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In a rapidly evolving and competitive landscape, the pharmaceutical industry faces unique challenges when it comes to marketing its products and services. With stringent regulations, complex target audiences, and a need for trust and credibility, pharma companies need to employ effective marketing strategies to stand out in the crowd. In this blog article, we will explore some key marketing strategies for the pharma industry that can help boost their visibility, engage their target audience, and drive business growth. UNDERSTANDING THE UNIQUE LANDSCAPE The pharma industry operates in a highly regulated environment, where compliance and ethical considerations play a crucial role. Before diving into marketing strategies, it is essential to have a deep understanding of the industry's dynamics and the target audience. Researching the market, identifying patient needs, and studying the competitive landscape are vital steps in developing an effective marketing plan. EMBRACING DIGITAL TRANSFORMATION Digital transformation has revolutionized marketing across industries, and the pharma sector is no exception. Embracing digital channels and technologies can significantly enhance the reach and impact of marketing efforts. Pharma companies can leverage social media platforms, create engaging content, and build online communities to connect with patients, healthcare professionals, and other stakeholders. Implementing robust digital marketing strategies allows for personalized messaging, real-time communication, and targeted campaigns that resonate with the target audience.

Today, pharmaceutical companies can't simply make an effective drug and count on healthcare providers (HCPs) to come to them - they have to find innovative ways to attract them. Statista shows that in 2015 there were only 3,286 pharma companies with active research and development pipelines. In 2023, this number jumped to more than 5,500. As an earth-shattering number of new drugs are flooding the market each year, HCPs are having a hard time determining the best medicine for their patients. Meanwhile, pharma companies invest more in marketing to help HCPs get rid of choice paralysis and make them choose their solution over that of competitors. In this article, we will share the tried-and-true tactics to build a strong pharma brand. Get creative with interactive email marketing One…two…three…No, we're not counting to run a marathon. Three seconds is what you've got to pull your reader in with your email. Fail to quickly grab the audience's attention? We've got some bad news for you. Nobody's going to bother reading about how amazing your pharmaceutical product is if you're churning out generic emails with artificial intelligence tools.

The Medicines and Healthcare products Regulatory Agency (MHRA) has introduced a new tool to check the eligibility for marketing authorisation applicants. Applicants are now required to use the online 'Eligibility Checker' tool to determine whether their Marketing Authorisation Application (MAA) is suitable for the Agency's International Recognition procedure (IRP), which will become operational on 1 January 2024. The tool will also help applicants identify which route (A or B) to follow, before submitting their IRP application. Julian Beach, MHRA Interim Executive Director of Healthcare Quality and Access, said that the tool has been tailored to "facilitate a smooth and efficient process for marketing authorisation applicants."

Covid-19 vaccine makers are shifting gears and planning for a smaller, more competitive booster shot market after delivering as many doses as fast as they could over the last 18 months. Executives at the biggest Covid vaccine makers including Pfizer and Moderna said they believe most people who wanted to get vaccinated against Covid have already done so - more than five billion people worldwide. In the coming year, most Covid vaccinations will be booster shots, or first inoculations for children, which are still gaining regulatory approvals around the world, they said. Pfizer, which makes its shot with Germany's BioNTech and Moderna still see a major role for themselves in the vaccine market even as overall demand declines. Upstart US vaccine maker Novavax and Germany's CureVac, which is working with GlaxoSmithKline, are developing vaccines they hope to target at the booster market. The roles of AstraZeneca and Johnson & Johnson, whose shots have been less popular or effective, are expected to decline in this market.

Boots witnessed a 'record-breaking' performance for beauty driving retail sales with a growth of 16 per cent in the three months to 28 February 2023. The beauty category delivered a record January, and premium beauty saw its biggest ever sales week in December. Skincare reported three consecutive weeks of record sales in December driven by the 'expert skincare' category in which brands including No7, La Roche-Posay, CeraVe and Eucerin proved popular. Boots beauty transformation strategy continued with 19 new beauty halls opened in Q2 and the 170th store to receive a beauty makeover opening at Westfield White City post-period end. Boots now stocks over 500 big name and cult beauty brands and exclusively sells the UK's leading skincare brand, No7. The business reported its eighth consecutive quarter of market share growth with gains across all categories, led by beauty - the stand-out performer of the quarter. Footfall, basket size and the number of Advantage Card customers all increased, as more people chose to shop at Boots. The Christmas period was particularly strong with retail sales in the five weeks to 31 December up 17.4% and outperforming the market. Boots further expanded its value offering in the quarter, announcing its biggest ever savings as part of its continued focus on the affordability of life's essentials. This included the addition of 60 new products to the Boots Everyday label as well as the extension of its Price Advantage scheme, which has to date resulted in £30 million of customer savings and now includes discounts on over 800 products every month.

