Effective Marketing Strategies for the Pharma Industry
Of all the industries that we work with, pharma brand marketing is a particularly monumental task. The space is highly competitive, requiring that the marketing team involved is promoting their products and services in the most effective ways possible.
Fortunately, you don’t have to go it alone. Our team specializes in strategies for pharma marketing, and especially the latest trend of pharma mobile marketing. How can we connect with new leads when over half of all web searches are on a mobile device?
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Pharma Mobile Marketing Trends Are Blowing Up
More and more people are using their mobile devices for just about everything. This is not as simple as just a mobile phone… it often includes a second phone (personal and work), tablet, smart tv and even some wearable tech like a smartwatch.
How can your company show prospects engaging and relevant information while reaching them on all channels and devices at once? And beyond that, how can businesses marketing in pharma industry channels show this content to only the right prospects, those highly engaged people who are most likely to convert?
This is where Identity Resolution comes into play. ID resolution gives us the unique ability to deterministically resolve the identity of site visitors, segmenting them into a highly-engaged audience and targeting that audience with ads on all devices simultaneously.
How ID Resolution Empowers Pharma Mobile Marketing
When a visitor comes to your site, they traditionally remain anonymous unless they explicitly provide you with contact info in a newsletter sign-up, opt-in form, or lead magnet. The problem is that even with these tactics, only about 2 percent of your site visitors ever provide any contact info. This is about the same amount of people who are actively interested in purchasing your products or services at any given moment.
How can we segment these people and target only them with ads, building on their high interest and converting them? The key is ID resolution.
In order to connect with people on all platforms and devices, we need to first understand who they are as a unique individual. This transcends the built-in analytics on any given platform. We need more than just demographics data connected to an expiring FB pixel that will be cleared as soon as a prospect flushes their cache.
We need something permanent, that connects us to the person behind the screen, allowing us to access all relevant data points about them.
Our technology utilizes over a dozen B2B and B2C data providers layered through a proprietary algorithm that compares a site visitor’s unique “fingerprint” with a vast database of PII (personally identifiable information) to deterministically resolve their identity. Our match rate is over 90%, meaning we can determine the identity of 9 out of 10 visitors to your site.
Omni-Channel Strategies for Pharma Marketing
Once we know the identity of a site visitor, things start to get exciting. This allows us the ability to enrich their profile based on their level of engagement, adding relevant data points as they demonstrate their interest so we can ramp up our marketing efforts to hit them in more and more places as they move down the path to purchase.
Imagine that a prospect shows up to your site, and through their behavior, our algorithm determines that they are highly engaged with your brand and have a high likelihood of converting to a customer.
Our technology can enrich their profile with email addresses, device IDs (including MEIDs), home address, phone number, etc., allowing us to conduct a truly captivating omni-channel marketing campaign.
Even without exposing a single piece of PII, we can utilize this data in the system to send highly targeted ads to them on Google, FB, IG, LinkedIn, as well as more direct tactics such as sending ringless voicemails to their phone, targeted postcards mailed to their home address, audio ads on podcasts, and even TV ads when they sit down to watch Netflix.
Utilizing several of these tactics simultaneously has traditionally been cost prohibitive. Think of how many millions of postcards get mailed and immediately thrown in the trash due to poor targeting. Rather than throwing spaghetti against the wall and hoping that something sticks, we are honing in on the most highly engaged site visitors and serving them with very well targeted ads on the right platforms at the right time.
Omni-channel is well documented to boost conversion rates, meaning that you can actually save money when you run ads on multiple channels at once provided they are targeting the right people.
You won’t have to worry about somebody clearing their device cache and losing track of them. You know who they are and their information is owned by you as first party data, meaning that you can bring it with you to the platforms you need, and not have to rent prospect info from ad platforms who want to hoard their data and keep your business.
Tap here to learn more about our ID Resolution Services and see how they can supercharge your pharma brand marketing tactics today.
Three Phases of SEO
SEO is also a huge and very successful tactic to ensure that you succeed on mobile. Whether your potential customers are browsing our desktop or mobile, SEO will always provide value because it will help your website to show up in organic search results regardless of their type of device.
