On average, American pharmaceutical companies allocate 73 percent of a brand’s first-year budget to marketing and commercialization. That number drops to 60 percent in the year following a launch, but it’s still a lot of money—millions of dollars, in fact.
You may not have digital audience identity technology installed on your pharma website yet, but there’s still time to get it up and running in 2017. And, if you need to spend some year-end budget, there’s no better way to get your money’s worth in Q4.
Kids love to build. Previous generations’ Lincoln Logs and Tinker Toys were supplanted by Legos, and Legos currently share the construction sphere with digital games like Minecraft. Despite the shifts in technology, the activity remains beloved. There’s something triumphant about taking singular parts and creating a whole, a sensation of accomplishment and success.
Everyone likes a good deal. And why not? Getting more for your dollar today leaves a little extra for tomorrow.
This is true whether you’re taking advantage of 2-for-1 Frappuccinos at Starbucks or looking for the most effective ways to spend your 2018 pharma marketing budget. Though you may need to rack up rewards points to get a coffee bargain, you can implement the following digital marketing strategies right away.
Are your 2017 digital marketing campaigns performing as well as they should be? If not, a lack of quality audience data may be to blame.
An authenticated database is the foundation for successful pharma email marketing campaigns. But to maximize your digital marketing ROI, you also need data about the individual HCPs who visit your website.
After 20 years of trying to use aggregated website data to make intelligent marketing decisions, pharma marketers are adopting audience identity technology to identify the individual HCPs who visit their medical websites. In addition to determining the name, specialty, and NPI# of all “tagged” visitors, brands are evaluating the specific pages individual HCPs visit, how much time they spend on each, and how often they return, in order to tailor their follow-up communication to the preferences of that individual physician.
Brand Managers: As you allocate resources for 2018, you may find yourself wondering how well audience identity management technology actually supports pharma marketing objectives.
The short answer is very well. Being able to identify individual website visitors enables pharma marketers to verify their digital audiences and focus resources on producing (and placing) content that converts high-value targets.
Here’s how it works.
Embedded video. Snapchat. Native ads. Instagram.
As you look toward 2018, it’s tempting to prioritize newer platforms and technologies in your pharma marketing plan. At nearly 40 years old, email may seem past its prime. In fact, email is the pharma marketing secret weapon to include in your budget for 2018.
When used in combination with digital audience identity technology, email is transformed from much-maligned “non-personal communication” to a valuable, identity-based channel.
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.
Four new executives join DMD to support rapid growth.
Rosemont, Ill., April 26, 2016—DMD, a national leader in connecting healthcare marketers with healthcare professionals (HCPs) through data-driven, performance-based digital services, today announced its staff expansion of four new executive hires, who will implement the launch of the company’s new, innovative offerings, while supporting the company’s rapid growth.
