Using the Right Channels to Market Your Dermatology Drug

Millions of people every year suffer from conditions related to the skin, nails, and hair, and their numbers continue to increase. As a result, the demand for effective dermatological drugs and treatment methods is growing. Dermatology drugs have the potential to change patients' lives—if they know about them.

However, many companies have noticed this rising demand and are investing in treatments. This has resulted in a sharp increase in the medications available. This means that pharma brands must have effective marketing strategies to stand out from the competition. Elsevier research has revealed some of the best ways to reach and build trust with physicians today.

Medical Journals

Establishing credibility is a critical differentiating factor. Journal advertising helps align your dermatology drug with peer-reviewed content read by dermatologists. Our research shows that medical journal articles and treatment guidelines are the most popular type of content with 89% of physicians indicating they turn to those resources for information.

With placement in high-impact dermatology journals, you ensure that you advertise to the audience that matters. You get to talk about the benefits of your medication when they are open to new ideas and discovering the latest information in their field.

SEO

Effective search engine optimization (SEO) for your website and other content allows you to be visible when dermatologists are searching for answers. Optimizing metadata, securing backlinks, and a focus on content quality are all ways to better reach your audience.

Google ranks as the highest frequency of exposure for physicians. Like their patients, they are searching for dermatology information online. This is an opportunity for you to reach them with information about your drug.

Online Medical Communities

Another key channel to reach dermatologists is through online communities. They provide the ideal space to engage and share information with doctors that want to connect with other professionals. It also provides you with critical opportunities to build long-term relationships for future growth.

Webinars, Webcasts and Podcasts

Dermatology professionals are increasingly turning to webinars, webcasts and podcasts to increase their knowledge of the latest research and trends in their specialty. This channel has seen steady growth over the past few years.

In our study, 42% of physicians stated that they used webinars, webcasts and podcasts to learn in 2019. And by 2021, that number grew to 59%.

So these content channels are another great opportunity to reach dermatologists when they are open to new information. For example, your brand can interview dermatologists or sponsor an existing channel to reach more dermatologists with information about your medication.

Social Media

Dermatologists are increasingly checking on social media channels for information. They also connect with peers on social media. Therefore, social channels can be suitable to get your word out.

You can take two approaches here: 1) build an audience through organic posts and 2) advertise to specific audiences. The first approach builds engagement through likes and shares (which also helps with SEO), while the second drives traffic to your content.

As the number of dermatology drugs expands, reaching your audience is getting increasingly tricky. But if you focus on where physicians are looking for information, you should be able to stand out and drive interest in your medications.

Reach targeted audience segments with ad placements in Elsevier’s respected journals - check out our Dermatology portfolio here.

Article Written by: Alex Brown