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Pharmaceutical Industry Moves Digital

The Pharmaceutical industry used to pride itself on its sales reps and in-person doctors visits. Millions if not billions of dollars were put into the pharmaceutical marketing budget. However, in 2017, the pharmaceutical industry knows that its money can be spent elsewhere thanks to the digital age.

According to Fiercepharma.com, “More than half (53%) of marketing outreach to doctors now happens via “non-personal promotions”–the majority of which are digital communications, with some direct mail and speaker programs in the mix, too. That’s the word from a semiannual survey conducted by sales and marketing consultancy ZS.”

Opportunities for Pharma

In the digital world, Pharma has an opportunity to get in front of decision makers in a whole new way. Pharma has the chance to revamp the way they present themselves to doctors through video. By presenting video content to doctors, pharmaceutical sales reps are able to communicate in ways they have never been able to before. For example, pharmaceutical reps can now use animation, consumer videos, and reenactments to educate and inform doctors. Study leader Malcolm Sturgis told FiercePharmaMarketing, “It’s the first time we’ve seen the non-personal marketing, especially digital, actually pass the amount of sales force activity.”

 

pexels-photo-208512-e1494283617448Concepts Video specializes in creating custom videos for pharmaceutical industry representatives. We have worked with a wide variety of Pharmaceutical companies to create engaging, informative, and actionable videos to be presented around the industry.

FiercePharmaMarketing recommends that Pharma think more “customer-centric.” They continue, “Instead of planning marketing channel by channel, start with the customer and ask what’s the right combination of marketing and information. Also make sure that sales reps–who, despite making fewer visits, will remain an important part of marketing–are involved and informed in the overall strategic marketing plan.”

 

Source: http://www.fiercepharma.com/marketing/pharma-digital-contact-doctors-now-surpasses-sales-rep-visits-survey-finds

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