and generating insights that enable marketers to deliver highly customized content. In terms of healthcare marketing for patients, hyper-personalization allows companies to not only tailor their messages to customer’s preferences but also their medical history, restrictions, and needs. This level of personalization fosters stronger patient engagement but also empowers healthcare professionals with data-driven insights that can inform their decision-making processes.
One particular innovation in healthcare marketing is the rise of healthcare influencer marketing. According to EmagineHealth, Healthcare companies are increasingly collaborating with well-known medical influencers on social media platforms. These influencers, who possess credibility and a loyal following, are helping to share accurate medical information, raise awareness about healthcare issues, and even share personal healthcare journeys. By partnering with these influencers, pharmaceutical companies and healthcare brands are reaching a wider and more engaged audience.
It is important to mention that as pharmaceutical companies embrace digital marketing, they must also navigate a complex landscape of ethical considerations and regulatory requirements. Information published in the proceedings of the workshop “The Role of Digital Health Technologies in Drug Development” hosted by the National Academies of Sciences, Engineering, and Medicine states that reaching the right balance between marketing and education is essential to building trust with healthcare professionals and patients. Platforms such as social media allow content to spread rapidly, so strong internal review processes and adherence to regulatory guidelines are essential to mitigate risks and uphold ethical standards.
Additional sources:
https://www.linkedin.com/pulse/power-influencer-marketing-pharmaceutical-digital-dr-sanjay-agrawal/
https://www.linkedin.com/pulse/digital-age-boon-pharma-marketing-digital-marketer/
https://www.orientation.agency/insights/pharmaceutical-marketing-ethics
https://iclg.com/practice-areas/pharmaceutical-advertising-laws-and-regulations/canada
THIS WEEK 09/05/23
The U.S. FDA approved Sandoz’s natalizumab-sztn (Tyruko), a biosimilar to Tysabri, for the treatment of relapsing forms of multiple sclerosis.
Mitsubishi Tanabe Pharma Canada announced the company’s edaravone (Radicava) is now covered under the Saskatchewan Drug Plan Formulary for the treatment of amyotrophic lateral sclerosis.
The Menarini Group’s tagraxofusp (Elzonris) received an Orphan Drug Designation for the treatment of blastic plasmacytoid dendritic cell neoplasm.
Celltrion Healthcare Canada announced adalimumab (Yuflyma) is now available in an 80 mg auto-injector and pre-filled syringe, which offers convenience for patients as it allows them to use fewer injections.
LISTEN UP
In season 10 of the NPC Podcast, Shanil Ebrahim, Partner and National Life Sciences and Healthcare Consulting Leader at Deloitte Canada discusses improving healthcare literacy, expanding the use and integration of healthcare data, and public-private collaborations promoting equity in healthcare. Hear him in conversation with podcast hosts Mitch Shannon, Jim Shea and Mark McElwain.
HEALTHBIZ REWIND
This feature of NPC Healthbiz Weekly looks back at some of the most insightful moments from previous NPC Podcast episodes. In Healthbiz Rewind, you’ll read bold life sci predictions made during the renowned “Prognostication Korner” segment of the NPC Podcast.
Frank Stramaglia
General Manager
Astellas Pharma Canada
Markham, Ont.
Season 10, episode 06
Listen to this episode here
What bold predictions will you make about the life sciences industry during the coming 12 to 24 months?
If I look ahead, 12 to 24 months in healthcare is a short period, especially on the innovative side, but one of the things that is top of mind for me is that I still think we have a lot to learn about the fallout of Covid-19. I think we all leave our houses now and feel like it’s [the Covid-19 pandemic] behind us, but I think from a healthcare perspective, we’re definitely not over it. I think there will be more surprises in the next 12 to 24 months about some of the consequences and side effects of what we lived through for such a prolonged period with the pandemic. I think that is something we should keep our eye on and need to be ready for. As an industry, we need to demonstrate to the government and healthcare providers that it isn’t just the acute phase of the pandemic where we’re willing to step up and help with things like innovating vaccines. We’re still here as an industry and are willing to help with other things.
Register now for the 17th Annual National Pharmaceutical Congress on Wednesday, November 22, 2023
The 17th Annual National Pharmaceutical Congress will bring the best of Canadian Pharma together. The Congress will be held on November 22, 2023, at the Mississauga Convention Centre. As Canada’s most significant stage for leaders in the pharmaceutical industry, the Congress presents industry reflections, ideas, and innovations. The Congress is attended by more than 200 delegates annually and is an opportunity to learn, reflect, and network with the industry’s most prominent thought leaders and visionaries. Register now to receive a 50 per cent discount on your registration fees.
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