BUSINESS

Pharmaceutical Marketing 101: 10 Ways to Sell Your Medicine Online

When you think of pharmaceutical marketing, it’s easy to think of those commercials that run during 60 Minutes.

You know, the happy commercials that show older people living life to the fullest while a voiceover goes over all of the side effects.

The pharmaceutical industry spends a whopping $6 billion on marketing, and another $20 billion to get the attention of doctors.

If you want to make a difference in sales for your medical products, you’ll want to keep reading. These are the top pharmaceutical tips

1. Know Your Audiences

The ads that you see on TV run during certain programs because they’re targeted towards a specific audience. They target older people who are likely to need that specific drug.

The fact is that pharmaceutical companies have two different audiences to target. On one hand, you have busy doctors that are hard to reach. On the other, you have to reach everyday consumers who don’t know much about medicine.

Each audience has different needs and pain points. You need to know what they are and create your marketing around them.

2. Understand Pharmaceutical Marketing Laws

Pharmaceutical marketing laws will be different between countries. Within the United States, the laws are governed by the Food and Drug Administration. The catch is that most of these laws don’t apply to over the counter drugs, medical devices, and supplements.

If you’re advertising prescription drugs, you must abide by these regulations or face stiff penalties.

3. Create a Strong Brand

Your brand is the central piece of your business. It’s how people identify and relate to your company. Novice marketers often confuse a brand with a company’s logo. A logo is part of the brand, but it’s not the whole story.

Your brand is the one or two words that people will use to relate to your business. You can distill your brand into messages that you incorporate into your marketing.

You also need to develop a visual representation of your brand. This is where your logo, website design, and marketing collateral come into play. These visual elements reinforce the meaning of your brand with your audience.

4. Use Social Media Wisely

Social media can be a great tool for pharmaceutical companies, as long as you use it wisely. Many pharmaceutical companies shy away from using social media because they fear they may violate the advertising regulations.

You want to work with your legal team on a strategy to stay within the law and get your message out there. For example, you can tell behind the scenes stories of the people who work at your company.

This can make your company seem very relatable and human.

5. Experts Can Build Trust

How can consumers be sure that what you have to offer is trustworthy? They’ll usually look for two signs. They’ll look for reviews and testimonials from other customers.

With prescription drugs, they’ll also look for testimonials from doctors. These expert stories can help build trust with your audience.

6. Be Useful to Your Audiences

Once you understand your audiences and their needs, it’s easier to know how you can best serve them. For example, your audience will look up their symptoms online and try to self-diagnose before they talk to a doctor.

You can position your company by providing in-depth information about certain drugs and common symptoms. For example, you can see this product page here that gives in-depth information about Albuterol.

That kind of detail is useful to consumers as they shop for pharmaceuticals online.

7. Don’t Forget About Direct Marketing

It’s easy to get swept away in digital marketing today. Yet, there’s a lot of value in direct marketing for pharmaceutical companies. Direct marketing can entail direct doctors visits,

8. Give Doctors Facts and Figures

You have to put your warm and fuzzy messaging aside when you talk to doctors. They’re busy, they’re smart, and they know it.

They have no desire to listen to warm and fuzzy messages. They want you to be direct with them. Give them facts, statistics, and key benefits. That’s it.

9. Go to Conferences and Trade Shows

If you want to build your network of doctors, you need to go to conferences and trade shows. This is a way to approach doctors while they’re away from the office. They’re more likely to be relaxed and listen to what you have to offer.

It also shows that you care about the industry, which can help you build trust and credibility with doctors.

One mistake that marketers and sales reps make after these trade shows is that they don’t follow up with leads after the trade show. You have to follow up because

10. Email Marketing as a Follow-Up Tool

Email marketing is a powerful tool because it allows you to stay in touch with your audience. With other forms of marketing, you have to reach them when they’re watching TV or surfing online.

Email marketing gives you more control because you have a captive audience. It’s important to build your email list by offering

You can then segment your list between doctors and consumers, and target each audience with relevant messages.

Pharmaceutical Marketing Tips to Get More Business

As a pharmaceutical business, marketing your goods and services can present unique challenges. You have to reach two very different audiences in busy doctors and everyday consumers.

These pharmaceutical marketing tips show that it is possible to be successful, but you have to know what the laws and regulations are. You should also have a plan in place to utilize these tips.

That will keep your content and brand consistent throughout your marketing efforts and generate major results.

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