Digital marketing policies for the pharmaceutical industry

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Marketing analysts who work in pharmaceutical laboratories have certainly noticed the market trend: increasingly migrating to digital communication. However, digital marketing policies for the pharmaceutical industry are a big question behind the desire to follow this trend. Let's clarify this issue once and for all.

Digital marketing for the pharmaceutical industry
The first question to ask is: who is your audience? Or rather… Who do you want to talk to? This is extremely important, because in addition to changing the tone of your communication, it changes the entire context of the digital campaign that is being created. I have a valuable tip for each audience, before continuing with the platform policies:

Professional audience (doctors, veterinarians, etc.): list the name, specialty, cell phone number and email address of the doctors, dividing them into two groups – visited and non-visited. This list, also called a “contact base”, can be inserted into online platforms that analyze the data and registered users, allowing you to impact exactly those people who are on your list and were found on the platform. Here at Prod, we call this a base match. And we also noticed that the platforms generally find 50% of your contacts.

Non-specialist audience: If the campaign is not about new zealand mobile phone number prescription drugs, you can impact this audience by educating them with a blog. For example: we have a partner who has a headache medicine. So, we created a health blog with relevant content focused on headaches, without alluding to the brand. When the consumer, who is already enchanted by the content, discovers the therapy behind it, they will feel that the brand cares about them.

Digital marketing policies for the pharmaceutical industry
Now let's get down to business, shall we? I've listed some points from the advertising policies of the three largest digital advertising platforms (Instagram, Facebook and Google) to help you plan your digital marketing for the pharmaceutical industry. It's important to note that most laboratories have internal agreements regarding advertising on digital media , so keep an eye on that, okay? Let's get started.

Facebook and Instagram
Since both platforms are owned by Facebook, the advertising policies are the same . A good initial warning is that the advertising policies also apply to landing pages. In other words, Facebook will scan the source code of the ad link and, if it detects anything out of the ordinary, it will block your campaign. Therefore, do not advertise: any type of medication (prescription and over-the-counter); comparative images of before and after treatments or things like that; any image that shows injuries and illnesses (even if it is just acne); messages that may trigger negative reactions.

Google
Well... If the medication is over-the-counter, you can easily impact users with both display and search ads. However, it is strictly forbidden to advertise : controlled medications, unapproved substances, opioid-based painkillers, and experimental treatments. Want a solution if your product falls under these restrictions? Reach your base of doctors (lay people, no way) with marketing emails, making the package insert and all references to what is being stated in the content explicit. Another way is to make an ad disclosing only scientific data (without brand or medication) and when the person clicks, you direct them to a landing page with information about the therapy. It is also important to consider whether or not the content should be in a logged-in area of ​​the website, that is, only people with CRM will have access.

Oh, it's worth remembering that Google also scans the destination link and if there is any mention of the name of a controlled prescription drug or molecule, the ad will be blocked. It is also possible to register the name of the pharmaceutical industry to be certified by Google and have a higher level of openness: you can check how to do this process here . At Prod, we have contact with two exclusive pharmaceutical account managers who bring numerous specific solutions for this sector.

So, are you already familiar with your company's internal policies? If you have any questions, read this really cool content about actions for reps, it might help you. So, let's go ahead and implement the demands you have in mind! Doing digital marketing for the pharmaceutical industry is not complicated if you have good partners by your side. Share your ideas with us, click the button below and let's talk. I look forward to seeing you.