2023 is just around the corner. To enter the new year on the right foot, it is important to be on top of the latest digital pharma marketing trends. This will not only help you stay on top of the competition, but it will also allow you to adapt to your target audience’s needs and preferences.
From data to omnichannel and video, dive on in to learn which are the digital pharma marketing trends of 2023.
Data, data, and more data in digital pharma marketing
2023 is the year not to ignore the power of data in your digital pharma marketing strategy. The pharma marketers who make data part of their activities will only have to win. In truth, 89% of marketers surveyed by Hubspot are already planning to increase their investment in data analytics. Why?
Through data, you can:
- Reach your target audience more easily and effectively;
- Create more effective marketing content;
- Understand which marketing strategies to adopt, and that better meet your audience’s needs;
- Increase the ROI of your marketing efforts;
- Prove the value of your marketing activities.
All in all, with the digitalization of pharmaceutical marketing, data becomes an inherent component of success. Data enables you to develop a strong awareness of where and how your key stakeholders consume information online. Furthermore, it helps you pinpoint your target audience’s pain points that will guide your whole content marketing strategy.
Taking action on omnichannel
Enough of the omnichannel talk? Not really.
Omnichannel marketing is more than a buzzword. It is an approach that is fundamentally changing the digital pharma marketing landscape. Therefore, defining how companies in the field develop long-lasting, meaningful relationships with key stakeholders.
“The need for personalized, dynamic experiences powered by collected, synthesized data and automated by advanced technology will continue to increase in 2023” – Eversana, “What matters most: The trends that will shape pharma marketing in 2023” report
As physicians and patients spend more time online, their demands grow. As digital users, these expect brands to deliver the right content, at the right place and time. They are already accustomed to these interactions from other industries, such as entertainment and travel. Now healthcare and pharma need to fully embrace this new journey in digital pharma marketing.
So, 2023 is the time to take action. And you can start doing it by making use of the unique data that you have been collecting. If you haven’t got a comprehensive understanding of who your target audience is, then, now is the time to do it.
Once you know who your target audience is, it is time to look at the industry and see where action can be taken. According to the latest report by Eversana, there are two data siloes that could really benefit from the action of pharma marketers:
- Telehealth – You should face it as an opportunity to leverage your authority, but also integrate the data collected from it into your omnichannel plans.
- Patient services – Your omnichannel experiences should extend to patient services. Integrate your insights collected from your interactions with both HCPs and patients, and put that knowledge toward your engagement initiatives.
All in all, 2023 should be the year you focus on driving personalized, dynamic experiences that are supported by your collected and synthesized data.
Embracing health equity
Health equity has become a great concern within the healthcare industry in the past couple of years. In 2023, particularly with the negative impact of the post-war economic crisis, it is important pharma companies make equity in health a priority. But how does this fit into pharma marketing?
Health equity is all about reflecting on the disparities in access to healthcare, with determining factors such as socioeconomic status conditioning communities. To advance health equity is to be a part of the change in how the pharmaceutical industry communicates with patients.
The truth is that people in pharma marketing are talking about health equity but are doing very little about it. But 2023 is the year to overturn this.
Most marketing activities are taking place digitally – starting there already puts you in a good place to drive change. Carefully tailored content that takes your audiences’ location, and socio-economic circumstances can spread equity in access to health information, for example.
Yet, your actions should also go beyond this and actually address health equity. If you look back on the equity gaps in health from the past years, you can then reflect on it on the work you create. It is important you let your audience know that you are aware of the existent problems in access to healthcare.
Leveraging the use of video
You’ve come across the importance of video to today’s digital pharma marketing practices. You must also know that there is work and consideration to put towards this. In other fields of business, already 86% of marketers have declared to be using video in their marketing strategies. Some pharma companies are included in these statistics. But not most.
Why should you thoroughly consider video in 2023? Video in pharma is a particularly valuable tool because:
- It helps boost website traffic;
- Increase physician and patient engagement;
- Level up the impact of your interactions; and
- Generate more qualified leads.
For this, and more, in 2023, 21% of marketers are planning to leverage short-form video content and make it part of their marketing strategy.
In pharma, medical videos are particularly valuable. Videos are a flexible, highly-engaging content format that you can easily include in your:
- Meetings with physicians;
- HCP portals;
- Webinars or conferences;
- …and a lot more!
At BlueNovius we help pharma and life science companies integrate our medical videos into their physician and patient education strategies. Learn more about PubExplainer and MedExplainer by booking your free demo today!