Pharma's consumer engagement: Trends & Insights
According to advertising software company Viant Technology, Pharma marketers should consider that:
Run ads Monday and Tuesday for higher click engagement. Tuesday and Saturday for higher conversion engagement goals. In terms of the best time - the peak is around 3 p.m for click engagement and 9 p.m for conversion.
Viant, which runs the programmatic platform Adelphic, studied the data from September 2020 through August 2021 found that for pharma, 90% of ads dollar are going to two or more marketing channels: connected TV (CTV) and mobile. Among that, mobile is the top-performing device in terms of conversion and clicks. And this is true all week and at any time.
Many marketers are shifting to omnichannel platforms allowing for more return on ad spend thanks to the multitude of moving parts in digital. More and more campaigns in the pharma are operating on at least two channels - Connected TV plus mobile.
There are some Mobile Marketing channels in Multichannel Pharmaceutical Marketing. However, one of the quickest ways to reach consumers/patients is via text message.
SMS Messaging: SMS is a versatile and low-cost communication channel, with options for pharmacies including appointment reminders, "click and collect" prescription notifications, and targeted offers.
Why we should consider using mobile marketing via text message in pharma?
There are numerous advantages to using text messaging as a marketing strategy in the healthcare and pharmaceutical.
Efficiency: Text messages have a 98 percent open rate, whereas email only has a 20 percent open rate. And 90 percent of messages are opened and read within three minutes of delivery, giving SMS the "cut-through" that other channels lack. The response rate is also very high, ranging from 5% to 25% — roughly 8 times higher than for email.
Direct, immediate channel: It takes the average person 90 minutes to respond to an email but only 90 seconds to respond to a text message. With a read rate of 97 percent within 15 minutes of delivery, you can be reassured that your time-critical messages will be read almost instantly. When combined with other popular channels such as email and social media significant 45% of SMS campaigns generate a successful ROI, reaching over 50%.
Integration: SMS is an excellent standalone channel, but it can also support and be integrated with other marketing channels such as social media and email.
Customer engagement: SMS marketing strategy can enhance how your brand engages with customers throughout the customer life cycle. Many consumers are now accustomed to using mobile text when interacting with local services like dentists, hairdressers, or public services.
References: 1.www.fiercepharma.com; 2.www.smartinsights.com