Given the increase in advertising in recent years, the pharmaceutical industry has had greater interest in promoting its brands and this has brought positive results for the population, since connecting with the audience on a topic such as health is essential for the care of this .
On the one hand, we have the increase in advertising spending and, on the other hand, the objectives and strategies that those of us who are dedicated to marketing and advertising have applied to the industry.
Marketing tactics have not changed much and one of the main objectives is:
- Create awareness
- Acquisition of new clients
- Health promotion
How to know if a marketing strategy is working?
The most effective way to obtain results from a strategy is through metrics, as they are the ones that help brands determine the function and provide information that is used to create future campaigns.
All the information obtained thanks to the metrics will allow us to show the impact that marketing and advertising produce.
content marketing trends
Content marketing is a priority for a work team, encompassing multimedia formats and becoming more interactive and accessible today.
The most vital thing for a brand is to show authenticity in the way they advertise, highlighting formats that help them stay on top of interactions.
Thanks to a study carried out by Hubspot, the following data was obtained:
- Video is the most used format at the marketing level
- Short video platforms like TikTok and Instagram Reels are the fastest growing
- The most effective content is interactive and fun
What will happen in the future?
As is known, the pharmaceutical industry has many regulations, but it is important to know the formats that users like to see in order to adapt them to our strategies.
Times have changed and it is essential to know that, in addition to the digital approach, we must pay attention to what the audience asks for. Data is important, but it is necessary to have control of it in order to use it responsibly and benefit our target from what we obtain.
These trends applied to health can change many needs in the industry, but it is necessary to focus our attention on patient care, the simplest formats for the interest of health professionals to achieve success in the pharma area.
Sources:
Nielsen, annual global marketing report
eMarketer