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Empowering Pharma Marketing – The Mobile Aspect

May 12, 2017

Nowadays, Pharma’s success is no longer just about selling medications. Successful marketing relies on understanding and addressing the needs of the customer, who are demanding more and better personalized service. Building a relevant, two-way communication through every possible marketing channel is proving to be a winning choice for those pharmaceutical companies who are ahead of the game. Given the fact that, on average, consumers check their phones 150 times a day, Pharma can improve brand loyalty, customer experience and financial performance by focusing on the increasingly dominant mobile marketplace.

So, what exactly does mobile marketing bring to the pharmaceutical industry?

Sales Representative Support

With mobile devices available 24/7, pharma sales reps are able to maintain both timely and relevant communication with healthcare providers. A mobile CRM with an intuitive user interface and functionalities, such as effective offline access, can be a solution.

For example, to effectively approach a prospect, a drug rep usually has a plethora of personal information at hand, such as a number of kids, education, hobbies, prescribing preferences, etc., based on the data from health organizations. The ability to tap into that information wherever and whenever the need arises is a huge advantage to a rep making a contact.

Another good example of pharma marketing would be “detailmen” apps that provide comprehensive product information in a more appealing manner, such as specific product videos or clinical trial results with live feedback from a patient. The ability to share this important information while on a face-to-face meeting with a care professional can have a significant effect on their prescribing decisions.

Continuing Medical Education (CME)

Another trailblazer of pharma marketing is the delivery of continuing medical information directly into the smartphone screen. A particularly vivid example is the mobile platform offering the latest updated information on industry-specific content, such as videos, audios, publications, research, presentations, industry events, etc. It is no longer necessary for care providers to read volumes of paper in order to keep track of all the newest activities in the pharma market. Given the fact that 70% of internet use is now on mobile, learning through mobile is easy and commonplace, and moreover, it is one of the most cost-effective means for pharma companies to target CME for better brand awareness.

Better Brand Awareness Through Direct-To-Consumer (DTC) Ads

In the U.S., pharma companies spend approximately $4.5 billion annually on DTC advertising. Although different implications arise for consumers and the Food and Drug Administration, which is responsible for regulating pharma advertising, pharmaceuticals have built up brand awareness through DTC and a growing focus on digital.

With emphasis on innovation, pharma marketing has recognized the need in mobile technology to build engaging apps for their targeted audiences. Not only do product-oriented apps make sense in terms of awareness and brand perception, but with 160,000 user-centric mobile apps for Life Science on iOS, the more important aspect is the positive ramification for improved global health awareness, patient education, etc. Industry sources estimate that over 40% of consumers with a pre-existing condition usually stick to brand name drugs rather than to generic ones. This presents another opportunity for a mobile app, one that could exploit consumer loyalty programs with discounts on brand name medicine. It could also provide a more advanced drug sample ordering application that encourages patients to order relevant medication based on integrated patient-related information.

Building social buzz in conjunction with mobile, gamification, and other effective digital means will naturally build consumer engagement, brand awareness, loyalty, and trust through safety and integrity, all of which will eventually result in better pharma product commercialization.  

CoreValue delivers integrated software development services by leveraging mobile and cloud technologies to enhance pharma, life science and patient experience.

Marketing & Business Development Manager, CoreValue

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