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Inbound and outbound marketing
4 Mar 2024

Inbound and outbound marketing in pharmaceuticals

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Inbound Marketing is the process of attracting the attention of prospects, via content creation, before they are even ready to buy; it’s one of the best and most cost-effective ways to convert strangers into customers and promoters of your business.

Outbound marketing is the traditional form of marketing where a company initiates the conversation and sends its message out to an audience. Outbound marketing is the opposite of inbound marketing, where the customers find you, mostly through various paid and natural search engine marketing efforts.

Outbound marketing examples: Sales promotion by sales representatives, Tradeshows, TV commercials, radio commercials, print advertisements (newspaper ads, magazine ads, flyers, brochures, catalogs, etc.), etc.

Inbound marketing like content creation has immense importance in even in pharma business. For example web promotion of pharma brands.

For example, imagine you are launching analgesic spray, probably your business plan should have great deal of the followings –

  • Brand Webpage in your corporate site
  • Brand Portal – Seperate site for your brand
  • Search engine optimization for your brand webpage and portal – so that content can be found by consumer
  • Adding educational content for optimizations
  • Paid search strategy

In other word, in bound marketing is nothing but digital marketing strategy. Infact all big pharma companies involved in digital marketing.

Examples of Inbound Marketing in Pharmaceutical Industry

  • Content Marketing: This involves creating valuable and relevant content aimed at educating and informing potential customers about health conditions, treatment options, and medication. Content can include blog posts, articles, whitepapers, eBooks, videos, and webinars.
  • SEO (Search Engine Optimization): Optimizing content to appear higher in search engine results pages (SERPs) for relevant keywords/phrases. This helps pharmaceutical companies attract organic traffic to their websites.
  • Social Media Marketing: Engaging with the audience on platforms like Facebook, Twitter, LinkedIn, and Instagram. Social media can be used to share educational content, interact with customers, and provide updates on products.
  • Email Marketing: Sending targeted and personalized emails to healthcare professionals, patients, and other stakeholders. Emails can contain updates on medications, disease awareness information, and educational resources.

Examples of Outbound Marketing in Pharmaceutical Industry

  • Direct Sales: Pharmaceutical companies often employ sales representatives who visit healthcare providers to promote their products directly. These representatives provide information about medications, answer questions, and distribute samples.
  • Advertising: This includes traditional forms of advertising such as television, print, and radio ads, as well as online advertising through platforms like Google Ads and social media ads. However, advertising in the pharmaceutical industry is heavily regulated, and companies must adhere to strict guidelines regarding the promotion of prescription medications.
  • Events and Conferences: Participating in medical conferences, seminars, and trade shows to showcase products, network with healthcare professionals, and stay updated on industry trends.
  • Direct Mail: Sending promotional materials, educational resources, and product information directly to healthcare providers and patients through mail.

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