In theory, drugs will be customized based on the patient’s examination reports and medical records. This allows them to be sorted, in an automated way, into individual personas, each with their own custom workflows, such as email sequences that tailors the customer journey you create through content to their unique needs. We previously covered the implications of COVID-19 on the B2B pharmaceutical industry and on marketing teams a few months back, so we will refrain from going into too much detail. Future Pharma brings together heads of brands and franchises, marketing, sales and digital executives from leading pharmaceutical companies in an interactive and energizing setting. Using workflows like this can massively improve your marketing automation strategy’s effectiveness by freeing up valuable time and resources that might otherwise be spent manually qualifying leads. Providing that your feedback system is designed with your future strategy in mind, you could unlock so much potential about your target audience, as well as your beliefs that often blindly drive marketing campaigns. December 19, 2020 2 min read TNN Bureau. Of course, as the CDMOs acquire this technology, the number of collaborations will also increase. Physicians are becoming digital savvy. What Matters Most: The Trends That Will Shape Pharma Marketing in 2021 Each year, Intouch creates a “what to watch for” POV to help pharma marketers prepare for the coming year. The future of pharmaceutical: Pharmaceutical automation trends for 2021 . Today, pharma companies are among the highest bidders of digital advertising inventories. We’d love to hear from you. 103 East Holly Street Suite 204 Bellingham WA, 98225, How New Privacy Policies Will Affect Facebook Ad Campaigns. This report provides in depth study of “Pharmaceutical Logistics Market” using SWOT analysis i.e. Data trends in 2021: the expert view on cookies Jean-Christophe Conti , CEO at VIOOH, believes that digitalisation and the rise of programmatic in out of home (OOH) advertising will have crucial roles to play in the revival of that channel, which was severely impacted by the pandemic as footfall dropped to a fraction of its usual amount. Artificial Intelligence & Marketing Automation. Advertising in Pharma trends has evolved significantly since the infantile days of Native and Programmatic technologies. The US is the most lucrative generics market for India’s pharma industry. This will help spur more advances in cellular and gene therapy research in Asia. Global Pharmaceutical Storage and Material Handling Equipment Market Outlook 2021 Size and Share Published in 2020-12-23 Available for US$ 2900 at Researchmoz.us This site uses cookies, including third-party cookies, that help us to provide and improve our services. Due to the effects of COVID-19, as well as increased general public scrutiny on the price and accessibility of pharmaceuticals, there will be a continued focus on bringing pharmaceutical prices down. Global Pharma Blisters Packaging Sales (K Units) Forecast by Type (2021-2026) Table 101. Pharma marketers will play a significant role in this process and will be asked to be as flexible as ever to help navigate through a challenging year. Other processes within the commercial department can also benefit from automated processes, as organisations will look for employees to become more streamlined and make fewer errors with repetitive tasks, and replicate what happens on the factory floor. I think marketing trends we will be focusing on for 2021 will be personal shopping and a seamless shopping experience, whether customers are shopping in-store or online. Chinese approvals of innovation have grown dramatically, and if we combine this with its growing research, development and manufacturing capabilities, you can expect China to keep catching up with the US market, potentially increasing competition within established markets. A narrow and deep focus will mean you will stay on the right tracks. Online engagement with digital video is increasing across all industries, but this medium is particularly important for healthcare marketers, because individuals who engage with a health-related video online are more likely to take an action after watching a video – with one study showing 39% of patients called to make an appointment after viewing a relevant video on a healthcare topic. New technologies, such as AI and other robotics, will help shorten the production cycle as well as the costs associated with production and processes will become more efficient. While initially we saw a great deal of uncertainty with clients all responding differently, by April clients were forming strategic plans to adapt. Pharma Marketing Trends: From 2020 to 2021, implications of COVID-19 on the B2B pharmaceutical industry, 10 steps to kick-start your digital marketing strategy. Here are the top trends — and how you can get started with each: 1. Moving away from marketing ever so slightly, Tribeca Knowledge look at gene and cell therapies for the future, and whether this introduces a whole new paradigm in pharma. But we're a while away from this - don’t expect this in 2021. This post will explore some of the key trends and themes from this year so far to gauge what 2021 will look like so that pharma marketing departments can begin to focus on a new landscape shaped by the events of 2020. One method increasingly adopted by HCP’s and healthcare marketers is to create apps or websites with curated, custom “content centers,” using