If you have even a slight inclination towards Digital Marketing, you would have heard about such technical terms. It’s quite possible that these difficult to understand terms may have put you off your plans of going Pharma Digital Marketing.

In just 4 mins, read on to understand these terms and also get a brief idea as to how you can use these to good use in Pharma Marketing

• Email Marketing: A very useful tool to reach out to 10 – 10,000 relevant customers with automated, custom-designed, personalized, mail content. Easy to get a response and to do analytics upon to understand the impact.

Use it to have a consistent connect with your core customers, do surveys, lead customers to your website, make announcements, gather testimonials etc.

• In – Bound Marketing: This tool goes hand – in- hand with email marketing. This is used to create favorably inclined customers or leads and thus help your field force in their in-clinic discussion and conversion. Works on the concept of making customers come to you rather than you going to customers.

Use it to attract MOFU customers deeper inside the funnel. Attract customers to express interest in your new launch, webinar, specialized exhibition stalls, etc.

• Search Engine Optimization (SEO): Backbone of Digital Marketing. This tool helps you get the desired visibility (read, drive traffic) for your website, landing page, mobile application, etc. With this tool, your digital property is more likely to be found in google searches leading to more interactions and actions

Use it if you have a digital property which is loaded with useful information, periodic activities, Dr testimonials etc. that you want to share with your TOFU customers in a time – bound manner

• Search Engine Marketing (SEM): This tool helps you increase the visibility of your digital property advertisements in google searches. Also called as paid searches, you need to pay a certain amount of money to google to optimize the visibility of your advertisements. You can target highly specific groups of customers (demography, geography, etc.) to optimize your spending

Use it to advertise pages of OTC brands, mobile applications, and website pages. It helps more if you have a transaction at the end of the page visit to rationalize the cost of advertising. The cost of advertising is a fraction of what you spend in conventional pharma marketing

• Social Media Marketing (SMM): Did you know that you can use almost all social media platforms for marketing. Yes, that is SMM. Very useful for reaching out to customers with specific social media inclination. FB users are different from Linkedin users are different from Instagram users are different from Twitter users.

Use it if you know the social media inclination of your customers. This can again be made highly specific for customer groups and target them with ease. Use it to make announcements, spread knowledge about a new concept, new therapy, release periodic information, etc.

• Finally, Web Analytics: In many ways this is not a tool but is an integral part of all the above tools. This heavily draws support from Google and uses its tools to analyze your digital activities and gives a very accurate direction to it

You have no option but to use it to see where you are going w.r.t. where you wanted to go. Needs good understanding of data analysis.