Pharmaceutical Digital Marketing Strategies for OTC Brands

PUBLISHED

May 16, 2024

What is a Digital Marketing Strategy?

In the past, businesses used to communicate with their target audience through marketing channels like television, radio, newspapers, magazines, and outdoor advertising.

Digital marketing strategy refers to using online channels (such as your website, social media, organic search, paid ads, and other platforms) to improve your online presence and reach your marketing goals, like enhancing your business’ visibility and gaining new customers.

Let’s explore the topic further with this digital marketing strategy example. Imagine you want to increase traffic to your website by 25% in the next 12 months. First, you would define your target audience analyzing everything from their demographics to interests. Then you should pick the digital channels you’re going to involve. For instance, paid social media advertising, Google search ads, and content marketing. Your key strategies would be:

Paid social and Google ads to drive website traffic for high commercial intent searches
Use social media posts and videos to nurture the audience and showcase products
Create high-quality blog content optimized for SEO to build organic traffic

You can test social media ad creatives and audiences, multivariate landing page optimization, monitor top organic traffic sources, and put an emphasis on what works best. To help you launch and successfully run omnichannel campaigns while having a strategic overview, you can employ content experience platforms like eWizard.

Importance of Digital Marketing for OTC Brands

OTC drugs are essential for public health as they provide accessible solutions for common health problems. Following the COVID-19 pandemic, the eCommerce sales of OTC drugs spiked, with people giving preference to shopping online over going to physical stores due to its convenience and competitive pricing. With the consumers’ tendency to search for information online before making purchasing decisions, OTC brands must leverage digital marketing to reach customers where they spend their time to educate them on their products.

Digital marketing enables you to build closer relationships with your customers through multiple channels like your website and social media. Moreover, you can precisely target specific consumer segments, based on demographics, behavior, and interests using digital marketing tools. They allow to create personalized messaging and product suggestions, enhancing relevance and engagement. On top of that, with robust analytics OTC brands can accurately measure engagement, conversions, and ROI, as well as continuously optimize their strategy based on their performance data.

As eCommerce disrupts traditional retail, OTC brands must differentiate themselves from the competition through compelling digital brand experiences, content, and consumer value-adds their competitors may lack.

Besides, digital marketing can be highly cost-efficient compared to traditional channels while enabling OTC brands to reach a much larger audience through organic, paid, owned, and earned media strategies.

Main Components of Digital Marketing Strategy

An effective digital marketing strategy should consist of well-thought-out paid advertising, social media marketing, search engine optimization (SEO), and web analytics. Let’s discuss them one by one.

Paid Advertising

Numerous platforms can be utilized for paid advertising. Each of the platforms may have different ad types available, like search ads, display ads, native ads, video ads, and others. This diverse range of paid advertising formats enables brands to develop integrated strategies that span several platforms in order to meet awareness, engagement, and conversion goals.

Social Media

As of 2022, it was estimated that over 4.59 billion people were using social media worldwide, and spending almost 2.5 hours there daily. This is why OTC brands have to leverage social media in their marketing efforts. They can reach a wide audience there and raise awareness about their products and their benefits. Moreover, social media provides a channel for direct interaction and customer engagement.

SEO

Search engine visibility is paramount for success in today’s digital landscape. Google Health Vice President reports that an estimated 7% of Google’s daily searches are health-related, equivalent to 70,000 every minute. Both patients and doctors look up and research products, symptoms, treatments, and insurance questions using search engines.

Web Analytics

Web analytics provide quantitative insights that OTC brands need to refine their digital presence, enhance user engagement, and drive conversions. Analytics tools such as Google Analytics show how people interact with the brand’s website and content, which includes metrics like traffic sources, popular pages, conversion paths, and bounce rates. In addition, analytics can reveal where your visitors tend to abandon the website or purchase process which will let you know where optimization is needed.

How to Create a Digital Marketing Strategy

Creating a proper digital marketing strategy takes experience and expertise, so be ready to test your theories, and don’t get discouraged if your first campaign doesn’t get the traffic you wish. With so many other brands competing for customers’ attention, it’s crucial to consider what can set your product apart and highlight it in your marketing content. And if you want to involve experts to create your digital marketing strategy, drop a message to Viseven.

Let’s go through the key steps to creating a pharma digital marketing strategy.

Determine your target audience

Digital marketing allows you to reach new audiences. However, not all of them are going to be interested in what you have to offer. You need to conduct market research to identify your buyer personas whose interests and preferences match your offerings. Personalization is a big trend with consumers now, so you also have to think about segmenting your target audience into smaller groups to customize your messaging for each of them.

Engage and educate through content

Content marketing is essential for your brand for a few reasons. First, well-optimized content can bring you organic traffic from search engines, spreading the word about your brand and products. Secondly, both providers and patients use the internet to find information about symptoms, treatments, and products. By providing them with interesting and educational content targeted to various groups, you can not only address their pain points and concerns but also establish your brand as a thought leader.

In-depth blog articles, innovative email marketing campaigns, and engaging social media posts can all play a crucial role in your content strategy. Additionally, high-quality content helps build trust and credibility with your audience, positioning your brand as a reliable source of information. Moreover, content marketing can support your lead generation efforts by attracting and nurturing potential customers through the sales funnel. Finally, it allows you to showcase your expertise, differentiate your brand, and foster stronger connections with your target audience, ultimately driving better brand awareness, loyalty, and conversions.

Gather and utilize data

The beauty of digital marketing for OTC brands lies in the wealth of data it generates. Website analytics reveal traffic sources, user behavior, content performance, and audience insights vital for optimization. Search data displays consumer intent and common queries to guide content strategy. Social media listening unlocks brand sentiment, product perceptions, and messaging opportunities.

