5 Proven Ways to Market Any Healthcare Brand

With the world going through several socioeconomic challenges, marketing to physicians is another task in itself. The whole game of pharmaceutical drug marketing strategies and tactics can seem like a complicated and daunting job. Still, there are certain fundamentals and proven ways to market a healthcare brand. Here, we discuss five such elements:

• Professional Marketing

This kind of marketing flows from inbound physician networks, wherein, healthcare professionals from various specialities communicate and discuss healthcare brands having analysed, tested, and used their products or services. Whether the channel is primary or secondary in nature, professional marketing has to be kept in mind when pharmaceutical companies design strategies for marketing to physicians. Digital marketing in the pharma world does not target one specific doctor or speciality. Therefore, spreading a positive message about the brand is necessary.

• Digital marketing

Digital marketing is of the essence considering how pharmaceutical companies have moved online post the pandemic. For instance, programmatic marketing platforms like Doceree (the first global network of physician-only platforms) enable pharma companies to do branded healthcare marketing to physicians. In fact, during Covid-19, many pharmaceutical companies advertised their products online, so that they do not face any bottlenecks or interruptions in reaching out to physicians.

• Branding

Branding is nothing but how a brand differentiates itself from its competitors. Pharma companies have to use robust branding techniques and strategies so that they can best catch the target physicians' attention. Having good content, sharing relevant information, displaying eye-catching ads, etc. have to be deliberately worked upon for branding to be impactful.

• Email marketing

Multiple emails are sent to Physicians on a regular basis to keep them updated about various kinds of medical innovations and advancements. Pharma companies also send product and service-specific mails for higher engagement rates. Earlier, these emails were rarely opened and they mostly ended up in the promotions tab or in the spam folder.

However, with the advent of programmatic email advertising, physicians are seeing information that interests them, and the click-through rates have increased due to the same.

• Programmatic Advertising

Pharmaceutical companies these days use programmatic marketing and advertising to hyper-target Physicians. Relevant data is collected on the basis of which the Physician audience is segmented and shown advertisement content that holds some meaning/context with respect to their field of expertise. It is a much more sophisticated, practical, and time-saving method that fetches positive results.

Physician-only platform Doceree enables pharma companies to run digital ad campaigns and analyze its results in real-time. Its proprietary artificial intelligence engine, ESPYIAN, helps with data segmentation and analytics. It identifies and verifies physicians so that there are no repetitions of physician profiles. This further facilitates precision targeting.

In the pharmaceutical world, the potential for marketing, sales, and advertising rely on how effortlessly a pharmaceutical company drives its campaign. The quicker they get the response, the higher the competitive advantage they have. Though these five methods are effective, it is also true that the healthcare industry is a very competitive space. With the 'new normal,' pharma companies need to develop newer methods to get the desired results.