Covid-19 vaccine maker Novavax on Wednesday said it expects revenue this year to be flat or lower as it works to improve its commercial performance and pick up market share from much larger rivals, Pfizer and Moderna. The company posted a larger-than-expected fourth-quarter loss as revenue lagged analysts' estimates. Chief executive John Jacobs said Novavax claimed just a low-single-digit percentage market share in the US during the most recent vaccination campaign, as demand for Covid vaccines was smaller than hoped and the company got its protein-based shot to market later than its messenger RNA-based rivals. "We were disappointed with that US performance," Jacobs said in an interview. He said the company's sales force was not targeted enough toward retail pharmacy chains, and that its 5-dose vials were not as convenient for use as rivals' pre-filled syringes.

Two Indian pharmaceutical companies, Cipla and Glenmark, are pulling back certain products from the American market due to manufacturing concerns, according to the US Food and Drug Administration (USFDA). A New Jersey-based subsidiary of Cipla is recalling 59,244 packs of Ipratropium Bromide and Albuterol Sulfate Inhalation Solution due to "short fill", news agency PTI reported, quoting the latest Enforcement Report issued by the US health regulator. Produced at the company's Indore SEZ plant, this medication is used to manage symptoms associated with lung diseases, such as asthma, chronic bronchitis and emphysema. Cipla USA decided to recall the affected lot following complaints of less fill volume in respule and few drops of liquid observed in the intact pouch, the USFDA said, adding that the drug maker initiated the Class II recall in the US market on March 26 this year.

Britain's antitrust regulator, the Competition and Markets Authority (CMA) on Wednesday announced that it is investigating the acquisition of LloydsDirect by Pharmacy2U last year, and has launched its first phase of the merger inquiry. The completed deal between two of the UK's foremost online pharmacies was announced in a joint statement issued on 9 October, confirming that they would operate as Pharmacy2U. Commenting on the purchase, Kevin Heath, CEO of Pharmacy2U, then said: "Combining the best of both of our businesses, we can provide patients with greater access and convenience." The regulator is considering "whether it is or may be the case that this merger has resulted in the creation of a relevant merger situation under the merger provisions of the Enterprise Act 2002 and, if so, whether the creation of that situation has resulted, or may be expected to result, in a substantial lessening of competition within any market or markets in the United Kingdom for goods or services."

E-pharmacy, a digital platform also known as internet pharmacy or online pharmacy, has emerged as an escape route to longstanding queues at pharmacy stores across almost all regions of the world, especially during the Covid-19 health crisis realm. They have long been recognised to act promptly in public health response, like ensuring an effective medicine supply system, resolving and monitoring drug shortage issues, educating about the proper use of PPE, promoting remote pharmacy services, and conducting drug evaluation and active surveillance. These factors will support in easing the load on healthcare facilities during the ongoing pandemic, eventually adding value to patients and the healthcare system. Overall, the e-pharmacy market size is expanding in terms of valuation on the back of regulations and standards laid by the respective governments. As per a recent study by Global Market Insights, the global e-pharmacy industry accounted for a business share of $68 billion in 2021 with an anticipated growth rate of 16.8 per cent through 2028.

ITV on Tuesday (Aug 15) said it had agreed to invest in pain relief brand Flarin Holdings Ltd, making it the British broadcaster's first consumer healthcare investment. The company has agreed to subscribe for £2 million worth of shares in Flarin, with an option to subscribe for two more tranches of 1.5 million pounds each. In return, Flarin would get advertising space across ITV's channels and ITVX. ITV said its investment will "help Flarin build mass market brand awareness by bringing the brand to millions of consumers via ITV platforms. This will be a step change in the size of the campaign and the approach to scaling the Flarin brand to date." Director of ITV AdVentures, Sheena Amin, said: "It's fantastic to be announcing our latest Media for Equity investment into Flarin. With its innovative and patented lipid technology, Flarin offers many unique benefits to those suffering from joint and muscular pain compared to any other product on the market. Flarin is already one of the fastest growing analgesics in the market and I am confident that we will see the company grow to new heights following a brand building campaign across ITV."

Danish drug developer Novo Nordisk on Wednesday (February 1) warned of supply constraints on its best-selling drug. The company, which develops diabetes and obesity drugs, said it expected "periodic supply constraints" this year, partly driven by higher than expected demand for its blockbuster diabetes drug, Ozempic, and manufacturing constraints. "Supply of Ozempic cannot keep up with demand in some markets," Novo's Chief Financial Officer Karsten Munk Knudsen told journalists on Wednesday, but said Ozempic was available in the United States, the firm's biggest single market. Shortages of human growth hormone would also cause sales in its rare disease franchise to drop by a "mid-single digit" percentage in 2023, as its Norditropin drug would be out of stock in certain markets, Knudsen said.

