Lorenzo Gutierrez Digital Marketing San Diego

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San Diego Digital Marketing Agency

Welcome to a Lorenzo Gutierrez Digital Marketing San Diego an agency who focus on the customer needs. Our business strategy finds a new approach to meet the goals. We employ the strategy behind the building powerful brands. We successfully run marketing campaigns and grow our clients businesses. We have passionate, dedicated and experienced team. You can find a complete package at our digital marketing agency. We are an advertising agency in San Diego that helps to maintain your position in the markets with an extraordinary vision. 

San Diego Digital Marketing Agency

7 Components a Digital Strategy Consultant Must Include

If you don’t have a plan, it is akin to planning to fail. This is why your business needs the services of a digital strategy consultant. As a consultant, you must have that special “digital plan” that you can present to the modern business field has become very important to businesses.

The complexity of the modern digital space requires special skills and experience if a brand is to be made accessible to customers across all of their digital enabled devices and channels. Digital strategy consulting also involves much more than just making a brand accessible to consumers on their mobile digital devices. It also involves data analytics to help you make sense out of your big data.

The management team of the business can make data-influenced decisions. Whoever has the data can have the market. Acting on the decisions derived from data can help a business stay ahead of the competition.

Factors a digital strategy consultant must include in a good digital strategy

​ For efficiency, a business must have a clearly defined digital strategy. Only a qualified consultant for digital strategy can help craft this plan.

1. Creating a sound digital development strategy

This involves the creation of the best digital strategy for a business so that it can connect with its customers in a much better way. It requires a lot of expertise and experience spanning years in helping business develop and “executable” digital strategy that can offer the best business-to-customer approach.

This sometimes means creating new online avenues in different platforms or identifying new ways in which businesses can connect with their consumers. Whatever business you might be in – health services, FMCG, pharmaceuticals, entertainment, training and so on, digital strategy consulting is required to create better ways to reach customers across their digital devices.

The first, and the most important thing in the establishment of a digital strategy creation is to define a framework. It is in this framework that the acquisition channels will be built. What this means is that whether a business uses Facebook, Google, Bing or any other channel to market their brand, a strategy can be created to maximize traffic from those channels.

But creating strategy for approach and acquisition is not all there is to it. There is need for much more. For example, a digital strategist will also create ways in which customers can be retained. This is mostly by using email, social and other traditional means that can be integrated into the CRM. The strategist will then help impart the skills for running this digital strategy in the company team.

Selecting the right type of media mix to send the message home is very important. A digital strategist does this by analyzing data gathered over time, to know the best mix of social media, mobile, sites and CRM can be used to reach the customers with the brand message.

One of the most important things that digital strategy consulting can help you with is in testing the digital strategy/plan before it is fully rolled out. That way, you do not run the risk of having a plan that is so sound and well established only to have it go bad on you at the end of the hype.

Training the members of staff is very important because it ensures that when he plan is fully rolled out, it will continue even when the digital strategy consultant is not there. The members of the marketing, technology and sales teams must be trained on how the systems work, how data analysis works and on the importance of data. That way, the company only makes data-derived decisions.

2. Identifying the key digital channels

Digital strategy means keeping the brand alive across all the digital channels that the customers use. However, a plan can go down in disarray when the strategy consultant does not identify the key channels that the customers use more often.

Depending on the nature of the business that an organization is involved in, there are certain favorite channels that resonate better than others with the customers. In this case, the digital consultant would need to weed out the channels that the organization does not need.

The company resources in money and time would be better spent on the channels most used by the customers. It is easy to understand this. For example, a fashion business that is not capitalizing on Instagram and Pinterest could be missing awesome traffic with high conversion rates. On the same note, it would be hard to find any worthwhile traffic for the over 50 demographic using Snapchat.

Once you have identified the key avenues that your customers use, give them everything you have got. Weeding out the channels that you do not need helps you to seek more targeted traffic. You will spend your company money on things that matter. You will be able to reach your customers in a more efficient way and you can devote your financial resources to the channels that are most effective.

In the early stages of setting out the digital strategy plan, you will need to test different avenues to identify what works. This calls for data gathering and analysis, which can tell you the channels that customers use to find you.

