Skip to main content
SEARCH

Pharma and digital marketing: the new trend?

Though the Pharmaceuticals industry has traditionally found it hard to market its products effectively, thanks to a slew of strict regulations across the UK and Europe, the sector is finally starting to innovate. The increased freedom that the Internet and social media are offering marketers new chances to open up their sectors- and especially for Pharma.

With the Pharmaceuticals market in the UK expected to grow to be worth $43bn by 2020, and BioTech making significant inroads into the established market, it’s a time for growth and upheaval- and digital marketing is capitalising on this to bring a range of new products to the attention of a massive and diverse customer base.

Indeed, Novartis recently made waves with what was described as a ‘digital first’ for pharma, by partnering with Pear Therapeutics to create a digital therapeutic treatment aimed at treating patients with substance abuse disorders and improving the overall clinical outcome for patients. Previously, people with SUD, treatment has involved a high number of intense face-to-face interactions in a tailored location, where limited accessibility has resulted in an inconsistent quality of treatment. 

The new app is designed to make waves in the world of medical innovation: designed to be the first in a range of new technologies, the ultimate aim is to develop apps and software that let Novartis to monitor patient data in real-time, detect change s in condition and create a treatment that’s better tailored to each individual, by helping them to understand and control the way in which they receive healthcare.  

Though it’s only the latest in a series of increasingly ‘smart’ AI systems designed to make healthcare more easily-accessible for all, reSET is also an indication of how the Pharmaceuticals market- and the way in which products are marketed- is changing. Many companies are now investing in technology to create personalised treatments for their prospective patients, for a variety of ailments- indeed, Novartis has invested heavily in Pear Therapeutics, which developed the first FDA-approved app for smartphones last year- and this is becoming clear in the amount of new trends transforming the market, both in the US and across the UK and Europe. It’s not only a PR coup for Novartis: it’s the future.

Today, digital marketing is taking more of a front seat than ever before in the way that companies operate. Not only are apps making it easier to reach out to candidates- and market their products in an accessible way- but the sector also seems to be catching up to an overall trend in digital marketing. Many Pharmaceutical companies are starting to turn away from traditional marketing methods to messaging apps like Facebook Messenger, WhatsApp and WeChat to spread their message, as well as boosting their brand with a 24/7 branded service. Given that 70% of consumers have used social media to talk directly to a brand, it’s an avenue that marketers are starting to go down: 90% of doctors in Brazil use WhatsApp to chat to their patients, followed by 50% in China. 

Chatbots are also becoming a popular method of connecting patients with their healthcare provided- indeed, a recent pilot program by the NHS uses AI to serve as a port of first call for patients, before connecting them with the relevant person or service. By combining the scalability of many of these chatbots with the understanding tone of a Pharmaceutical marketer, and you have a tool that many are using to offer targeted content to their customers, providing customer services and even recruit others, even if they can’t directly advertise their products. 

Alongside this, marketers in Pharma are quickly realising just how versatile technology can be, with many companies starting to trial VR, with impressive results- especially in such a nascent industry. Healthcare, pharma and Biotech companies are all investing time and money into creating everything from health product demonstrations- which Novartis recently did- to education and therapeutic use, working towards a future where huge amounts of AI data can be funneled into interactive screens. Indeed, given that more than 50% of people in the medical industry say that they would be interested in using VR to learn, the future looks bright.

The digital age is here, and Pharma is evolving to keep up with it. With more tools at their disposal than ever before, the industry is finally starting to evolve and adopt smarter practices for delivering new services to customers, in new ways. 

Take the next step with IQVIA.

At IQVIA, we connect you to jobs at the cutting edge of Pharmaceuticals, whether that’s in marketing or research. Take a look at your next career step by browsing our jobs, or why not find out more about what we do here? 


Sources

https://www.fiercepharma.com/marketing/novartis-and-pear-therapeutics-partner-again-time-for-commercialization-deal-substance 
https://www.novartis.com/news/media-releases/sandoz-signs-agreement-pear-therapeutics-develop-and-commercialize-prescription-digital-therapeutics-patients-substance-use-disorder-and-opioid-use-disorders
https://www.thepharmaletter.com/article/uk-pharmaceutical-market-set-to-grow-to-43-billion-by-2020-report
https://www.liveworld.com/2017-guide-messaging-apps-pharma-companies/ 
https://www.liveworld.com/pharma-marketers-start-using-messaging/
https://www.fiercepharma.com/marketing/pharma-marketing-trends-for-2018-include-hero-stories-technology-maturity-and-frontline 
http://combinedmedia.ie/pharma-articles/five-pharma-marketing-digital-trends-watch-2018/#ftn3 
List #1

IQVIA Related insights

tablet PC and medical equipments, medical technology concept
How to turn a medical science liaison job into a career

Teaser

Medical Affairs & Services

Content Type

Article

Published

04/07/2024

Summary

Becoming a Medical Science Liaison is a popular career choice for many Doctoral-level candidates seeking a meaningful role within the pharmaceutical industry where they can communicate scientifically

Teaser

We look at the possible medical science liaison career paths that could be available to you.

