Healthcare professionals are more distracted than ever. Having to pay attention to every detail around them is an unavoidable part of the job, and it's understood that it comes with the territory. But we all know that it can be hard to prioritize when our focus is so fragmented.
When it comes to pharma marketing, healthcare brands can too easily wind up on the wrong side of what their ideal clients are paying attention to.
Over the last several years, there's been an explosion in the number of healthcare marketing e-newsletters and websites across the internet. And they're all trying to do the same thing: catch the eyes of healthcare professionals and be seen in a crowded field.
But even if they're sincerely drawn to your offer, it may still slip their minds all the same.
Easy on the Eyes... And HCPs
Nothing is more important to a healthcare brand than establishing strong relationships. This means real engagement of healthcare professionals with your brand.
These busy professionals already have so little attention to spare, so why not make it as easy as possible to increase HCP digital engagement?
Here are a few HCP engagement strategies to do just that.
Budgeting pharmaceutical ads
Planning out a healthcare advertising budget has always been complex, but in 2021, it's harder than ever. To attract potential customers, healthcare and pharma companies have to increase brand awareness and step up their marketing efforts.
In medical advertising, who you’re competing with is just as important as where you spend your budget. We’ll consider these two areas to prepare your marketing tactics for the differences brought about by digital channels.
Hitting the Pharma Bull's Eye
It's no secret where healthcare professionals are hanging out online when you have access to the right tools to target HCPs efficiently. For example, HCPs spend a lot of time reading the latest research and that is a great time to capture their attention with the right content. Target your ads to them directly on websites that they're proven to frequent, and dive head-first into the issues that concern them the most. Watson Clark specializes in pharma marketing, and we can do the heavy lifting for you.
If you're wanting to expand your reach beyond the most obvious places, consider putting some automation in place with programmatic ad buying. This puts technology in the driver's seat for buying advertising space, utilizing algorithms and data insights to put ads in front of the right user at the right time. Traditional media buying can involve a lot of manual work, and advertisers can feel a little left out when it comes to ad inventory and placement. Automated programmatic media buying can make this process faster and more efficient. Just sit back and watch your brand engagement skyrocket.
Get with the times and start investing in native advertising. Unlike banner ads, native advertising blends in seamlessly with the content of the pages they appear on. By offering real value with relevant information about topics they care about, healthcare professionals are far more likely to engage and move forward with your message. How much more likely? 67% of users are more likely to click on sponsored content such as a native ad instead of a banner ad, with 53% of consumers reading native ads over display ads. Watson Clark is on the cutting edge of native advertising and we know first-hand what a powerful tool this can be in your pharma marketing.
The Eyes Have It... And So Does Your Marketing
Help healthcare professionals build trust with their patients and they'll return to you as their own trusted resource again and again. The good news is that you don't have to go it alone. Our specialized HCP ad services integrate perfectly into your omnichannel approach and will boost your ad efforts.
The pros at Watson Clark are standing by to become your trusted partner for your pharma marketing and healthcare brand needs. Contact a Watson Clark expert today, and we'll free up your marketing efforts so you can keep your eye on the ball.