Marketing Matters
September 3, 2024
With 2025 rapidly approaching, marketing teams across the industry will be ramping up for 2025 tactical planning, looking back at the year and making strategic marketing decisions for the future to drive overall corporate objectives.
As technological advances continue, and industry innovations evolve, the life science marketing landscape remains a dynamic and exciting place to operate. In the year ahead, healthcare and pharmaceutical companies should remain in touch with recent marketing approaches to best serve the patients they care for. In this article we explore 5 ways to stay ahead in 2025.
Explore Direct to Patient Marketing
Across smaller biotechnology and healthcare companies, patient marketing has often become secondary to healthcare professional (HCP) marketing, requiring larger budgets, a different approach to messaging, and different FDA regulatory requirements. More so than ever, patients are becoming increasingly involved in and educated about their healthcare decisions because of their desire to find and connect with companies and their brand stories which best serve their medical needs and personal preferences. This is why direct to patient marketing has become a must-have and should not be solely reserved for well-funded large pharmaceutical companies. How and where your brand engages with patients is critical to a well-rounded, top-down and bottom-up marketing approach. Meeting patients where they are in their everyday lives, for example on popular social media platforms, is a highly impactful way to engage with a variety of patient audiences in a space that feels authentic to them.
Elevate the Synergy Between Sales and Marketing
Marketing and sales teams should not exist in a vacuum. At Remedy Group, we have over 15 years of experience driving sales teams’ success with our variety of services. Having recognized the success of a flawless synergy between sales and marketing, we have built out our marketing services to further expand the scale of our offering to our clients. Whether it’s professional conference support and attendance, a webinar that has hundreds of attendees driven solely by us or in collaboration with your sales teams, targeted email campaigns or working with your sales team on account-based marketing initiatives, Remedy Group is here to support your marketing goals for 2025.
Leverage Emerging Technologies and Digital Products
This will require staying up to date with regulatory requirements and working with your legal and regulatory colleagues to get them comfortable with leveraging emerging technology within the industry. For example, let’s take Geotargeting as an example. Geotargeting enables you to create meaningful and personalized digital or print brand reminders or disease awareness content and serve it to a group of HCP’s or patients in a particular geographic area that aligns with your sales strategy. Coupled with a sales “blitz” in this area or a focused webinar, sales success could soar.
Identify Your Influencers
Much like the more traditional KOL (key opinion leader) approach for HCP’s or patient stories and testimonials in patient marketing, influencer marketing is an emerging way to engage with your patient and HCP audience. In today’s world, influencers play a huge role in mainstream brand and cultural marketing and engage and energize connection, relevance and reach in a way which is highly personal and relatable. This approach can easily be applied to HCP and patient marketing as patients and HCPs are people after all, and trust and connection is founded through and by people and personal stories. Taking the influencer approach and leveraging social media can be a powerful and personalized way of changing and influencing HCP and patient behavior in such a way that serves and complements their wants and needs.
Keep Using Proven Marketing Methods
When it comes to looking forward to 2025, and especially with the rapid pace of digital evolution, there are lots of marketing avenues to explore. Reflecting on what worked for your brand in 2024, there is no reason why you should not keep doing it alongside new marketing methods. A harmonious balance between proven successful methods and a new experimental approach to marketing could be what your company needs to succeed by enabling new patients and HCPs to discover you and your products in 2025.
Why not pilot a few digital initiatives or tap into patient marketing while also continuing your proven marketing methods in 2025? Talk to Remedy Group today about your 2025 marketing approach and let’s explore where we can help you maintain and expand in 2025.