Digital
tools and techniques have changed the face of marketing over the last decade,
bringing new and innovative ways to communicate with customers. This digital
revolution has reached the pharmaceutical and healthcare sectors in recent
years, and digital marketing is fast becoming a crucial part of future
strategies and annual budgets.
With
this in mind, I thought I’d talk to our healthcare experts about digital
marketing in the pharmaceutical industry and how these techniques are making a difference.
I
started by speaking with Denzil Bradley, our Head of Production in the UK and
Europe, about the different ways pharma companies are using digital marketing…
The pharmaceutical
industry is not unique in having to evolve and respond to the increasingly
online, and increasingly demanding consumer by adopting new digital marketing techniques. These have transformed healthcare marketing
and allowed companies to communicate with their tech –savvy customers across a
range of channels that they already use, such as social media and mobile apps. These
multichannel marketing opportunities enable pharma companies to reach their
customers and deliver valuable information across multiple touchpoints.
Also,
because consumers are so active across digital channels patients are exposed
to masses of health information online, meaning they are more informed about their health
and treatment. They are able to access and contribute to numerous online
forums and share their experiences of different treatments, enabling companies to listen to their market, as well as react to patient's experiences of their products.
So digital marketing has given pharma companies more
access to their customers, but what about the value this adds to communications
and customer relationships, particularly in the context of this complex and competitive sector. Here’s
Denzil again…
With new marketing channels come more opportunities to engage. Digital
tools have not only allowed pharma companies to reach their customers, but
speak to them on a more frequent basis and increase their visibility, as well
as provide direct access to those in more remote areas. This enables sales
teams to build enriched relationships with their customers, as they have the
tools they need to develop a more personalised dialogue.
The digital landscape has also allowed for greater information sharing, such
as video content from KOLs (key opinion leaders), and community building on
social platforms. This content breaks down complex information into
easy-to-digest chunks, which not only increases the credibility of the company
but adds value for the customer.
Veeva is one
of the tools that can be used to facilitate this digital dialogue using a
cloud-based digital marketing platform specially designed for healthcare and
pharmaceutical companies.
Purple’s
healthcare team have recently been certified to deliver 4 of Veeva’s specialist
software solutions – Approved Email, CLM, CoBrowse, and Engage.
I
asked Denzil how Veeva can help pharmaceutical and healthcare companies looking
to integrate digital with their more traditional forms of marketing…
Veeva is a fast and efficient
way to create and deploy compliant marketing communications that have been medically
and legally approved from a controlled asset store.
The platform delivers this
content to the sales force via mobile devices for real-time, interactive
engagement or browser-based remote e-detailing. This comes as a welcome
alternative to general print sales aids and enables more frequent updates and
convenient access to content for customer meetings.
In
terms of data Veeva can provide rapid marketing information that can be fed
back to marketers and sales reps, delivering insight into the way digital
communications are received and engaged with. This closed loop marketing further
drives
marketing strategy and future communications and is an invaluable tool for field sales forces to
deliver an improved and positive experience to HCP’s (health care
professionals).
So any healthcare company can deploy Veeva to
deliver real results from digital marketing, but why does our certification
matter? I asked our Healthcare Client Services Director, Colette Murphy, to
explain the benefit of working with a Level 4 agency…
Having already built a strong reputation and brand within
the healthcare sector, Purple has experience of delivering specialist marketing solutions to healthcare and
pharmaceutical companies.
It is evident that digital programs and CLM are now an essential part of the healthcare marketers’ armoury. As 1 of only 10 pharmaceutical agencies in the UK certified to level 4, we can offer a gold standard Veeva service to existing clients, as well as other healthcare companies who have already invested in the system. We can exploit the full capabilities and recommend the best way to extract the most value, as well as provide consultancy and expert advice for digital delivery.
It is evident that digital programs and CLM are now an essential part of the healthcare marketers’ armoury. As 1 of only 10 pharmaceutical agencies in the UK certified to level 4, we can offer a gold standard Veeva service to existing clients, as well as other healthcare companies who have already invested in the system. We can exploit the full capabilities and recommend the best way to extract the most value, as well as provide consultancy and expert advice for digital delivery.
Digital tools have obviously made an impact on
healthcare marketing, opening a range of new communication channels and improving
engagement. Platforms like Veeva are key to maximising the potential of these opportunities
and offer pharmaceutical companies a compliant and effective way to optimise their
digital communications.
With
a specialist healthcare marketing team, Purple not only offers expertise in
ethical healthcare marketing, but also the tools to deliver best in class
pharmaceutical digital marketing programmes. If you’d like to know more, or
would like to talk to one of our team then get in touch, we’d love to hear from
you!
hello@purple.agency
Kathryn Tilling
Marketing Executive
hello@purple.agency
Kathryn Tilling
Marketing Executive