Which Projects will Pharma Request from their Digital Agency in 2018
If there is one thing digital agencies working with life sciences should know about 2018 right now, it’s that the upcoming year will be hardly anything like the current one. A lot of changes are expected to happen to pharmaceutical and medical content – and no, this is not solely due to the “invasion” of VR/AR tech. Even if we take the more well-developed content types, like eDetailing and emails, we will find the digital landscape is undergoing changes.
This year has seen a number of profound changes in pharma’s digital landscape, many of which were perhaps overshadowed by legal and social issues in the headlines. Now, the news we have been reading about most throughout the year are not necessarily the driving forces behind content preferences. In fact, what influences the way agencies are getting contacted is the subtle evolution of pharmas’ way of thinking.
During this year, pharma has finally recognized the digital transformation as inevitable – not just a fad. Practically all life sciences companies are now using multichannel approach to digital marketing; for an agency, this means that marketers are looking after quality in content, not its “uniqueness”. At the same time, the stakes are rising in content supply: within the pharmaceutical industry, acquisitions and mergers are happening at a global scale, which means agencies are far more likely to get approached by subdivisions of global companies closely supervised from the HQ.
Another important development is the rising importance of emerging markets. In Q2 2017, Big Pharma’s businesses in emerging markets grew 6.1%, breaking the 2-year record – this means a lot to agencies, as well, in terms of localization services to be offered. At the same time, many of us tend to forget that while some regional markets are not “new” to pharmas, they are new to content. Many channels that were previously not used in a number of regions – and now the ice is getting broken, introducing remote detailing and promotional emails and apps to whole countries’ medical circles.
All of these are going to transform what pharma expects from agencies contacted. Bear in mind that agencies’ pharma customers in 2018 are also not necessarily going to be all the same as this year. Earlier, we have already covered the change in pharma content decision-making; now is the time for us all to have a look at what the agencies’ work is going to be. As of now, we can outline the following 5 types of projects for the next year: