How to use Website marketing for the pharmaceutical industry

I discussed alternative strategies and tactics that we can use for pharma marketing or medical marketing. So I thought of bringing one topic at a time and discussing it with you. Let’s talk about how you can utilize your website to convert your prospects to customers. Throughout the article, you would find the answer to how to use website marketing for the pharmaceutical industry.

Website is a massive asset, your firm might already have it or you can simply develop one. Indeed, website marketing could be the basic step of the giant digital marketing world.  

Your organization may already have a website. But do you take any advantages of that? Is it only another silent asset that you spend for domain and hosting renewal every year? Or is it just a white elephant for the company, no use just the beauty?

Could you reveal the purpose of having a website for an organization? Is it there only to give some limited information about your firm? Or just to mark your online presence? I suggest you, please think about the answers for all of them. Then, you would find the real purpose of having it.

However, if you think wisely and with a little bit of creativity, you might land on the idea of utilizing the corporate website to convert your prospects to customers. At least you can push the prospect in the purchase funnel to be the customer for your firm. Like to read more about the purchase funnel? Click here.

After all, Isn’t it worth gaining something from an asset you get nothing but renewal expenses annually?

Ways to use website marketing for your organisation

Before you make it possible, you have to do an audit of your web portal. Perhaps your existing website may be too old for your new purpose. Also, you must assure its compatibility to use for a better purpose.

10 Things to verify on your website before start website marketing 

1. Relevance and validity of current content
2. Ensure the site layout is perfectly matching with your corporate branding
3. Ensure all pages perfectly indexed and no issues with the site map
4. Verify the blog area or blog page of your site, and if it is not available, create a blog area
5. Site responsiveness to any device such as desktop, tab and phone
6. Current traffic and its analysis
7. Authenticated and updated “About Us” page
8. Ensure the proper functions of the technical side of the website
9. Existing SEO issues and page errors
10. Easy navigation through the site for a visitor

If all those aspects are correctly functioning, you are ready to go; if not, you should correct those issues before starting the next step.

Let’s move to dig into the web-marketing possibilities for the pharmaceutical industry. Here are your creativity matters. I am giving you a few examples and routes to walk hope you will track through them. 

1st step – State your corporate website address all over the promotional materials, including products brochures, documents, banners. Especially include the web address into the business card of your staff.

2nd step – Inform your audience that all your engagement activities are now being taken through the website. You can ask them to connect through your website. I hope this is the best season to start the new approach under the new normal situation. 

3rd step – Communicate to your prospects and customers that all their suggestions and complaints are now directly forward to the higher management by accessing the web portal.

Once you complete those three steps, below promotions or web-marketing strategies are possible to place to get a few prospects conversions.

Creative website marketing strategies for a pharmaceutical company

It is all about the strategies you apply on marketing effort of your organization. Read more this section would directly link to the question of how to use website marketing for the pharmaceutical industry.

1. Maintain dynamic blog area to attract traffic
2. Invite your prospects or customers to join with you to make good contents to your Blog
3. Include valuable related contents to the blog for SEO strategy
4. Directing traffic from social media channels to web
5. Creative attempts inside the web to attract your audience

1. Maintain dynamic Blog area to attract traffic

You should create the ideal contents for the audience. You may want to survey to find out the perfect contents for your audience. The medical content would be apparent once, but your audience may be more interested in other contents. You know how enthusiastic they are about lifestyle contents such as house plans, luxurious vehicles, tour guidance, wildlife photography articles and many more. 

If your blog area has valuable contents, you can share them with your prospects and customers. When they visit your website to refer to the content, you may display your product banners, corporate brand, or medical article directly linked to your product. Further, push them to click on a supportive medical trial, newsletter or e-book.

2. Invite your prospects or customers to join with you to make good contents to your Blog

Perhaps they may like to get paid for their inputs. They may write about, new developments in healthcare. Also, they may participate to provide you latest trends or their experiences or they may comment on the published medical study.

Additionally, a few of them would like to share about their passionate subject other than healthcare. Wildlife, travelling, drawings or politics would be some of their interesting topics. Hence, If you invite them to publish their articles or whatever other contents they might contribute to your blog pleasingly.

You might think, this is not easy. Yes, not easy as long as you look at it as a outsider and an alien to the subject . On the other hand blue ocean strategies are bit difficult to start with but easy when you harvest the results. All I can tell you, come out from your comfort zone and give a try.

3. Include valuable related contents to the blog for SEO strategy

Your product-related health issues contents, links to reputed trials, medical e-books may be excellent contents to include in your Blog. Importantly, you would include those links to your promotional materials such as brochures to reference your ethical promotions. 

SEO strategy can help you optimize other topics such as lifestyles and news related contents. You should have proper SEO and content strategy. Content should search engine friendly and high quality to be compatible with search engine algorithm. Soon you will find an article on how to use SEO for pharmaceutical marketing.

4. Directing traffic from social media channels to web

Pharma prospects and customers are also highly attached to social media channels. It could be Facebook, Instagram, YouTube, or Twitter. Social media is the best channel to direct your target audience to your website. But to build the proper social media presence, you should have a better social media marketing strategy. 

You must gather your audience around a page or a group. the question is how? Unlike web content, you should understand the social media language to attract them to your social media handle.

5. Creative attempts inside the web to attract your audience

It is not easy as you are trying to use a blue ocean marketing strategy while your competitors have their head-to-head competition in the red ocean. Perhaps your target audience will also take this attempt as a strange one as they have not much familiar with these promotional strategies. Hence, your creativity matters in this segment. Here are few suggestions from me to support you. 

1. Arrange few competitions around your website to attract the audience.
2. Coupons or gift vouchers to the audience after signing for your newsletter or ebook download
3. Live webcast or hosting for the medical events that belong to your audience. (Clinical meetings, annual college events etc.)
4. Share all your e-giveaways through your web portal to influence them to visit your web.
5. Whenever customers request more information about your products, send them the web page links. But make sure you have enough content such as articles, videos, explainer videos, and interactive contents.

To sum up

Ok, that’s all from me for this article. When you read above all, you might feel that is a lot of work and new to you. I would say you, this is new and that is the reason you should try this. I am sure you would be familiar with the above steps. Also, you will feel with the time when all planned and arranged well. Once you finish the setup, then only the routing work to follow. 

I hope you find new things from this article. Also hope I have answered the question of how to use website marketing for the pharmaceutical industry. Please forward all your questions and suggestions to me. All the best for the new approach. Let me know your stories related to the new approach attempt.