During marketing campaigns creation, OTC marketers can leverage this data to shape targeting, develop resonant messaging, enhance user experiences, plan digital marketing tactics, and measure performance. An insights-driven approach fueled by tangible consumer data allows continual campaign refinement and improvement over time.

Current Landscape of the OTC Pharma Market

The OTC drugs market size is estimated at $137.39 billion in 2024, and is expected to hit $163.10 billion by 2029, growing at a CAGR of 3.49% during the forecast period.

The OTC drug market is witnessing substantial growth, primarily driven by the escalating costs of prescription medications. As healthcare expenses continue to soar, consumers are increasingly turning to self-medication with OTC drugs as a more affordable alternative.

According to Bloomberg, the average American spends an astounding $1,300 per person annually on prescription drugs, with the launch price of a new drug in the US reaching an average of $180,000 for a year’s supply in 2021. This massive rise in Rx drug prices is fueling the demand for self-care solutions through OTC medications.

Self-medication with OTC drugs is becoming a global phenomenon, with prevalence rates ranging from 11.2% to 93.7% across different countries and target populations. This growing trend towards self-care is further propelling the growth of the OTC drug market.

As the cost of prescription medications continues to rise, consumers are embracing the accessibility and cost-effectiveness of OTC drugs, enabling them to manage minor illnesses and maintain their overall well-being without breaking the bank. This shift in consumer behavior, coupled with the increasing approval of new OTC drug options, presents a significant growth opportunity for the industry.

Furthermore, online sales of OTC medicines through e-pharmacies, retailer websites, and marketplaces like Amazon are booming, necessitating an omnichannel marketing approach for brands.

To remain competitive in this landscape, OTC pharma brands must leverage digital marketing capabilities, focus on consumer education, eCommerce enablement, and innovative product offerings aligned with self-care trends.

Best OTC Pharmaceutical Marketing Strategies

Here are several ideas that can help you map out and execute a more efficient digital marketing strategy.

Think Outside the Box with Mobile

56% of shoppers globally use their smartphones to shop or research items while in a store. The majority of pharma brands already provide mobile-optimized sites to boost their mobile presence. However, few utilize mobile in creative or innovative ways. This is your chance to set yourself apart from the competition. For instance, Pfizer offers a mobile app that allows patients to track their injections, log symptoms, set medication reminders, and access a wide range of resources to help them set and maintain goals throughout treatment.

Engage with Health Apps & Wearable Gadgets

The adoption of mobile health and fitness applications witnessed a surge in recent years, propelled by the COVID-19 pandemic. In 2019, these apps were utilized by 23% of consumers in the United States. However, specific categories like health tracking, workout apps, and meditation apps saw broader adoption, reaching approximately 36% of the U.S. consumer base.

When it comes to wearable tech, in 2021 it was estimated that about 526 million wearable devices were shipped globally, with more than 80% of consumers believing that wearables are beneficial to their health.

OTC brands can tap into the health tech-savvy user base by leveraging targeted advertising within popular health and fitness apps, as well as forming partnerships with leading health tech companies and influencers in the digital wellness space.

Allocate Resources to Both Time-Specific & Ongoing Marketing Efforts

Undeniably, OTC medications are intrinsically linked to seasonal cycles as consumer needs fluctuate throughout the year. Flu, colds, allergies, and sports-related ailments resonate with different consumer segments during their respective peak seasons. To capitalize on these cyclical demands, OTC brands can implement ongoing marketing activities and tailored time-specific activations. These initiatives not only foster brand loyalty by addressing timely health concerns but also provide a strategic avenue to highlight the seasonal benefits of their OTC offerings.

Ongoing marketing efforts can include subscription-based models or loyalty rewards that incentivize repeat purchases aligning with the ebb and flow of seasonal ailments. Targeted time-specific activations can consist of a multi-channel marketing blitz, spanning digital marketing campaigns, in-store promotions, influencer collaborations, and educational content tailored to the relevant health issues of that period.

Develop and Share Valuable Online Content

Content is king, and it’s vital for all industries, especially for pharma where people may rely on it to improve their well-being. With consumers’ tendency to research their symptoms and possible treatment online, it’s crucial to share valuable content about your products, what they do, and how and whom they help. Consider branching out from just full-blown blog articles to videos and infographics to bring variety and originality to your content.

Your content distribution plan is of the same significance. It doesn’t matter how great your content is if your audience doesn’t see it, so make sure to think through your distribution and repurposing plan.

Utilize Social Media Platforms

With approximately 50% of users considering health information obtained from social media as reliable, OTC pharma brands have a prime opportunity to utilize this channel effectively. OTC brands can reach out to this large, health-conscious audience by sharing educational content on health conditions and self-care tips, highlighting product information and usage guidance, engaging with customers through responsive service, collaborating with influencers for credible endorsements, gathering consumer insights through social listening, running targeted advertising campaigns, and seamlessly integrating social efforts with their broader omnichannel strategy.

For instance, P&G’s Vicks and Metamucilt have vibrant presences on Twitter and Instagram. Vicks frequently shares cold/flu season remedies and collaborates with influencers, while Metamucil focuses on digestive health through recipes and expert advice on social.

Summing Up

At the end of the day, the digital world opens up a huge playing field for OTC pharma brands to really connect with their customers in new and innovative ways. But it’s not just about blasting promotions everywhere. It’s about using data and consumer insights to have totally relevant, engaging conversations across channels like search, social media, and eCommerce.

As consumers keep evolving, craving more personalized experiences, a focus on preventive wellness, and digital self-care solutions, the brands that truly tap into the digital marketing game will be the ones calling the shots. They’ll have built genuine relationships and empowered people to take control of their health journeys. The future belongs to the brands that can adapt quickly, get creative and innovative, while always putting the consumer first in their digital approach.