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Survey results reveal how COVID-19 continues to shape Pharma marketing.

Issue 8, August 2020

"Survey results reveal how COVID-19 continues to shape Pharma marketing."

In marketing a lot can change in a short amount of time, however, it’s clear that COVID-19 has had a profound and far-reaching impact in just 6 months.

It is evident in our findings of two surveys we asked marketers to complete. One last November– before we even knew what COVID-19 was and the devastating effect it would have on the world, and the second just a month ago.

As we say – a lot has changed since then! It is clear that some tactics and strategies remain the top focus, however, the channels used have shifted understandably to the virtual and digital platforms.

Top learnings based on pharma marketers survey results are:

  1. Medical education remains no.1 most effective tactic 
  2. Lack of team in the field, using digital channels and cutting through the digital noise are the biggest marketing challenges 
  3. Digital channels are here to stay, and there is an increased confidence in capability 
  4. A decrease in time spent on patient programs, increase in internal activities and time spent on ‘sales team materials and engagement’ relatively the same 
  5. Biggest trends that’ll impact growth: less access to Physicians (negatively) telehealth (negatively) and digital channels (positively)

These findings largely follow the kind of work we have seen an increase in, namely high-level medical education programmes designed to inform and involve healthcare professionals in a helpful and cooperative way.

Certainly, we have also seen an upsurge in internal marketing activity – not surprising given the desire to ‘keep teams together’ in the current working apart environment.

It is not surprising that nearly all respondents agreed that the biggest challenge was in the way to target key sales opportunities without a sales force on the road. This was further heightened by the desire to cut through the noise of digital channels and stand out.

And while there was an increased belief and confidence in the capabilities of digital channels to deliver the appropriate messaging, there was a decline in the ability for messages to be heard amid the ‘digital noise’ that is flooding not just ours, but every industry.

What are you doing to be heard?

Given your answers clearly also state that digital channels aren’t just a ‘stopgap’ but are here to stay, now might be the best time for you to re-think your strategies, and plan to stand out in a digital world that’s becoming more and more crowded every day.

If you’d like to see the findings from our survey, – titled ‘COVID-19 Trends in Pharma Marketing’, we’d be more than happy to arrange a half-hour session where we can personally take you through the findings.

For more information, contact:

Simon Davies
simon.davies@bastionbrands.com.au
M: 0402 425 545

 

Dan King
dan.king@bastionbrands.com.au
M: 0439 190 700

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