In this series, HealthLink Dimensions examines the effects of the COVID-19 pandemic on the pharmaceutical industry and what it means for the future of pharma marketing.
At the beginning of the pandemic with in-person visits coming to a standstill, we saw many shifts in the way that pharmaceutical brands were conducting their B2B sales and marketing strategies. Brands were moving to digital targeting using Non-Personal Promotion (NPP), or a method that pharma brands use to reach healthcare providers on cost-effective mediums that they use regularly to achieve omnipresence, like programmatic and email.
The way that pharma brands market themselves isn’t the only thing that’s changed. The pharma industry’s reputation and consumer trust levels have soared due to their response to the pandemic and integral role in finding a vaccine for COVID-19. But this time last year, pharma was ranked as the least regarded industry in American business sectors, with Americans twice as likely to have a negative view of the industry than a positive one. However, since the beginning of the pandemic, 40% of Americans say that pharma’s reputation has improved.
With all eyes on pharma, it’s imperative for marketers at pharma brands to continue to revise and implement their NPP strategies during this crucial time in healthcare. Here’s why it’s so important and how to effectively convey your message during pharma’s comeback:
“40% of Americans say that pharma’s reputation has improved since the beginning of the pandemic.”
Impact of Pharma
While pharma brands are in the weeds working toward a vaccine for COVID-19 and their reputations are holding strong, healthcare marketers have a unique opportunity to establish brand credibility and trust that will long withstand the pandemic. Pharma companies can craft their marketing message now to reflect how they played an integral role during the crisis and their plan for the future.
Pharma Meets Telehealth
As the reputation of pharma companies has increased during the pandemic, so has the use of telehealth services for patients and prescribers and partnerships between pharma companies and telehealth service providers. With less access to conduct B2B business, 70% of prescribers say that they will continue to engage with healthcare brands through digital means, and 60% say that they are open to interaction online with salespeople. In fact, 34% of physicians say that they now prefer to engage with manufacturers virtually. Pharma brands need to use this time to put an effective marketing plan in place and establish brand partnerships that will position them for success after the pandemic.
Higher Reach, Lower Cost
Even in a post-COVID world, the pharma industry should continue to use diversified strategies. Why? Because digital solutions like email and programmatic provide effective targeting with higher reach at a cost-effective price point and can be used to maximize long-term ROI.
“34% of physicians say that they now prefer to engage with manufacturers virtually.”
NPP Marketing Solutions with HealthLink Dimensions
Implementing an effective NPP strategy can be challenging for pharma companies. They need to keep it personal, be able to prove ROI, and ensure they are reaching the correct audience, which is where HealthLink Dimensions comes in.
There’s never been a better time to rethink your B2B marketing strategy. If you are a pharma brand and would like to learn more about how our email database, email deployment, or programmatic targeting solutions can help with your NPP strategy, fill out the form or contact us!