Marketing Digital y Farmacéuticas

7 Razones para Promocionar tu Farmacéutica con Marketing Digital

Hoy en día, el requisito básico para mantener y mejorar el posicionamiento en la industria farmacéutica es crear una presencia de marca atractiva que ayude a mantenernos a la cabeza de nuestro sector. Pero ¿cómo logramos esa ventaja para nuestra marca o producto?

Hoy en día no alcanza con crear publicaciones en redes sociales y sentarnos a esperar que nuestro share de mercado incremente. Debemos promocionar activamente nuestro negocio si queremos verlo crecer en el mundo 2.0

La manera más eficaz y económica de hacerlo es a través de la publicidad digital. Por eso, hicimos una lista de las 7 razones por las que te conviene invertir en publicidad digital para tu Negocio

  1.  Puedes construir awareness de marca

Considerando lo delicado de la industria farmacéutica, generar awareness de marca es fundamental para lograr una relación con los usuarios que cimente la confianza en nuestra marca. Los medios digitales prestan una excelente oportunidad para llegar a nuestro público y generar altos niveles de reconocimiento de marca a un costo razonable.

Datos como el CTR (click-through rate) y el CPC (costo-por-click) nos indican de inmediato si hay un buen fit entre producto y mercado, revelando qué tanto interés despierta una campaña en nuestros consumidores.

  1.  Puedes segmentar al público

Las plataformas digitales permiten perfilar al público que verá tu anuncio de manera puntual, por lo que tendrás la posibilidad de segmentar tus mensajes. Esta segmentación específica ayuda a obtener costos mucho más bajos que los de la publicidad tradicional, como los espectaculares o spots de TV, en los que para llegar a uno debes pagar por llegar a todos.

La manera de orientar las campañas varía de acuerdo a la plataforma que elijas, pero todas brindan la posibilidad de segmentar tu audiencia:

Desde cuestiones generales como filtrar por sexo y edad, hasta mostrar anuncios únicamente a personas que estudiaron medicina, existen opciones para cada tipo de mercado y necesidad. Sólo es cuestión de buscar la correcta para tu marca.

3. Los gigantes de la industria priorizan tu sitio

Aunque ofrecen muchos servicios gratuitos, las plataformas digitales no dejan de ser negocios cuyo principal objetivo es generar ingresos. Por eso, el contenido patrocinado cobra cada vez mayor relevancia vs. aquel generado de manera orgánica. Aquí tenemos algunos ejemplos:

  • Los anuncios de Google son cada vez más parecidos a sus resultados orgánicos – esta “mimetización” otorga mayor visibilidad a las marcas, ayuda a disminuir la cantidad de usuarios que evitan activamente visitar sitios patrocinados. Entérate de más sobre los cambios de Google para beneficiar a los anunciantes aquí.
  • En promedio, menos del 1% de la base de fans de tu página de Facebook verá tu contenido a menos que lo promociones. Esto se debe a que el Facebook real estate es limitado, por lo que su algoritmo busca priorizar los contenidos de las marcas que pagan por “boostear”.
  1. Puedes fidelizar a tus clientes

Para mantener tu negocio es importante nutrir la relación con pacientes y médicos. Con el remarketing y las campañas de email puedes reactivar a clientes existentes o potenciales. Más aún, con estas herramientas puedes incentivar la recomendación o uso frecuente de tu servicio. Y si mezclas esta estrategia con la segmentación profunda que mencionamos en el punto 3, puedes encontrar a ese grupo de fans de tu marca que te apoyarán durante todo el camino.

  1. Tú defines tus costos

Una campaña de publicidad digital te permite controlar y medir el ROI de cada peso que gastas. Puedes empezar con un presupuesto muy pequeño para minimizar el riesgo. Más aún, la habilidad de programar las campañas y apagarlas en cualquier momento te da gran flexibilidad, ya que puedes pausar tus esfuerzos en cualquier momento y retomarlos cuando estés listo para hacerlo.

  1. Puedes escalar tu modelo

Las plataformas online permiten realizar inversiones que se acomodan a tu presupuesto, no importa qué tan holgado o restringido sea. Lo importante es encontrar una fórmula que funcione para tu negocio y crecer tus inversiones cuando tengas identificado aquello que funciona para ti.

  1. Todo se basa en métricas

Sabemos que para tu empresa lo más importante es la medición exhaustiva de los indicadores de negocio para obtener un crecimiento eficiente y constante. Medir tus campañas digitales permite identificar patrones y obtener insights sobre tus consumidores que te permitirán saber si necesitas realizar ajustes e identificar oportunidades.

¿Quieres saber más sobre Marketing Digital? Checa los artículos introductorios de nuestro Blog.

_Minimalist es una agencia de marketing digital especializada en el posicionamiento digital integral de las marcas 2.0. Si tienes algo que agregar o quieres saber más sobre este servicio, deja un comentario o escríbenos a contacto@minimalist.mx

 

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