Our in-house digital media team understands the constantly changing landscape of global, pan-European and local medical portals, organisational, commercial websites and other media ‘touch points’ that can reach highly targeted and discrete HCP audiences. Our specialist PPC and SEO teams also create and manage paid and natural search campaigns. Online and offline email and direct marketing campaigns can be planned and bought on a multi-market basis. Plus our experts constantly work with social media and can build disease awareness, patient compliance, KOL and HCP strategies using these valuable channels.
Digital media planning is a specific targeted activity to meet identified customer needs. It’s about clever and engaging ways of finding the right media opportunities, content and creative to put in front of your specialised audiences, whether they be rheumatologists, oncologists, nurses or patients.
Media owner choices abound: large multi-nationals such as BMJ and Elsevier, smaller local market or regional media owners, global and local medical portals, local societies and organisations that deal with particular specialist or therapy areas and local media congress organisations in specialist therapist areas, to name a few.
More than anything, you’ve got to marry the message and the medium in a clever way. Understand the context of what to put in your message and keep track of the proliferation and diversity of these on a market-by-market basis. You’ve got to combine a disjointed, complex and relatively unsophisticated media market with the strategic side of planning, messaging, content creation and creative execution.
What you need is a team of experts that understands digital media in general, alongside specialist knowledge of digital media specifically in pharma, combined with overarching MedComms and branded pharma strategists and creatives. This way you can seamlessly blend everything together in a clever, holistic, multi-faceted campaign that reaches global, regional and local HCPs.