Read more
Tracey Smith

by

Tracey Smith

Tracey Smith

by

Tracey Smith

A person in a medical jacket holding a box of pills typing on a laptop
Clinical Pharmacist Interview Tips: Securing Your Next Opportunity

Teaser

Patient Centric Services (PCS)

Content Type

Article

Published

04/07/2024

Summary

The clinical pharmacy industry is booming. Since the pandemic, the general public has become more aware of how pharmacists play a vital role in healthcare. Naturally, the market for these roles is al

Teaser

IQVIA has compiled some top Clinical Pharmacist Interview Tips.

Read more
Ruth Lynn

by

Ruth Lynn

Ruth Lynn

by

Ruth Lynn

Amir, clinical pharmacist at IQVIA
Clinical Pharmacist duties - a day in the life

Teaser

Patient Centric Services (PCS)

Content Type

Article

Published

01/07/2024

Summary

If you’ve been doing your research into your next clinical pharmacy-based career, you might find yourself thinking “What are the daily activities of a Clinical Pharmacist?”.  To answer that question

Teaser

We caught up with Amir Khosravi-Nik, Senior Clinical Pharmacist at IQVIA.

Read more
Catherine Scott

by

Catherine Scott

Catherine Scott

by

Catherine Scott

Kareem, clinical pharmacist at IQVIA interface
IQVIA Interface - Kareem’s Clinical Pharmacist career story

Teaser

Clinical Operations

Content Type

Article

Published

28/06/2024

Summary

Kareem Mohamed joined IQVIA Interface in 2023 as a Clinical Pharmacist after having previously worked as a Primary Care Network (PCN) Pharmacist.  Our Clinical Pharmacists play a huge part in any h

Teaser

Kareem Mohamed joined IQVIA Interface in 2023 as a Clinical Pharmacist.

Read more
Ruth Lynn

by

Ruth Lynn

Ruth Lynn

by

Ruth Lynn

hands holding a red heart against a blue backdrop
5 ways you can celebrate World Well-being Week this year

Teaser

General

Content Type

Article

Published

29/05/2024

Summary

World Well-being Week 2024 is just around the corner. As an organisation with a passion for building a healthier world, our mission is not just confined to healthcare and medical sales, it also exten

Teaser

World Well-being Week 2024 is near, here are 5 ways you can celebrate.

Read more
Ruth Lynn

by

Ruth Lynn

Ruth Lynn

by

Ruth Lynn

Tips on how to keep your work life and home life separate

Teaser

General

Content Type

Article

Published

30/04/2024

Summary

Whether you work remotely, with a hybrid model, or are a careerist who can’t help but mentally take your work home with you when you leave the office, it’s undeniable that the lines between work and

Teaser

Explore learnable skills, tricks, and techniques that can empower you in your lifestyle

Read more
man in white lab coat holding glasses and talking to a man and woman
Why should you work in medical sales?

Teaser

Medical Sales & Services

Content Type

Article

Published

19/03/2024

Summary

Are you wondering if medical sales is a good career? All over the world, the medical and pharmaceutical sectors are booming, and nowhere more so than in the UK. With a thriving ecosystem of research

Teaser

All over the world, the medical and pharmaceutical sectors are booming, and nowhere more so than in the UK.

Read more
Two women on an interview
Navigating Career Growth and Flexibility at IQVIA: a Q&A with Lucy

Teaser

General

Content Type

Article

Published

05/02/2024

Summary

Lucy Manning sits in our clinical trials team, but that’s not where her career started at IQVIA. It all began at the back end of 2022 when Lucy took on a fixed-term contract as a Project Support Coo

Teaser

Lucy took on a fixed-term contract as a Project Support Coordinator. . But that did not signal the end of her time working with us.

Read more
doctor and medical sales representative shake hands
The Ultimate A-Z of Becoming a Medical Sales Rep

Teaser

Sales

Content Type

Article

Published

02/02/2024

Summary

Does the idea of being a medical sales rep excite you? This crucial position lets you make connections with companies and practitioners in the medical field. It’s also a growing and dynamic industry.

Teaser

This crucial position lets you make connections with companies and practitioners in the medical field.

Read more
female phlebotomist taking a blood sample from a male
How to become a phlebotomist

Teaser

Patient Centric Services (PCS)

Content Type

Article

Published

04/01/2024

Summary

Are you ready to step into a career that's both rewarding and accessible? Becoming a phlebotomist could be your ticket into the thriving world of healthcare. It's not just about drawing blood; it's ab

Teaser

Ready to discover how you could take the leap into this exciting field?

Read more
Young sad female nurse, doctor, carer looking through window, wearing face mask gazing at sun
Marissa's inspiring journey as a nurse advisor at IQVIA

Teaser

Medical

Content Type

Article

Published

20/11/2023

Summary

In the tapestry of healthcare, where expertise meets innovation, individuals like Marissa, a Senior Nurse Advisor at IQVIA, play a pivotal role.  Marissa has not only learned from challenges but has e

Teaser

If you consider the path of a Nurse Advisor, Marissa's story is a testament to the opportunities and fulfilment that await at IQVIA.

Read more
Human resources officer (headhunter, personnel) looking for a key account manager.
How the best key account managers stand out from the rest

Teaser

Sales

Content Type

Article

Published

13/11/2023

Summary

A guide to excelling in Key Account Manager jobs in healthcare In the dynamic landscape of the healthcare industry, the role of a Key Account Manager (KAM) is pivotal. Experienced account managers con

Teaser

Read on to explore the essential aspects of excelling as a Key Account Manager.

Read more