Digital strategies for pharmaceutical brands

Boosting integrated marketing strategies in pharmaceutical firms through effective us of the web, email and digital channels

1 Pharmaceutical marketers should invest in their customer databases: start your communication strategy here

Every brand needs to find ways to reach its target customers directly. Whether through renting lists from online media, or building the lists themselves, that database is key to starting successful relationship marketing.

Create segmentations that match your sales processes and build the foundations for a relationship marketing channel. Divide people between those who are customers and potential customers, those who make the decision and those who influence, those who are prescribers and those who are patients.

Look for ways to capture data at every opportunity. Find ways to acquire more new leads by using your web presence smartly – using both your own websites and your online advertising. Explore other classic channels and motivate your sales force to incorporate email into the data they capture for every new contact. See the database as the engine of your marketing and everything else starts to follow.

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