Jiten JainDirector – Sales & Partnerships
Today's world is moving at an alarming rate - new technologies, faster methods, quick fixes - the list is endless. People like convenience and accessibility, and the switch to digitalization enhances them to do precisely that - it gets the work done from wherever, whenever. In the process, a lot of time is saved as well. Apart from being hit by the ongoing COVID-19 pandemic, countries worldwide have also been hit by an enormous digital wave. This has only furthered our path towards digitalization.
Over time, businesses have realized the importance of online presence. Digital marketing to Healthcare professionals has slowly come to unfold as something that is imperative for both the pharmaceutical industry and healthcare physicians - especially now because healthcare is of prime importance considering the pandemic, and many people are looking for possible online solutions. For most Pharmaceutical companies that sell drugs and other medical devices, the sales process happens via their company's representative. They visit doctors and sell the medication or device individually. However, thanks to COVID-19, the pharma sector has finally started catching up with digital marketing techniques. Here are a couple of reasons why:
Pharma marketing and consumer marketing are very different. They do not go hand in hand. Pharmaceutical brands have barely taken the digital leap to reach out to doctors and medical professionals. Using programmatic marketing platforms like Doceree's, which is especially doctor specific in nature, the pharmaceutical sector can effectively target medical professionals and Physicians as per their products and services, thereby rendering a streamlined approach to their targets.
Using such AI-enabled platforms will only make the process faster as pharma companies will automatically get aligned with experts who might require their products. The entire process will save tons of time and money. The doctors can be targeted at the proper time with the right kind of content to get maximum returns. Apart from being just target-oriented, a digital platform can act as a medium that allows pharma companies to exhibit their products and services for scores of doctors to see.
By using platforms that allow Pharma companies and the Physicians to interact, both direct communication and accessibility are taken care of. About 70 percent of people get in touch with businesses because of digital marketing alone - says a survey in Biz Report This one-on-one interaction also extends a personal touch to the whole situation, wherein medical firms and professionals can engage with each other on issues specific to their profiles, that too on a global scale.
Approaching via digital marketing means that one has to continuously develop new ideas to make the user experience more personalized and delightful. Though marketing to medical professionals might seem like an alien concept to many, it has actually become quite common.
Having a digital presence also gives space for online reviews and feedback. By pitching and selling their products to medical experts via digital marketing, pharmaceutical companies can get productive feedback from their fellow clients, which they can use to work on for their future campaigns and strategies.
The positive reviews also help in building the reputation of the pharmaceutical brand within the online medical community. This plays a pivotal role in shooting up sales, getting referrals for potential clients, and ensuring a more significant outreach. Hence, digital medico marketing will do well with an all-round approach.
Cost-effectiveness and efficiency
Digital marketing is very cost-effective. Usually, a lot of money is spent on the acquisition of clients. Whenever doctors or healthcare professionals meet a pharmaceutical sales representative, a decent amount of money is spent on every interaction. Doing this on a digital platform cuts down costs by a fair margin. The entire task becomes very efficient, and the money saved can be used for other purposes that help take the business forward. We at Doceree offer cost-effective marketing solutions to Pharma brands so that they can make the most of their time and money.
Effectively evaluate new growth opportunities with tech-enabled solutions
Since many Pharma Companies are yet to come on board with the whole digital aspect, the ones already adopting it can stay ahead of their competitors. Online work also enables one to analyze data effortlessly and make statistically sound decisions so that the business is positively impacted. Ad campaigns can be designed by analyzing available data to gain maximum response (Doceree's AI-enabled platform helps achieve the same).
The more one gets used to the idea of Healthcare digital marketing, the content strategy too becomes extremely important and indispensable. Having an SEO strategy in place; having a website that is compatible with phones; conducting surveys to ensure best practices; posting images and videos; email marketing; digital ad campaigns - these are all the things that enhance the web presence of any firm or organization.
By using digital marketing platforms to reach out to Physicians, pharma companies can continue to cater to doctors' needs without actually hampering their job of looking after their patients. This method creates a fine line between a doctor attending to Pharma representatives and their patients.
The whole idea of digital medico marketing is to stay at the top of your game with a good plan, and it helps in a smoother transition from one level to another. A digital marketing strategy will immensely help in making decisions that otherwise can be hard to make. No matter how reluctant pharma companies were to use digital platforms, COVID-19 has left them with no choice. Traditional formulas alone could not work for now. Therefore, it is safe to say that digital marketing to healthcare professionals is the need of the hour.
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