While digital marketing is all about embracing a multi-channel, it is important that you only embrace the channels that work and discard those that do not. Facebook, email, instagram, YouTube, Pinterest, Twitter and others are some of the channels that customers use to interact with a brand.

3. Creating goals and timelines

If it does not have goals then it is either not a good plan, or there is no plan at all. A good strategy consultant should always know what they aim to achieve with the deployment of the digital plan. After all, this is what the company CEO will want to know, not the nitty-gritty.

You need to lay down all the goals that you are looking o achieve with your plan. For example, it could be increasing the email outreach by a certain percentage. It could also be increasing the social media shares with a certain number. Maybe you are aiming to reach 100K subscribers on YouTube, or to get 200 shares on Facebook and Instagram daily. Whatever your goal is, it needs to go in the list. That way, you can pick the most achievable goals and categorize them in the order of priority. These will be your compass throughout the deployment of your digital strategy plan.

Because of the availability of multi-channels for marketing, there is a lot of over-information and overuse of these channels. The temptation is there to just deploy the strategy and get it to work, but the truth is that you may not achieve much if you do not have goals. ‘

Once you have identified the best channel that will work for your business, you need to create a timeline for the same so that you can be working within the bounds of time. For example, if you require to set up a blog with a lot of content, you need to ensure that the content is published in good time, so that the search engines can index it to start ranking. For example, an actionable plan would involve something like publishing an article a day for 30 days. Then the following month would be an outreach month, and so on.

Since you will be using different channels to reach different demographics, it is very important that all the channels have their channel-specific goals. For each of the channels, the goals will be time-bound. At first, this will be a lot of work, but working within the confines of a calendar ensures that goals are met on time.

Some of the things that you should include in the goals include the format of the content to be deployed across different channels. You also need to define the milestones that you need to cover within a given time, the expected results and so on. They say the devil is in the details and no one knows the truth of this saying better than a digital strategy consulting expert.

4. Duties and responsibilities

Many resources forget to mention this very important factor. However, the digital strategy consulting team will not be in place forever, that is, unless it is an in-house team. Rather, they will deploy the digital strategy and once they establish its soundness, they will leave the company’s tech and marketing teams to run it.

Thus, before the deployment of the strategy, we all need to be clear who is doing what and when they will be doing it. The sharing of responsibilities is a factor that contributes a lot to the success of your strategy. By working with a large team with shared responsibilities, it will be easy to hand over the strategy to them, in future.

5. The budget consideration

Digital transition for any business needs money. No matter what a good plan for digital strategy you have, you will never be able to deploy it without enough money. You will need to invest in premium software as well as hardware. While the end goal of digital consultation is to help your business save money, you will have to spend money first before you can get there.

Before you can come up with a comprehensive budget, you need to have the plan in place. It is only after the digital strategy is in place that you can know how much it is going to cost. The good thing is that most of the hardware that you need for this job is upgradeable, so you do not have to replace too often.

The software that you invest in should be scalable. The reason for employing digital strategy consulting is so that your business can grow. Scalable systems such as software for enterprise resource planning, customer relationship management and marketing automation systems will grow with the business so that you do not have to invest in new systems once your traffic grows.

As you invest more in digital solutions for your business, you need to invest in security. Customers need to be assured that the data they will share with your business on different digital points is secure. Actually, you may even have to set aside an extra budget for data security.

The bigger your digital plan is, the bigger the budget that you will need. However, you can always trim the plan a bit to lower the budget. Start by investing in what works, what can help you achieve short-term goals. With time, you can deploy the remaining tenets of your digital strategy.

6. Deploying

This is what all the preparation work, the identification of the channels that your customers use most, the defining of goals and timelines in which to achieve them, was leading to.

But deployment will not just happen. There are things that your expert for digital strategy consulting needs. One of them is money. All the items need money before they can be deployed. If there are not enough resources to deploy every part of the plan at this time, it is definitely ok to trim some of the things down, save them for later and deploy the big three priorities first.

Once everything is set, it is all systems go! This is also the time to watch everything keenly so that you can fine-tune the plan. Even though you tested

7. Monitoring and assessing the results

In the earliest stage of planning, you have already outlined the results that you expect to achieve with your digital strategy. After deployment, you are going to want to gauge the results. This is going to give you very important intelligence. You will know where you should invest more resources, what is not working well and sometimes, even what you should discard before spending too much.

