There was a time when reaching physicians was simple and so as product sales. All you had to do is send in your sales rep to the doctor’s practice for a chat with necessary details that the physician would be looking for. But times have changed as physicians are reluctant to open their doors to sales reps unless they already have some relationship with them or they are expecting them well in advance. In fact, many of today’s doctors claim that they hardly have the time to finish their daily tasks, this is due to the fact that doctor patient ratio is increasing at an alarming rate. Physicians simply don’t have the time or luxury to see sales reps during the working day specially.
Although the above statement is as true as earth revolving around sun, today’s physicians might be busy but that doesn’t mean that they are unreachable. It simply means that pharma marketers need to find a new strategic way for reaching physicians without impeaching their personal space.
In this post, we’ll show you how. Here are four step-by-step one of the effective digital pharmaceutical marketing strategies that you can use to reach physicians:
Step 1: Building Physician Persona
It very important to understand the target audience, as a brand owner or digital marketer one needs to create the buyer person and in this case the physician persona needs to chart out.
Personalization counts! And creating a buyer persona is the best way to create a personalized pharmaceutical marketing tactics.
So, let’s understand what is a physician or buyer persona? A buyer persona is an imaginary representation of the physician you are trying to reach. A buyer persona template should include your HCP’s geolocation, key activities, and problems. You should gather the info by carefully researching and interviewing your existing base of HCPs. Creating different templates for different specializations will help you get to know your HCPs. And relate to them as real humans. This way, your approach to each healthcare professional will be different, even if you are marketing the exact same product to each member of your target audience.
Step 2: Segmented Personalized Emails
This might sound too boring or standard tactic but more than 50% of the time it’s not done properly. No doubt, sending marketing emails is a great way to reach physicians. A recent survey showed that 68% of physicians prefer to be contacted through their email as they can decide whether it interests them or not. But sending the same email to an entire physician database will not work. Effective email marketing strategy must include personalized messages sent to a segmented list.
Digital Marketers who segment their lists experience 14.31% higher opening rates. And 9% lower unsubscribe rates. Personalized messages also drive 18 times more revenue than the broadcast emails. So, it’s definitely worth the effort of personalizing and segmenting your email list.
Step 3: Medical Explainer Videos
Now that we have successfully delivered personalized email to our physicians and we can identify the engagement level. Now its time to launch our next secret weapon i.e. Medical Explainer Videos. Recent findings suggest that physicians spend on average 180 minutes i.e. 3 hours watching video content related to their profession be it oncology, gen-med etc. Videos have the advantage of visually explaining a lot of information in short intervals and a brief 90 seconds video is often all a pharma marketer needs to convey the message.
Videos can be viewed everywhere, all they need is a smartphone or laptop and internet connection. From doctor offices and meeting rooms to public transportation and local coffee shops. There are quite a few ways pharma marketers can use video to reach physicians as well. These videos can be used again on medical conferences, summits, events etc and add the link to your personalized email or just play them during a rep visit. Excellent accessibility of videos makes it a perfect tool for reaching physicians wherever they are.
Step 4: Patient Case Studies or White Paper
Case studies are both an excellent educational material and a powerful marketing tool. They usually focus on scientific information, but they also highlight positive effects for patients. Positive outcomes can be emphasized through statistics or patient testimonials. Everybody loves a success story. And by showing your physicians a case study you’ll be telling them a story they will remember. Make sure that the case study is clean and visually appealing. There is a merit about using clean design when you were interacting with physician.
As you see, these 4 steps are one of the most efficient pharma marketing strategy that can be used by pharma marketers but the story doesn’t end here and so as the combination of other tactical plans with a structured strategy. We have deployed artificial-intelligence based patient engagement tool, immersive technologies for physicians and patients, pharma cloud solutions, digital technologies and many more tactical solutions after consulting with our pharma.