As the pandemic hopefully continues its wind-down, health-care marketers and the pharma industry are using insights from the COVID-19 experience to do business better.
Lockdowns forced marketers to further lean into digital platforms to keep lines of communication open between pharma brands and healthcare professionals (HCPs).
At the same time, direct-to-consumer (DTC) advertising exploded and its importance continues to increase, as the category looks to consumer demand for Rx brands as a major source of growth.
Marketers are rethinking the role pharma brands play with HCPs, as well as the nature of their relationships. This manifests in a range of new touchpoints and solutions, from developing apps to help physicians diagnose their patients’ conditions remotely, to helping those who are still using fax machines to integrate electronic medical records into their practices. All this comes after a lot of listening.
Meanwhile, pharma brands’ ongoing challenge of navigating DTC’s stringent regulations to create ad campaigns that will resonate with consumer needs has also entered new spaces.
Read on to see how agencies are adapting and helping brands redefine the healthcare marketing space.
