< PreviousMARKETING 30 Pharma Business International www.pbiforum.net A newspapers, billboards and the television screen. The internet, perhaps the single most disruptive communication force of our times, has provided new avenues for marketers to explore. It wasn’t simply a case of having another platform in which to extol the benefits of a new product or service, but rather the ongoing evolution of the web has forever changed the way in which people interact, consume media and share information. Targeted advertisements, user preferences and cookies have made it so that no two people’s online experience is the same. Marketers are now able to conduct in-depth analysis of online activity, ensuring they target only the desired demographic for a new product or service. TV viewing is on the decline as consumers turn their back on the terrestrial in favour of curating their own viewing – namely, online streaming. This has presented new opportunities for marketers. Video marketing has never been more The consumption of video content is on the rise, with video sharing platforms forming the lion’s share of some companies’ marketing and digital strategy. The biggest influencer here, though, is social media, where users like, share and comment on content. This offers companies a valuable insight into the effectiveness of their marketing campaigns, as well as gaining first-hand feedback. This was the kind of insight that marketers could only dream of before the advent of the internet. Marketers now are preoccupied with chasing ‘viral’ videos. It’s difficult – often impossible – to predict which videos are going to become viral hits. This may happen inadvertently, for reasons a company might be keen to avoid – i.e. bad production values, poor acting etc. But if all press is indeed good press, then this can only work in a company’s favour. Provided a video campaign does indeed go viral, it will likely be picked up by The digital age The digital age Market research is one of the most important aspects of marketing, and understanding social media trends is integral to understanding core demographics. 32 Á 30-32.qxp_Layout 1 15/08/2022 09:23 Page 1Pharma Business International 31 www.pbiforum.net MARKETING © stock.adobe.com/Aleksei 30-32.qxp_Layout 1 15/08/2022 09:23 Page 2MARKETING 32 Pharma Business International www.pbiforum.net major media outlets, exposing it to an even greater audience than might have seen it without. For this reason, marketing companies might try to replicate popular videos, hoping to capture some of that same quality that resonated with and/or amused consumers. However, marketers must remember that the internet is fickle and what may have been a hit one week may not be the week after. Consumers have grown more cynical of traditional adverts, especially the coveted millennial and Gen Z demographics, the latter of which has come of age surrounded by mobile browsing and digital technology. This same age bracket hungers for experiences, as well as media that reflects them. This demographic is also famed for its rejection of traditional gender and sexual norms. So, in order to secure the millennial dollar, marketers need to make connections. The days of a doctor in a lab coat waxing lyrical about a new drug product or medical device are over. Instead, companies should try and connect through inspirational messages, inject a feel-good factor and demonstrate good corporate social responsibility. Pfizer, Sanofi and GSK have all put this into effect with successful video campaigns which put young people, inspirational messages and charity front and centre. And the results speak for themselves. Companies might want to also replicate the success of some of the web’s most popular video bloggers (or vloggers). Often these will involve a personality talking directly to camera, discussing a new product or experience with their viewers. This removes the boundaries between the two parties, making viewers feel very much a part of the wider discussion. Indeed, viewers are often invited to share their own thoughts in the comments. A company could even reach out to any vloggers that cover health, fitness or pharmaceuticals and forge connections. This kind of engagement has been seen in food and beauty, so why not pharma? Many of the top pharmaceutical companies also have a strong social media presence. Although companies have been wary of Twitter and Facebook et al in the past, those earlier reservations appear to be passing. Engaging with consumers on social channels is a great and low-cost means of spreading a company’s message and another example of how advertising has changed over the last decade. A few posts online may be just as effective now as a printed advert. Social media can be utilised as a valuable source of research. Companies can find out in real time exactly what consumers are thinking, how they’ve responded to certain products or marketing campaigns. Opinions have never been cheaper or more freely given and that’s an incredibly valuable resource, one the pharma sector shouldn’t shirk, but actively embrace. © stock.adobe.com/Chaosamran_Studio 30-32.qxp_Layout 1 15/08/2022 09:23 Page 3The new event at the heart of European pharma dedicated to innovative packaging, drug delivery systems, CDMO/CMO and filling & assembling processes 14 & 15 September 2022 | Geneva, Switzerland Founding partners Register to attend using the code 5194 connectinpharma.com SINGLE BEST WAY TO DELIVER I am pleased to take part in Connect In Pharma, a new pharmaceutical hub in Geneva. It will be an excellent opportunity to meet existing and new suppliers while discovering the latest trends and innovations in the market. Ahmed Mechkarini, Site Procurement Lead 33.qxp_Layout 1 15/08/2022 09:23 Page 1FEATURES Traceability Machinery and Equipment Vision, Inspection and Detection Environmental Logistics Next issue: Deadline - 28th September 2022 REGULARS News Events M&A Round-up Eye On Approvals Visit us at www.pbiforum.net where you’ll find the latest news as it breaks – and why not subscribe to our newsletters so you can have the latest news emailed to your inbox, in between digital issues? @pbiforumwww.pbiforum.netcompany/pbiforum 34.qxp_Layout 1 15/08/2022 09:24 Page 1Next >