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Insights

How do you start inbound marketing in the Pharma and Health sector?

24 August, 2021

Inbound marketing is a marketing philosophy that puts the customer at the center of the buying process. This is an opposite approach of many organizations that take their product or organization as the focal point when interacting with their target audience. As experts in the Pharma and Health sector, we see this happen often. In fact, many pharma companies have a product strategy, through which they want to convince HCPs or patients of the benefits of their product and/or treatment method. Although inbound marketing can serve the same purpose, the approach is quite different. With in bound marketing you make sure that your target audience comes to you instead of the other way around.  You do this by providing added value in the form of relevant content. In an inbound marketing strategy, the target audience is supported with relevant content in all phases of the customer journey. You can probably imagine that a healthcare professional at the beginning of their journey needs different content than at the end of their journey. There it is important when applying inbound marketing to research the information needs of the target group. Then, capitalize on this by offering exactly the right content and information at the right time.

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Patient engagement at the time of COVID-19: why is it important?

23 October, 2020

According to experts, there is a real chance that a COVID-19 vaccine will be ready in early 2021. As a result, we may be on the eve of the largest patient engagement campaign ever. A substantial part of the population has doubts about the usefulness, effectiveness and safety of a possible COVID-19 vaccine. This is problematic, because vaccination only works if a large part of the population is vaccinated. Although resistance to vaccination is timeless, the future COVID-19 vaccine is under extra magnification. It is therefore very important that governments of countries all over the world create support for the vaccine. Patient engagement will play a major role in this.

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Create a visual experience with Instagram advertising

15 October, 2020

You may not directly associate Instagram with companies within Life Sciences & Health. It is not the ideal platform to reach HCPs. Still, Instagram is a valuable channel for more and more LSH companies. Not necessarily to reach HCPs, but, for example, to find young talent that is fully active on Instagram. Organizations present themselves as an attractive employer by means of carousel posts, stories or videos. In this way, Instagram becomes an online showcase with which LSH companies can create an experience that matches their identity.

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Hyper segmentation: Reach HCPs with Twitter’s unique database

24 September, 2020

Like LinkedIn, Twitter is a powerful social media channel for reaching healthcare professionals. The fact that HCPs are well represented on both channels is perhaps the only similarity between Twitter and LinkedIn. Twitter is characterized as a short, concise and fast channel, while it is very common on LinkedIn to share extensive content. Twitter differs from other channels because of its real-time character. When something happens in the world, a lot of people check Twitter first, before other media. Twitter is therefore a perfect medium for companies to respond to current events or to bring out company news, for example.

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HCP Lead Generation: 5 questions to our Director Jesse Gosse

22 September, 2020

Jesse Gosse is the Director of Medical Digitals. In addition to many other tasks, he and his team work on inbound marketing strategies for companies within Life Sciences & Health (LSH) on a daily basis. In this blog, we ask Jesse 5 questions about his vision on inbound marketing and lead generation.

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Test your AE protocol for social media with our checklist!

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Depending on the purpose of a campaign, social media could be the most useful marketing channel for companies in order to reach their target audiences. Unfortunately, due to strict laws and regulations, pharmaceutical companies cannot simply decide to use these channels. Issues such as side effects, must be reported in a timely manner. Why a protocol is indispensable and what things you should pay attention to are explained in this article. We also included a checklist to check whether everything is included in your AE protocol.

25 April, 2022

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Reach patients via social media? Not without a webcare and AE protocol!

An important success factor in a social media campaign for patients is a clear, extensive and well-deployed webcare and adverse events protocol (AE protocol).

15 July, 2020

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Patient community on social media: three pros and cons

One of the most effective ways to reach patients is through a disease awareness campaign. For a Life Sciences & Health organisation, such a campaign is often set up to create awareness of a (new) treatment or medicine. A social media community is a great tool for a campaign like that. Below three pros and cons of setting up a social media community for patients!

17 June, 2020

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3 tips for formulating patient target groups for a social media campaign

There are many different conditions, and therefore many different patients. That is why it is important to properly describe target audiences before you launch a social media campaign for patients. In this blog, we share three tips for formulating target groups for your social media (advertising) campaign.

11 June, 2020

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5 disease websites examined, analysed and reviewed

For a pharmaceutical company, health care service provider, medical producer or industry association it is important to develop a website on a medical condition. This kind of website is a clever way to provide the target group with reliable and relevant medical information and enhance the online presence of the organization. Through a disease website a pharmaceutical company, health care service provider, medical producer or industry association is able to provide its target group with information on a disease and encourage them to take action. To discover what the quality of these websites is, I examine, analyze and review 5 websites on medical afflictions.

12 March, 2020

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