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Marketing to healthcare and pharmaceutical companies
requires a specifc strategy – an approach much diferent
than what your average marketing agency can provide.
The B2B nature of health systems, clinical research
organizations and service providers boasts a confuence
of characteristics that must be thoughtfully addressed
to efectively market to and penetrate the complex and
highly gated industry.
INTRODUCTION
LET’S GET STARTEDStrategy, Digital & Traditional
Strategic marketing is a critical frst step to the success of any
downstream tactic, whether digital or traditional. According
to the
2017 B2B Marketing Mix Report1
which includes data
from healthcare companies in Philadelphia and New Jersey,
digital marketing is a major piece of the marketing puzzle this
year while conferences are reported to be among the best
lead sources, generating the greatest ROI.
5. Website
6. Conferences & Events
TOP TACTICS
1. Market Research
2. Brand Strategy
3. SEO
4. SEM
jump to section
jump to section
jump to sectionMarket Research
The healthcare and pharmaceutical landscape is incredibly
broad; it’s one of the world’s largest and fastest growing
industries. It consists of hospitals and health systems, medical
and dental practices and other human health activities
under the supervision of nurses, midwives, physiotherapists,
scientifc or diagnostic laboratories, pathology clinics,
residential health facilities and nursing homes, among others.
As a B2B healthcare company, it’s critical to understand
the exact market and persona you’re targeting by gaining
a thorough understanding of the following dynamics:
STRATEGYTools such as BuzzSumo, LinkedIn
and HubSpot also provide valuable
insight into how and where your
personas fnd information about
your products and services during
the buyer’s journey.
STRATEGY
How healthcare
and pharmaceutical
companies operate
internally & externally
How their brands
and products are
received within their
niche marketplace
What opportunities,
challenges and
objections they
are likely to face
What motivates
your buyer personas
to seek out or value
your service or product
What the competitive
landscape for
your service or
product looks like
to your personas
Where your personas
fnd their information
about your service
or product
MARKETPERSONAS。