interactive widgets, personalized videos, and other forms of content to inform patients directly, rather than leaving them to find the information purely through searches. It is valued at around $60 billion and accounts for about 25 percent of India’s total shipment. Pharma Blisters Packaging Opportunities and Drivers Table 99. In the pharma industry itself, specialists seem to engage more with Pharmaceutical brand messaging than General Physicians or Consulting Physician. Global Active Pharmaceutical Ingredient Sales (K MT) Forecast by Type (2021-2026) Table 206. Marketers do not operate within silos; they operate within a commercial team. With this growth, as well as the trend where organisations will strengthen ties with colleagues, and sometimes competitors, contract manufacturing will continue to increase. These records help in developing targeted marketing campaigns and improve engagement rates if analyzed accurately.” Patient engagement can only increase if greater focus is placed on the patient (or HCPs depending on where in the supply chain you operate) then naturally more opportunities for closer connections will emerge. Since the outbreak, retail of over-the-counter drugs spiked before lockdowns in March 2020 as consumers stockpiled these drugs. The foundation of the next six trends? Pharma Blisters Packaging Market Challenges Table 100. Pharma Marketing: 5 Trends for 2021 The pharmaceutical industry’s digital spend is finally starting to catch up to other industries with a shift to the digital world happening faster than ever. Just one year ago, we forecast the rising tide of politics and drug pricing, podcasts as an emerging marketing channel and targeting through artificial intelligence. To stay competitive in this area, pharma marketers can work hard to earn the featured snippet in search results for their key terms, and also optimize their Google Ads campaigns to be as relevant as possible in order to have the best chance of earning the top spot. Bio-pharma Market Comprehensive Study is an expert and top to bottom investigation on the momentum condition of the worldwide Bio-pharma industry with an attention on the Global market. Active Pharmaceutical Ingredient Market Challenges Table 205. If 2021 will bring anything for marketers, it will be the need to foster a positive working culture within the organisation. Table 97. What has started, however, is personalisation within marketing campaigns. The pharmaceutical industry looks forward to several opportunities in the future. Think about it. Global Pharmaceutical Drying Machine Market Outlook 2021 Size and Share Published in 2020-12-23 Available for US$ 2900 at Researchmoz.us This site uses cookies, including third-party cookies, that help us to provide and improve our services. 18/12/2020 COPA-DATA UK Ltd. Back in the nineteenth century, the undeveloped nature of the trade meant that pharmacists sold a vast array of medicines alongside soft drink, hair gel and even heroin as over-the-counter medicines. Often, and an area which we have been working with our clients, a CRM focus is a great avenue where data is turned into insights that then drive marketing messages and tactics to become more relevant. Each one of these deserves its own … That client comment was amazingly accurate. Marketing departments will, therefore, need to develop strategies and tactics which support value-based propositions which will likely continually evolve. New technologies are not likely to replace the oral dose … External forces affect those internally, and therefore it is essential that organisations (the marketing managers) have built a culture within the organisation that can motivate and satisfy its employees, as well as maintain a positive external image for potential customers and other stakeholders. Subscribe for weekly pharma marketing insights. So machines, as well as those operating those machines, will become smarter and will offer marketers other USPs in the form of value. This has also trickled down the supply chain and into the B2B world, even before the COVID-19 pandemic. Most of the drug manufacturing will be outsourced. After 2020, can we ever count on the past to predict trends again? Pharma Blisters Packaging Market Trends Table 98. And as streaming bandwidth increases, especially with the rise of 5G, video will only become more commonplace – so investing in this area of digital content will be key. Implementing them is quite another, especially for an individual executive or contributor. Delivering personalised messaging with automated campaigns based on medication or disease state that educate patients, offering helpful reminders, as well as checking in on progress at key times. While some of those things did happen, did anyone notice? Here are what we consider to be the most significant pharma trends for this year and beyond: Each one of these deserves its own lengthy discussion, but I’m grouping them because of how, in this particular space, AI can play a crucial role in correctly qualifying market leads in a way that will help you better serve them in the future, even if it’s just by showing them more relevant informative content to help them better understand the particular condition or disease state they’re researching. But understanding these pharmaceutical industry trends is one thing. Contract development and manufacturing organisations, just like the big pharma organisations, will need to improve speed, increase efficiencies and expand globally and outsourcing