While digital media and social media has permeated in almost every business or some realm of it, the pharma industry still remains on the sidelines. It cannot be completely denied that there are some big names that have embraced digital whole-heartedly, even though with a slight hesitation. There still remains a sizeable chunk of the sector that is contemplating whether to ignore a little longer or if there is any merit to adopting it.
Here’s why pharma companies can no longer being digital:
- Doctors and healthcare practitioners have moved online too
One very big reason for pharma companies to be present on digital media is that their key target audience – doctors and other healthcare practitioners are all moving to digital medium. As per a study, six out of 10 healthcare professionals are engaging with patients digitally through video calls, apps, emails, text messages etc. Over 64% of patient-doctor communication is through digital engagement. Sharing informative content with doctors through digital media makes their lives easier and measurable in terms of content consumption. Creating value for the doctors in this market through actionable insights can be very useful for pharma brands.
- Believe it or not, the world is on digital already
For pharma companies to still think about being on digital platforms or not is a dated question already. Their primary and end consumers are on this medium, talking about them, with or without these companies’ knowing. These companies must be there on these very platforms, engaging in all the conversations that require them. Ignoring digital media doesn’t bear too well for a business in this day and age because conversations cannot be one way. They must be participating, attempt answering queries, help consumers’ in their product journey, create brand awareness and build their brand.
- Digital is a non-negotiable part of the marketing mix
Modern-day PR works on digital. When brand conversations are happening in real-time, one cannot afford to stay put on the sides. Any time a comment or post goes astray, a brand can quickly jump in to contain the damage. If left on its own, it can turn into a big PR disaster that the brand did not even imagine could happen. Tactfully tackling disgruntled social reviews can help the brand turn the tide in its favor. A formal press release can be issued, an apology can be tendered and the situation can be turned from a disaster to something manageable, through prompt response.
- E-learning is big
Time is the most valuable resource for doctors. Amidst their hectic schedules, they are also supposed to keep track of the latest developments in their field, update their skillset with continuing education. Brands can tap into this market by providing doctors the comfort of learning at their pace, at their comfort. Through e-learning modules, businesses can leverage a very potent market of doctors willing to learn and upgrade their skills.
Digital media holds great promise for a pharma brand willing to commit itself to exploring it. For end-consumers, it can provide useful information, drugs, and diseases through its social channels and websites. For doctors and healthcare professionals, it can use text messages, emails, and videos to communicate about products, industry updates, and the latest trends. It can also cater to the e-learning segment by dishing out CME courses to doctors and healthcare professionals.
Possibilities are immense, but are pharma brands ready to explore?