Tag: Pharmaceutical

E-commerce marketing techniques are now crucial for retail brands looking to improve the customer journey in the current digital era. One cannot stress how crucial it is to provide a smooth, interesting, and customised experience as more and more customers choose to purchase on internet platforms. 

In addition to drawing in new clients, efficient e-commerce marketing helps existing ones at every step of the buying process—from awareness to completion and beyond. Retail businesses can create sustained growth in a highly competitive market by fostering stronger connections with their audience, improving customer satisfaction, and utilising innovative digital tools such as data-driven insights and targeted advertising.

For our latest interview as part of our E-Commerce Marketing Series, we recently spoke with Siew Lai Wong, chief marketing officer at BIG CARiNG Group to better understand how e-commerce marketing strategies play out for a retail brand under the pharmaceutical industry, and what can marketers do to strike a balance between using technology and understanding human behaviour to serve the best campaign to them.

From generic to hyper-personalisation strategies

One of the things that Siew Lai pointed out as one of the key trends amongst brands in terms of e-commerce marketing strategies is how they have evolved from seemingly targeting a general audience to catering to the specific needs of customers who return to the brands for a new transaction.

“Firstly, I am seeing a shift from generic promotions to hyper-personalisation experiences based on individual health profiles, purchase history, and browsing behaviour. This utilises AI-driven recommendations and dynamic content to create a more relevant shopping experience,” she said.

Siew Lai added, “Secondly, customers expect seamless transitions between online and offline channels. Customers expect a seamless experience whether they shop in-store, online, or through marketplaces.”

It is also worth noting as well that seamless experiences with customers allows brands to give customers easier access to their services–and in their case being able to offer healthcare consultations and other medical-related advice.

“The integration of telehealth services with e-commerce platforms is creating seamless customer experiences, allowing for easier access to health care professional consultations to advise on personalised healthcare. In the Big Pharmacy App, we have tele-consultation backed by certified HCP, which integrates tele-consultation, e-pharmacy and e-commerce seamlessly,” she explained.

Expansion of AI and omnichannel to improve marketing opportunities

For Siew Lai, one of the most promising opportunities in e-commerce marketing is the expansion of omnichannel strategies, as well as how AI is set to revolutionise e-commerce marketing by enabling hyper-targeting and personalisation. 

“Customers expect a seamless experience whether they shop in-store, online, or through a marketplace. Additionally, leveraging AI and machine learning to optimise marketing efforts and improve customer insights presents a significant opportunity,” she said.

She added, “Predictive analytics will help forecast demand and optimise inventory, while chatbots and virtual assistants will enhance customer service. Moreover, AI-driven content creation and automation will improve marketing efficiency.”

It is worth noting, however, that there are also challenges in the implementation of these new types of technologies for e-commerce marketing strategies.

“Challenges include navigating regulatory landscapes, as different countries within SEA have varying regulations regarding online pharmacy retail. Another challenge is building and maintaining customer trust in a space where product authenticity and safety are paramount. Lastly, the competition from both local and international players is intense, requiring continuous innovation and differentiation,” she explained.

To solve this, she stated that at BIG Caring Group, they are investing heavily in these technologies, focusing on upskilling their workforce to leverage tech tools effectively. Additionally, she also stated that the company is continuously enhancing their data analytics capabilities to gain deeper customer insights and improve decision-making.

Requiring a customer-first mindset approach

When asked about the balance between human intervention and technology implement, Siew Lai said that investing in AI and automation can free up human resources to focus on more strategic, creative, and relationship-building activities. However, there is also greater need to have the ‘human touch’.

“Striking a balance between efficiency and human centricity requires a customer-first approach. Companies should leverage technology to streamline processes and gain efficiencies, but not at the expense of the customer experience. This means maintaining a human touch where it matters most, such as in customer service and personalized interactions,” she explained.

Additionally, she also said that gathering and acting on customer feedback can help ensure that the technology implementations are enhancing rather than detracting from the customer experience.

