Pharma’s growth relies not only on medical professionals but also on patients. Gen Z is a part of these consumers that demand personalized care. And access to the right informative tools. So, they can take active participation in their own health and wellness.
Gen Z makes up now 25.9% of US society. They, then have an influential role in information consumption and product acquisition. This is a generation less loyal to brands. Yet keen on the new technologies in the field. Thus, this is a cohort worth considering in pharma marketing.
The question is, can Gen Z be a new target in Pharma and how can we respond to its needs?
Pharma’s target audience
There are two main groups that are part of Pharma’s target audience. These are medical professionals in the different fields of medicine and patients.
Medical professionals are active participants in the field. They have to keep up with the new innovations to provide patients with the best possible care. Pharma companies must, then, target the attention of these consumers toward their products while offering valuable educational opportunities.
Engagement with medical professionals happens through:
- Face-to-face interactions;
- Email; and
Patients are the end-user of your product. So, they are an integral part of Pharma’s target audience. They demand more and more from their doctors. But they also show an interest in taking active participation in their own health. Perse, patients desire to be part of the decision-making process. And, for that, information-packed marketing strategies are of value.
Engagement with patients happens through:
- PPC ads;
- Pop-up ads;
- TV commercials;
- Radio advertising; and
As the Internet proliferates, Pharma marketers are moving further away from traditional advertising practices. Embracing, then, digital alternatives. In that way, rapid response to the growing demand from patients could happen. And continuing engagement is provided.
Pharma is moving towards a definite digital shift. Marketers have now to adapt to different circumstances and practices. But also to a different audience. One born out of the digital era. Gen Z. It is time to explore the opportunities in this new target audience.
Gen Z: What is it?
Gen Z is a generational cohort comprised of people born between the late 90s and early 2010s. This is a generation brought up by technology and online information. Which has turned it into digital natives.
Unlike millennials and their predecessors, Gen Z is an educated cohort. In 2018, already 57% of young people were enrolled in college. This shows that this is a more informed group of people. Fact-checked information and first-hand feedback are of value. A means through which to be active participants in their lives.
According to ZeroCater, 30% of Gen Z relies on real customer experience to get information on a brand, while 19% seek the opinion of online influencers.
In the US, Gen Zers make up 40% of U.S. consumers. Being surrounded by information, they tend to be less loyal to a specific brand, displaying, in that way, a disposition to experiment with new products and technology. During the pandemic, these proved to be the first to join the trend of telemedicine. For example, 41% of these young people preferred telemedicine over in-person appointments with their HCPs.
Gen Zers value their well-being. So, they want to take active participation in their healthcare and treatment processes. By having this disposition and being technological, Gen Z is a valuable target in Pharma.
Pharma marketers, must test and learn through the possibilities of digital tools. While young people provide resourceful feedback. That adds value to a company’s products and services.
How to make Gen Z part of pharma marketing?
Gen Zers are digital natives. And so, they are more likely to consume information that is available online. That is the starting point for inviting this group into your target audience.
There are different digital tools worth considering. Some of them are:
- Mobile apps;
- Email; and
The opportunities are endless. And as you test them, you will be able to tailor your service and approach better to your audience.
What about video?
Video is a particularly valuable tool. Including it in your marketing strategy will help you make Gen Z part of your target audience. Why?
The human attention span is now only 8 seconds. Within these, people strive to find the necessary information they need. At the highest quality, in the easiest and shortest manner. Video has, then, grown as a valuable digital tool. That allows pharma marketers to increase engagement and generate possible new leads.
By being the generation of the digital, Gen Zers are adept at video as a learning and informative tool. For instance, in 2018 85% of young people said that they watched at least one video per week to learn a new skill. Studies in the field have shown that when sharing a video, viewers absorb 95% of the information.
So, because young people are online, it is there that you ought to target them. Including a video in your digital strategy will add value to your brand and product. This means you strengthen your credibility as an ambassador for quality and innovation. While increasing sales.
In 2021, 88% of people inquired by Wyzowl concluded that video convinced them to choose a product. Pharma marketers defended that video helped them increase traffic and generate new leads. Thus, explainer videos constituted one of the field’s popular choices in 2021.
Explainer videos pick up on your complex data and make it easy to understand. Attracting, then, patients to your brand.
Video may sound daunting at first. The cost and processes appear complex and time-consuming. PatientVisuals is here to help and make your journey as hassle-free as possible while allowing you to better target your audience. All through 2-minute videos that will turn your information into a memorable experience. Book your expert session today.
Pharma has gone digital, and so have young people. Online platforms are the way of the future, where Gen Z plays a vital role in motivating change. It is, then, vital not to neglect an audience that is resourceful and disposed to technology. Gen Z can be a valuable new target audience that will equip you with the right tools to test and learn. This will help you make your product and service stand out from the competition.