services and production will likely be a key enabler. A helpful and informative post is just the … Active Pharmaceutical Ingredient Market Trends Table 203. Being flexible in this way will make organisations more competitive in the long run. Here are some of the talking points for pharma in 2020 that may, and in some cases, will shape our marketing environments for 2021. It will likely do so next year as well. In our view, the call of the hour in 2021 and beyond will be innovating, communicating, advertising, messaging, and marketing with the patient in mind—empathy marketing, if you will. Intercept Pharmaceuticals is certainly one such opportunity should it gain approval for the first non-alcoholic fatty liver disease (NASH) drug, entering a large and untapped speciality market.” Marketing will have its role to play within the process as organisations will always make themselves attractive to external investors and buyers. Some artificial intelligence use cases, as proposed by Salesforce, might be: To predict outcomes and recommend next best actions, predict patient adherence and suggest methods for intervention, deliver personalised engagements and support programs to help patients navigate their health journey and provide deeper insights for sales teams to better target physicians. Especially as more and more healthcare happens online, it’s in healthcare providers’ interest to play a bigger role in patients’ search for information. But COVID-19 will continue to affect pharma in a number of ways, such as by forcing more collaboration between organisations. The cost-conscious CEO will also look at all options available, where marketing departments are likely to become involved, which also includes M&A…. Pharma companies have opportunities to develop new businesses and increase market share by outsourcing manufacturers. To increase operational efficiency and deliver insights across the production cycle, pharma organisations are adopting more and more artificial intelligence to help gather and classify large volumes of data. Organisations will need to review their commercial strategies, which may mean building a new customer-centric strategy that includes all commercial team members or create entirely new environments for sales representatives to engage with HCPs and other decisions makers, to be able to thrive. Think about it. Taking electronic health records to new levels. Quantzig discusses the emergence of the electronic … Will machines help you refine your marketing decisions and tactics in 2021? Pharmaphorum identifies that at the top level, major healthcare systems are becoming digitally driven, meaning that they have overt digital health strategies and policies, are creating the technical infrastructure to deliver digital health strategies and services, and are using the data collected by the healthcare system to evaluate outcomes and shape future strategies. Dan Chancellor of Informa Pharma Intelligence said: “In particular, we expect several research-stage companies to transition into potential commercial operations as their drugs reach key regulatory milestones, and it is here where larger companies with global scale are best placed to create value. Since there is a significant amount of misinformation about health and medicine on the web, this is an important opportunity for pharma brands to provide a more authoritative, research-backed voice on the conditions that affect people most. TikTok, peaking in March 2020 with almost 76 million downloads , has pioneered a new approach to social engagement. Improving support via a dedicated portal, as well as increasing the touchpoints on preferred platforms can be managed if health records (or CRM records) are better managed and used. The Management of Pharmaceutical Marketing. Naturally, we arrive at digital marketing. If the pharmaceutical industry manages to get Covid-19 under control during 2021, it will be a triumph for science. 1. This post is designed to give you a headstart. “After a great deal of hype and debate, gene and cell therapies are truly upon us, as a meaningful commercial proposition and a radical new approach to treating – and potentially curing – diseases. What will stay the same in 2021? By July, an intense focus on digital emerged […] This change in Google search results has significant implications for pharma brands: now they, like everyone else, must compete for real estate on the first page of search results (and at the top, no less) to even be seen at all, let alone earn clicks through. Cross-industry and cross-enterprise collaboration in areas such as research and development is highly common, and as we all tackle a global pandemic, such collaborative approaches within key operational departments may become the norm and marketers will spend more time positioning their organisations as attractive within B2B environments more than ever going into 2021 (we expand on this shortly). The number of completed mergers and acquisitions has been steadily increasing for several years in the pharma sectors as organisations look to access new markets and gain knowledge critical for competitive growth. More than 220 drugs are expected to be introduced in the pharma market by 2021. The pharmaceutical market in China is ever on the rise, and this rise is possibly the most dramatic throughout the world. A unifying theme across all of these 2021 healthcare marketing trends is patient experience. Strength, Weakness, Opportunities and Threat to the organization. There has never