Pharma Digital Marketing: Trends For Customer Engagement

In today’s evolving digital landscape, companies are looking for the best ways to improve customer experience and engagement. The life sciences are no exception; globally, organizations are creating campaigns that are more cohesive and personalized to the buyer’s journey, whether they’re targeting patients or healthcare providers (HCPs). In 2021, AHIP examined the top pharmaceutical companies’ 2020 annual reports and financial listings and found that seven out of ten spent more on selling and marketing expenses than actual research and development. The shift in providing not only more patient-centric care but also consumer-centric marketing, as well as the massive investments in promoting and selling these products, has caused several trends in the industry to take center stage, including below-the-line marketing and omnichannel engagement.