Digital Marketing for Pharma and Life Sciences
Like every industry nowadays, digital marketing for pharma and life sciences is hugely important to make your business stand out from the crowd. It is becoming increasingly more and more imperative for businesses to step up their digital marketing game, and the pharma and life science industry is no exception.
Digital marketing has serious potential to enhance the pharmaceutical industry, but research by the marketing industry shows that pharma often needs to up its game when it comes utilising new marketing technologies.
Mobile devices have transformed how we view our health as a society, with the number of health related apps available on the market doubling in just the past two years. Social media is also certain to have a major impact in the way that pharma communicates in the coming years. 52% of physicians surveyed by marketing experts expressed interest in communicating with pharma companies via social media.
Although there is serious potential for what digital marketing can do for the industry, pharma and life sciences currently lags behind other industries for use social media. Pharma spending on digital advertising is far below that of other industries, and most communications with physicians are conducted via traditional channels. There is big potential for new communications technology to make the pharmaceutical industry more efficient and more engaged with its customers.
A great way to do this, of course, is video marketing. With YouTube’s video content growing by 100% each year and with 80% of internet traffic expected to be video in the next few years, there is no denying that it is the way to go when promoting your brand. Video content is compelling, and is far more effective to help deliver the message to the viewer than plain text. Video has become an integral part of every online business strategy.
Video is a great marketing tool for pharma as it can be used to say a lot in just a few words. It is a medium that not just grabs the users attention, but is more comprehensive than a bulk load of text. One of the biggest impacts that video marketing can have on your pharma business is to help you explain your product or service. In a 2019 marketing survey, 94% of video marketers say video has helped increase user understanding of their product or service.
TBF’s founder, Aisling has a science background, and is a technical writer. Technical writing is sometimes defined as simplifying the complex. Technical writers take advanced technical concepts and communicate them as clearly, accurately, and comprehensively to the audience, ensuring that the language is as accessible to everyone that reads it as possible, no matter what level of knowledge they have on the topic. One of our strengths as a digital marketing agency is helping you to write about a complex, technical business or product and simplifying it so that those who are not experts in the field can understand what you can provide them and why your company is the best solution for them.
Below is a motion graphics video we created for Crest Solutions who provide serialisation and machine vision solutions for the pharma industry in Europe. Their clients include the who’s who of pharma such as Allergan, Abbott, DePuy, Gilead, Janssen, MSD, Teva etc. They have highly skilled professionals working in the fields of machine vision and industrial automation engineering, software development, quality and documentation and project management. Over the years their business has developed solutions for clients that comprise their 3 ‘M’s; Man (highly skilled and qualified human resources), Machine (innovative technologies), Method (cutting edge training delivered at yours, ours or online).
A complicated service such as this can be difficult to explain to customers who may not have all of the technical jargon or scientific language to understand the whole business. This is where Team TBF came in, because we have members off staff with a background in science, we were able to act as the middleman and create content for them that made their business easier to explain to the consumer. Because we chose video marketing as our medium, we could explain their services in a far shorter time frame than in plain text, keeping the viewers interested with motion graphics.
Another video that we created for them demonstrated the size of their business, and how it is located in many courses across Europe and Britain.
These two custom designed videos take a complex and large business and explain who they are and what they do in just a few seconds.
Video is a great way of interacting with viewers and to keep consumers engaged where plain text doesn’t. Increased engagement helps in ROI increase and makes the digital marketing strategy a big success. For more information regarding both digital marketing and video content creation for your pharma business, email us at info@thebusinessfairy.ie.
