5 WAYS TO SUCCEED IN DIGITAL

PHARMA MARKETING
Introduction

 With Pharma’s increasing interest in digital marketing, online channels are changing the way
pharma brands interact with consumers.
 Doctors now have immediate access to information.
 On a daily basis, they interact with their peers online, gather input about products, discuss real
cases and make decisions based on what they discover during these interactions.

This slide deck should give you some pointers to succeed with digital pharma marketing in India.
 For pharma brands to be relevant, they must approach digital
channels as a way to interact, engage and convert customers. This
means-

STEP # 1 o Deliver trustworthy and relevant content to the consumers that

fuels a conversation among them about your brand.
o Know and understand what doctors are discussing online and
CONTENT IS KING what matter to them most.
o Design content that allows your brand to participate in the
ongoing conversation.
Does digital engagement
mean branded product ads Insights gathered from social listening reports of doctor networking
platforms are helpful in designing relevant content.
that promote the
product/event?
Think Again.
 The time spent with sales rep is treated as an interruption by
doctors. This is similar to banner ads-

o Most consumers tune out the online banner ads and stay blind
STEP # 2 to them.
o To put it simply, advertising that adds no real value only
interrupts the doctor.
STAY AWAY FROM o Ads distract from the conversation and in fact pull the doctor
BANNER ADS away from what he truly values –
 Peer Conversation
 Education
“The bottom line is that  Scientific updates
people are seeking answers
and direction, not messages or
sales pitches”.
– Brian Solis
 Native ads are helpful because-
o Do not interrupt the users
STEP # 3 o Allow the user to transit from regular content to the
sponsored content.
o Offers much less resistance in transitioning than traditional
advertisement.
GO NATIVE
Designing a native ad would require a good understanding of
the platform you choose to use. Two key elements for a native
ad are relevance and fitting in.
“A good advertisement is
o For example, in platforms like Curofy- doctor only
one which sells the product networking apps, patient case studies and educational
without drawing attention to content is the most popular form of engagement.
itself”.
o In order to design the best sponsored content for Curofy,
– David Ogilvy you need-Case studies, Expert opinions, Scientific articles,
Educational Videos etc.
o We have experienced great success with native content on
Curofy –Higher click through rate, significantly higher likes,
Positive feedback.
 Webinars are a good start to engage with KOLs, but there are
multiple other avenues such as-
 Interviews

STEP # 4 

Case Studies
Pre-recorded videos
The aforementioned can also be used to leverage KOLs.
UNLEASH THE Interaction with KOLs is key for your target audience. While
POWER OF KOLs the webinar itself gives a chance for your customers to interact
with the KOL, there is so much more that you can do.
For example – Does your speaker for the webinar have an
Give your KOLs an online active account on the platform you are using to promote your
webinar?
platform to impact peer
behaviour. This will allow users to follow the speaker and keep
themselves updated on any future posts. You can design a
Go beyond your average pre-event and post-event engagement just with your
webinars. KOL/speaker profile on the platform.
 Blending online and offline channels can improve your ROI
drastically and create a more lasting impact with your target
audience. A few ideas on how you can blend channels to
STEP # 5 increase ROI:
 Conferences: For the upcoming conference you are
sponsoring, create a hashtag and allow doctors to interact
directly with your brand. You can create an online
BLEND ONLINE & interaction and an offline presence in parallel.

OFFLINE CHANNELS  CMEs: Allow the speaker/KOL to post online about the
topic or a relevant case study for his followers before the
CME. Enable the speaker to post online
updates/takeaways/thankyou notes after the CME. You can
multiply your reach and increase your ROI.
 Surveys: Conduct online surveys to gather insights before
your next communication plan. Use insights from these
insights to design your next sponsored content for the
platform and your offline communication channels.
Creating trust and credibility for brands/products, will always remain
of utmost importance. The aforementioned strategies will help you
build goodwill with potential customers. NEXT STEPs
o Incorporating the voice of KOLs will engage your audience
o Designing non-intrusive native content will help you build brand
integrity to further your marketing goals.

Want to learn more about how leading brands are influencing their
customers through Curofy?

Through digital interactions with doctors – clicks, views, likes, cases

posted, social listening – your brand can evaluate oceans of data and
turn into valuable content and strategy for your target customer.
 THANK YOU

Creating a digital world of doctors !

For details, please contact :

jo@curofy.com mudit.vijayvergiya@curofy.com
+91-9717008660 +91-8882079208