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New Multi-Marketing Channel Strategies
Datamonitor, Aug 2009, Pages: 57
The future of Pharma marketing lies in using new marketing channels such as social media intertwined with traditional marketing practices to create a multi-channel marketing mix. However, online brand promotion through social media is more effective for targeting patients than physicians, indicating direct marketing tactics to physicians through social media should be limited.
Scope
- Provides an overview of the reasons behind the need for new marketing channels
- Explores the different channel mixes used to reach the pharma industrys diverse customer base, both patients and doctors
- Examines the use of online social media technology and uses in-depth case study analysis to examine the pros and cons of each marketing channel
- Evaluates the future of online technology and how it can be used by Pharma marketing teams
Highlights of this title
Social media is an excellent communication medium for pharma companies wishing to interact with patients, incorporating both disease and product information. The informal relaxed setting suits the more emotive informational needs of patients.
The key for the industry now is to strike the right balance between use of new media tools and deciding which aspects of traditional marketing strategies should remain or can be modified to suit todays marketing environment.
Using online technology such as eDetailing is the most effective online marketing tool for physicians, and can be used to create an effective closed-loop marketing strategy as part of a viable and sensible approach to successful physician marketing.
Key reasons to purchase this title
- Understand why marketing practices in the pharmaceutical industry is changing
- Access actionable recommendations through case study analysis on the appropriateness of eMedia strategies towards different target audiences.
- Identify future models that Pharma companies could consider replicating going forward
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