Pharma Marketing in the New Normal

For the past two years, social distancing and a focus on COVID-19 have dominated healthcare and pharma marketing trends. During this time most leaders expected an eventual return to normal and prefaced their communication accordingly.

Now, as the virus turns from a pandemic to endemic, pharma brands are faced with the reality that many of the changes that the virus ushered are here to stay. Here are some of the top trends dominating pharma marketing in the New Normal.

Flexibility in Hybrid Meetings

Although vaccinations have made in-person meetings possible again, virtual meetings won’t be entirely abandoned. A 2020 study of healthcare professionals (HCPs) found that they preferred a mix of both in-person and virtual meetings even after the end of the pandemic.

This shows that a general, one-size-fits-all meeting approach won’t work for every HCP. There are also fewer providers in private practice than ever, so they will likely be busier than in times past and limited in the time they can give to in-person meetings.

Pharma organizations need to adopt new technology to cater to the needs and preferences of HCPs in their sales and marketing practices. Digital training, extensive email communication, and virtual classes will help reach a wider audience than strictly in-person meetings.

Increasing Digital Advertising

Fewer consumers have been watching traditional TV commercials since the pandemic began and even older customer segments are becoming more comfortable with technology. As a result, marketing in the New Normal will include reallocating TV media budgets towards other digital efforts such as social media, allowing for a personalized strategy with precise targeting.

YouTube, another digital marketing option, offers targeted ads that allow a brand to create a specific sequence of video ads for the same user, continuing the brand's story even if the user leaves and then continues browsing later.

This also applies to HCPs. Many doctors are now receiving medical journals digitally to stay current in their fields. Marketing through digital medical journal advertisements is critical to build trust with HCPs and meet them where they are already open to new ideas.

In the New Normal, digital marketing has become increasingly critical to reaching customers and building a foundation of empathy and trust.

Rise of Account-Based Marketing

Another trend stemming from the reduction in private practices is the rise of account-based marketing (or ABM). In fact, ABM spending rose 135% from 2020 to 2021. Because decision-makers and high-value HCPs are now consolidated into larger hospitals and clinics, marketers can better set up targeted marketing practices for these groups.

In fact, the same study reported that 62% of pharma marketers received positive results after using ABM tactics. In the New Normal, ABM has been shown to be an effective strategy for many pharma marketers, allowing them to rethink their strategies and develop more effective marketing tactics to reach high-value HCPs.

Now that many of the changes we thought were temporary at the onset of the pandemic are here to stay, pharma marketers must embrace a long-term vision for these new realities and create personalized experiences for HCPs.

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Article Written by: Alex Brown