Healthcare Marketing - Get to Know These 10 Valuable Tools!

The pharmaceutical and healthcare industry is growing steadily. In order to prevail against the increasing competition, it requires a good marketing strategy. That's why the right healthcare marketing tools are essential. That's why we show the top 10 most valuable marketing tools for your digital pharmaceutical marketing.

Which tools are suitable for your healthcare marketing?

Anyone who deals intensively with the topic of "Digital Marketing" will quickly find a seemingly inexhaustible repertoire of possibilities. Meanwhile, there are a variety of tools, so you lose the overview very easily. ePharmaINSIDER would like to help you with this detailed article to find the best tools for your individual Pharma Marketing.

In digital marketing there are different tools for different tasks. At the beginning of every marketing strategy in healthcare marketing is the market and keyword analysis. Here you can ask yourself the following question: What does my competition do to be visible to customers? Useful tools for this first part of your healthcare marketing strategy are the Google Keyword Planner or Ubersuggest .

Then you have to think about what content you create for your target audience. To do that, you have to ask yourself where your target group is. Select the portals that are right for your target audience. Here Facebook, Instagram, a blog, a podcast, Twitter, Pinterest and e-mail marketing are suitable.

Other valuable tools that we would like to introduce to you are the possibilities of paid advertising. These are the Facebook Business Manager or Google Ads.

Finally, ePharmaINSIDER will present tools to control the effectiveness of your marketing efforts. Only if you know what works and what does not, you can prevail in the long term against competitors. For this we will introduce Google Analytics.

Healthcare Marketing Tools for market and keyword analysis

A good preliminary work is essential for excellent pharmaceutical marketing. You should know which keywords you use to target your content on platforms like Facebook, Instagram and Google so they can be found.

1. Google Keyword Planner

The Google Keyword Planner can be used if you have a Google Adwords account. If you want to post specific content to a topic, it's worth looking in advance to see how many people are searching for that term each month. With this tool you can look for keywords of your target group, so called keywords. Unfortunately, the Google Keyword Planner lately no longer displays the exact search volumes, just a rough interval. If you are now looking for the keywords with the largest search volumes, please wait again.

How big should the search volume of a good healthcare marketing keyword be?

If you are not yet one of the market leaders, it does not always make sense to optimize your content for the largest search volumes. If a term, for example "drug", generates a volume of 10,000 to 100,000 queries per month, then the competition is certainly very large.

Market leading websites and companies have the advantage that they already have a strong authority on search engines and social networks, because they have a huge readership, hundreds of articles and posts and are often recommended by other websites.

The optimal keyword volume for smaller websites and businesses is around 500 monthly requests. For your healthcare marketing planning, we recommend that you pick out terms that the Google Keyword Planner estimates for 100 to 1000 queries. If you're at the very beginning, start with 10 to 100 requests.

2. Ubersuggest

Ubersuggest is a real insider tip for your pharmaceutical marketing planning! Contrary to the Google Keyword Planner, the free tool " Ubersuggest " also displays more exact numbers - ie search volumes - of the keywords. However, these are based only on estimates.

Content Marketing in Healthcare Marketing

Social networks such as Instagram, Facebook, Twitter and Co. are indispensable in digital pharma marketing. The biggest pharmaceutical companies in the world , Roche, Bayer or Pfizer, make it. To reach many people, they have been relying on social media and posting campaigns as well as news for years.

3. Answer The Public

Before creating content on social media, it makes sense to think about what content you want to use for your healthcare marketing. It's about looking to see which questions your audience might ask. " Answer The Public" is an ingenious tool to find out.

The tool saves you a lot of work and provides hundreds of possible questions that your target group could ask. In the next step, they can create content on social networks such as Instagram and Facebook.

Any question that the tool gives you can be the basis for a post in text, picture, video or audio form. Every social network is different. While Instagram is more for visual content, YouTube is for videos, Facebook and Google for lyrics and podcasts, such as the Merck-Cast , for audio media.

4th Instagram

Instagram is still one of the most popular social networks in the world. It is certainly also suitable for your pharmaceutical marketing appearance. Big pharma companies like Pfizer are also using Instagram to boost their image and market their campaigns.

The photo-heavy network relies on emotions. Content that feels right on Instagram is best for Instagram. When posting content on social media, it's especially important to set up a posting routine. Your followers love regularity. If you plan to use Instagram for healthcare marketing, plan a posting routine.

quality before quantity

Daily posting is possible but not always necessary. Meaningful pharma marketing should focus on quality. Well thought-out content that adds value to your audience is better than constant reposts . That's why they're planning three high quality posts a week for your content marketing strategy.

Facebook

Even the blue giant among the social networks is still a useful platform when it comes to content marketing and customer acquisition. Even if you keep hearing that Facebook is dead , that's not the case, because a large part of over one and a half billion registered users is active every day.

Facebook has a big advantage when it comes to the topic of healthcare marketing: Target group-specific targeting options. Never before have content and advertising of companies been closer to consumers - or patients. The big pharmaceutical companies , such as Bayer, Roche and Merck, have also noticed this and take advantage of the platform. Boehringer Ingelheim's # MoreThanScleroderma campaign used Facebook's live feature to get as close to people as possible.

ePharmaINSIDER recommends that you definitely set up a Facebook page for your company. On this fan page, you can present exclusive content to your followers and engage in direct exchange with interested users.

6. MailChimp

Even closer to your customers, you only come with e-mail marketing . We would like to introduce you to the tool "MailChimp" for your personal pharma marketing. Marketing via e-mail has the decisive advantage that you land directly in the mailbox of your prospects and customers. Unlike Instagram or Facebook posts, you have a much higher chance of being seen. A classic way to use e-mail marketing for pharma marketing is a weekly newsletter.

