As COVID-19 swept the world in the early 2020s, the pandemic’s effects on B2B pharma marketing activities quickly spread with all engagements getting cancelled or transformed into virtual events. Pharma marketers were forced to adapt to the emerging alternatives to conventional face-to-face meetings and print advertising, which were (and still are to some extent) mainstream in B2B pharma marketing. Today, it is challenging to target, reach, and engage the right pharma experts who discover highly effective drugs for the ever-evolving healthcare needs.
There has been a steady increase in digitalisation and a growing influence of emerging technologies to help pharma companies cope with this challenge. However, pharma companies have been lagging behind other sectors in this regard. But that is set to change as we enter the post-pandemic stage, where consumer behaviour and technology trends are poised to define the future of pharma marketing.
From a technology standpoint, utilising marketing automation and AI in the pharma business will present a vital solution to several healthcare-related concerns. Apart from this, online video engagement is one of the marketing trends that is grabbing the eyeballs while being one of the efficient ways to scale business and tell the customer about their business.
In this edition of Pharma Tech Outlook, we present to you some of the most promising pharma marketing solution providers and service companies in the UK and Europe. The edition features thought leadership articles from Ozgur Akbulut, Director of Global Divestments and Contract Manufacturing Lead at Takeda; Timothy White, VP and Head of Global Digital Commercial, Teva Pharmaceuticals; and Alexander Bernikov, Medical Director, Jiangsu Hengrui Pharmaceuticals. The edition highlights innovative solutions from companies like SCORE Communications for its impactful marketing strategies and Brand Trust, which provide valuable branding strategy by aligning customer thoughts and business decisions with overarching goals.
