Slowly, the global and Brazilian pharmaceutical market is beginning to open up to digital marketing. With this, it is natural that companies are starting to take their first steps to influence opinion leaders, doctors and patients.
However, pharmaceutical marketing strategies ne to be ghana email list 805,081 contact leads design in great detail. And a failure in communication can create a bad impression on healthcare professionals and the general public, as well as potentially complicating matters for regulatory agencies such as Anvisa.
Here are some mistakes that can happen when implementing a digital strategy, and how marketing managers at pharmaceutical companies can overcome these challenges.
Hiring a partner who is unfamiliar with Brazilian regulations
There is a very important aspect regarding pharmaceutical marketing, which is Brazilian regulation on the subject. The high level of regulation in the sector leaves don’t forget this when creating managers with reservations when it comes to investing in a digital strategy and, especially, when looking for a company.
In fact, the first legislation on the subject of advertising in the pharmaceutical sector dates back to the 1970s, and, of course, no regulation directly addresses the issue of disseminating information via the Internet.
However, RDC-96, from 2008, clarifies several aspects about drug advertising, mainly regarding “indirect advertising”. Although there is no updat and specific legislation on digital communication, it is possible to follow the current regulations.
The problem is that, like any new market, many digital marketing agencies are still not well prepar for the challenge. While traditional agencies in the sector are philippines numbers very familiar with the regulations, they are unfamiliar with the technical aspects of achieving results with digital campaigns. On the other hand, digital agencies are not very familiar with the regulations. They ne to find a partner who can combine both experiences.
Relying on “vanity metrics”
In digital marketing, there are metrics call “vanity metrics” – these are numbers that measure aspects that appear to be generating some result when, in fact, there is no significant result. Want an example of a vanity metric? The number of Facebook followers – which, by far, represents some commercial gain, in any industry.
It is important for the marketing manager to ask crucial questions such as: Was there an increase in awareness among the target audience? How did the campaign translate into the number of prescriptions, calls and visits and, ultimately, sales?