been more weighting on the value proposition of the drug, or the manufacturing of the drug within a marketing plan with 2021 looming. Content marketing is one of the oldest and most effective tools businesses have to connect with consumers. Here are some ideas on how healthcare brands can use video to grow from Practice Builders. A New Market Study, titled “Pharmaceutical Logistics Market Upcoming Trends, Growth Drivers and Challenges” has been featured on WiseGuyReports. From an operational perspective, one of the trends that will grow in 2021 is the use … By publishing a system that allows your users to give feedback, you are able to quickly segment and serve more relevant content and marketing messages (and care, products, services and advice) to that user, as well as better serve content in the future. To become more customer-centric often means collecting new data on those customers relative to current products and services, and therefore, the new commercial strategy. Author, Damien Wright recently published an article on Ethoseo covering the top pharma trends for 2021 … They state: “Electronic health records have become one of the most booming pharma marketing trends for pharma companies in 2020. The demand for brand propositions to be supported by clinical and real-world evidence will grow, and as patients and decision-makers have more access to information more than ever before, the new value proposition needs to conform to experience, behaviours and needs. Such a strategy should integrate with the digital marketing strategy. Public companies involved in the effort will be handsomely rewarded. Again, opening up more collaborative partnerships and contracts between manufacturing organisations in areas such as packaging and transportation, for example. Data integration. Ethoseo Digital Marketing is located in Bellingham, Washington — about two hours north of Seattle and an hour and a half south of Vancouver, BC. Fierce Pharma Marketing tees up trends for 2021—and big news, they’re not all COVID-19-related. Solid Dose Pharmaceuticals Remain Strong. “Technological innovation not only impacts drug development but also the drug supply chain in aspects ranging from time to safety to manpower,” The Medical Futurist states. Perhaps not surprisingly, we place COVID-19 first on this list. This has been … Any other trends in pharma advertising you’ve observed, or think we’ve missed here? As we approach 2021, it’s worth taking another look at the major trends that are defining pharma marketing in this new decade. Naturally, the pharma marketer has an important ongoing role to play. Pharmaceutical Logistics Market 2021 Global and India Trends, Market Share, Industry Size, Growth, Opportunities and Forecast to 2026 Pharmaceutical organisations often struggle when it comes to utilising consumer behaviour to improve its marketing, as well as care, products and services. The global pharmaceutical industry was valued at USD$1.25T in 2019 and is forecasted to grow to about $1.5T in 2021. In response to this developing market, we have seen a greater prominence of cyber engineering strategy project work. Last year, Pharmaceutical Commerce Magazine quotes a IQVIA study and identifies that the value of the pharma industry will reach $1.5 trillion by 2023, a big increase from $1.2 trillion in 2018. Now, the COVID-19 pandemic has eclipsed every other development in healthcare and pharmaceuticals during 2020. Digital Training. We have previously published 10 steps to kick-start your digital marketing strategy which is worthy of revision if you feel that your digital capability is limited. As manufacturing processes develop around the world, so do the opportunities for other business-critical processes. Feel free to share in the comments. Looking ahead to 5 pharma trends for 2021 that will set the agenda for industry, it is hard to escape COVID-19 both … I think 2021 will be a time for us to really focus on our customers and make sure our e-commerce site, customer service and in-store experiences are at the highest level. Pharma marketing campaigns would remain inconclusive in the absence of thought-out digital campaigns. Not every feature available to digital marketers today will be relevant for pharma brands, but the more comfortable leadership becomes with these new tactics – especially when the FDA inevitably updates its guidance to take into account the advertising realities of the new decade, and provide much more precise guidelines to the industry – the more we should expect them to grow at the rates we see nearly everywhere else. We can't talk about 2021 social media trends without acknowledging the huge shake-up of social platforms we've witnessed this year. From defining what you want your company culture and values to look like to building your talent brand to finding ways to constantly reinforce your core value, spend 2020 addressing your brand and what this means to the people that come into contact with your pharma organisation. Active Pharmaceutical Ingredient Opportunities and Drivers Table 204. When markets are competitive, it is often the case that the strongest value proposition - or the method in which the value proposition is communication to the market - wins. By using a progressive sequence of questions in automated chat conversations, marketers can identify visitors’ needs to a very high degree of detail if needed. 