Pharma marketing is key to success in any research and development (R&D) efforts. Ignore this aspect and your target audience may never even know about the product you have been developing for years.
Pharma marketing helps life-saving drugs reach the end users timely, thereby saving their lives. If you have doubts about its importance or are eager to learn more about the key benefits, keep reading this article.
Four Ways Pharmaceutical Marketing Helps in Cancer Treatment
Let’s discuss why life sciences brands should invest in their marketing:
It empowers HCPs and patients with knowledge
Effective marketing campaigns help pharma companies educate healthcare providers (HCPs) about solutions, their safety, and benefits. Armed with this knowledge, professionals can compare available options on the market and prescribe the most effective treatment for a patient.
Proper understanding of how the innovative drugs work helps HCPs better communicate their value to patients. Since patients take an active role in healthcare decision-making, it is vital to educate them as well to make sure they comply with the prescribed therapy. Educated patients engage in meaningful conversations with providers and help the latter implement a personalized approach.
It speeds up patients’ access to therapies
Time matters in cancer diagnosis and treatment. The sooner patients learn about their disease and receive adequate treatment, the more likely they will recover and have fewer side effects.
Pharmaceutical marketing aims to accelerate the process of delivering drugs to patients’ hands. More specifically, marketing strategies help pharma brands target their audience effectively, ensuring that customers come across their content timely.
Let’s take Viseven, a leading MarTech company with a mission to save lives by improving communication. Viseven relies on data analytics to determine what type of content HCPs are most likely to resonate with and the time they will be most open to receiving it. The company also helps brands connect with their customers across channels, thereby engaging with them right where they are. This results in an oncologist having more chances to find cancer-related content they are searching.
It builds empathetic relationships with patients
Empathy is pivotal in oncology care. If brands are unable to walk in patients’ shoes, chances are they will send messages that are either insensitive to customer needs or even offensive.
Novartis surveyed 142 HCPs and 1,871 patients diagnosed with cancer to understand how word choice affects patients’ mental well-being and treatment. Based on the findings, 88% of HCPs and 67% of patients state that words matter in oncology treatment.
Despite the advances in oncology therapy, cancer is strongly associated with pain and death, which negatively influence patients’ morale and treatment choices. Patients also considered words like “hero” or “sufferer” as disturbing triggers.
Pharmaceutical marketing lets brands better understand what messages will strike a chord with their audience. Well-crafted marketing strategies help to support patients throughout their treatment journey without dismissing their negative and positive experiences.
It allows brands to keep investing in R&D
When innovators release new cancer drugs they have been developing for 10-15 years, they expect to reap the maximum profits. Before reproducers get the green light with generic drug development, innovators will continue to invest heavily in pharmaceutical marketing to engage and convert their audience.
Marketing campaigns help innovators gain revenues necessary to sponsor current R&D. Since the industry is highly competitive, it is important to generate enough profit to initiate and sustain the development and testing of other innovative drugs over the years.
Wrap Up
For several reasons, life sciences brands producing cancer drugs should invest in pharma marketing. It bridges the information gap and speeds up patients’ access to life-saving therapies. Comprehensive marketing initiatives assist companies in delivering messages that resonate and support patients with this condition. Finally, money generated from marketing campaigns is necessary to continue innovating and moving the needle in the industry.
