Report Hive Published a New Report Title “Evolving Pharmaceutical Marketing Strategies:
Digital as a Key Component of Multichannel Marketing” on its Market Research Database
The pharmaceutical field has always experimented with and adopted
technology to provide medical advancements, leading to robotic surgery
systems, gene therapies, stem cell treatments, next-generation synthetic
limbs and cameras that can be swallowed. However, it has been much slower to
adopt new technologies in its marketing efforts, mostly relying on
traditional channels and methods (Niemi, 2015). However, the decreasing
effectiveness of these channels – given changing physician, patient and
consumer trends in today’s increasingly digital society – is forcing an
evolution of marketing strategies.
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Certain digital channels and marketing methods have traditionally been
perceived as too risky by pharma marketers, such as social media, Big Data
for personalized targeting, and programmatic advertising. However, effective
implementation of digital marketing, in conjunction with traditional
channels in an integrated multichannel marketing strategy, has the ability
to expand marketing reach, increase audience engagement, provide higher
return on investment (ROI) and improve methods of tracking ROI for
While the challenges and risks posed by new channels and overhauls of
traditional processes are very real, the pharma industry can no longer
ignore these channels, given the widespread advantages they can provide. It
should look to minimize the risks through best practices and guidelines.
Key Questions Answered
* What factors are driving change in the traditional pharma marketing
* What is a multichannel marketing strategy? What are the benefits, and
how can they be implemented effectively?
* What are the different digital marketing strategies that pharma can
utilize in order to keep pace with changing needs, and maintain ROI? How can
these be implemented effectively?
* What are the main challenges and risks associated with digital marketing
methods, and what are some potential solutions and approaches to overcoming
* What digital marketing strategies and campaigns have been employed by
pharma in recent years?
* What are the key strategic recommendations and guidelines for digital
marketing as part of an integrated multichannel marketing strategy?
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