8 Pharmaceutical Marketing Tips and Ideas for 2022

When it comes to pharmaceutical marketing, it is important to have the right strategy in place to maximize visibility and stand out from the competition. It is therefore essential to develop a multichannel approach that generates interest and visibility and helps build or consolidate brand trust.

We have compiled a number of online medical marketing ideas to help you stand out in 2022.

But before we get into the details of the ideas and the channels we recommend for a successful omnichannel marketing strategy, let’s briefly define what healthcare marketing is and how it differs from other industries.

How is pharmaceutical marketing different from other industries?

The healthcare and medical sector is one of the most regulated and therefore it is necessary to take into account the restrictions and requirements of this industry when creating an online advertising strategy.

Promoting the products and services of companies in the pharmaceutical sector requires a special strategy that can be developed in several channels, as long as the requirements of pharmaceutical marketing and its differences from traditional advertising are taken into account.

Below are a number of ideas and tips to help define a winning strategy and reach a wide audience, whether healthcare professionals or end users of products and services.

  1. Segment the target audience
    How a company chooses to communicate, whether in the pharmaceutical, medical device, or other industries, is largely determined by its target audience and how it plans to reach them. Taking the time to define who that audience is and what motivates them is key to developing an effective marketing plan. Getting the audience segmentation right, based on common characteristics such as geography, buyer type, interests, etc., is an extremely important element in establishing a successful marketing strategy.
  2. Implementing a SEO Strategy for Pharmaceutical Marketing
    An effective medical SEO strategy will help generate traffic from Google and other search engines and improve rankings for specific keywords related to the industry. The SEO strategy should include a detailed plan that includes the key pillars (among the more than 200 ranking factors recognized by Google), including content marketing, link building, and technical SEO. Hiring a pharmaceutical marketing agency with SEO expertise to ensure your company’s website is truly optimized is an investment that can help you achieve your defined marketing goals.
  3. Maintain an active blog
    For any business, regardless of industry, having a blog can be a great marketing tool that can have a significant impact in terms of awareness and traffic, as it allows for a much wider range of keywords to be covered compared to landing page content, which is usually designed to communicate a much more direct and simple message. A blog also helps the brand position itself as an expert in its field, providing an opportunity to demonstrate its knowledge and identify itself as an authority, as well as being an effective means of engaging in a conversation with the brand’s audience. Another option, in the event that maintaining an active blog is complicated, can be the creation of a news section to present important company news and recent press releases that mention the brand. This signals to users and search engines that the brand is active, builds trust, and ensures that new content is indexed.
  4. Run paid traffic campaigns with Google Ads
    Google Ads is a fast, efficient, and scalable way to reach your target audience. Paid advertising allows you to show your services or offers in specific locations in search results or with search and display ads, and remarketing allows you to “recapture” traffic that was not directly impacted on the first visit by showing specific ads only to people who have already visited your site or performed a specific action on your site.
  5. Email Marketing
    Email marketing campaigns are sometimes the big forgotten part of an omnichannel strategy. But the possibility of segmentation offered by this tool is unique among marketing tools, and a newsletter targeted to the right audience can bring excellent results, in addition to helping to connect with the audience either for informational or promotional purposes.
  6. Open a channel of communication with the public through social networks
    Social networks, whether professional ones such as LinkedIn or “mainstream” ones such as Instagram or Facebook, are the privileged place to connect with the public. Both the end consumer and the medical or pharmaceutical professional use them. For healthcare brands, it is important to be able to maintain an active conversation with their own audiences through social networks, which are also an extraordinary tool to generate greater trust in the brand, either by generating brand awareness or by positioning themselves as an authority on certain topics.
  7. Develop a professional website
    Having a professional, well-designed website that meets usability and user experience standards is critical to creating a solid first impression and laying the foundation for all of your medical digital marketing efforts. Engaging the services of a pharmaceutical advertising and marketing agency to redesign your website could help provide the final push for more traffic, visibility and leads.
  8. Tracking and Reporting
    Installing Google Analytics script on your website to track traffic and see the evolution of quality and quantity metrics on visits is critical. This will help you make better marketing decisions and allow you to understand if the traffic you are generating is having a significant impact.

If you need help implementing these ideas into your pharmaceutical marketing strategy, don’t hesitate to contact us.