In the past, many pharma companies followed the same brand planning playbook. These strategies emphasized in-person events and traditional sales strategies, but the pharma market is shifting. In a post–COVID-19 world, live conferences and sales events are out. Healthcare providers (HCPs) are looking for different forms of engagement and leaning toward virtual contacts. More than ever, HCPs want flexible communication that provides valuable information via the channel they prefer.
A fresh, modern approach to brand planning can help maximize your organization’s success. Business intelligence and treatment data will help your company succeed in a competitive marketplace. HCPs can offer valuable insights; they provide a window into the healthcare system and deliver on-the-ground feedback. Read on to learn more about leveraging this information during the brand planning process.
Focus on the essentials
Before you begin a new marketing initiative, ask these 3 vital questions
• Where do we want to be?
• How do we develop a strategy that will take us there?
• How do we apply this strategy in a cost-effective way?
For example, maybe your company has developed a new oncology drug. You want to convince HCPs that your drug is safer than the alternatives. A successful strategy must identify key safety concerns from HCPs and patients. Next, you need materials that address their concerns in a clear, convincing way. Your team also needs to consider potential roadblocks and control costs.
Determine the end-goal of your initiative and break down large goals into small steps. Once you have your goals in mind, zero in on your target audience. A detailed customer profile helps guide your outreach. Your organization can determine what HCPs will play a role in your marketing initiative; you can then refine your marketing strategy on the basis of your target audience.
Considering your target audience and focusing on outreach is a simple step. Unfortunately, some organizations skip this part of the brand planning process. Companies often rush directly into branding and marketing without seeking feedback. These organizations tend to have a laser-focus on their own priorities.
HCPs have their own priorities though, and view treatments from a different perspective. Without targeted research, their concerns may go unnoticed. The resulting gaps in your marketing strategy can be expensive and embarrassing. Robust market analysis data help prevent these roadblocks.
The value of a data-driven initiative
Up-to-date market research is invaluable. Feedback from HCPs also plays a vital role. These twin data streams help your company map the competitive landscape. They also show your organization how to tap into the current pharma market. Data reveal the challenges and pitfalls facing your particular market. They let you address stakeholder concerns and develop a compelling message.
Aptitude Health offers in-depth insight reports and online discussion platforms. These tools help you forge connections with medical experts. HCPs provide the information you need to understand treatment patterns and pain points. Insight reports also reveal trends that may affect your company’s long-term success. Wise companies incorporate market research into every phase of their brand planning. This information lets you target key demographics and avoid costly marketing mistakes.
The rise of digital marketing
There’s no question about it: digital marketing is the new normal. COVID-19 is responsible in part for this shift, but the pandemic has only accelerated trends already underway. For years, HCPs and medical experts have gravitated away from in-person events. Digital channels cut travel time and allow greater flexibility. It’s no surprise that busy HCPs prefer to make virtual connections on their own schedule.
Pharma companies can’t fight the changing tide. To thrive, they need a comprehensive, personalized approach to digital marketing. Companies must identify the right communication channels, then they need to craft integrated messages that can be deployed across multiple platforms.
This can be a daunting task, but companies can tailor their digital approach on the basis of market insights. Insight reports help shift your focus toward patients and subscribers. Market research reveals what appeals to HCPs and patients—and what turns them off. It can also help your company understand which digital channels your audience prefers.
Focus on your audience’s goals
Many pharma companies make the mistake of building their strategy around internal goals. They know what they want from their marketing campaign but forget to consider the needs and preferences of their audience. The result is often an expensive, eye-catching campaign that makes no impact.
The most successful initiatives focus on the audience’s needs and emotions. Twenty-first century audiences are used to content marketing. Each day, they’re exposed to companies that provide sympathetic interest in their concerns. They’re also used to receiving valuable information as part of a marketing initiative. It’s no wonder they expect pharma companies to do the same.
Marketing analysis data can help your company understand what your audience wants, by offering insight into their decision-making process and revealing key concerns.
Don’t forget your stakeholders
Developing a clear, cohesive message not only helps your company communicate with HCPs but also helps strengthen your bond with stakeholders. Market data play a role here, too. With the right data, you can address stakeholder concerns; you can develop a marketing message that speaks both to stakeholders and HCPs. Evidence-based communications can ease their concerns and build confidence. You should maintain a consistent approach with both internal and external contacts. A unified message helps ensure that everyone is striving toward the same goal.
