{"id":7836,"date":"2022-09-27T10:00:00","date_gmt":"2022-09-27T10:00:00","guid":{"rendered":"https:\/\/www.rednovius.com\/?p=7836"},"modified":"2022-10-07T14:45:32","modified_gmt":"2022-10-07T14:45:32","slug":"pros-cons-of-b2c-markeitn","status":"publish","type":"post","link":"https:\/\/www.rednovius.com\/pros-cons-of-b2c-markeitn\/","title":{"rendered":"Pros & Cons of B2C Marketing"},"content":{"rendered":"\n
<\/div>\n\n\n\n
\"B2C<\/a><\/figure><\/div>\n\n\n\n
<\/div>\n\n\n\n

Direct communication with the end-user (patients) is a recent reality in pharma, which has given rise to the adoption of B2C marketing practices as a way to respond to the digital shift occurring in the field.<\/p>\n\n\n\n

The US has been precocious at the start of its direct relationship with the consumer, showing the first signs in 1997. However, this has just gained great relevance with the dissemination of the Internet and the population’s digitalization. This, in turn, is leading to a more demanding customer base that seeks meaningful connections.<\/p>\n\n\n\n

Considering these changes in the industry, this article will explore the pros & cons of B2C marketing in Pharma.<\/p>\n\n\n\n

<\/div>\n\n\n\n

B2C Marketing – What is it?<\/h2>\n\n\n\n
<\/div>\n\n\n\n

B2C marketing is a strategy adopted to establish direct communication with the end-user of a product. It further shifts the focus away from big corporations and businesses as the primary stakeholders.<\/p>\n\n\n\n

This approach follows an ongoing conversational journey with the consumer. This, in the long run, intends to establish a strong link of familiarity and trust. It can be done on a daily or weekly basis. Thus, it depends on innovation and the adoption of personalized strategies. The ultimate aim is to effectively respond to an end user’s needs, preferences, and interests.<\/p>\n\n\n\n

In essence, B2C marketing is about staying up to date with the latest advancements and trends in the field<\/strong>. Information and product consumption habits are critical to the success of these efforts.<\/p>\n\n\n\n

<\/div>\n\n\n\n

A journey in Pharma… <\/h4>\n\n\n\n
<\/div>\n\n\n\n

B2C marketing\u2019s journey in Pharma has been shy. Firstly, due to a reluctance to accept an imminent digital shift. And then, because of tight regulations that restrict direct communication with the consumer. Nonetheless, its path in the US pharmaceutical industry has been a fruitful one.<\/p>\n\n\n\n

Already in 1997, pharma companies were gravitating towards a more B2C model of marketing. That has just been further catapulted by digitalized modern-day consumption habits. This, in turn, has placed consumers at the center of the attention of all communication efforts.<\/p>\n\n\n\n

Present-day society is a hyper-connected one that contrasts with those that preceded it. In the US alone, there are over 200 million mobile internet users, and a further 90.8% of overall consumers of the same (Statista<\/em>). These figures are expected to reach 94.2% by 2024. But what are the true consequences of these statistics?<\/strong><\/p>\n\n\n\n

With easy access to a myriad of information at the tip of their fingers, US patients are now more well-informed than ever before. Concern for wellness and health has skyrocketed. And online search engines have become the first resource for starting a treatment journey. In 2021, 39% of US adults surveyed by PatientsLikeMe declared they would use search engines to begin their online search.<\/p>\n\n\n\n

Patients usually look online for:<\/p>\n\n\n\n

<\/div>\n\n\n\n