The good thing is that premium business software has its in-built analytics system. Thus, getting the information that you need is easy, and the sooner you can access this data the better. It will help you make the best data-informed decisions.

Every system has its analytic tools. For example, for websites and blogs, you may use tools such as Google Analytics, to see how different resources on your website are behaving.

Facebook Insights is made for Facebook marketing and there are many others for different tools. With time, these tools have been so simplified such that the data they give is in consumable form, even for people who are not tech-savvy.

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12 Healthcare Marketing Strategies

Healthcare and medicine have definitely come a long way and what we have today is vastly different from what was the norm centuries ago. What this implies is that patients now have several alternatives and in an age of information and sophisticated advancements in technology, patients can now gain very easy access to useful information. Because of this, many patients do not see the need for them to go to hospitals or consult with doctors and this clearly has an adverse effect on the medical business.

However, the smart ones always put useful techniques in place to ensure that this never happens to their enterprises. One thing you need to know about healthcare marketing strategies is that you have to approach them with all levels of seriousness. In fact, some doctors and healthcare providers go as far as hiring trained professionals to handle this for them. Either you are able to sort it out on your own or you had to get professionals to do them for you, the most important thing is that you get results at the end of the day. Also, depending on the type of strategy mix you will end up using, you need to have some decent budget to run them all as some of them do not come cheap at all.

Below are very efficient healthcare marketing strategies that will be of great help to your business and more importantly, keep your patients very happy.

Healthcare Marketing Strategies for 2019

1. Be Steady with Your Brand:

Establishing your brand is one thing, remaining steady with it is another thing entirely. You have to be steady with your brand so that your patients know precisely what to expect as far as experience is concerned. You need to have very specific and unique features about your medical center. It may be the way you receive and handle your patients or it may even be the floral designs in your office. Whatever it is that will make your business really stand out, let it leave a lasting impression on your clients. Lack of consistency is going to put off so many of your patients because it will get to a point that they will not even know what to expect from your medical center again and no one likes to be placed in a condition of suspense. Spell out very clearly your mission, goals and aims and stick to them no matter what.

2. Assess the Feedback Patients Leave Online:

Now that you have a website, it should not just be a piece of graphic work. The website is a very good platform for you to know precisely what your patients are going through. So, you need to first make sure that the website is designed in such a way that patients find it really easy to navigate and that they also feel very welcome on your digital platform. If the website is annoying or too complicated to navigate, then you should not expect them to become returning customers. Pay very close attention to the feedback left by these patients. These responses will be a mixture of positive and negative, assess them all and do the needful.

3. Let Your Website Be First-Class:

Having a website is one thing but having a website that is a true delight to your patients is another thing. One of the best things about your website is for it to have a responsive feature. What this means is that irrespective of the type and nature of the gadget that your patients use to access your website, they will encounter no problems with viewing the pages. You should also focus on the graphics and ensure that it is not too flashy and the colors must blend in perfectly. Unless you are trained in website design and maintenance, it is advisable that you let experts handle this for you. There are top-notch website designers all over on freelancing websites who will be more than ready and willing to do an excellent job for you and at very reasonable rate.

4. Let Search Engines Find Your Website Easily:

This is also a part of the design of the website. If this part is not properly sorted out, you may end up with a beautiful site but one that is not indexed by the search engines like Google. In order to ensure that this does not happen to you ever, your platform should be fully optimized for search engines. Because ensuring this is a very technical work, you can always hire the best hands if it is a task that you cannot handle yourself.

5. Do Not Have A Slow Website:

Who loves a slow website? Of course, no one does. If you notice, a lot of emphasis is placed on the website as far as effective healthcare marketing strategies are concerned and this is because a lot of the work to be done are going to be on the online platform. Thus, you must ensure that your website load at the speed of light. Your website must be configured in a way that it will be responsive. This is crucial as different visitors will be accessing your platform by making use of different gadgets like smartphones, notebooks, computers and so on. Your platform should be optimized to handle all of them perfectly.

