The challenges facing pharma marketers in 2018 are daunting, but the digital marketing tools we have to meet them are more sophisticated than ever.
Plan to implement some of these ideas in your 2018 budget.
Digital audience identity technology enables pharma marketers access to comprehensive data about individual online browsing behavior. At the same time, authenticated databases make it easier to engage HCPs with relevant, timely content.
When developing marketing plans for 2018, data technology offers innovative ways to handle these familiar pharma industry challenges.
Challenge: Compete with a new entrant
Opportunity: Strengthen brand loyalty among existing prescribers
When a competitor is preparing to launch a new product, increasing both the quantity and quality of your engagement with current prescribers becomes critical. You might start by sending an email that provides information about your brand’s value and drives traffic to your website. Then use digital audience identity technology to identify the individual doctors who click through. Data about the content they view and how often they return will indicate when to send a follow-up email with personalized content, such as clinical trials, 3rd-party research, and patient education materials.
Challenge: Capitalize on unbranded content
Opportunity: Engage doctors who view unbranded content with branded messages
Data technology offers innovative ways to handle familiar pharma marketing challenges.
HCPs who spend significant time viewing unbranded content on your website may be more receptive to related branded messages. Because digital audience technology reports the name, NPI number, specialty, and browsing behavior of every tagged HCP who visits your website, you can identify the most promising HCP candidates for such messages. When the time is right, you can build on each doctor’s demonstrated interest—for example, by sending an email with branded efficacy information after they have viewed unbranded material on your website.
Challenge: Minimize the impact of loss of exclusivity
Opportunity: Drive market share before the patent cliff
Sales will always suffer at the patent cliff, but smart email and website marketing can help mitigate the erosion of market share. The key is to continue building relationships with prescribers by maintaining a “value-based” dialogue prior to the loss of your patent. A structured email campaign allows you to convey that your brand’s value isn’t simply in the drug formulation, but also in its ability to provide an effective and affordable continuum of care. The data derived from identity management tools helps you identify doctors you should pay special attention to, such as existing prescribers who are interested in competing brands, or even potential prescribers who are reading your product content for the first time.
Challenge: Introduce a new indication
Opportunity: Reach new markets for your product
Capitalizing on a new indication may require reaching out to doctors in a different specialty, educating your current specialty on new uses for your brand, or both. In any case, email marketing is the most effective way to identify, segment, and engage the appropriate HCPs. If you develop customized website content for each audience, your email messages can drive specialists to the appropriate page. You can then use audience identity data to evaluate the effectiveness of that content and integrate related email, website, and event campaigns.
Challenge: Expand your qualified target list
Opportunity: Target the whole practice
If you’re using an authenticated database, your email list already contains accurate, up-to-date information for your target doctors. But that doesn’t mean you’re reaching every prescriber in your target segment. Using a dedicated NP/PA or nurse database allows you to reach secondary prescribers and critical care providers. As soon as you send your first email, begin automated testing to determine the ideal combination of creative, frequency, and deployment day and time. Regular testing will indicate if and when you begin driving prescriber interaction at the whole practice level.
When creating marketing plans for 2018, digital audience identification and email marketing will provide a powerful combination of physician-level data and advanced targeting for your most valuable markets.
Adding the above solutions to your 2018 budget will help create opportunities from the challenges you’re facing.