Pharmaceutical Marketing Trends – NowyMarketing

Trends are traditionally a hot topic in the first quarter of every year – from January we can choose from reports, TOP 10 rankings or trend maps (in Poland the most recognizable study is the trend map from the Natalia Hatalska Infuture Institute). Additionally, we can find clues for the healthcare market in virtually any general market trend. The pandemic (and not only) has caused the disappearance of the rigid division between pharmaceutical marketing and “ordinary” marketing – the patient is the consumer, and the consumer is almost always the patient.

Therefore, in each of the trends described, for example, by the Infuture Institute, we can find guidance for healthcare market strategists and marketers. However, is observing trends enough to follow the development of our target groups and stay one step ahead of the competition?

Trends, signals and a new sense of marketing

Trends are something that can be observed over a long period of time and are perpetuated and reinforce social behavior. Indeed (which continues to surprise us with sudden twists since 2019) it is worth remembering that trends are often heralded by signals of change. To pick up on these signals, you need the right workshop, access to data, and a whole lot more attention. It is often marketing, armed with tools for analyzing social behavior in real time, constantly listening and sensitive to abuses, which is the first to react to these signals. Experienced pharmaceutical marketing agencies continuously conduct professional research to parameterize the market and build effective solutions based on the latest information on target group structure, needs and all that we collectively call insight.

An important signal is, for example, the growing need for altruism and brand transparency. When making our consumption choices in 2022, more than ever, we take into account not only price and quality, but also these added values, because it affects our self-esteem and our well-being (“I chose to ethical way, i.e. I’m a better person and I feel good about it”). This is why knowledge-based marketing is more necessary than ever, and its tools allow (the brands that use them) to avoid image disasters, to push towards authenticity and active action for profit, for example, victims of the war in Ukraine. .

These signals also apply to the B2B area – we are more willing to choose partners who add genuine values ​​to our business and brand, and we refrain from cooperating with those who may leave a scratch on our image. Brand24, known to marketers, created a tool to combat trolls (, Google Maps used the possibility of issuing descriptive reviews to Russian restaurants to combat misinformation, PAYBACK launched the exchange of points against vouchers for HAP as part of the “SOS campaign “Ukraine”, and producers and distributors of pharmaceutical products (including NEUCA) support humanitarian activities financially and materially. The list of brands and their initiatives is growing Fortunately, this signal cannot be ignored.

Consciously read trends

Simple trend information is only the beginning of the journey for a marketer to analyze what a given trend means for their brand, how to read it and how to use it in practice. One of the most frequently cited trends is the aging of the population. In a few years, most Poles will be in the 50+ or ​​even 60+ age bracket (on the Infuture Institute’s map, this trend has been figuratively called the “silver tsunami “). We often hear that we will be a country of old people and that we should be prepared for the wave of old people to come, but conscious marketers must take into account that this group will not have much in common. with people classified as elderly until recently. Millennials, who are 50 and older, won’t turn their smartphones into crochet and crossword puzzle publications.

Moreover, the so-called silversi are not a homogeneous group of people with the same characteristics. Research shows that this group is divided into at least five sub-categories, personas, which differ widely in terms of age, interests, opinions, forms of free time, shopping preferences and wealth. of the portfolio. Among the silvers today, there are people who use the Internet effectively and satisfy their needs there, but also people for whom the main source of information is the radio or the senior press. At the same time, a thorough analysis of the money tsunami trend is crucial in the pharmaceutical marketing industry, because in this age group the demand for preparations, for example to increase immunity, intellectual performance , physical or sexual, increases.

Trends in Pathways to Medical Professions

During the pandemic, access to doctors was very difficult. Agencies bid on which of them has the most digital tools to reach a doctor remotely. However, remote access hasn’t solved another problem made worse by the pandemic – lack of time. Doctors and other healthcare professionals weren’t able to consume all of the content that marketers were sending. On the one hand, the avalanche of digital solutions triggered the development of the market, but on the other hand, it caused even greater communication noise and a desire for direct contact.

Currently, the winner in the pharmamarketing market is the one that offers flexible tools. Therefore, online formats are becoming increasingly popular, which “sell” useful and necessary knowledge in the form of condensed information, ensuring that, for example, in four minutes the doctor learns something important. In the absence of time, multitasking communication solutions, such as podcasts, can be listened to by your doctor on the way to the office. The need for direct contact is satisfied by the long-awaited conferences, which are now organized as standard in the hybrid model.

The influence of the war in Ukraine on signals and trends in communication

The war in Ukraine made signals that previously appeared stronger and clearer, turning into trends – patients and consumers began to pay even more attention to brand elements such as consistency, values ​​and credibility. Massively renouncing the products or services of those brands that do not act in accordance with the moral principles or the consumers’ worldview. When choosing on a store shelf or on an e-commerce site, we take into account not only the composition and price of the product, but also where it comes from, who made it, who will benefit from it. benefits, as well as what impact it has had on the environment and what attitudes it promotes.

A trend initiated by the pandemic and reinforced by the war is the shift in public thinking from “me” to “we”. “I” was initially a positive way of thinking about one’s individuality, one’s uniqueness, but then more and more often associated with loneliness or forced isolation. Currently, we are more and more willing to see ourselves as part of a community or a group of people, customers, patients – even on a small scale. Patients search social media even more intensely for support and join groups that keep them from feeling alone.

One signal to pay attention to is a temporary break in commercials that took place when the war broke out. Advertisers – including the pharmaceutical marketing industry – reframed the narrative and verified the channels with which they promoted their products. During the pandemic, the total number of online advertising campaigns increased by 22%, while in February this year Sotrender reported a drop of more than 70% in the number of paid advertisements on social networks. The circumstances and reason for this “communication pause” are extremely dramatic, but the pause has sparked many interesting discussions about the role of marketing not only in creating demand, but also about how brand communication affects reality.

Anna Gruchała-Woźnicka – associated for 17 years in marketing in the broad sense, and for 12 years she has focused on pharmaceutical marketing within the NEKK agency (NEUCA group). Currently, as Director of Strategy, he plans, advises and designs communication solutions for many brands in the healthcare market. She has co-created campaigns and projects for companies and brands such as: Sandoz, Świat Zdrowia, APTEO, Novo Nordisk, Novascon, Apotex, Polfarmex, Angelini, Herbapol Poznań and many more. He believes that the key to successful communication is constantly updated knowledge and the formulation of the true (!) Insight of the recipient.

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