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With Pharma’s increasing interest in digital marketing, online channels are changing the way
pharma brands interact with consumers.
Doctors now have immediate access to information.
On a daily basis, they interact with their peers online, gather input about products, discuss real
cases and make decisions based on what they discover during these interactions.
This slide deck should give you some pointers to succeed with digital pharma marketing in India.
STEP # 1
For pharma brands to be relevant, they must approach digital
channels as a way to interact, engage and convert customers. This
o Deliver trustworthy and relevant content to the consumers that
fuels a conversation among them about your brand.
o Know and understand what doctors are discussing online and
what matter to them most.
o Design content that allows your brand to participate in the
Insights gathered from social listening reports of doctor networking
platforms are helpful in designing relevant content.
CONTENT IS KING
Does digital engagement
mean branded product ads
that promote the
STEP # 2
The time spent with sales rep is treated as an interruption by
doctors. This is similar to banner ads-
o Most consumers tune out the online banner ads and stay blind
o To put it simply, advertising that adds no real value only
interrupts the doctor.
o Ads distract from the conversation and in fact pull the doctor
away from what he truly values –
STAY AWAY FROM
“The bottom line is that
people are seeking answers
and direction, not messages or
– Brian Solis
STEP # 3
Native ads are helpful because-
o Do not interrupt the users
o Allow the user to transit from regular content to the
o Offers much less resistance in transitioning than traditional
Designing a native ad would require a good understanding of
the platform you choose to use. Two key elements for a native
ad are relevance and fitting in.
o For example, in platforms like Curofy- doctor only
networking apps, patient case studies and educational
content is the most popular form of engagement.
o In order to design the best sponsored content for Curofy,
you need-Case studies, Expert opinions, Scientific articles,
Educational Videos etc.
o We have experienced great success with native content on
Curofy –Higher click through rate, significantly higher likes,
“A good advertisement is
one which sells the product
without drawing attention to
– David Ogilvy
STEP # 4
Webinars are a good start to engage with KOLs, but there are
multiple other avenues such as-
The aforementioned can also be used to leverage KOLs.
Interaction with KOLs is key for your target audience. While
the webinar itself gives a chance for your customers to interact
with the KOL, there is so much more that you can do.
For example – Does your speaker for the webinar have an
active account on the platform you are using to promote your
This will allow users to follow the speaker and keep
themselves updated on any future posts. You can design a
pre-event and post-event engagement just with your
KOL/speaker profile on the platform.
POWER OF KOLs
Give your KOLs an online
platform to impact peer
Go beyond your average
STEP # 5
Blending online and offline channels can improve your ROI
drastically and create a more lasting impact with your target
audience. A few ideas on how you can blend channels to
Conferences: For the upcoming conference you are
sponsoring, create a hashtag and allow doctors to interact
directly with your brand. You can create an online
interaction and an offline presence in parallel.
CMEs: Allow the speaker/KOL to post online about the
topic or a relevant case study for his followers before the
CME. Enable the speaker to post online
updates/takeaways/thankyou notes after the CME. You can
multiply your reach and increase your ROI.
Surveys: Conduct online surveys to gather insights before
your next communication plan. Use insights from these
insights to design your next sponsored content for the
platform and your offline communication channels.
BLEND ONLINE &
Creating trust and credibility for brands/products, will always remain
of utmost importance. The aforementioned strategies will help you
build goodwill with potential customers.
o Incorporating the voice of KOLs will engage your audience
o Designing non-intrusive native content will help you build brand
integrity to further your marketing goals.
Want to learn more about how leading brands are influencing their
customers through Curofy?
Through digital interactions with doctors – clicks, views, likes, cases
posted, social listening – your brand can evaluate oceans of data and
turn into valuable content and strategy for your target customer.
Creating a digital world of doctors !
For details, please contact :