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Marketing Strategies for Brand Managers

Sarah Lacy

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The challenges of today’s pharmaceutical brand managers are vast; from regulatory authorities to the ever-evolving social media platforms that demand pharma co’s direct communication with patients; to brand differentiation within the global arena. The need for brand managers to truly understand and master how to effectively manage their brands despite these challenges is imperative to their marketing survival.

On Tuesday, June 3rd, Intouch Solutions’ Nathan Stewart joined Treato’s Ido Hadari and AstraZeneca’s Mike Boas and Vance Rubenstein in a FiercePharma webinar where they discussed effective strategies for managing public relations, advertising, and online communication channels. Calling upon on their own varied backgrounds, these experts provided sound advice on how to successfully balance the demands of marketing today’s pharma brand.

Nathan Stewart, manager of search marketing, preps for the webinar

Content strategy: It’s smart to start with the end in mind
Nathan Stewart, manager of search marketing at Intouch, was the first to speak on his topic, “Connecting the Dots.” Focusing on digital content strategy as a major opportunity for pharma, Nathan discussed how to establish key performance indicators (KPIs) in order to measure the success of a brand’s content. Using his improvisation performance background, he did a nice job of injecting humor wherever possible. Poking fun at the fake pharma website he created, “FarmaFaux”, he pointed out key aspects present on any good pharma site, and the importance of having a KPI for each piece of content, adding that clearly defined KPIs are vital for the overall content strategy to succeed.

 “Having only one KPI per site is a mistake.  It’s not reasonable to believe that every piece of content will deliver against the same KPI.”

Understanding the needs and purpose of each component of your marketing program is a must for brand managers. 

  • Business needs: What are the brands goals?
  • User needs: What do users want? What do they want to see?
  • Channel needs: Make sure people are getting this content and it can be supported.

In fact, only content that fulfills the three primary needs, as listed above, should appear on the pharma site. This will ensure, along with good site user experience, design and organic search optimization, that only the most relevant content is delivered to your audience.

Social media: Where humanity and technology collide
Ido Hadari, CEO of Treato, spoke more broadly of the evolution of the Internet and the new demands of today’s healthcare consumer. Patients are no longer just consumers of information, but they are driving the conversations with their social media participation and patient journey experiences. This fundamental shift in human nature, coupled with technology, opens up a new, two-way channel between marketing teams and patients. 

Global branding: Think global, act local
Last to speak were AstraZeneca’s Mike Boas, marketing director, and Vance Rubenstein, organized customer group director. They discussed the four pillars to global marketing: brand insights, market engagement, local adoption, and LCM considerations. They narrowed in on the importance of engaging in local markets. Boas stressed the significance of supporting local efforts and prioritizing them over the big global plan.

“Get the core differentiating benefit of your brand right. Find the competitive advantage of your brand and communicate it across all cultures.”

Marketing smarter
The webinar wrapped up with a 10-minute Q&A session where attendees could ask the experts their burning content marketing questions. A few were fielded as time allowed and everyone seemed to sign off with more knowledge than they signed on with.

Want to hear more from Nathan and other Intouch Solutions content marketing experts? Check out more blog posts on this topic here.

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