Introduction
In today's healthcare world, a new attention economy has emerged, and cutting through the noise to effectively communicate the benefits of medical devices and Pharmaceutical prescription products to doctors has never been more challenging.
According to a report by Accenture, 78% of doctors use digital channels to seek medical information and stay updated with the latest advancements. If well-targeted, paid media is a fantastic tool to ensure your product messages stand out in an increasingly crowded marketplace. However, the nuances in its use between these two segments require carefully tailored strategies.
As a healthcare agency founder with a background in medical device and pharma sales and marketing, I have seen firsthand the challenges and opportunities of integrating sales and marketing strategies in marketing worldwide. In this article, I aim to share perspectives on the unique aspects of communicating medical devices versus prescription products through paid media, coupled with the importance of an integrated sales and marketing approach.
Understanding the Gap
I’ve heard many companies speak about their challenges with forays into digital marketing: “We haven’t seen the results we expected,” “Results are inconsistent,” or even “We tried paid campaigns, and they didn’t see an increase in sales.”
Why? Despite advancements in digital analytics, many companies employing the most modern marketing techniques need help with a critical disconnect: the transition of information from marketing to sales teams often breaks down. This misalignment results in lost leads and missed opportunities, not because leads aren't passed on but because they aren't followed up effectively.
Common reasons include:
Lack of Belief in Lead Quality: Sales teams may doubt the quality of leads if past leads have not resulted in successful conversions.
Disconnect in Messaging: Inconsistent messaging between marketing campaigns and sales pitches can create confusion and reduce the effectiveness of follow-up.
Misaligned Goals and KPIs: Marketing and sales teams often have different performance metrics and goals, leading to misalignment in priorities.
Overwhelming Volume of Leads: An excessive number of leads can overwhelm the sales team, leading to inadequate follow-up on each lead.
Lack of Integrated Systems: Without integrated CRM and marketing automation systems, the handoff process can be cumbersome and inefficient.
Interestingly, a study by MarketingSherpa found that 79% of healthcare
marketing leads never convert into sales, often due to a lack of effective lead nurturing and follow-up. From this, it’s important to note that whatever strategies are activated, without sales and marketing alignment, most will be rendered ineffective.
The Role of Paid Media in Healthcare Communication
Paid media is starting to play a more significant role in healthcare communication, offering various channels to reach and engage with healthcare professionals. These include search ads, display ads, social media ads, and sponsored content. Tailoring the approach to the specific needs and preferences of the target audience—whether promoting a medical device or an Rx product—can make a substantial difference. It is essential to recognise that the strategies for medical devices and Rx products should differ significantly due to their unique characteristics and usage, which differentiates audience information requirements.
For Medical Devices: Healthcare professionals typically benefit from practical demonstrations and detailed technical information about medical devices. Some effective paid media strategies might include:
Educational Content: Promoting webinars, demo videos, and interactive content through sponsored posts on LinkedIn targeting specific medical specialities.
Technical Specifications and Innovations: Highlighting new product features and technological advancements using Google Display Network ads that lead to detailed product landing pages.
Clinical Applications and Case Studies: Sharing real-world applications and success stories through sponsored articles in medical journals and targeted ads on professional platforms.
For Prescription (Rx) Products: The communication strategy for Rx products often revolves around clinical efficacy, safety, and evidence-based results. Some effective paid media strategies could include:
Clinical Efficacy and Safety: Promoting research studies, clinical trial results, and FDA approvals via search ads that lead to whitepapers or clinical trial summaries.
Patient Outcomes and Testimonials: Using video ads on YouTube to share patient testimonials and healthcare professional endorsements.
Regulatory Compliance and Guidelines: Ensuring all paid media content adheres to regulatory standards, using sponsored content on reputable medical websites with clear disclaimers.
Moreover, with doctors' increasing use of mobile phones during their lunch breaks and between patient consultations, there's a unique opportunity to reach them. A survey by Manhattan Research indicates that 87% of doctors use smartphones or tablets during their workday, often checking them during lunch breaks and between patient consultations. Mobile-targeted paid media can reach doctors in these moments, providing quick, accessible information that fits into their daily routines. Delivering concise, relevant content via mobile ads and sponsored social media posts might engage doctors more effectively in their workflow.
Directing Prospects to a Well-Constructed Funnel
In addition to integrating sales and marketing efforts, directing prospects to a well-constructed funnel with a straightforward customer journey and compelling call to action (CTA) is essential for success. A strategic funnel guides potential customers through the stages of awareness, consideration, and decision, providing tailored content at each step.
For example, at the awareness stage, informative blog posts or educational videos can capture interest, while detailed case studies and product comparisons can nurture consideration. Effective CTAs, such as "Learn More," "Download Now," or "Schedule a Demo," should be strategically placed to guide prospects towards the next stage.
Paid media can drive targeted traffic into the funnel and keep prospects engaged through personalised ads and retargeting campaigns. Ensuring that each touchpoint within the funnel aligns with the overall marketing strategy and addresses the audience's specific needs is critical. By creating a seamless customer journey with clear CTAs, pharma companies can enhance lead nurturing, improve conversion rates, and achieve better business outcomes.
How do we ensure Integrated Sales and Marketing?
An integrated sales and marketing approach is often overlooked when considering digital strategies. As stated, it is crucial for converting leads generated through paid media into tangible business outcomes. Here are some key strategies for achieving this integration:
1. Improved Collaboration: Regular meetings and shared KPIs between marketing and sales team leaders foster better communication and alignment. This ensures that both teams work towards common goals and can track progress effectively.
2. Enhanced Lead Quality: By integrating CRM systems and marketing automation tools, leads can be scored and nurtured more effectively. This ensures that only high-quality leads are passed on to the sales team, improving conversion rates. HubSpot reports that companies using marketing automation see a 451% increase in qualified leads and a 14.5% increase in sales productivity.
3. Continuous Improvement and the Role of Technology: Data, analysis, and feedback loops are critical in refining strategies. Regularly reviewing performance metrics and gathering feedback from sales teams allows for continuous optimisation of marketing efforts. Advanced technologies like CRM systems, marketing automation, and data analytics platforms are essential for facilitating the integration of sales and marketing efforts. These tools enable seamless data sharing, lead scoring, and performance tracking, ensuring that both teams can work together effectively.
Overcoming Common Challenges:
Lead Overload? Marketing teams should prioritise and segment leads to ensure manageable follow-up volumes.
Cultural Differences? It is essential to foster a collaborative culture between marketing and sales teams and unite their aims.
Messaging Disconnect? Ensure marketing messages align with your sales team's pitches to maintain consistency and build trust.
Conclusion
Paid media in pharma and medical devices is a powerful strategy to stand out to the people who can help the most with your products in healthcare. However, integrating sales and marketing efforts is more than just a strategic advantage but a necessity for success.
By understanding the nuances of communicating medical devices and Rx products through paid media and fostering a collaborative approach, pharma companies can generate high-quality leads, improve conversion rates, and achieve sustainable growth.
As someone deeply committed to making a difference in this industry, I believe this is and will be a crucial strategy for market leaders in healthcare and pharma.
References
Accenture Report: Digital Doctors: From Hype to Reality. Available at Accenture.
MarketingSherpa Study: The B2B Lead Gen Benchmark Report. Available at MarketingSherpa.
Google Data: Think with Google - The Digital Journey to Wellness. Available at Google.
Manhattan Research Survey: Taking the Pulse. Available at Manhattan Research.
MarketingProfs Study: Aligning Sales and Marketing for Greater ROI. Available at MarketingProfs.
HubSpot Report: The Impact of Marketing Automation. Available at HubSpot.
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