Why Does the US Pharmaceutical Industry Spend so Much on Online Marketing?


The world’s largest drug company Pfizer took the plunge into the world of online marketing in 2017 in a big way through internet-linked promotion, launching a website PfizerStrive. The combination of marketing muscle and the massive reach of social media is a win-win outcome for US pharma companies like these and consumers alike. The site was launched in Canada and approved by PAAB, a regulatory body. The site came loaded with tons of health information and consumer surveys. Such educational advertising is the distinct USP of internet marketing.

  • Tapping Digital Disruption

PfizerStrive is the latest foray of the firm into multi-platform digital marketing strategies. These mark the step taken by US based pharma firms to extend beyond drug-specific or corporate websites into social media channels like Twitter, Facebook, YouTube and RSS feeds as well as smartphone apps. Pfizer has its own Facebook business page and runs promos on the social media giant. Pfizer traces its foray into internet marketing with More than Medication, its brand awareness ad campaign launched way back in 2008 to promote healthy living strategies.

More Than Medication includes links to 10K non commercial patient forums, plus the accompanying campaign has donated millions of dollars in contributing to research organisations in the US. Pfizer is not alone. American Medical Association has found drug companies have promoted generic and prescription drugs through social media, using online interactive marketing with an ad spend of USD 1 billion in 2011. The online promotions move across borders and reach social media groups in different countries worldwide, too.

  • Engaging with Healthcare Providers

Drug industry executives are also seizing the chance to use social media to engage with doctors. The aim is also to collect data to better serve consumers. US based drug advertising is now not limited to Cable TV. The move to social media marketing has caught the attention of the US FDA as well which has released guidelines for use of electronic media since 2011 for pharma marketers.

Pharma companies take care with tweets and Facebook pages as per the regulations. But with the power of instant communication, online marketing channels make it easy to communicate with customers.

  • Going Where The Consumers Are

Millions of patients look for health information online. As per the Pew Research Centre’s Internet and American Life Project surveys, 3/4th of US internet users sought health information online in 2012. Plenty of online information is available on the web. What sets corporate websites apart is the use of innovative social media marketing strategies.

More pharma companies in the US are focusing on new ways to raise brand awareness in the digital universe. Some pharma firms have even developed smartphone apps to monitor calorific consumption or remind patients regarding prescription medicines. Others have taken to Twitter accounts to disseminate information regarding certain conditions.

For creating a new marketing model that adjusts to new realities, US pharma firms are increasingly spending on internet marketing. Top players like GlaxoSmithKline, Johnson & Johnson and Novartis have also increased their budgetary allocation for web marketing campaigns in present times, according to research by TNS. Online marketing offers real value for US pharma firms looking for not just local, but global presence as well.

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