Growth marketing for healthcare is an area of focus that often goes neglected. Every pharmaceutical business requires a strategic and dedicated marketing blueprint, one that keeps evolving with the growth of the business as well.
It should have sizable flexibility for staying in sync with market circumstances and other disruptions as well.
The key objectives of healthcare marketing strategies would be scaling up brand engagement and awareness, building a reputation for reliability and trust, communicating information about new treatments and pharmaceutical product launches, and so on.
Of course, the end goal is also higher visibility, revenues and sales, along with ROI.
Here are some best practices for pharmaceutical or medical marketing which may be followed for enhancing growth across diverse channels/verticals:
Are you marketing for doctors? Or are you marketing for a retail consumer base? You should first define your audience before embarking on pharma and healthcare digital marketing drives.
What are your core objectives? Is it penetrating deeper into the market? Is it the promotion of existing treatments and drugs for a newer market? Is it the introduction of new treatments or drugs? Is it otherwise diversifying, i.e. retailing newer treatments or medicines for a wider audience? Chalk it out before starting off.
Once you build your USPs, selling and marketing products will be easier. Create differentiators based on product quality, service, and overall track record, pricing, fulfillment timelines, and other parameters.
Ask questions to your target audience. Get their insights to learn more about their needs and preferences. Also do your homework on the communication platforms used by your target audience, the emerging trends in the market, the experience you wish to build for this audience, and differentiators from your rivals.
These metrics may include average revenues, non-prescription sales, overall profits/revenues/sales, and more.
You should have measurable KPIs including the new contract figures, monetary values, number of leads qualified/engaged, net sales figures, revenue growth, operational cash flows, retention figures, and percentage of market share.
Other indicators include traffic to your website, SEO rankings, rates of conversion, and overall engagement on social media.