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Insights

Inbound marketing: four reasons why pharma uses Hubspot

The number of online interactions between pharma representatives and healthcare professionals has skyrocketed due to the pandemic. HCPs are increasingly 'digitally native' and they expect pharma companies to go along with this. In order to keep the contact moments with the target group valuable and to strengthen the bond with the target group, more and more pharmaceutical companies are opting for inbound marketing. Automating marketing activities plays an essential role within inbound marketing. There are various tools available for this. At Medical Digitals, we work with Hubspot because this tool offers an all-in-one solution.

24 August, 2021

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

Inbound marketing is a marketing philosophy that puts the customer at the center of the purchasing process. This is at odds with the approach of many organizations that place their product or organization at the center of the interaction with their target group. As experts in the Pharma and Health sector, we often see this happening. Many pharma companies have a product strategy in which they want to convince HCPs or patients of the advantages of their product and/or treatment method compared to alternatives. While inbound marketing can serve the same purpose, the approach is quite different. With inbound marketing you ensure that your target group comes to you instead of the other way around. You do this by offering added value in the form of relevant content. In an inbound marketing strategy, the target group is supported in all phases of the customer journey with relevant content. You can imagine that a healthcare professional needs different content at the beginning of his journey than at the end of the journey. When applying inbound marketing, it is therefore important to investigate the information needs of the target group, and, subsequently, respond to this by offering exactly the necessary content at the right time.

24 August, 2021

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Create a visual experience with Instagram advertising

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.

15 October, 2020

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Reach HCPs with LinkedIn’s business targeting options

Healthcare professionals (HCPs) are an important target group for many companies in Life Sciences & Health. A research by Veeva shows that 70% of HCPs are digital natives and collect information online. For example, they use LinkedIn to profile themselves, network and to take subject-specific information. For companies that want to reach HCPs, a business page on LinkedIn offers many options and functionalities to give the organization a face. In addition to sharing small updates with text or images, it is possible to share videos or long articles. By sharing links, the target group is only one click away from, for example, a webinar or whitepaper on your website. Advertising makes it possible to generate a large reach in the short term. 

24 July, 2020

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Patient empowerment adjusts to changing need patient

That the patient takes for granted what the docter tells him, is now past. Patients nowadays want to hold the reins. They are more independent, and this is due to  developments in health care in the field of digital. It is a process where control is shifting slowly towards the patient. A patient needing more and better information, taking control and wanting to manage a lot of health care related issues himself, is called ‘patient empowerment’.

12 March, 2020

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