In her particular industry, she explains that the e-commerce landscape in the retail pharmacy scene is likely to see significant growth and transformation. For her, they anticipate a greater integration of digital health services, such as tele-consultation, e-pharmacy, with e-commerce platforms.

“BIG Caring Group aims to be at the forefront of this transformation by continuously innovating and adapting to changing market dynamics. We are committed to enhancing our omni-channel presence, expanding our digital health services, and leveraging cutting-edge technologies to improve customer satisfaction and operational efficiency. Our goal is to set new standards in the healthcare ecosystem that allows continuous monitoring of health and well-being, centre around patients self-care,” she concluded.

By focusing on personalised experiences, data-driven insights, and targeted engagement, these strategies transform the online shopping process into a more intuitive and satisfying experience for consumers. This not only increases customer retention and loyalty but also drives higher conversion rates and revenue growth. 

As the digital marketplace continues to evolve, retail brands like those in the consumer pharmaceutical scene that prioritise and innovate in their e-commerce marketing efforts will be better positioned to meet the ever-changing demands of their customers, ensuring sustained success and a competitive edge in the industry.

MARKETECH APAC is leading the conversation on the future of e-commerce marketing strategies this 2024 and beyond with the E-Commerce Marketing in the Philippines 2024 conference on August 14, 2024 at Crowne Plaza Manila Galleria. Join us and become an integral part of a dynamic community committed to pushing the boundaries of innovation and fostering unparalleled growth in the e-commerce domain.

India – Local pharmaceutical company Lupin has acquired five brands under the Italian pharmaceutical company Menarini. The brands include Piclin, Menoctyl, Sucramal O, Pyridium, and Distaclor. These legacy brands will help Lupin in further enhancing its diverse portfolio and solidifying its position as a leading pharmaceutical organisation in India.

Lupin has been exclusively marketing these brands in the Indian market since July 2021 under a distribution and promotion agreement with A. Menarini India Private Limited. This strategic acquisition for the Indian market marks a significant step forward for Lupin as it continues to expand its presence in India.

Nilesh Gupta, managing director at Lupin, said, “This acquisition aligns well with our strategic goal to broaden our presence in the Indian market. By offering a comprehensive range of products, our aim is to deliver even greater value to our stakeholders and the communities we serve.”

Meanwhile, Girisan Kariangal, managing director at Menarini India, commented, “Lupin has been successfully marketing the scope brands for Menarini since 2021, which has been a testament to our evolved collaboration. I am happy that Lupin will now carry forward their legacy with full trademark ownership.”

He added, “For Menarini, this transaction further signals our continued commitment to nurture and expand our Dermatology and Aesthetics portfolio and business. Menarini is a top 10 multi-national company in this therapeutic area in India and has witnessed strong organic and inorganic growth.”

The traditional method of pharma or healthcare marketing has typically been a face-to-face meeting with the HCP or medical professional where the medical representative (MR) visits and introduces a new brand or a product to the doctor. Utilising any alternate channel was not really thought of as this face-to-face method was delivering for the pharma companies. However, like all other industries, the pharma industry also has been impacted by the digital disruption and therefore has seen an increased adaption of use of different kinds of digital modes for their business, including for their marketing to the HCP. 

This has got further accelerated during the last couple of years, especially during the lockdown period. The pharma marketers are now trying the figure out the most optimum method of using digital means to connect and engage with HCPs across multiple channels.

Individual channels like digital or face-to-face marketing or other means are no longer thought of in isolation. What has caught the fancy of marketers in today’s world is the ability to do omnichannel marketing and this has also impacted pharma marketing. 

Omnichannel marketing is seen as a powerful approach to orchestrate and optimise various marketing efforts across different channels and across multiple stakeholders. As such, omnichannel is becoming the next big trend and a typical way forward to meet the integrated needs of pharma companies. What omnichannel marketing calls for is a shift to promotional and communication strategies that address the integrated needs of multiple stakeholders. This employs the simultaneous orchestration in channels across personal, nonpersonal and media and addresses the needs of various stakeholders, consumers, patients, healthcare professionals (HCPs), etc instead of the current fragmented and siloed approach. 

