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Engaging doctors around the globe
Embedding a digital strategy as a prominent part of a pharmaceutical marketing campaign is becoming ever more important. Despite some perceived reluctance on the part of the industry, pharmaceutical companies are now exploring and exploiting a myriad of different digital channels in order to deliver content to, and engage with, their target audiences.
According to a recent global survey analysis by Indegene, the average allocation to digital channels from overall pharmaceutical marketing budgets in 2020 has doubled since 2016, to 34%. Over a third of companies reported they foresee an increase in their digital budget allocation to more than 50% over the next 3 years. Given the global impact of the COVID-19 pandemic, it is fair to assume that efforts to enhance digital capabilities will accelerate more quickly than originally expected. However, it is not only the value of digital spend that is changing, but the focus of that expenditure and the sophistication of methods being adopted. Across global campaigns, for example, pharmaceutical marketers are recognising the necessity to create customised content; the 2020 Indegene report found that 74% use personalising content and 60% use localising content as effective content strategies.
Digitally engaging doctors around the world nevertheless remains a challenge. A report from McKinsey concluded that while most pharmaceutical companies are building digital capabilities, efforts are often disjointed, being spread across multiple small projects, with a lack of cohesion of resource. In the absence of clear strategy and support from senior levels, obtaining sufficient funding and resource can be a hurdle. A need to acquire appropriate talent and form effective partnerships is widely acknowledged, however identifying the correct partnerships and ensuring maximum benefit is achieved can be challenging.
This whitepaper explores the common challenges encountered when planning and delivering a global digital marketing campaign within the pharmaceutical arena. The impacts of local knowledge, establishing and utilising trusted relationships with HCPs and a global-to-local approach are examined
To read the full report please click here.
Company Details
M3 (EU)
Address:
101 Park Drive
Milton Park
Milton Park
Abingdon
Oxfordshire
OX14 4RY
UK
Latest content on this profile
- Learning to invest in doctors’ education
- Pharmaceutical companies know doctors want high-value educational content. In a highly pressurised, cost-constrained healthcare environment with increasing demands for value and improved patient outcomes, time-poor doctors are calling out for more educational resources. However, the industry can find it hard to make a break from traditional methods of engaging with doctors, such as promotional communications and the traditional sales representative call to hospitals and GP surgeries.
M3 (EU)
- Engaging doctors around the globe
- Embedding a digital strategy as a prominent part of a pharmaceutical marketing campaign is becoming ever more important. Despite some perceived reluctance on the part of the industry, pharmaceutical companies are now exploring and exploiting a myriad of different digital channels in order to deliver content to, and engage with, their target audiences.
M3 (EU)
- How do doctors spend their time online?
- In our recent research piece, Doctor networks: The rules of engagement for pharma, some overarching principles for online engagement between the pharmaceutical industry and doctors were defined.
M3 (EU)
- How do doctors want to engage with pharma on new products?
- More than 80% of European doctors agree they are interested in staying up-to-date with new developments about pharmaceutical products. But what influences their choice of treatment and how do they prefer to receive product information?
M3 (EU)
- M3 Acquires MirVracha LCC in Russia Launching Full-Scale Development of Physician Platform Business in Russia
- M3, Inc. (Headquarters: Tokyo, Japan; CEO: Itaru Tanimura; URL: https://corporate.m3.com/; “M3” below) has announced the acquisition of MirVracha LCC (Headquarters: Moscow, Russia; CEO: Shotaro Yamamoto; “MirVracha” below), a website provider for healthcare professionals in Russia. M3 operates m3.com, a specialized web portal for medical professionals that delivers healthcare related information to its 300,000+ physician members in Japan. Presence outside of Japan includes the U.S., U.K., France, China, Korea and India, with aggressive business expansion overseas that has amassed over 6 million physicians as members across its global platforms. This allows provision of services including marketing support, marketing research, and job placement support that leverage the platform’s powerful value as a media channel. MirVracha operates the medical professional website "МирВрача" with over 400,000 medical professional members, equivalent to roughly 60% of all physicians in Russia, and mainly provides marketing support services for pharmaceutical companies. Since its founding by Shotaro Yamamoto in 2011, MirVracha has focused on building a quality network of healthcare professionals as well as improving content creation capabilities, and is now utilized by major Russian pharmaceutical companies to provide drug and disease information. In 2012, M3 entered into a capital and business alliance that includes the licensing of the MR-kun service, and have since developed a strong relationship with MirVracha through provision of support and know-how surrounding business launches and operations. M3 has completed the acquisition of MirVracha as a subsidiary, and will leverage its experience and know-how gained through its overseas business development in the United States, Europe, Asia, and other regions. M3 will move forward with the full-scale development of services related to its physician platform in Russia by combining the high-quality network of physicians, medical institutions, and pharmaceutical companies that MirVracha has cultivated in Russia, with M3's expertise in operating websites and various services for healthcare professionals.
M3 (EU)
- Revolutionising the Digital Content Delivery Model
- Pharmaceutical industry processes don’t have to make the delivery of marketing campaigns slow and unmanageable, and thus ineffective. Changing working practices and really, truly thinking differently about how to deliver materials in a new and faster way is possible, but only if companies are ready to consider and embrace new, novel ways of working. Utilising these methods, M3 reduced a client's delivery time from 75 days to just 7.5 days
M3 (EU)
