What’s the best marketing campaign you’ve seen in the last year?
What’s the best pharmaceutical marketing campaign you’ve seen in the last year?
Why is there such a difference?
If you are like most industry observers, you’ve probably noticed the huge gap between how companies in other industries market products and how pharmaceutical companies market products. Companies in other industries often have very engaging creative, compelling messaging, and a strong call to action. Pharmaceutical companies tend to have very plain marketing messages, typically taken from the detail aid and – somehow – condensed into an email, direct mail, text message or other marketing vehicle. Pharmaceutical marketers tend to believe that industry regulations significantly restrict the look and feel of marketing messages.
But that’s not quite right.
While all marketing does have to clear legal / regulatory review, there is still a lot of opportunity to develop compelling messages for direct marketing tactics that drive customer engagement and, ultimately, lead to increased sales. The key point is to understand that developing compelling direct marketing creative is a skill, with corresponding best practices on how to do it right. Some examples:
Best Practice #1: Each direct marketing message must have a call to action that can be tracked
Best Practice #2: Direct marketing messages need to be linked via messaging and offers
Best Practice #3: The call to action must be easily visible upon first glancing at the message
Best Practice #4: Tailor the messages for a specific customer groups, staying away from 1 message for a large (e.g. 10K+) group
There are many other best practices as well.
The key is for pharma marketers to realize that the demands from customers – physicians and consumers – to be relevant is only going to increase. In order to be relevant, pharma marketers are going to have to leverage creative expertise in direct marketing – typically from experts with outside industry experience.
Physicians and consumers are eager to engage in a conversation about healthcare. What are we waiting for?