Pharmaceuticals to Shift Marketing Emphasis from Community Physicians to Healthcare Organizations

Pharmaceutical marketers acknowledge there are changes afoot regardless of the outcome of the current case before the Supreme Court regarding nationalized health care. The results of recent high-​profile studies in this sector indicate that pharma companies intend to change who they are marketing to and how they carry out these programs on the professional advertising front.

Consulting firm Booz & Co., recently published its finding on pharma industry marketing and largely focused on the kind of advertising that is being done to industry professionals. The study results have caught the attention of most executives in this line of business. Chief marketers in these organizations acknowledge they have been slow to move to digital. Going forward, they intend to:

  • Increase social media to physicians: 58%
  • Increase investment in mobile technology: 55%
  • Increase media budgets for formats that specifically target physicians: 51%

Most pharm companies target both physicians and consumers in their advertising. But, more of these businesses envision targeting other key decision makers in the purchasing process from now on. This includes accountable care organizations (47%) and hospital purchasing groups (36%). This change is recognition of some key changes taking place in the health care industry. More physicians are shifting from community doctor status and joining healthcare organizations. As a result, when pharma companies target physicians, they may do so within the context of their new work environment.

In all cases, look for more digital and mobile effort to come from the pharma sector.

[Source: Weinstein, Deborah. The pharma revolution will be digital, with new targets: study. MMM​-online​.com. 22 Mar. 2012. Web. 2 Apr. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.