PHASE 1 – KEYWORD RESEARCH
The most important phase of SEO is keyword research, which takes place immediately starting in Month 1. We MUST know what people are searching for to bring them to your products and services before we can come up with a strategy to get you to the top of search results. We start with what we call a list of “started terms”, which are short-tail keywords that relate to the major themes about your business, products and services. A couple examples for a company that provides financial services would be the terms “financial services” and “wealth management”. These terms are NOT what we will initially be trying to rank for, as they are most likely far to competitive. They may generate a ton of unique monthly search results, but there is no point in going for them if the competition is so high that we will not be able to rank well for over a year.
We take the starter terms and run them through a variety of keyword research tools to help us to determine long-tail variants that still have decent monthly volume without the super high competition. An example of the results would be “financial services for single moms looking to invest”. This term, although it definitely has far less unique monthly searches than “financial services” alone does, is at a level of competition that suggests that we can rank your site for it within a short enough time frame to make the investment worthwhile. The good news is that when we target long-tail keywords like this, there is a good chance that the short-tail keyword is built into it somewhere meaning that our efforts will help you to eventually rank for those as well.
We come up with a list of 20-40 long-tail keywords (depending on the level of your plan) to form the basis of our SEO strategy moving forward.
PHASE 2 – ON-PAGE OPTIMIZATION
Phase 2 takes places within Month 1 as well, as we seek to align the content of your site with the keywords that we have collected from Phase 1. We need there to be a match up between what people are searching for and what your site is showing them. Google will see this and immediately give you a huge boost in credit when you start to include exact matches of key search terms into your content. Our team meticulously prepares new page headings and sub-headings, titles and meta-descriptions, as well as structured data and other things to ensure that your pages will show as well to Google for the appropriate search terms as possible.
PHASE 3 – OFF-PAGE OPTIMIZATION
Phase 3 takes places in Month 2 and beyond. We learned what people are really searching for. We aligned your website with the right content to match up. Now we need to prove to Google that your site deserves to show up above the 1,000 other sites that also fit the first two criteria. The way we do that is with authority. We build site and page authority using press releases, brand mentions, directory submissions, guest posting, authority niche backlinks, etc. As your backlink profile increases and you start to add a whole variety of other positive signals every month, your authority begins to increase. As your site authority surpasses competitors who were showing up higher than you, you will take their place. The end result is that you will show up at the top of Page One for a variety of long-tail search terms that we are targeting, adding up a good portion of the monthly traffic from all of them into a consistent and powerful stream of new potential customers to your website.
The Downside of In-House Marketing Teams
The SEO world is vast, and no one person is the best at all parts of a multi-faceted SEO campaign. Some people are excellent at content creation and have the capacity to produce engaging and thought-provoking articles and blog posts quickly and efficiently. Others are uniquely gifted at code, identifying and fixing a whole host of small on-page issues that can result in punishments from Google.
Even one person who is completely committed to your marketing is unlikely to complete all monthly tasks to an exceedingly high level.
The issue is that employing an in-house marketing team to complete your SEO can get expensive fast. The average marketing professional earns $54,000/yr, or $4,500/mo, as indicated by Glassdoor. This number goes up for healthcare, pharma marketers and medical device organizations.
If you hire a 3 person marketing team, that is $13,500/mo for wages alone, excluding payroll taxes, office space, equipment and everything else that comes along with employment contracts.
The Advantage of a Dedicated Pharma Mobile Marketing Team
Our team has provided over 7,000 clients with 50,000 rankings. We know what it takes to conduct expert-level digital strategies for pharma marketing that deliver real results.
Moonraker is comprised of over 50 marketing professionals with a combined 100+ years of experience:
- Dedicated Keyword Research Experts
- Advanced Website Audit Experts
- On-Page Optimization Experts
- Link Analysis Experts
- Link Building Experts
- SEO Strategy Experts
- Social Media Experts
- Content Development Experts
- Marketing Copywriters
- Project Managers
- Account Managers
You get over a century of marketing expertise for a fraction of the cost of in-house employees. You could actually run seven Elite Organic SEO campaigns simultaneously (even though you’ll only need one) for less than a 3-person in-house marketing team and our results will be better. There are not too many marketing agencies that can boast such extensive experience and value in pharma brand marketing.
Our contracts are month-to-month, meaning you pay for what we’ve done and nothing more. Find that level of understanding from your employees!
Most of our clients recover their investment within the first 6 months. From there on out it’s solid profit, and significantly more of it. We are confident that once you see the results, we will have the pleasure of working with you for a long time.
We encourage you to get in touch today so we can show you how our team performs marketing in pharma industry specific ways to grow your business!
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