eMarketing Planning and Measurement
eMarketing and social media are measurable and can be very powerful tools in the marketing toolkit, and yet we also see many marketers flounder when it comes to planning a powerful strategy that grows their sales and market share, as well as justifying online marketing to both the Marketing Director and CFO.
Essentially, marketers still seem to be stumped by the ideas of effectively reaching their audience in the vast reaches of the internet, and meeting the customers' needs while also meeting their marketing objectives. Add to this the need to measure success in financial terms rather than simply ‘activity tracking’ for the CFO, and the picture becomes more complicated. Many pharma web sites appear to be the product of a tech-savvy sales person selling a tech or web approach to a product manager, who then tries to fit it into their strategy, rather than planning a strategy and finding the appropriate tools to suit it and meet all objectives. This challenge prompts some companies and marketers to sit it out, apart from the obligatory corporate website, or to half-heartedly engage in some online activities like a product.com website, some banner ads, blogs and a Facebook page, without a real plan to meet the customer and CFO objectives. New initiatives are started and neglected, or focused entirely on the wrong things. As a result, companies miss out.
Potential customers - both physicians and patients - don’t get the message, or feel alienated. That’s where it goes wrong, and it's a waste of time, money and opportunity. However, what can go right is even more striking. An eMarketing campaign that is built on strategy and a deep knowledge of an audience, whilst firmly keeping the marketing objectives in mind, can be extremely powerful. One that effectively uses the internet as a platform, a ‘jumping off’ point to create value and relationships, and a means to speak specifically to marketers’ targets and create two-way value, is one that can succeed beyond many marketers wildest expectations.
How does it work? Just ask us. The Eularis team have been working in pharmaceutical e-marketing since 2005 and e-detailing since 2006. Even in those early days we were able to measure the impact from simple web sites in terms of increases in prescribing and sales (in markets without individual physician level prescribing data). It's all in the planning and strategy setting, followed by careful measurement. Think what we can do today with all the advances in knowledge and the area. We keep our finger on the pulse of best practices and greatest results!
Contact us today to find out how we can help create and optimize a web presence that brings results.