Pharmaceutical Marketing has a long history. Marketing of various potions and lotions has long been practiced. However, mass pharmaceutical marketing was rare until recently. It was long believed that since doctors made the selection of drugs, mass marketing was a waste of resources. Specific ads targeting the medical profession were thought to be cheaper and just as effective.
That has all changed. Today, for millions of people across the globe, the Internet is the first place they turn for health care information. As a result, the advertising and marketing of pharmaceuticals is changing direction.
Physicians will always remain the most important players in pharmaceutical sales. As they write the prescriptions that determine which drugs will be used by the patient, influencing the physician is the key to pharmaceutical sales. Historically, this was done by a large pharmaceutical sales force. A medium-sized pharmaceutical company might have a sales force of 1000 representatives. The largest companies have tens of thousands of representatives around the world. Sales representatives called upon physicians regularly, providing information and free drug samples to the physicians. This is still the approach today; however, economic pressures on the industry are causing pharmaceutical companies to rethink the traditional sales process to physicians and also to pay more heed to online the Pharmaceutical Market.
In order to survive, pharmaceutical companies must develop processes to respond to the quickly evolving world of pharma marketing. A world, which due to changes in consumer behavior, attitudes and most of all, the internet, is rapidly changing direction and tactics. Direct-to-consumer models such as broadcast and online pharmaceutical marketing, give an unparalleled level of user feedback. With so many customers interested in so many different health topics, instead of merely blockbuster drugs, online pharma marketing also allows for niche market drugs to flourish.
FMC Marketing has specialized experience performing search engine based marketing for pharmaceutical products and services. Visit our portofolio and services and find out how we can help you devise a pharmaceutical marketing strategy which will lead you and your company into the future.