6. Make Use of Smart Advert Campaigns:

8. Today, there are several options that one can use when it comes to advertising and executing productive healthcare marketing strategies. One way to do this is to sign up for pay-per-click advert packages and Google is the most popular option in this regard. With this form of adverts, your hospital, clinic or medical center will come up faster and more prominently on the pages as people are searching. The best thing about this is that you can always tailor your budget precisely so there is no issue of you overspending and not getting the needed results.
   

   7. Make the Best of Social Media:

   It is without a doubt that social media networks today are some of the biggest platforms out there and there is no way you can successfully implement workable healthcare marketing strategies without making use of social media. With billions present on different social media platforms like Facebook, Twitter, Instagram and others, it is clearly a good idea to embed them in any digital healthcare marketing strategies that you might be considering. One way to ensure that you get very useful results from this strategy will be for you to hire experts in social media marketing to handle these platforms for you. It is not a mistake or a coincidence that some of the most well-known brands on the planet make use of social media in the promotion of their services and products, you should also do the same by making the very best of all the opportunities that social media has for you and your business.

   8. Communicate with Your Patients:

   It is safe to state that even the best-designed healthcare marketing strategies are as good as useless if there is no room for communication with your patients. By communication, it is not just talking to your patients but actively asking them for their feedback and ensuring they leave their reviews on services rendered on platforms like the website. Many health service providers lose very valuable information by failing to ask for reviews from their patients. If you deploy excellent health marketing strategies, one of the most efficient ways to gauge the performance of these strategies is to ask for the feedback from your patients. They will be more than glad to let you know how they really feel then you can use that feedback to ensure further improvements with the services being rendered. This explains why the most loved healthcare brands all seem to have very friendly relations with their patients and this is very visible in the way they handle their affairs.

9. Provide After-Appointment Services and Checks:

If you get a feedback from a patient, either positive or negative, you should not just stop at that. You should make it a practice to always do a follow-up with the patients and this is even much more important when negative reviews or feedback are left by disappointed patients. It is your duty to ensure that you sort any and all issues raised by the patients and this should be done promptly. Patients absolutely love it when you decide to always pamper them with after-appointment services at no extra cost.

By checking on them from time to time, you can be sure of the efficacy of all the healthcare marketing strategies you deploy. When you remember that you have competitors who will gladly offer the same service, then you will not hesitate to pamper your patients by checking up on them even after the primary healthcare service has been rendered. This can easily be done with a simple phone call or even a well-intentioned email message.

10. Do Not Ignore Conventional Media Platforms:

A lot has been said about digital online platforms when it comes to the promotion of your healthcare services. However, that is not to say that you have to ignore the usual and conventional media platforms. These include paper publications like leaflets, pamphlets, magazines and newspapers. Others include the radio stations, television platforms, signposts and billboards. These are also very effective measures and one or two of them can be considered when the time comes to deploy the various healthcare marketing strategies.

11. Network with Other Doctors:

Do not make the mistake of trying to operate as an island. That will be very counterproductive because one way by which you can build up your customer base is by networking with other doctors. In doing so, you are able to get as many referrals as possible from these other professional colleagues. The bigger and more elaborate the network you build; the more patients can be referred to your venture.

12. Review the Strategies:

Well, it is not just enough to have marketing strategies in place. it is important that you review and analyze the performance of these different healthcare marketing strategies from time to time. In doing so, you are able to quickly observe the best-performing strategies which you will always adopt and the worst-performing strategies which you either modify or drop entirely.

All that have been listed above are reliable strategies that can be utilized in the marketing of healthcare services. It must be stated at this juncture that you are most likely not going to get the results you desire by using just a single strategy. The best method is to combine these strategies then assess each with time and retain the best performing strategies.

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Hospitality & Hotel Digital Marketing Strategies

In the hotel industry you deal with people who can be very complicated. At the same time, you try to accommodate and compromise, you deal with guests, manage rooms. You make sure the availability of your services. You run campaigns and give your customers new offers. All the time you consider the competition. In the era of competition, you must have strategies for the marketing of your hospitality business. Here comes digital marketing.

What is Hotel Digital Marketing’?

 The presence of the hotel on social media platforms such as Facebook, Twitter, and Instagram is called Hotel digital marketing. In addition it is widely believed that having a hotel website strengthen the online business.

