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Engaging doctors around the globe

March 21, 2022 |  

Embedding a digital strategy as a prominent part of a pharmaceutical marketing campaign is becoming ever more important. Despite some perceived reluctance on the part of the industry, pharmaceutical companies are now exploring and exploiting a myriad of different digital channels in order to deliver content to, and engage with, their target audiences.

According to a recent global survey analysis by Indegene, the average allocation to digital channels from overall pharmaceutical marketing budgets in 2020 has doubled since 2016, to 34%. Over a third of companies reported they foresee an increase in their digital budget allocation to more than 50% over the next 3 years. Given the global impact of the COVID-19 pandemic, it is fair to assume that efforts to enhance digital capabilities will accelerate more quickly than originally expected. However, it is not only the value of digital spend that is changing, but the focus of that expenditure and the sophistication of methods being adopted. Across global campaigns, for example, pharmaceutical marketers are recognising the necessity to create customised content; the 2020 Indegene report found that 74% use personalising content and 60% use localising content as effective content strategies.

Digitally engaging doctors around the world nevertheless remains a challenge. A report from McKinsey concluded that while most pharmaceutical companies are building digital capabilities, efforts are often disjointed, being spread across multiple small projects, with a lack of cohesion of resource. In the absence of clear strategy and support from senior levels, obtaining sufficient funding and resource can be a hurdle. A need to acquire appropriate talent and form effective partnerships is widely acknowledged, however identifying the correct partnerships and ensuring maximum benefit is achieved can be challenging.

This whitepaper explores the common challenges encountered when planning and delivering a global digital marketing campaign within the pharmaceutical arena. The impacts of local knowledge, establishing and utilising trusted relationships with HCPs and a global-to-local approach are examined

To read the full report please click here.

This content was provided by M3 (EU)

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