Pharmaceutical advertising and product promotion today is a complex process to consider. Not only are there regulation variables but also the challenge of tailoring your ads to specific, yet diversified, groups of people. So, pharma marketers now have the possibility to use online advertising and direct it toward these niches.
Dive on in to learn more about 5 different ways to advertise your pharma products online.
Pharmaceutical online advertising: 5 ways to do it
Online pharma advertising is becoming increasingly varied. Pharma companies can advertise their products through a varied set of media channels so as to reach people more easily than traditional media ever could.
See below our 5 main tools that pharma can use to advertise its products.
#1: Explainer videos
Video marketing as a whole is a powerful and impactful way to capture the attention of a diversified online audience. After all, is there a better way to present information than through a symbiosis of visuals and sound?
Explainer videos are a favorite among many online users. Pharma companies can use these videos to simplify complex themes for a variety of audiences. It can go from the effects of products on the body to manufacturing processes. Moreover, this video format can be used for specific campaigns and events prioritized within the organization.
It’s becoming easier and easier to distribute video content through many online channels, not to mention the powerful effect that animated videos can have in explaining a complex topic. Showing a theme helps a viewer have a better perception of it than reading about it. Hence, video content is a huge opportunity for pharma.
You can see some video examples from RedNovius. Our company has two explainer video services available: PubVisual and PatientVisual. PubVisual is a proper format for HCPs and other professionals working in the healthcare sector. PatientVisual, on the other hand, is more directed to patients who want to have a better understanding of their condition.
#2: Third-party editorial content
This format managed to adapt well from traditional media to online strategies. Third-party publications and magazines that adapted successfully to the digital sphere have successfully transferred to this communication channel.
Because these entities are trusted, leading healthcare professionals to subscribe to them, this can be a powerful partnership to establish. Their content is editorially based, not to mention that it’s supported by advertising.
What can this mean for a pharma company’s product? The fact that being featured in such a channel can significantly increase the reach of a product or treatment. Not to mention the fact that the audience is highly targeted.
Similarly, having a KOL (key opinion leader) or a DOL (digital opinion leader) speak about his/her experience with a certain pharma brand can have a great impact on a pharma company’s reputation and visibility. Even in the online sphere, partnerships matter, especially for those who project a certain product.
#3: Blog articles
Blogs are still “in,” even in pharma. Many articles online have a unique approach to a variety of topics within healthcare. From more specific themes to more modern ones, there’s no doubt that “how-to” content is popular in this sphere. This format can generate many views and create a call to action for readers.
Many of these contents even contain factual information supported by statistics and several perspectives from professionals. Regardless of the stage at which a potential buyer might be in the client’s journey, these contents have proven to attract much attention.
How-to articles can also provide useful information such as tools for completing a task, steps to be taken in that direction, and sometimes the predicted outcome of these actions combined. These are very valuable pieces of content from an SEO perspective, especially if you’re speaking in the same manner as common search queries.
#4: Google Ads
Similar to social media advertising, Google provides a variety of advertising options. It’s now a favorite tool for many pharmaceutical advertisers who know the tendencies of their target audiences all too well. The audiences targeted by pharma tend to be capable of conducting independent research. Frequently, their primary option begins with search engines such as Google.
For many who’ve worked with this service, search ads are a viable option for users searching for themes related to a certain product or service. They are the most common search campaigns marketed to B2B audiences to address what they might be searching for.
Just a reminder: The tight regulations vary from country to country and from continent to continent, constituting Google’s policy regarding pharma ads.
Surprisingly, for many B2B sectors, podcasts are becoming a popular option. The main difference between a webinar and a podcast is multimedia. Podcasts may only contain audio, but in pharma, organizations can use them for educational purposes, just like educational videos.
The podcast format is becoming more relevant in healthcare. These feature an educational or instructive session with interactions between the speaker and attendees. The best part about a podcast is that you can save it and consume it later.
In pharma, podcasts are slowly gaining relevance since there’s a door opening into the discussion of a certain topic. For those who prefer to listen to content rather than read it, podcasts hit the spot.
One can release them on a weekly, biweekly, or monthly basis, and the conversation can extend to the guests. This way, companies pave the way for discussion and explanation, strengthening their brand’s positioning in the market.
A few things to consider regarding B2B pharma advertising
Above are some of the main ideas for B2B pharma advertising. There are more options than many brands can offer. However, marketers must consider regulations depending on the location of their company. Not only that but also the B2B nature of pharma might influence the decision to opt for some of the options above.
Depending on the target audience of each brand, some of the tactics above may produce faster results than others. The good news is that the online sphere is evolving year by year. More and more captions for advertising pharma products will come to light soon and help more companies establish a strong, sustainable digital presence online. Digital marketing is also a matter of testing several tactics to see what works, so brands have a lot to experiment with and learn from in the process.