The Evolution of Pharma Marketing

How has Pharma Marketing changed in the last 10 years?
In the last 10 years Pharma Marketing has come a long way - all the way from content marketing to hyper-personalization. Here are some of the key steps along this journey:

• 2014: Content marketing, mobile marketing, social media marketing, patient engagement, multichannel marketing, and big data analytics.
• 2015: Patient empowerment, wearable technology, virtual reality, storytelling, biomarkers, marketing and medical automation, and data security and privacy.
•  2016: Generic drug pricing, product tracing, specialty drug spending, and limited drug distribution channels.
• 2017: Omnichannel marketing, programmatic advertising, biosimilars showdown, and innovation outlook.
• 2018: Hero stories, technology maturity, shifting front door to healthcare, patient-centricity, social media interactions, and electronic health records.
• 2019: Influencer marketing, data-driven strategies, digital transformation, personalisation, and video content.
• 2020: Marketing automation, telehealth, online video engagement, Google featured snippets, real-world evidence, and thought leadership content.
• 2021: Patient-centricity, social media interactions, electronic health records, virtual reality, AI-generated videos, and personalised video content.
• 2022: Data-driven personalisation, interactive content and experiences, data privacy and compliance, omnichannel transformation, community management, and streamed content.
• 2023: Marketing automation and AI, telehealth and online patient care, online video engagement, expanded use of real-world evidence, creating thought leadership content, and experimenting with streamed content.
• 2024: Leveraging personalisation, creating interactive content and experiences, data-driven strategies for effective targeting, omnichannel transformation, trust and authority, and using social media to reach HCPs.

Moving forward some of the strongest trends are data-driven strategies to further advance personalization, including  channel preference and personality profiling.​

​Moving forward some of the strongest trends are data-driven strategies to further advance personalization, including  channel preference and personality profiling.​