Digital marketing for hotels is constantly growing trend. The important thing is that you need to be patient and you must have well plan. You need to create a plan for you hotel marketing at digital platforms.

Apparently, you must accept the fact that hotel digital marketing will sooner or later provide you with more reservations, better visibility and of course a stable brand on the online-market.

For digital marketing it is most important to find right technology partner. The right partner means which have most audience. Which can help reduce the cost of inventory distribution in the hotel. In addition you need the right ways to reach the audience through the media, such as e-mails, Facebook, Instagram and twitter.

And because you have to start preparing for 2019, here are 6 ways in which digital hotel marketing can help you get more reservations in this year.

Hotel & Hospitality Digital Marketing Strategies

1 – Situation analysis?

Think about your image about the market. You must think what you want to convey to your customers. For this purpose you have to ask the question who, why, how?

You should look at market trends. This helps to create the right hotel marketing strategy and be one step ahead. Analyze your competitors and decide to use different platforms.

Look also at your resources and keep your goals in mind. See how you can improve your capabilities and strategies. Remember to create the right digital marketing strategy in your hotel so that you get success.

2 – Correct budget allocation

The allocation of marketing budget to hotels is a constantly changing animal. Over the last decade (most) hotels have made large budget shifts from offline channels such as print and radio to online marketing channels. However, the huge number of digital marketing options are currently available to marketers.

The main marketing options available today are listed below:

• Marketing in social media (Facebook, Instagram, Snap chat, Twitter, LinkedIn)
• E-mail marketing (own and third-party database)
• Search engine marketing (e.g., Google Ad words or advertising networks)
• Publisher networks (e.g. Direct ad campaigns on certain websites)
• Programming networks (using intentional and contextual marketing addressed to travelers)
• Browse the websites: (e.g., Sponsored content and banner ads on platforms such as Trip Advisor)

Today, the challenge for most marketers is to dilute budget in digital channels. If your hotel does not have huge unlimited budgets then it becomes a real problem. Dilution of the budget may occur when the marketer tries to use small budget amounts in many channels instead of carefully selected channels. With the growing number of available digital marketing platforms, marketers need to be extremely disciplined when it comes to budget allocation. Marketers must also carefully consider building assets such as customer email databases or blogs that can generate a large and loyal follow-up for them.

3 – Email Marketing

There is a widespread misconception of many marketers that e-mail marketing is an ineffective marketing tool. But the reality is completely different. For many years, e-mail was a frequently used marketing channel, abused by many (bad) marketers who used spamming techniques on the mass market. But that does not mean that e-mail campaign cannot be used in an efficient and effective way for the hotel marketing. In the end, we all rely on e-mails as a way to communicate in both business and personal life. Time spent in our mailboxes grows, and certainly does not diminish. Therefore it is important that marketing e-mails are professionally written, designed and broadcast with very important content for each recipient.

Currently, Customers only want to receive e-mail messages that are relevant to them and their needs. They expect that companies will be able to understand the relevant content to them. And they will not receive content that does not relevant. Hotels must therefore make greater efforts to

(a) – understand their clients’ needs and

(b) – be able to categorize them. And categories the data so that they can be used for marketing purposes.

Best Email marketing strategy involved the implementation of a CRM and tracking system that combined all digital touch points for guests. The direct result of this, is the improvement of online marketing activities, increasing the amount of customer data collected and the possibility of creating a straight line between marketing activities and direct revenues from this activity.

4 – User Friendly Website

One of the first things to do for your digital hotel marketing strategy is website design. Your website must be user-friendly and mobile-friendly. Because web is the best platform to show who and why you are.

Make sure that your content is easy to use and accessible through mobile devices. Check that the designer “scales” your hotel website for tablet and desktop screens so that the content is forced to fit into every screen.

Creating a mobile-friendly website is a must for the development of the hotel industry. As more and more people use mobile phones to initially search for several different hotels. At the same time they book their stay online. The importance of the available website via a mobile phone is clear and must.

According to the ABTA report “Holiday Habits 2017”, mobile device reservations increased from 13% to 20% in 12 months, while PC reservations fell from 92% to 85%. These figures clearly show the importance of business website.

