For pharma companies to get an ROI from their R&D costs, they need sophisticated pharma marketing software solutions to target HCPs, build relationships, and bring in sales.
According to a study published in JAMA, the average cost of bringing a new drug into the market is around $1.3 billion.
However, many pharma companies don’t hit their sales goals.
There are many reasons for this. But the most common cause of the drastic change in pharma marketing over the last few years has been COVID-19.
Before the pandemic, face-to-face visits were the mainstream marketing option. With the lockdowns and social distancing, pharma companies have been forced to rethink their strategies.
3-STEP FREE GUIDE
How to Engage HCPs Using Neflix-Like Content Hubs
3-Step Guide to Engaging HCPs Using Netflix-Like Content Hubs
Why do software and technology matter in the new age of pharma marketing?
While most pharma companies went digital due to the pandemic, technology has been a slow growth driver in the pharma industry for a long time. COVID-19 just catalyzed it.
By going digital, pharma companies embrace technological solutions that allow them to automate marketing operations and work more efficiently. As a result, they can scale up quickly and hit their revenue targets.
These technology solutions mainly help in increasing sales reps' access to HCPs. Why? HCPs want fewer face-to-face interactions with sales reps. Plus, they prefer marketing content that is delivered in a personalized, Netflix-like way.
In this guide, we will go through different ways pharma companies can engage their HCPs in this new era while exploring the best pharma marketing software for growth.
1. Video pharma marketing software solutions: Category Leader — Evermed
Video has never been as in demand as it is now. Studies have shown that physicians generally spend 88% more time on websites with videos.
Videos are becoming a popular marketing tool because viewers pay more attention to them. They also record a higher information retention rate than any other content format.
Still, there are many things to consider when using video as a pharma marketing solution.
Why?
HCPs are some of the busiest professionals in the workforce today, so they need video content that’s short, bite-sized, and personalized. Most importantly, HCPs need video content to educate them and build trust, loyalty, and affinity toward your brand.
Many platforms promise the best video marketing content. You can use YouTube, Vimeo, Kaltura, or other video cloud options. However, these video platforms weren’t built with only health professionals in mind.
For pharma companies to engage better with HCPs, there needs to be a solution that’s personalized and more aligned with HCPs and your mutual goals. One such solution is Evermed.
3-STEP FREE GUIDE
How to Engage HCPs Using Neflix-Like Content Hubs
3-Step Guide to Engaging HCPs Using Netflix-Like Content Hubs
Evermed — A personalized video hub for HCP engagement
Evermed licenses software to pharma companies so they can launch their own personalized, Netflix-like, educational video content hub within 30 days. As a result, pharma companies can engage with HCPs and patients directly, continually, and on-demand.
Evermed aims to help pharma companies create bite-sized, personalized video content to maximize HCP engagement.
Pharma companies can use Evemed for many different scenarios:
To make our platform more intuitive, we’ve taken the Netflix approach, meaning healthcare professionals get to watch the right video at the right time from peers and KOLs that they trust.
As a result, you attract more HCPs, engage them, and improve your product adoption rates with high-quality video content.
Reasons to use Evermed as a pharma video marketing software solution:
Our platform has dozens of features. This is just a brief overview of what to expect.
Reasons to use Evermed as a video marketing platform:
Reasons not to use Evermed as a video marketing solution:
Click here to use Evermed to build better relationships with your HCPs through your personalized video hub.
3-STEP FREE GUIDE
How to Engage HCPs Using Neflix-Like Content Hubs
3-Step Guide to Engaging HCPs Using Netflix-Like Content Hubs
2. Webinars pharma marketing software solutions: Category Leader - ON24
Pharma marketers rate webinars as one of the most effective ways of promoting their products to interested audiences in real-time.
Webinars can extend to a broader pool of HCPs through a frequent series on a specific topic. Most importantly, they save HCPs time and money as they don't need to physically attend a medical conference (something that often requires flights, a hotel, a rental car, and a whole host of other expenses).
Furthermore, HCPs want to stay up to date by consuming high-quality medical content they can access anywhere in their free time.
Unfortunately, most pharma marketing teams still do not pay much attention to webinars.
Research shows that 52% of HCPs participate in webinars, but only 40% of pharma companies focus on providing them.
Webinars have a high ROI, but they require a longer attention span of 45 minutes to an hour. This can be a challenge for HCPs who are always busy.
So, when is the best time to incorporate webinars into your pharma marketing solution?
Here are three instances:
When you want to facilitate scientific discussions through questions and answers.
When the HCPs you’re inviting are in the same time zone.
When organizing digital symposiums and conferences.
ON24 — The best webinar pharma marketing solution
ON24 is a popular webinar software that helps pharma companies create personalized experiences through webinars to drive growth.