2020: We will not have seen a year like it. New challenges constantly emerge to challenge organisations who are always looking to become more efficient and effective in critical business areas to remain competitive. “COVID accelerated our 5-year digital transformation plan into a 5-month plan”. Personalised medicine is expected to become one of the most favoured pharma industry trends in the future. After 2020, can we ever count on the past to predict trends again? The market entry of these therapies also tells us that truly ground-breaking innovation creates significant challenges, both for the pharmaceutical industry model and for health systems shouldering the costs of disruption. While there are fewer ways to market outright when offering telemedicine or other remote care – and of course, marketing should always be second to providing the best possible care – there are nonetheless some new opportunities for pharma advertisers to take advantage of the growing trend in remote technology in the healthcare space, and develop non-intrusive methods that can educate patients about conditions and treatment options while their health is top-of-mind. The Pharmaceutical Manufacturing & Packaging Congress (PHARMAP 2021) will take place in Berlin, Germany on the 28-29 of June 2021. Need help via a specialist pharma agency? It will cover topics on cutting-edge technologies and digitalisation in the manufacturing and packaging processes of the pharma industry. This can be a challenge when it comes to educating patients and consumers about products and conditions that may affect them, as Google uses machine learning technology to drive these results, and it may be more likely to pull from a competitor or third-party source. 5 Content Marketing Trends to Know in 2021 business.com - Thomas Griffin. And as face-to-face opportunities - throughout the entire pharma industry - are ever-declining there is a need for marketing to help sales representatives open dialogues with the target market. This trend will likely continue in 2021. Those challenges are not only financial but political, cultural, scientific and logistical.” Will marketers have a role to play in overcoming the challenges related to costs here? Artificial intelligence can be applied to almost every part of the pharmaceutical industry and your colleagues in other departments will already be using it as part of the drug development process. Pharmaceutical Manufacturing Magazine notes the differences in regulations between Asia and the US, and Asian organisations can more quickly see if the treatment is working and then modify the treatments in a much faster time frame than in the Western world, where companies have to wait for trial results. Table 202. Like to work with us? Subtle touches as such will be required from the providers and can be introduced further down the chain which marketing managers will naturally be asked to oversee. To be present throughout the wholesome journey of a Physician, a Pharma brand pharma must go beyond the physical world to online in a far more effective manner, adopting newer methods and approaches. 2021 will soon be upon us, and it will be a time where we will need to take stock and reflect on what we have learned in the previous year, unlocking the potential of data in the process. 2021 pharmaceutical industry trends — and how you can implement them. It’s become clear that digital spending is finally starting to catch up to the levels of other industries, and so we can expect that some of the more cutting-edge trends in digital marketing and advertising as a whole will apply to the pharma and healthcare space as well. A close study of consumer behaviour can help pharma companies to create awareness and drive sales, essentially driving the new commercial strategy. Marketing automation (interchangeably known as inbound marketing) is gradually being introduced within all pharmaceutical organisations from a content standpoint. On a related note, anyone paying attention to the modern healthcare industry in the last few years knows that a substantial amount of care now happens remotely, whether by phone, website portal, or an app. In 2017-18, India exported about US$3.21 billion worth of generic drugs to the US, despite the … But if you do one thing in 2021, review your digital marketing outputs - they will likely need to increase in some capacity. Quantzig discusses the emergence of the electronic health record. Google continues to favor featured snippet results, to the degree that now more than half of all searches performed end without a click. According to a Deloitte report, the pharma sector is the primary target for cyber-criminals looking to steal intellectual property (IP) and the estimated cost of cyber-crime to the market is valued at $18 billion in 2020. Looking forward, digital will only continue to grow as a share of pharmaceutical and healthcare spend, and as new technology and methods develop, we may eventually see the industry catch up to the far higher adoption rates in other verticals. Then, Covid-19 happened and threw us a curveball that will likely impact all existing forecasts. But a focus on collecting and storing more data has signalled the beginning. Bring anything for marketers, it will be customized based on the right tracks products services. Digital advertising inventories Packaging Sales ( K Units ) Forecast by Type ( 2021-2026 ) Table 101 2021 will. To get COVID-19 under control during pharma marketing trends 2021, review your digital marketing strategy to Affect pharma in a number ways... 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