Omnichannel medical content does not exist in some parallel universe. Many industries have launched large-scale omnichannel content transformations years ago, and its consumers are still experiencing the benefits. All the marketing personnel within the pharma, healthcare, medical, and all patient-facing and medical-professional-facing marketing sectors have seen first-hand the effects of digital disruption on business as usual. It is not easy building long-term relationships with today’s patients; moreover, it is not just about building relationships, it is also about engagement and loyalty in a world where targeted audiences are fragmented. 

So how do we make every customer feel that they have a personalised experience? Just as mentioned above, the answer lies in the omnichannel content. Instead of just delivering content on different platforms, omnichannel requires an increased focus on optimising marketing communications for the entire patient journey, across all possible channels, in a cohesive manner.

When it comes to utilising digital for pharma marketing, it is not just about the brand using the marketing channels which are digital in nature, but to also empower the on-field sales representative with latest promotional materials and communications which come from a digital backend, and which are personalised for the healthcare professional that the sales representative is meeting. 

The key driver to omnichannel marketing arises from the benefits to be held in adopting either a patient-centred approach when it comes to direct communication to the patients or a health care professionals-centred approach. when it comes to prescription products which require HCP influence.

Currently, all the major pharma companies are creating content for each channel. They first build content for an eDetailer. And then for their website and then for emails. Then again for other channels such as self-detailing systems. While content from one channel can get repurposed for use in another, this process is not as easy as it should be. Adaptations are often needed, and multiple medico-legal reviews are required. The process is not very efficient and, consequently, is often cumbersome and slow. These issues have hampered many companies’ efforts to fully embrace omnichannel marketing.

A well-defined omnichannel content strategy is a win-win for patients, the HCPs and healthcare marketers and is the perfect prescription. Patients will be happier and have a better experience because they are receiving the benefits they need, and marketers are satisfied as they are able to attract and retain more patients along with the HCPs. 

Omnichannel content marketing is an opportunity and it is essentially about making the selected channels work together for maximum benefit. Most of the patients will prefer an integrated approach as healthcare marketing is all about the patients. Having omnichannel content strategy in your marketing arsenal will enhance your chances of success.

To sum it up, the use of omnichannel marketing is the perfect remedy for the pharma companies. Use of omnichannel content and marketing enables pharma companies to smartly engage with customers, patients, and doctors across the combination of multiple channels for optimum results. Omnichannel content will speed up the whole process and make life easier for all stakeholders.

This article is written by Sanjay Mehta, executive sponsor at Wunderman Thompson Health India.

India – India’s healthcare retail chain Zeno Health has awarded its mainline and digital creative duties to Dentsu Impact India, the creative agency from the India division of dentsu international. Dentsu Impact won the account following a multi-agency pitch that involved several other leading agencies. 

Zeno Health, which was formerly Generico is one of the fastest-growing pharmacy chain brands in India that focuses on generic medicines and is available across more than 80 stores in Mumbai alone. With this win, Dentsu Impact aims to build a strong foothold for Zeno Health in the progressively growing retail and online pharmacy space across the country. The agency will kickstart the association with the launch of a massive campaign for Zeno Health in Mumbai. 

Both Dentsu Impact’s president Amit Wadhwa and Managing Partner and National Creative Director, Anupama Ramaswamy, expressed excitement for the partnership. 

“The rise of online pharmacies in the healthcare segment has been phenomenal. We are excited to partner with Zeno Health, an omnichannel player in this segment whose focus is to build a holistic healthcare environment that is accessible and affordable to all. We are looking forward to creating some great work, together,” said Wadhwa. 

Meanwhile, Zeno Health’s Founder Siddharth Gadia, commented, “We are beginning the brand creation journey for Zeno Health and we cannot imagine a better partner than Dentsu Impact to unveil this journey to the world. We look forward to creating an impeccable consumer healthcare brand, together.”