MailChimp offers the possibility to sort subscribers by lists or to sort them by properties. For example, you can create a list for all newsletter subscribers. If you distribute your own products or memberships, you can equip subscribers who have already become customers with a buyer tag.

MailChimp makes organizing contacts really easy. Of course, e-mail marketing also includes distribution e-mails, which you can send out to several subscribers of a list at the same time. The program displays the opening and clickthrough rate of the e-mail in retrospect. With this valuable data, you can make future campaigns even more targeted.

Paid Advertising in Healthcare Marketing

ePharmaINSIDER shows you how to make the most of paid ads for your pharmaceutical marketing. The most frequently asked question on the topic is probably when it makes sense to use paid advertising for targeted performance marketing. The answer is: Once you know your target audience !

If you are just starting to produce content for platforms like Google, Facebook and Co., wait for feedback from your prospects and customers. If you do not know what words your audience is using and what content they're addressing, then you'll easily burn money with inappropriate advertisements.

7. Google Ads

In order to place advertisements on the Internet, there are two major providers that are worth paying a visit, as these two platforms will certainly take people from your target group on the go: Google and Facebook.

If you're new to paid advertising, we recommend that you start with Google Ads. In contrast to Facebook, Google Ads has the one great advantage that interested parties and potential customers move around the portal with a so-called intrinsic search or purchase motivation.

Many customers use the search engine to find solutions to their problems. In Healthcare Marketing, you then have only the task of offering suitable solutions. Google Ads allows you to show ads on specific keywords, called "Ads." For example, if a customer is looking for "buying medicines" from Google, they will be presented with matching advertisements for this search term in the upper and lower part of the page.

MailChimp offers the possibility to sort subscribers by lists or to sort them by properties. For example, you can create a list for all newsletter subscribers. If you distribute your own products or memberships, you can equip subscribers who have already become customers with a buyer tag.

MailChimp makes organizing contacts really easy. Of course, e-mail marketing also includes distribution e-mails, which you can send out to several subscribers of a list at the same time. The program displays the opening and clickthrough rate of the e-mail in retrospect. With this valuable data, you can make future campaigns even more targeted.

Paid Advertising in Healthcare Marketing

ePharmaINSIDER shows you how to make the most of paid ads for your pharmaceutical marketing. The most frequently asked question on the topic is probably when it makes sense to use paid advertising for targeted performance marketing. The answer is: Once you know your target audience !

If you are just starting to produce content for platforms like Google, Facebook and Co., wait for feedback from your prospects and customers. If you do not know what words your audience is using and what content they're addressing, then you'll easily burn money with inappropriate advertisements.

7. Google Ads

In order to place advertisements on the Internet, there are two major providers that are worth paying a visit, as these two platforms will certainly take people from your target group on the go: Google and Facebook.

If you're new to paid advertising, we recommend that you start with Google Ads. In contrast to Facebook, Google Ads has the one great advantage that interested parties and potential customers move around the portal with a so-called intrinsic search or purchase motivation.

Many customers use the search engine to find solutions to their problems. In Healthcare Marketing, you then have only the task of offering suitable solutions. Google Ads allows you to show ads on specific keywords, called "Ads." For example, if a customer is looking for "buying medicines" from Google, they will be presented with matching advertisements for this search term in the upper and lower part of the page.

Unlike Google Ads, Facebook ads are not played for search but for interest targeting. For your pharmaceutical marketing, this means that you have to convince people without search or purchase intentions on Facebook . This is a little trickier than Google Ads, yet there are many companies that rely entirely on the blue giant in marketing.

The pharmaceutical company Roche uses Facebook advertisements to present itself on the social media feeds of the people. In the Facebook Business Manager , which is responsible for the Ads, you can set where your ads should be played. In addition to the classic Facebook newsfeed, there is also the opportunity to play the ads on the Instagram feed, in Facebook and Instagram stories or within partner networks.

What does a good ad look like? 

An excellent ad on Facebook should always be targeted to the interests of your target audience, as we are not looking for searchers but social media "distracting" people. People want to be enriched by entertaining, exciting, engaging content when they're on social media. Very important: emotion in the visual language! ePharmaINSIDER also recommends that you perform AB tests. At the beginning, you never know what really works and what your target group wants to see.

AB tests, an essential measure in paid marketing

To find out what the optimal ad looks like, at best, create multiple versions of your campaign in Facebook's Business Manager. Try different pictures, headlines and texts. The important thing is that you never change more than one variable per test . Anything else, would falsify your results.

Tools to Control Healthcare Marketing Measures

The most important thing comes at the end! Now we'll explain how you can control the effectiveness of your healthcare marketing efforts. On the one hand, marketing measures can be very effective and bring your company forward. On the other hand, they can also be meaningless, or at worst, negatively impact your business. To control this, ePharmaINSIDER now introduces two tools for action control.

9. Analytics Tools from Google, Facebook, Instagram and Co.

Depending on which tools you have chosen, each platform provides a means of controlling your actions. In the backend of the programs, you get all the data about your actions, ranging from likes, about visitors, to your reach of the respective post.

ePharmaINSIDER recommends that you look into the analytics of your platforms at regular intervals in order to understand the effectiveness of the marketing measures.

Another tip is to create Excel charts for every social network on which you are active with your company. In this way, they keep track of the effectiveness of individual measures, as well as the overall progressive growth of your reach.

 

10. Analytics tools for paid advertising on Google and Facebook

For paid advertising, analytics are especially important. As mentioned above, at the beginning of a new campaign, you should run AB-Testing to find out which ad works best for your audience.