For long, the Pharma Company’s have been promoting their products, which only influenced doctors, chemists and people connected to the industry. No matter how hard the companies tried they were hardly able to address their target audience. With the entry of more Pharma companies, National & International, and increase in competition the need to differentiate from the clutter of products has risen. The questions product managers are always hunting, how should a Pharma company communicate their target audience on products?
The Pharma companies need to target their audience directly. The patients/ consumers in this new age are a lot informed. They know what they need and how to get it. Now the Pharma Company’s communication should be directly to its consumers through information about the diseases, about symptoms, etc.
The new age marketing will be on diseases category development, mass awareness about disease symptoms, effects about a particular deficiency, online forum, support group meetings, publicize disease specific docs, disease information brochures, etc. The Pharma companies now need to communicate the masses and KOLs. Also in this information age specific day related to the disease needs to be publicized with the help of KOLs, media and events. Some of the days which can be publicised are
- World Heart Day
- Breast Cancer Awareness Day
- Hepatitis Awareness Day
- World Anti- Tobacco day
These days inform the masses about the diseases and symptoms. Resulting in patients asking the doctor for more information. The doctor answers the queries of patients and gives information brochures. The consumer then for further information visits the website, created for that specific purpose and loaded with all the relevant information. This is new age marketing which involves the doctors and patients.
This also helps to promote the brand further by the same patients who become the Brand Ambassadors of the information, by spreading word-of-mouth publicity. The reason behind this is most consumers once they acquire information, they become knowledgeable and talk about it to the people they meet about the disease.
Now the Pharma companies have to be better informed because the consumer is empowered with knowledge. The Pharma companies are trying to realize this, but still are undecided on the strategy. It's high time they realize this and change their strategy, be more informative and mass oriented.