As a pharma marketer, you can use this tool to deliver live-simulated webinars with KOLs in your industry. This drives HCP engagement and enables product adoption.
Reasons to use ON24 as a webinar solution:
Reasons not to use ON24 as a webinar solution:
3. Pharma email marketing software solutions: Category Leader - Adobe Campaign
Email marketing is a tried-and-true digital marketing solution with huge ROI when executed well.
Research shows that the average ROI for email marketing is around $40 for every $1 spent. That’s much higher than any other form of digital marketing.
There are two reasons why email marketing still carries the trophy for highest ROI:
It has the highest level of personalization capabilities through email segmentation and targeting.
It’s affordable, fast, and flexible to execute.
In addition, email marketing doesn’t have limits when it comes to pharma. You can use it to promote company news and communicate about product launch events, trade shows, and webinars.
There’s only one downside, though — open rates are declining, and HCPs require emails to be heavily personalized.
Some pharma email marketing tools are trying to solve this problem. One such example is Adobe Campaign.
Adobe Campaign — The best pharma email marketing software
Adobe Campaign is a full-suite marketing software with multiple solutions cutting across the digital customer experience. It’s become popular in pharma as an ideal email marketing software due to its versatility.
You can use it to contact HCPs through online channels like emails and SMS and offline channels like direct mail and call centers.
To help pharma marketers create better emails, Adobe Campaign maximizes the insights shared across all channels. You then use that data to develop campaigns.
Because you have connected all the marketing channels, it becomes easier for pharma marketers to create personalized emails to increase engagement.
Reasons to use Adobe Campaign as an email marketing software for healthcare companies:
Reasons not to use Adobe Campaign as an email marketing solution:
4. CRM pharma marketing software solutions: Category Leader — Veeva
CRM marketing solutions streamline your pharma operations by automating processes and directing marketing and sales efforts.
For instance, you can use a CRM tool to automate data collection and analysis and help predict the next best action for your marketing channels.
This will help your marketing team know how to personalize marketing campaigns for HCPs.
Using a CRM marketing solution for pharma has the following benefits:
Veeva — The best pharma CRM software
As the name suggests, Veeva CRM is a CRM tool built for pharma sales and marketing activities.
Unlike other pharma CRM marketing software, Veeva focuses more on pharma companies, meaning it’s better suited for strengthening HCP relationships. Currently, 95% of Veeva users are in healthcare and pharma.
With Veeva, you can share content with HCPs and drive high-value interactions. You can also develop strategic relationships and engage with key stakeholders across many channels.
Reasons to use Veeva as a CRM:
Reasons not to use Veeva as a CRM:
Final thoughts
The perfect pharma marketing software should help marketers get cutting-edge insights into HCP behavior. This allows them to make data-driven decisions and create personalized marketing experiences.
These things are also the goal of Evermed.
We want to help pharma companies distribute high-quality, personalized video content to improve HCP engagement and increase pharma product sales.
Feel like Evermed is the pharma marketing solution for you?
If you want to learn how to have your own Netflix-like content hub for HCPs, click here.
3-STEP FREE GUIDE
How to Engage HCPs Using Neflix-Like Content Hubs
3-Step Guide to Engaging HCPs Using Netflix-Like Content Hubs
FAQ on Best Pharma Marketing Software
Veeva CRM is the best pharma CRM software. Veeva CRM is built for pharma sales and marketing activities.
Unlike other pharma CRM marketing software, Veeva focuses more on pharma companies, meaning it’s better suited for strengthening HCP relationships. Currently, 95% of Veeva users are in healthcare and pharma.
ON24 is a popular webinar software that helps pharma companies create personalized experiences through webinars to drive growth.
As a pharma marketer, you can use this tool to deliver live-simulated webinars with KOLs in your industry. This drives HCP engagement and enables product adoption.
Reasons to use ON24 as a webinar solution:
- Real-time insights — ON24 turns your event into a valuable information hub.
- Personalization — You can customize your experience through the styling tab.
- User-friendly — ON24 has a beautiful and intuitive design that makes it easy to navigate.
Adobe Campaign is a full-suite marketing software for pharma and healthcare. It’s become popular in pharma as an ideal email marketing software due to its versatility.
You can use it to contact HCPs through online channels like emails and SMS and offline channels like direct mail and call centers. To help pharma marketers create better emails, Adobe Campaign maximizes the insights shared across all channels. Because you have connected all the marketing channels, it becomes easier for pharma marketers to create personalized emails to increase engagement.
Evermed is a video content hub and video platform designed explicitly for HCPs.
Evermed enables pharma companies to launch their own personalized, Netflix-like, educational video content hub within 30 days. As a result, pharma companies can engage with HCPs and patients directly, continually, and on demand.
Evermed aims to help pharma companies create bite-sized, personalized video content to maximize HCP engagement.
