If your business uses digital advertising, you have probably heard all the buzz about programmatic marketing. Pharma has been hesitant to fully embrace programmatic marketing due to patient privacy concerns.
These concerns are lessening as improvements in security and transparency are evolving.
The industry is taking a closer look at this pharma marketing strategy. We know that programmatic buying is and will continue to be the trend.
Effective strategies and connection with the customer make a difference, especially when their healthcare is involved. Let’s take a closer look.
Pharma Marketing Strategy
As social media use increases and evolves, marketers must strategically locate their consumers. Healthcare marketers are no different. In fact, this is extremely important for healthcare marketers who have to target individuals with specific health conditions.
That’s where a solid programmatic pharma marketing strategy is key. Targeting by audience as well as behavior increases a marketer’s chances of their message being seen by the right consumers.
An advanced pharma marketing strategy includes the use of contextualization. This technology allows brands to avoid content considered negative or unacceptable.
This allows marketers to strategically place content in favorable spots for the most favorable outcome. In this sense, marketers are not only controlling their own message but also surrounding messages that could deter potential customers.
Brand reputation is always a concern of course. Programmatic marketing strategy incorporates advanced technology for accuracy and brand safety.
Connecting Makes a Difference
Programmatic marketing technology continues to evolve allowing marketers to reach their chosen audience. Getting specific content to specific people who need the product is critical.
Whether it’s video, social media, or any digital format, programmatic marketing allows brands to be focused on individuals who need the product at hand.
No matter the product, there is a customer who needs to see the advertisement. For example, if you are targeting patients with COPD, an incentive such as an epharmacies symbicort coupon would catch their attention.
Using a programmatic marketing strategy enables marketers to not only target patients but to also follow patients through diagnosis, treatment, and recovery stages.
The goal is to form a bond between the brand and the consumer. By telling a story and customizing their message, pharma marketers increase their chances for developing that bond and hopefully establishing brand loyalty with their customers.
There’s No Better Time
An outstanding programmatic marketing strategy affords marketers the opportunity to take their marketing to the next level.
Using the digital landscape to your brand’s benefit brings better access to your specific audience. You can create a message tailor-made for them.
Individualized messaging in marketing is key to selling your brand. And, it provides marketers more bang for their buck.
Programmatic marketing for pharma is certainly here to stay. As technologies continually advance, so must your marketing strategies.
If you are interested in learning more about a programmatic marketing strategy or have questions, SiteReportCard.com would love to help. Our marketing experts can help you explore new ways to reach your marketing goals. Contact us today