Your site should be accessible to as many users as possible to increase potential reservations, regardless of the device they use. Your site should not only be available for all devices, but the quality of the page on all devices should be the same. This prevents users from avoiding booking a hotel stay because the site is not of excellent quality.

4 – Social media

With 42 million active social media users in the United Kingdom in 2017 (According to Statist). Online presence in social media is very important for the hotel industry. We should thanks to social media industry for having millions customers. It can really target the huge audience which will you to increase your reservations. It can help to create brand awareness and allow targeting new audiences. There are many different social media channels for example Facebook, Twitter, Snap-chat and many more.  You do not need to be present on all platforms but it is beneficial to have several different options.

Keep an eye on the trends and you should have good relationships with customers by providing them feedback, regardless of whether it is a positive or negative opinion. On the internet it is really easy to provide or get some ones feedback. You should be up to date about how people really think about your business.

Keep in mind that your competitors are already at social media platforms. And you need to be one step ahead and be noticed among the traffic. You can advertise your business by paid social advertising. It makes sure that your offer is reached to the right audience on the right time. Social media is an amazing medium to build more and start talking with clients. You can also send coupons and offers to followers easily via posts.

Facebook – is an important medium for building the audience and a stable image of the company. Experiment with Facebook “Live” exhibits the atmosphere from the hotel so that customers can feel what their experience will look like. It is important to maintain consistency to create an effective digital marketing strategy in a hotel.

Twitter – this is a platform that you do not really use, but it’s worth a look if you want to reach a wider audience. You can use it as a platform from which customers can easily book reservations or place orders.

Instagram – now you cannot go wrong with this. It’s a great medium with which you can simply take some great photos in your hotel / resort and show how beautiful your hotel is. Increase your image by Instagram Stories as it is very good way to share photos.

5 – Content is most important thing. 

It is a creative content that generates movement literally to your hotel website. Your content must include

• Meaningful content , Easy to understand
• Your contact details
• Target advertising campaigns (using specific keywords)

Regardless of the strategy in social media, make sure that you publish high-quality content and respond to the requests of your followers. It’s about building a community – it’s about people who talk and those who listen to us.

“Always update your content because Content is fire and Social Media is fuel”.

6 – Run Ads Everywhere

The best way to advertise your online business is to use Meta search. There are many search engines that really bring audience for example Google hotel ads, Trip Advisor and Trivago. Believe it or not, placing a Meta search on these engines will not only increase visibility, but also improve the value of the brand.

Although access to the Meta search, you must be open to receiving direct reservations. The more direct reservations you receive, the more you will be transferred to the industry. So if you are not yet listed on any Meta search engine, now is the right time to do it.

Instant exposure always has its benefits, but it also has a good deal, unless your ads are properly managed and optimized. Run dedicated advertising campaigns on Google and Facebook (along with Instagram). There are many benefits to participating in such campaigns. In addition, they make sure that your hotel is visible and that information about your worthy services goes to the right people.

By the way, ads on Facebook are the cheapest way to attract more visitors. Thanks to this, you can easily get more reservations through the platform while remaining within budget. In the same way, even remarketing ads give an incredible opportunity to expose your hotel business, targeting people who have already visited the site. Therefore, there is a greater chance that they will visit your site to make a reservation with you.

Conclusion

Today we are living in online world. Today’s guests have higher expectations for the brands they work with than ever before. So it is important for the hotel to consider when planning communication strategies in the digital world. The days of sending personalized Dear Guest emails have come to an end. Guests want to be properly recognized and addressed, but also want their content to be relevant. Hotel management should know the needs and desires of customers from the brand. Remember, it is important that the degree of personalization is taken into account for all hotels in the customer contact points.

Marketing, in particular digital hotel marketing, plays a significant role in generating revenues for hotels. There are more and more numerous and better players becoming contenders. And respectively guests are demanding more and more personalization. Today, guests want to have friendly websites. They become extremely technologically advanced and do not want to sacrifice the quality of hoteliers’ offers both in terms of services and ease of access. With the help of hotel digital marketing it is necessary to ensure that all channels are used to get the maximum benefit. And there is no chance of generating income that will not be realized.

