In Canada, the internet has become a central part of our everyday lives. In recent years, there were over 4 billion internet users and over 3.5 billion social media users worldwide, making the possibilities for growing your pharmaceutical company online seemingly endless (source).
Over the past five years, the pharmaceutical and healthcare industry has experienced widespread digitalization. A 2019 survey of over 100 pharma and bioscience companies found that ⅓ of pharma companies planned to spend over 50% of their marketing budgets on digital channels by 2022 (source). This number is only expected to increase thanks to the pandemic.
But what are the best digital marketing strategies for Canadian pharmaceutical companies? In this article, we’ll examine key pharmaceutical digital marketing and social media strategies to help your business attract new customers, connect with patients, and ultimately boost sales.
The Best Pharmaceutical Digital Marketing Strategies
Use SEO to Increase Traffic to Your Website and Generate New Leads
Search engine optimization, or SEO, is an essential part of any pharma company’s digital marketing strategy. SEO refers to the practice of increasing your site’s visibility for relevant search queries on search engines such as Google or Bing.
SEO is one of the most effective and low-cost ways for pharmaceutical brands to increase traffic to their website and generate new leads. Optimize pages for information-based queries, where your content answers users’ questions and shares useful information with readers.
Use Content Marketing to Establish Yourself as an Industry Leader
Content marketing— the creation and distribution of digital content that is highly valuable and relevant— is the cornerstone of any pharma company’s digital marketing strategy. Here are a few examples of pharmaceutical content to get you started:
- Consumer guides and drug information
- Material safety data sheets
- Physician manuals
- Shareholder reports
- Industry insights
Not only will high-quality content boost your SEO rankings and drive traffic, but it’ll also establish your brand as an authoritative voice in the medical industry. To build your reputation as a credible source, share content that provides readers with useful information instead of overt sales pitches.
In addition to creating highly relevant content, you’ll also want to share engaging content that keeps readers coming back for more. Incorporate images, videos, and other interactive elements to make pages more visually interesting.
Use Online Reputation Management to Your Advantage
Pharmaceutical companies receive a lot of scrutinies online, so it’s vital to have Online Reputation Management (ORM) as part of your digital strategy. ORM involves actively monitoring mentions of your brand on blogs and websites, as well as addressing negative or false comments on social media and review sites.
Not only will this tactic help your brand convey trustworthiness and integrity, but it’ll also show you’re actively involved with your customer base. Studies have shown that patient satisfaction doubles when a medical practice addresses a negative online review (source).
Reputation management can be a time-consuming and complex task for your marketing and public relations team to complete on their own. If you’re looking to improve sentiments about your pharmaceutical company online. It may be worth consulting with a digital marketing agency.
How Can Pharma Companies Use Social Media?
Stay Relevant in the Minds of Your Consumers
It’s vital that your brand has a social media presence in our digital day and age. Social networks have become more than just places to connect with our friends and family. Now, platforms like Facebook, Twitter, and Instagram are where we read the news and research new products.
According to a 2018 study, over half of social browsers use social media to research products (source). A strong social media presence is the easiest way to increase the likelihood that your products appear in their search.
Increase Brand Awareness for Better Recall
Social media is also a great way to increase brand awareness. In fact, 22% of digital consumers have liked or followed a brand on social media in the past month (source). Potential customers can easily discover your brand on social media through hashtags, tagged posts, geotags, and Explore pages.
Highlight Brand Values and Highlight What You Stand For
Your social media pages are a reflection of your brand’s aesthetic and core values. Offer an inside look at your company, share success stories from patients, and highlight your brand’s corporate responsibility.
If your business is looking to achieve growth in the pharmaceutical industry through digital marketing and social media marketing, Asset Digital Communications can help. Book a free call today to speak with one of our digital marketing experts about developing the right strategy for your brand.
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