Social Media Advertising, Social Media Strategy, Data Analytics

Digital technologies have revolutionized the pharma industry. Marketers need strong digital skills to engage customers, inform healthcare providers, and boost brand awareness.

In 2023, pharma companies face big challenges. With rising inflation, the sector must use digital technologies and channels to drive innovation and personalize customer journeys. To succeed, they need marketers with cutting-edge digital skills.

In this blog, we explore 7 important digital skills for pharma marketers in 2023:

1. Social Media
2. Artificial Intelligence (AI)
3. Search Engine Optimization
4. Project Planning and Management
5. Paid Search and Social
6. Automation and Email
7. Data Analytics

Why Do Pharma Companies Need Digital Skills?

The pandemic accelerated the need for digital channels in the traditionally slow-to-adapt pharmaceutical industry. Using these technologies gives companies a competitive edge. A Deloitte study found 77% of biopharma leaders see digital innovation as a competitive differentiator.

However, leaders face problems:

• 59% cite dedicated funding
• 49% need a better digital innovation strategy
• 48% require the right talent

The healthcare ad market is expected to reach $35.01 billion by 2029, driven by increased digitization, risk management software adoption, and smartphone proliferation.

Companies invest in advertising to raise awareness and promote products, requiring skilled marketers to craft, plan, and implement effective campaigns.

1) Social Media

By 2025, over 5 billion people will use social media. It’s a crucial channel for pharma companies to spread awareness, share news, and promote their brand. Social media drives engagement and opens communication between brands and audiences.

Here’s an example from Johnson & Johnson’s Twitter page. Social media is also a customer service channel, with many consumers expecting responses there.

2) Artificial Intelligence

AI technologies are sophisticated, saving time and money by handling tasks. AI can collate and segment data, gaining insights into customers. Benefits of AI in pharma marketing include:

• Personalization through chatbots or virtual assistants
• Enhanced customer interaction
• Targeted communication
• Increased operational efficiency

Bayer’s AMI virtual assistant is a great example, helping physicians access medical information through Google Home and Google Assistant. AI can also aid in content creation, data silos, and research.

3) SEO

Search engine optimization enhances online visibility. For pharma companies, it educates consumers about products and builds trust. SEO helps content reach people based on their search intent, making it crucial to have SEO knowledge in-house.

Consider:

• Keywords
• Backlinks
• Site structure
• Google’s E-E-A-T algorithm (Experience, Expertise, Authoritativeness, and Trustworthiness)
• Schema

4) Project Planning & Management

Pharma marketing requires expertise in project planning and management due to industry regulations and ethics. This role combines marketing knowledge with account management, strategy, and execution skills. Organization, scheduling, budgeting, and resource management are crucial.

5) Paid Search

Paid search helps pharma companies get their product or brand to the top of search engine results. Marketers with this skill are in demand for creating targeted campaigns to generate leads, use geo-targeting, and bid on competitors’ keywords. It’s a unique, intent-based advertising channel.

6) Marketing Automation

Pharma companies collect huge data volumes, making marketing automation essential. Automation tools handle repetitive tasks like email campaigns, CRM updates, and lead scoring. Skilled marketers save time, money, and boost productivity.

7) Data Analytics

Data is everywhere, and understanding it is crucial for marketers. An in-house data analyst helps optimize customer and healthcare provider experiences, understand online conversations, analyze digital channel performance, and create predictive sales models.

The demand for data analytics jobs will grow by 23% between 2021 and 2031, much faster than the average of 5% for all other industries.

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