To sum up, make 2019 a year with more reservations, improved your operations, get positive reviews. Try these ways to make your hotel digital marketing that bring more reservations this year. Go a step further in the industry beyond competition. Have the best business year!

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Pharmaceutical Digital Marketing Strategies

The new digital age has transformed our daily habits. Who has not purchased something online in the last months? We all buy from the comfort of our house all kinds of products. From shirts in Zara to computers on Amazon. All at the click of a mouse. And why not diapers for the baby? And paracetamol?

Making use of the new technologies offered by mobile phones is one of the ways to reach your customers or potential customers much more directly.

Pharmaceutical companies must also establish themselves in a digital environment and adapt to the incessant growth of the smartphone and its use because the mobile phone is usually the first and the last thing you see every day. Connection speeds are getting better. And more people switch to smartphones, a great opportunity to get closer and interact with your target customer.

Mobile advertising investment exceeded 143 billion dollars in 2017. And it is estimated that in 2020 it will reach more than 247 billion dollars.

You have to imagine the possibilities of a doctor, a nurse, or a health professional having the ability to quickly verify the effectiveness of medication while someone is in treatment without saying that these type of messages humanize the treatment and inform patients.

Digital Marketing for Pharmaceutical Companies

The world of pharmaceutical companies has traditionally been a very conservative and classist sector, where for the user the location of the pharmaceutical company was more important than anything else. 

With the age of the internet, physical stores are less relevant, since in 24 hours we can have our products at home anywhere in the country, and less than 2 hours if we place the order from the same municipality where the warehouse is located. This behavior by the patients emphasizes the importance of having an online presence of a pharmaceutical company.

If you are a pharma company, you need to ask these questions from yourself. How do I adapt my pharmaceutical company to the online world? Do I need a Marketing strategy for my pharmaceutical company?

The four pillars of Pharmaceutical Marketing:

1.    Website

The website should be the axis of the pharma digital marketing, but before we have to be clear about what we want to achieve with it. Do we want a corporate page to inform our customers about our schedules and promotions? Or do we want to develop an online store where we can boost our sales?

I often find pharmaceutical companies that have web pages that are practically abandoned, and that is not updated since the web designer finished it. 

They usually have between 1 and 5 visits per month. Are we interested in developing a website to achieve this result? We must not let ourselves be carried away by digital novelty and do things by impulses and without a Marketing plan for our pharmaceutical company.  

We must be clear about what we want to do, how much we are willing to invest, where we want to go, and what our objectives are.

2.    Positioning in Google

SEO or positioning in Google is closely linked with the previous point. We have our online pharmaceutical company ready, but nobody enters. What do I do to get more visits to my pharmaceutical company? The search engines (especially Google) are the yellow pages of the 21st century. 

The first thing we all do when looking for something online is to go to Google. If our pharmaceutical is in the first positions will be easier to enter our website. Otherwise, it will be very difficult to get visits. 

3.    Social Networks

Another very important aspect of pharma digital marketing is social networks. Who does not have an account on Facebook or Twitter? Social networks provide us with two very important questions:

-Direct communication with our customers:

It will allow us to answer and clarify any doubts that users may have about our pharmaceutical company or certain products.

-Increase sales:

Social networks are also a great showcase to be able to announce, among other things, the latest news or the best offers from our pharmaceutical companies and thereby get more income.

4.    Paid Advertising Online

Paid advertising onine is one of the most quickest and effective ways to drive traffic to your pharmaceutical company. We focus on the major media sites like Google, Facebook, Instagram, LinkedIn and Youtube. With paid media your campaigns are black and white meaning that you know exectly how much you spend and how much you make back which makes calculating ROI simple. As a Google certified partner I setup and manage Google pay per click Ads (PPC). Becuase of my unique qualifications my clients ads produce outstanding ROI.   

Pharmaceutical Digital Marketing Strategy:

Related Post: Biotechnology & Life Sciences Digital Marketing Guide

As in other sectors, the pharmaceutical market, as a result of continuous technological advances, has had to adapt to a new digital reality. And to the new consumption habits that have appeared as a consequence of the digital transformation. For this, pharmaceutical companies need to develop new marketing strategies to achieve better results within an increasingly globalized and competitive environment.

