How Pharma Marketing Is Changing - An R3 White Paper

how pharma

marketing is changing An R3 White Paper

DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIES

A shift in strategy for pharma marketing Pharmaceutical marketing in the time of this global health crisis is mostly uncertain, despite halts and some glimmers of hope. In the short-term, there is an uptick in activity from marketers who need to communicate with their consumers about COVID-19 and its impact on their business and patients. But in the long-term, the crisis has delayed participation and progress in clinical trials, pressed paused on drug development, and disrupted the traditional sales rep model.

In order to create new value successfully, companies need to look at how they can enhance the human-machine collaboration. For the marketer, this means embracing emerging technologies in order to produce meaningful messaging and support services that will resonate with consumers and healthcare providers.

Looking towards creating building blocks for the future, companies should understand how collecting data, drug pricing, healthcare expenditures, and market accessibility will affect patients and their trust in the pharmaceutical industry. Companies that seize opportunities to drive efficiencies through innovative digital and technology solutions will find real value for all stakeholders.

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DIGITAL ADVERTISING WITHOUT THIRD-PARTY COOKIES

THE CHALLENGE OF DRIVING relevance The global health crisis is accelerating the utilization of digital platforms across society. Three areas in which the healthcare industry, and thus healthcare marketers, are being impacted are: • Acceleration of telehealth • Urgent care centers moving up the patient journey • Conferences and congresses going virtual

ACCELERATION OF TELEHEALTH Though the utilization of telehealth in the US was already on the incline prior to COVID-19, medical leaders are leveraging the platform as the new normal in combating the spread of the virus, thus greatly accelerating adoption in the process. Government organizations like the Centers for Medicare and Medicaid have expanded their access to telehealth and payers like Aetna, Cigna, and United Health are recommending patients move to virtual care.

There has been a 630% increase in iOS downloads for telehealth apps.

URGENT CARE CENTERS BECOME FIRST PORT OF CALL Keeping in line with the trend that healthcare is shifting to a more on-demand service, Urgent Care Centers have also seen an increase in use. These centers are becoming the first point of physical contact in a person’s treatment journey, especially during COVID-19, with 35% of patients utilizing UCCs not having a primary care physician.

VIRTUAL EVENTS & CONFERENCES Despite the digital-first approach, the biggest loss for the pharmaceutical industry has been the postponement of live marketing events, meetings, and educational tours. There is no indication of when these vital meetings may resume which is forcing companies to adopt new and creative uses of digital technology and tools.

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