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Insights

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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Hyper segmentation: Reach HCPs with Twitter’s unique database

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.

24 September, 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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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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