On the other hand, we must not forget that this is a sector with many restrictions and limitations because they are products related to health and the field of medicine. Because of these restrictions, in the pharmaceutical sector, you can only carry out campaigns, both offline and digital, about medicines that you can buy on your own, that is, without a prescription.

A pharmaceutical company can have many strategies planned for its marketing. E.g., they can:

• Buy the production of an ad, on an influential website with the high circulation that explains how good their product and service is (and also includes a link to the website) 
• Write an article in the corporate blog, promote it, and link it from a website with a native advertisement.
• Make a recognized and influential website write and publish an article with a positive focus on the product or service.

Pharmaceutical Digital Marketing Trends:

Now that we are familiar with four pillars of digital marketing pharmaceutical, we need to know what are the trends in pharma digital marketing. What methods are more successful in connecting with the patients and how to achieve that? Following are the most common trends:

1.      Marketing through videos:

Videos are an easy and reliable way to convey information. Reading long articles can be tedious for a patient. So, a video provides us the opportunity of delivering the same information in a more exciting and understanding way. Animated explainer videos are quite successful in this regard. Research shows that patient prefer to watch a video explaining their disease in simpler terms. This provides them with a good understanding of their problem and makes them more involved in the treatment strategies.

So, it would be a good strategy for pharma digital marketing to produce various informative videos for their brand. Videos can be on multiple topics starting from general information about a disease to side effects of a specific drug used for the cure. All of this is a part of educating the patient and making him more self-sufficient. 

2.      Influencers:

No matter what the product is, social media influencers play an essential role in its advertisement. People trust their favorite influencers and tend to follow them instead of a random video. If I want to buy makeup products, I will see what Kylie has to say about this, etc. Pharmaceutical companies can also use this strategy where they can fill Facebook, Quora, and different other social media forums with authentic health-related influencers who are trusted by the patients to deliver factual information. One such example of these influencers is Dr. Mike, AKA the hot doctor. He is a social media influencer who is successfully creating his brand. People like him can be effectively used for social media marketing for pharma industries.

3.      Personalized attention

The Internet provides users with means of contact and care with sufficient guarantees and speed to be able to assist you and positively resolve your doubts and concerns.

Each online pharmaceutical companies must have personalized telephone attention through an available pharmacist who answers questions and doubts. Also, the network should be full of health and cosmetics blogs that constantly provide information on real issues based on issues even proposed by the online user community itself.

Blogs generate quality traffic. That is, they capture a well-defined and segmented target audience that ultimately converts, a public that may be interested in hiring your products or services.

4.      Make yourself known in social networks

The use of social networks is a safe bet for the pharmaceutical industry. For this, you need to be well prepared. Not only to manage them. Also, to connect with the target audience generating conversations.

To achieve these objectives, it is important to have a clear digital strategy and focus it on each audience, getting answers as soon as possible, and generating exciting content.

Create a community around your brand on social networks. Where consumers can learn and ask about different ailments and get robust solutions, in addition to introducing your products. Make an in-depth analysis of the needs of your followers.in this way, you will find out the real problems of the users, and thus, you will adequately focus your online digital marketing strategy.

They are also instrumental in spreading messages and content to a vast audience. You can do it through the different channels and as a complement to the websites, news portals, and other communication vehicles. 
Therefore, one of the trends in online pharmaceutical marketing is to involve the public in issues related to health, pathologies, adherence, etc.

5.      Online live sessions:

This is a relatively new trend but a successful one, indeed. It makes it possible for a patient to interact with a health care professional live or directly, thus making it a smooth and transparent process. Many doctors are providing free or paid consultation through chats, calls, or live sessions. This strategy can also be used by the pharma industry for marketing.

6.      Email marketing:

Email marketing and newsletters are valuable tools to be in permanent contact with your health consumers.

But before launching any message, carefully analyze the profiles of your potential users — for example, demographic factors, age, sex, needs, habits, and tastes.

Then create a workflow that manages the sending of information and where you talk from the most generic about the pharmaceutical industry to the mention of your products or services at the right time.

Conclusion

We have explained some useful marketing strategies that can introduce your pharmaceutical company to the world. For an active online pharmaceutical company, you need an SEO optimized website which will attract visitors to it. You can use different strategies to boost your pharma sales online.

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