The pharmaceutical industry functions under intense rules and regulations making it necessary to constantly evolve with the changing needs. The pharma market is highly competitive where they need to constantly innovate to make their customer experience effective and engaging. Pharmaceutical companies face many challenges while marketing their products and this is where digital marketing for the pharma industry can help.
An optimized healthcare digital marketing campaign can help your pharma brand grow to gain reputation and trust in the market. If you want to make your brand stand out in the competition and convince your customers that yours is the best, you need to have a strong Search Engine Marketing (SEM) strategy.
What is Search Engine Marketing?
Search Engine Marketing is a form of internet marketing that involves promotion of a brand to increase its visibility in the Search Engine Result Pages (SERPs) through online advertising.
It does this primarily through the strategic usage of paid advertising campaigns on the search engine.
SEM is more commonly referred to as paid search advertising or Pay Per Click (PPC).
How Does SEM Benefit Pharma Companies?
When it comes to healthcare digital marketing, there are several ways in which SEM or paid advertising on search engines like Google also known as Google Ads helps pharma companies. Some of the key reasons are:
- Grow Your Brand Visibility and Reach
Search Engine Marketing is an efficient way to let people know about your brand and cut through the noise of competition. The best way to build brand awareness through SEM is through advertising on Google Display Network. GDN puts the ad directly in front of your customers without waiting for them to search for you or find you while they are browsing a website, watching YouTube etc. It can thus help you to leverage a huge amount of reach and potential rise in number of clicks that will help to increase the visibility of your pharma brand to a large extent.
- It Is Cost-Effective
PPC is a cost-effective channel for marketing as you pay only when someone clicks on your advertisement. You do not have to pay for campaigns which do not drive results. It also has the feature of daily and monthly spending caps, with which you can monitor your budget and spend according to the returns on a particular campaign.
- Specific Location Targeting
With Google Ads, you can have specific target locations and accordingly tailor your campaigns to reach those people based in these locations. By having a niche targeting, you do not have to waste your money on advertising to people who are not your target audience. You can also set your campaigns to different time zones. And if you are not sure about the particular location where you should target your ad you can use Analytics to find out more about audience demographics and customize your campaigns to hyper-target based on that.
- Easy To Measure ROI
With SEM, you can know which ad is working and which is not as it gives clear metrics to track and assess the marketing performance. This helps to have a direction in which you should make your investment to generate maximum ROI. You can even analyze the top performing keywords which are cost-effective and get more clicks and generate more conversions, which is the end goal of any brand.
- Opportunity to Optimize
Paid Advertising provides a huge exposure to data on user behaviour. You can evaluate your campaigns and improve them with bid adjustments, A/B testing, and negative keywords. This can help to increase your conversions and improve your ROI.
Before you start on your SEM journey, you should ensure that you have an informative landing page with relative keywords which people are searching. Your landing page should be effective enough for them to make a call-to-action and convert. SEM is a great addition to the marketing plan of pharma companies that can help them grow. If you are ready to explore paid advertising for your brand to reach your marketing goals, The 4P Solutions can help. We do digital marketing for the pharma industry with a data-driven approach that is backed by strong market research.
To know more about what tactical SEM strategies we offer to help scale your pharma brand, reach out to us at [email protected]