Effective communication with the audience in the pharmaceutical industry

In the current landscape, where digital platforms have become significant promotional channels in the pharmaceutical industry, it is crucial to establish effective connections with various audience segments through appropriate channels.

Pharma companies, specifically pharmaceutical manufacturers, need to engage with the following key audience segments:

1. Doctors: Utilizing diverse online channels such as email, messengers, webinars, and online meetings to communicate with doctors.
2. E-pharmacies and e-commerce: Engaging in distance selling of beauty and health products, including medications.
3. Ultimate customers: Leveraging digital channels to promote pharmaceutical products.

The Impact of Digital on Communication with Doctors and Customers

The current circumstances, influenced by the consequences of the pandemic, have brought about changes not only in consumer demand but also in marketing technologies. Digital technologies, which previously evolved gradually and gradually integrated into distribution and communication systems, have taken center stage. While discussions about the effectiveness of digital return on investment (ROI) were prevalent in the past, the accessibility of this channel has transformed the discourse.

According to Ipsos, the share of digital communication with doctors increased from 12% in January 2020 to nearly 40% in early April 2020. However, it is evident that digital means cannot entirely replace the historically customary face-to-face interactions. Ipsos data shows that the share of telephone communication with doctors rose from 7% in early April 2020 to 53% in mid-April during the pandemic.

Oleg Feldman, Managing Director of Ipsos Healthcare Russia, predicts that once quarantine restrictions are lifted, the communication structure in the pharmaceutical industry will be reevaluated. The new approach is likely to combine both face-to-face interactions and digital technologies.

Feldman emphasizes that successful digital communication in the pharma industry depends on the availability of appropriate content, a significant demand for information, and doctors having free time. Market players must adapt their content strategies for digital platforms to ensure a positive perception of this channel by both doctors and ultimate customers.

Adaptation of Marketing Strategies by Pharma Companies during the 2020 Lockdown

The pharmaceutical industry witnessed a significant shift in marketing strategies during the lockdown in 2020. As a response to the prevailing circumstances, pharmaceutical brands increasingly turned their focus towards digital platforms. Alium, a pharmaceutical manufacturer, notably transitioned a significant portion of its communication to digital channels while maintaining an active presence on television, as shared by Dmitry Drykin, the company’s Executive Director.

However, the rapid shift to digital proved to be a challenge for pharma companies, as they were unprepared in terms of infrastructure, content, and expertise, according to Denis Vyaznikov, the General Director of RX Code.

Another notable challenge emerged in the form of adapting medical representatives to remote communication formats, as the normalization of their traditional functioning seemed unlikely even after the lifting of lockdown measures, as stated by Denis Patrashev, the General Manager Russia at Galderma.

Despite these challenges, pharma companies continue to invest in large-scale communications, as highlighted by Daria Kurkina, Group Account Director at Carat. This investment is driven not only by the fact that consumption in the pharmaceutical category did not experience a significant drop but also by the lessons learned from previous crises that demonstrated the effectiveness of this strategy.

Overall, the lockdown period prompted a swift transformation in the marketing approaches of pharmaceutical companies, with a notable emphasis on digital platforms, despite the challenges encountered along the way.

E-Pharmacies Dominating Sales in 2020 by Category

In the year-end rankings of the Top 100 online stores by Data Insight, 13 e-pharmacies made the list. Interestingly, while the average spend in pharmacies remained relatively stable, there was a significant increase in the number of orders and profits, with an average growth of 60% and 64% respectively. These e-pharmacies mentioned in the rankings generated nearly 63 million orders and surpassed 100 billion rubles in online sales during 2020. Notably, apteka.ru, a leading pharmacy in the rankings, accounted for nearly half of the orders and earnings from online sales.

The COVID-19 pandemic had a profound impact on consumer behavior and the demand for enhanced user experiences. The closure of offline venues and the surge in online activity emphasized the importance of an omnichannel strategy for retailers. Additionally, the growth of online medicine sales was driven by a federal law enacted in April 2020, which allowed pharmaceutical companies to sell over-the-counter drugs through online stores and marketplaces, facilitating easier access for consumers.

According to the E-Commerce Association (AKIT), online sales of over-the-counter drugs in Russia amounted to 5 billion 627 million rubles in 2020, with an average spend of 2,327 rubles. Despite these substantial figures, the share of medicine online sales in the overall e-commerce turnover remained less than half a percentage point.

Overall, e-pharmacies emerged as strong performers in sales during 2020, experiencing remarkable growth due to changing consumer preferences and the favorable regulatory landscape, although the share of medicine online sales in the broader e-commerce market remained relatively small.

Recommendations for Marketing Development in Pharma Companies

1. Embrace an Omnichannel Approach: To reach new audiences, leverage marketplaces while recognizing that the main traffic still comes from official drugstore pages and pharma brand representatives. Utilize all available online communication channels to engage with users effectively.
2. Optimize Tactical Strategies: To avoid diminishing returns on communications, focus on targeted and strategic campaigns by setting up separate advertising campaigns for each key brand in the company portfolio. This approach ensures maximum impact and relevance.
3. Harness the Power of Video Communications: Capitalize on the growing popularity of video consumption by utilizing platforms such as YouTube and TikTok. Leverage the advantages of video content to engage with audiences effectively and create impactful marketing campaigns.
4. Adapt Content to the Current Landscape: Stay attuned to the rapidly changing informational environment and evolving audience preferences. Recognize that there is a shift in attention from news content to entertainment-oriented content. Adapt your digital content to be more concise, targeted, and suited for digital consumption.
5. Personalize Communication with Healthcare Professionals: With the increased workload on doctors and pharmacists, prioritize personalized communication channels that closely resemble face-to-face interactions. Utilize video meetings and messengers to facilitate convenient and efficient communication.
6. Leverage Opinion Leaders: Utilize the trust and credibility that doctors and pharmacists hold among consumers by involving them in product promotion. Additionally, consider engaging with influencers in social media platforms who have a genuine following and are not overwhelmed with advertisements.

It is important to note that this article includes content from AdIndex and Kommersant as sources.

Source: Adapted from AdIndex and Kommersant