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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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HCPs as ambassadors of your product or treatment

On the internet, there is a tremendous amount of information available. This is relevant with regard to healthcare professionals (HCPs). Realizing an optimal customer experience is essential to grasp the attention of the healthcare professional within the large amount of available online information. A well-defined customer journey and persona are necessary for this. This way, you offer your target group the right message at the right time, via the right channel. In this blog you will read about the power of the customer journey in combination with the inbound marketing methodology.

09 April, 2021

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What is the difference between a single, omni and multichannel strategy within Life Sciences & Health?

The increasing digitization is causing a great deal of change within the Life Sciences & Health sector. Healthcare professionals (HCPs) are offered information in a variety of ways and have a multitude of informative sources to consult. The COVID-19 pandemic is accelerating digitization enormously, as representatives of Life Sciences & Health companies are more limited in visiting their target groups. These changes cause an increase in the use of digital channels for marketing and sales purposes. In addition to the "offline" sales representatives, there are currently "digital sales forces" who contact HCPs through social media, online magazines, search engines and other channels. The use of different channels is also called a multichannel strategy. This is the successor to the single channel strategy. In recent years, many Life Sciences & Health organizations have taken the first steps towards an omnichannel strategy. You can read about the meaning of these three strategies and their main differences and similarities are in this blog.

04 November, 2020

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

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.

23 October, 2020

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