With the rise of interactive marketing and social media, content is more important than ever. To attract your target audience and increase brand engagement, you need to deliver magnetic content. The trick is to develop content that’s creative, but not crazy. In other words, you should strive to surprise and delight your target audience, while still keeping their needs and interests top of mind.
Multichannel marketing has been part of the healthcare landscape for years, but recently it’s become almost synonymous with digital. Though pharma marketing once relied heavily on TV ads and sales reps, those budgets have shrunk in recent years. The new reality includes doctors who rely heavily on mobile devices, online medical publications, and thriving social media networks. Still, focusing entirely on digital marketing is a mistake.
In recent years, numerous studies from a variety of respected organizations – including pharma giant Eli Lilly, as well as Tufts University and Forbes – have reported the staggering cost of developing new drugs. Together research, development, and post-approval testing may cost nearly $3 billion, requiring 10 or more years to complete.
Though the number of novel drug filings has remained relatively steady over the last decade, the number of approved drugs entering the market is on the rise. The Center for Drug Evaluation and Research (CDER) approved 45 new drugs in 2015. That’s up from an average of 28 novel drug approvals per year from 2006 through 2014.
A new technology will soon revolutionize audience identity management for your brands, offering healthcare marketers the name, specialty, and NPI# of physician website visitors in real time. Register for today's webcast and be among the first to hear the news that’s going to change HCP marketing now and in the future.
Healthcare is finally joining the age of connectivity, and pharma marketers are capitalizing on the creative revolution to deploy smarter, more engaging campaigns. According to Elizabeth Elfenbein in MediaPost, the agility of data has made it possible to serve up content that is not only meaningful to the audience, but at a point in time when they are most likely to consume that content. DMD published a similar article, How to Improve Email Engagement Rates with Design, which offers tactical solutions to driving ROI.
For years, marketers have relied on cookies to track browsing and purchase behavior on their websites. Yet, cookies have their limitations. They typically expire in 30 to 60 days, which means they can’t provide a long view of any one person’s browsing behavior. Worse, many browsers now block third-party cookies altogether.
In the past, we’ve explored the many benefits rep-triggered email programs offer pharma marketers. Rep-triggered emails fill the gap created by low-see healthcare professionals (HCPs) with access restrictions and reduced sales reps in the field. It supports personalized communication to help build ongoing physician relationships. Perhaps most importantly, it connects various elements of your marketing campaign, guiding your target audience through a series of desired actions.
