Biotech Online Marketing Services for Drug and Device Developers

The pharmaceutical and biotechnology industries have been transformed by the Internet. When the first drug trials were conducted using the Web, the results were astounding. Trials became much more convenient and tolerable for the participants and the research community. Additionally, the Internet made it much easier to communicate and disseminate research results worldwide.

The ability to communicate and collaborate over electronic means has dramatically changed how scientists connect, collaborate, and share research. This has enabled both industries — pharma and biotech — to flourish and create effective therapies and devices for patients around the world.

As the world becomes more digital, pharmaceutical and biotech marketers need to stay abreast of these changes and harness the power of the Internet to reach new audiences, engage with existing ones, and conduct clinical trials.

Fortunately, the world of online marketing for pharmaceutical and biotech companies is evolving to serve these needs. Several marketing service providers have set up shop to help pharmaceutical and biotech companies market their products online. Their services include everything from digital marketing and social media to SEO, PPC, and email marketing.

Many of the services offer fully integrated campaigns that can include SEO, PPC, and social media along with email marketing. All of these services are designed to help marketers achieve the greatest possible return on their investment while engaging with consumers and driving leads to their websites.

What are the main marketing channels and potential audiences for pharmaceutical and biotech products?

Pharmaceutical and biotechnology companies typically use a variety of marketing tactics to reach potential customers. The most popular channels for brand marketing include:

  • Product placement in movies and TV shows
  • Product integration in mainstream media
  • Direct marketing (flyers, mailers, etc.)
  • Clinical trial participation — more people are learning about the importance of participating in medical research
  • Social media (e.g., Twitter, Facebook, and YouTube)

These are all potentially effective channels for brand marketing, but what are the most powerful?

Thanks to Google Analytics, we have a good idea of which channels are the most effective for pharmaceutical and biotech companies. For instance, product integration in TV shows and movies has the greatest share of the online market — 39% in the U.S. and 36% in the UK.

Product placement in mainstream media has also grown exponentially. According to HubSpot, product placements now account for 8% of all online advertising. While this may seem like a small share, imagine a world where every TV show, film, and magazine article you read had a product placement. This would mean millions of opportunities to promote a product in mainstream media. To take advantage of this, marketers should conduct product research, analyze performance, and continuously evaluate channels to maximize impact.

Direct marketing is also very effective for brand building and market expansion. According to HubSpot, direct marketing pieces have increased from 2% to 4% of total online ad spend over the past five years. Pharmaceutical and biotech companies should continue to focus on this channel for brand building and expanding their reach.

Social media has also increased in popularity as a vehicle for pharmaceuticals and biotechnology companies. The share of total online ad spend on social media channels grew from 4% to 12% between 2014 and 2018.

Clinical trial participation is another powerful channel for pharmaceutical and biotech companies. More and more people are learning about the importance of participating in medical research. According to the Global Medical Research market research firm TMR, the clinical trial participation market will grow from US$12 billion in 2020 to US$16 billion by 2025.

TMR also predicts that 74 million U.S. consumers will participate in some form of clinical trials by 2025. Medical research is crucial to developing and delivering new treatments to patients, so it’s important for marketers to advertise and encourage trial participation.

What’s the difference between online marketing and digital marketing?

The lines between online marketing and digital marketing can get a little blurry. However, in general, online marketing is considered to be all of the activities that you do in order to gain online customers and digital marketing is considered to be marketing activities conducted online.

Many marketing services provide both online marketing and digital marketing, so it’s important to note the differences in order to choose the right tool for the job. Here are some of the key distinctions:

  • Online Marketing – marketing activities conducted online including paid advertising, SEO, PPC, and social media. (Digital Marketing)
  • SEO – search engine optimization (SEO) – getting traffic to your website from the search engines like Google. (PPC) – pay per click (PPC) – paying to have your ads displayed when certain key words are searched.
  • PPC – pay per click (PPC) – paying to have your ads displayed when certain key words are searched.
  • Social Media – marketing activities conducted on social media platforms like Twitter, Facebook, and YouTube. (Digital Marketing)
  • Email Marketing – marketing activities conducted via email including email marketing, digital marketing automation, and online marketing automation. (Email Marketing)
  • Mobile Marketing – marketing activities conducted via mobile including pay-per-click mobile marketing and mobile SEO. (Mobile Marketing)
  • Display Advertising – marketing activities conducted via display advertising including banner ads, digital display ads, and video ads.
  • Search Engine Optimization – getting traffic to your website from the search engines including Google and Bing. (SEO)
  • Email Marketing – marketing activities conducted via email including email marketing, digital marketing automation, and online marketing automation. (Email Marketing)

Why should you use online marketing for your drug company?

It is fair to say that the world of online marketing for pharmaceutical and biotech companies is evolving from mostly analog to mostly digital. This has a number of advantages.

Product research and development — getting the right product to the right patient at the right time — is evolving along with the industry. As a result, the methods for delivering drugs and devices have changed. The main method for delivering a drug is no longer through pharmacies. It’s now available through a digital interface.

This makes clinical trials much more convenient for the participants and researchers. Additionally, the ability to digitally administer trials means that they can be conducted anywhere, at any time, with the patient’s personal data remaining secure. In the past, clinical trials had to be conducted in specialized centers with experienced research scientists. Now, with digital marketing, they can be done virtually anywhere by anyone with minimal training.

These are just a few of the ways that digital marketing is changing the way that pharmaceutical and biotech products are developed and delivered. Thanks to the Internet, people can now become much more informed about diseases, symptoms, and treatment options. This has empowered consumers to make healthier choices and driven the industry forward.

Which marketing tactics can you use to take advantage of the Internet for your drug company?

The most popular tactics for pharmaceutical and biotech companies to take advantage of the Internet include: