E-Marketing and E-Commerce in Pharmaceutical Business


If the content of E-Marketing is slowly but surely gaining momentum, then Pharmaceutical E-Commerce still in its infancy. I have not seen as many mistakes and bad moves anywhere in the B2B area as a Pharma. Unfortunately, many companies are taking a completely wrong approach in hiring or subcontracting cross-industry e-marketing experts to conduct this very complex and specific field.

There are not many real experts in the field (I’ve heard stories from them when applying for jobs in the industry, they are often faced with the appointment of someone with no idea Pharma -specific problems whatsoever.

These people do not even know the most common abbreviations used in pharma / API business, such as: DMF, USP, BP, etc. Therefore, in many cases, take Pharma or marketing companies such new media expert who put the emphasis on user experience, WEB 2, interactivity and other secondary. gauge This method creates a system Pharmaceutical e-Marketing similar marketing of food and beauty products But Pharma industry is noticeably different So the main advice would be: if .. get on board the barley / API expert then make sure he / she knows the industry itself not just in general B2B (C) E-Marketing.

At the same time, let’s discuss it Pharma E-Marketing is and how it should be organized. Many factors that are similar topic and a number of different.

The pharmaceutical market is going through turbulent times. In fact, the only thing protecting it from invasion by highly advanced R & D companies from Asia and the Far East is a large number of regulations and agreements. At the same time, regulations and agreements in developing markets are less strict, and cheaper generic alternatives are becoming very competitive. One of the few weapons in the hands of the media Brands generic labeling as hazardous. If in some cases they reason, then in many others they do not. For example; some simple medicines manufactured in the Far East are made in the same factory, both generic and brand options. Brand products Pharmacies carry one of the oddest features seen on the market, the packaging costs more than the content. This is an example of a weak point where generics are hitting them hard! Especially in developing markets.

Therefore, new media sub-contractors are taking on not Pharma expert but PR professionals with new media backgrounds, in order to create a comprehensive presentation of the system make the products even more expensive (to absorb the cost). This gives generics more space to operate and requires fresh promotional effort from brands, creating an endless circle.

Another common mistake made by inexperienced new media is a misconception Pharma itself and levels involved. For example, in many cases, pharmaceutical companies that want to market a new development approach new media company which immediately begin a campaign for the “new medicine”. At the same time the compound in question is actually API which has completely different ways to present and promote the product. Therefore, let us define the actual term “Pharmaceutical E-Marketing,” which is not really a concept and could be divided into three categories

  1. End users (including physicians and hospitals) This is actually something that is commonly known as “Pharma e-Marketing” but in fact only the tip of the iceberg. At this point most of the mistakes are made by mixing it up with the rest of the pharmaceutical industry. It is largely based on providing reports, scientific data, etc. to experts in order to start the presentation of the new product. A type of the e-marketing techniques used nowadays is new media.
  2. Bulk drugs This sector is not visible to the end user and mostly includes established drugs like antibiotics, antipyretic, etc. The competition is getting tougher, but is mostly left outside the scope of the E -Marketing. Type e-Marketing used -. From the catalog on the web portals substances
  3. API new and probably the most exciting area of ​​pharma e-Marketing. API is a pure B2B as they are distributed between the companies Pharmacies only. There are very few experts in the field, but because of the tremendous progress in this area in countries like India and China industry is about to get serious momentum. Type e-Marketing used – very individual, depending on the skills of a specialist within .

Overall, two opposite tendencies in section 1 and 2 of the list above. The flow of brand promotion and the flow of generic information aimed mainly to developing markets. In fact, the tie situation at the moment as one of them wins. Well, almost tie and generic drugs have the edge over the brand and if this option is pressed home the gap will more shortly. There are well known methods of branding such as “smear campaign” method used in anti-generic strategy. But at the same time there are possibilities for e-marketing generics are truly unlimited as they are not bound by the same restrictions as branding experts have almost everywhere from Pharma washing up liquid and granular. Therefore, if someone taps into this very pharma-specific policies that, even with a thousand times less investment than brands, it is possible to achieve much better results.

The third section is terra incognita for many E-Commerce experts simply because it has a lot of industry-specific and scientific information. At the same time there are numerous high-quality R & D laboratories in Asia and the Far East as the production and know-how from Western competition. So introduce their products to other Pharmacies and R & D company is to become a high-priority task.


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