Top Tactics Used in Pharmaceutical Marketing

By: Amanda O’Hora, Ajay Keshava

As healthcare is continuously evolving, pharmaceutical companies are searching for innovative tactics to engage healthcare professionals (HCPs). As sales representatives are being turned away, and the traditional “door-knocking” selling model changes, new pharmaceutical marketing solutions are needed for life science companies to reach HCPs more effectively. At Magnolia Market Access, we’ve identified several pharma marketing tactics that have proven particularly successful in generating “needle-moving” impact with HCPs in today’s market.

Implementing an Omnichannel Marketing Strategy

Market research has shown that utilizing an omnichannel marketing approach can significantly increase engagement rates and results in more interactions with HCPs. This methodology ensures a seamless and consistent messaging experience across all channels.

  • Combining the use of direct “leave-behind” mailers with digital and email campaigns
  • Reaching HCPs through media platforms, such as LinkedIn and Doximity
  • Conducting virtual and in-person events allows HCPs to engage more freely with their colleagues

Content Marketing with Thought Leadership

Thought leadership through authoritative, credible, and scientifically backed content is a highly impactful method to engage HCPs through:

  • Collaborating with key opinion leaders (KOLs) to develop impactful content
  • Publishing in respected medical journals or submitting white papers to professional societies
  • Hosting expert-led webinars, podcasts, symposiums, or conference panels

Tailoring Digital Content

Creating relevant and customized digital content is a powerful tactic since there is an increasingly high amount of HCPs turning to digital platforms for information. This approach has become more important now than ever through:

  • Customizing content to target specific professional specialties, interests, or common challenges
  • Using digital data analytics to identify individual HCP preferences and online heat mapping
  • Delivering content through preferred HCP channels, such as email, clinical apps, or directly from company websites

Immersing HCPs Into Educational Experiences

HCPs are generally thirsty for clinical knowledge. They value educational content that enhances their professional skills and keeps them up to date within their respective specialties. Whether it’s continuing education or a conference breakout session, interactive experiences can provide key knowledge about a treatment through several marketing channels, such as:

  • Webinars and virtual conferences: thought leaders around the world can lead in-person, hybrid, or virtual sessions
  • Interactive case studies and simulations: leveraging augmented reality (AR) and virtual reality (VR) for data visualization or patient journey understanding
  • Gamified learning experiences: fostering competition with leaderboards, badges, and ranking systems

Leveraging Social Listening

Social listening is the process of monitoring digital conversations of providers and has become an indispensable marketing tool for pharmaceutical companies. By monitoring online conversations, companies can stay ahead of the curve by:

  • Identifying emerging trends and the most common concerns of HCPs
  • Gauging HCP sentiment around specific treatments or diseases
  • Detecting emergent adverse events and safety issues early

Engaging Key Opinion Leaders (KOLs)

Collaborating with KOLs remains a tried-and-true tactic for pharmaceutical marketing and increases credibility among HCPs. This approach, however, is continuing to evolve. These areas can include:

  • Identifying, through social listening, HCP Digital Opinion Leaders (DOLs) who are influential in their online spaces or therapeutic specialties
  • Partnering with KOLs to cocreate educational materials and content targeted to therapeutic specialties
  • Create platforms for KOLs to share peer-to-peer insights and engage with other HCPs, such as speaker sessions or conference panels

Leveraging Artificial Intelligence (AI) and Machine Learning

AI and machine learning allows for more precise HCP targeting with more relevant content. Some of the methodologies include:

  • Predictive analytics for HCP behavior and preferences
  • Automated content recommendations
  • Real-time optimization of marketing campaigns

Ensuring a Mobile-Driven Approach

Considering what is continuously in front of HCPs, adopting a mobile-first approach with smartphones and tablets ensures pharmaceutical companies have accessible and on-the-go content.

  • Creating mobile-optimized websites and apps that fit any screen size
  • Leveraging content formats that enhance mobile marketing, such as short videos and infographics
  • Implementing mobile-friendly communication tools

Implementing a Diverse Pharmaceutical Marketing Strategy

These are some of the top marketing strategies pharmaceutical and biotechnology marketers can utilize to optimize their outreach. By implementing the right combination of these tactics can completely change the HCP perspective of a particular therapy. Success boils down to understanding the unique needs of HCPs and implementing key tactics to provide value, trust, and, ultimately, improve patient outcomes as more informed and engaged HCPs. For more information or a targeted market assessment, please reach out to our team at Magnolia Market Access.