How to build a multichannel campaign for a new pharmaceutical product

These days, it's not enough to focus on a single advertising channel. With so many channels vying for the attention of readers, pharmaceutical companies need to take a broader approach to marketing.

Together, print ads, digital display ads, email campaigns and events can form an effective strategy for reaching an engaged audience of medical buyers.

Print ads

When physicians want to find the latest information about medical research, they turn to peer-reviewed journals. As the gold-standard for research, peer-reviewed papers represent the most trustworthy sources of clinical information. In fact, research from Kantar Media revealed that 95 percent of physicians read print editions of journals. Not only do print ads spread brand awareness, they also show physicians that the pharmaceutical brand supports important clinical research.

Digital display ads

Modern marketers are no strangers to digital display ads, so it should not be a surprise that this channel is highly valuable. Kantar Media reported many physicians read digital editions of peer-reviewed journals, and 54 percent read between three and six journals regularly. Outside of digital journals, clinicians may also encounter display ads across the web, such as on expert-curated research sites like PracticeUpdate.

As part of a multichannel strategy, digital display ads can increase the number of times readers engage with the brand, building awareness at the same time. Digital display ads can lead readers to more detailed product pages, qualifying leads as they arrive at the next stage of the sales funnel. Plus, this marketing flow educates readers about the product along the way, making it easier for sales reps to have a productive conversation when appropriate.

Multichannel matters because the majority of HCPs need to interact with a brand two to three times before taking an action.

Email marketing

According to a report from Marketing Strategy, email remains one of the best channels for ROI. Stakeholders can program a rules-based email campaign with simple tools, allowing them to focus on other tasks, while the campaign runs itself. Then, when leads come in, stakeholders can devote their full attention to conversion efforts. Importantly, this channel is highly appealing to clinicians. A report from Medical, Marketing & Media revealed that 60 percent of physicians prefer to hear about new products from pharma companies via email.

Cold emailing isn't the only strategy; another way to leverage email is to place advertisements in established industry newsletters. Using targeted lists of active healthcare providers, this channel can reach professionals in the medical niche most relevant to your product. MM&M reported that 57 percent of physicians typically receive marketing information two or three times before taking an action. A drip email campaign can deliver the right information at the right time, increasing the likelihood of conversion.

Event marketing

When it comes to building rapport with physicians and relevant medical buyers, events are highly important. Not only do events give marketers a chance to interact with HCPs face-to-face, but they also allow for unique interactions. For example, many brands have experimented with virtual reality experiences to boost engagement. By providing a more tangible experience with a product, marketers have more chances to make an impression on buyers.

As part of a multichannel strategy, events give marketers the opportunity to really impress their target audience. According to EventMarketer, 88 percent of surveyed HCPS said they want seamless service from event hosts, from registration to travel and everything in between. Meeting that expectation could increase the number of opportunities marketers see to engage HCPs in a meaningful manner.

A multichannel approach to product marketing creates several paths to success. To further support your product marketing goals, speak with an Elsevier Sales Representative about all of the targeted capabilities you can leverage across print, digital, email and events!