Despite being relatively new to the dispensing doctor market as a short-liner, Bestway Medhub is seeing exponential growth in the market in addition to the 3,500 independent pharmacies that we service and deliver to. We have however been servicing the dispensing doctor market for well over 40 years through our dispensing appliance contractor (DAC) Wardles. Wardles service and supply more than 55% of all dispensing sites with dressings, bandages, appliances, ostomy, wound care and hosiery. Graham Burford-Row To meet the needs of dispensing practices and surgeries we carry a large range of more than 10,000 Generics, PI's and OTC products. We offer net pricing so the practice can see straight away what price they are paying for their products - with no hidden fees. We offer all our practices 24-hour online ordering via our Bestway Medhub ordering portal and our recently launched Wardles FP Portal. Additionally, we have the backup of a telesales department with personal service from myself and a dedicated Internal Dispensing Dr Account Manager. We offer daily, weekly or monthly calls to those customers wishing to hear our special offers. Our deliveries are done daily via our third party full-line logistics partner for efficient deliveries, which no other short-line wholesaler offers. Bestway Medhub understands that dispensing practices are not only in the business of offering superior care to their patients and community, but they also offer numerous other services like clinics, nursing and referrals. By enabling practices to cost save, the funds could be used elsewhere instead.

HRA Pharma is celebrating the 1st anniversary of Hana, the first type of daily oral contraception available in the UK without a prescription. The launch of Hana in 2021 followed the historic decision of the Medicines and Healthcare products Regulatory Agency (MHRA) to grant a marketing authorisation and marked a significant step forward in the women's contraception category. The company reports that pharmacists have embraced the reclassification and have found merit in using emergency contraception consultations as an opportunity to educate women on their over-the-counter contraception options. Alison Slingsby, innovations project manager at HRA Pharma, commented: "We have been delighted with Hana's reception - within weeks of launch, it quickly became the best-selling mini-pill without prescription, with more than 95 per cent market share, and has maintained this market leading position ever since. We previously had the experience of switching emergency contraceptive ellaOne to a P medicine, Hana is on track to match and eventually exceed the ellaOne volumes.

The British Generic Manufacturers Association has backed the UK government's proposed changes to the Statutory Scheme for branded medicines, which includes a 'Life Cycle Adjustment' (LCA) mechanism to permit a lower rebate rate for medicines sold in competitive markets. The association underscored the necessity for crucial amendments to forestall unintended consequences and ensure a practical alignment with market operations. A precisely tailored approach is crucial in ensuring sustainability and growth in this sector, the BGMA said in a statement on Oct. 11. The Department of Health and Social Care is currently working on the successor to the 2019 voluntary scheme for branded medicines and pricing access (VPAS) agreement, slated to end in 2023. Negotiations for this successor, scheduled to begin on January 1, 2024, are already underway. "We are pleased that the Statutory Scheme consultation recognises that branded generic and biosimilar medicines are subject to different market dynamics and competitive pressures," said Mark Samuels, Chief Executive of BGMA. "As such, a one-size-fits-all approach across all branded products is not suitable for the next five years. It is crucial to adopt a precisely tailored approach to this sector, ensuring both sustainability and growth."

Women's health company Hertility has acquired the Netherlands-based fertility and hormone testing company Grip, increasing their market share in the women's health space and positioning them for rapid international expansion. Hertility said the acquisition will expand its own dataset and help them reach their goal of drastically cutting down the time to diagnosis of female health conditions. The UK start-up, launched in September 2020, offers a machine-learning healthcare solution, giving women insight on their reproductive health, through an at-home hormone test, individual results and a route to care. Founded by scientists and powered by an (all female) research team, Hertility is building a science-backed eco-system of care around every woman. Hertility is planning on launching in Ireland this summer and the Netherlands before the end of the year and is already offering end to end gynae and fertility care with a team of over 30 experts. "This acquisition is a coming together of women who are on a mission to drive real change in women's health. We are over the moon to have taken Grip under our wing, and will be taking Hertility into new markets, starting with the Netherlands," Dr Helen O'Neill, founder of Hertility, commented.

The Competition and Markets Authority (CMA) has revoked its initial enforcement order imposed on Pharmacy2U Limited (Pharmacy2U) concerning the acquisition of Metabolic Healthcare Ltd (Lloyds Direct). In the revocation order issued on February 12, the regulator said its decision was "based on the evidence it has received in its assessment of the Merger to date." The CMA served an initial enforcement order under section 72(2) of the Enterprise Act 2002 on Pharmacy2U, P2U Holdings Limited, G Square Capital II L.P., G Square Healthcare Private Equity LLP (collectively, the Acquirer Group) and Lloyds Direct on 28 November 2023. It announced that it was considering "whether it is or may be the case that a relevant merger situation has been created and whether the creation of that situation has resulted or may be expected to result in a substantial lessening of competition in any market or markets in the United Kingdom (UK)."

It has, therefore, become very important for all types of businesses in all the sectors to leverage the technique of social media marketing to attract the millennials and genzers. This will not only increase the sales but help you build a chain of loyal customers.

Weight loss drug Wegovy has transformed the obesity market and pharmaceutical companies with existing treatments are hoping the resulting demand will boost demand for their older, less effective but cheaper, drugs. A weekly injection of Wegovy, which was launched in the U.S. in June 2021, leads to an average weight loss of around 15%, alongside changes to diet and exercise. Its impact has captured the attention of patients, investors and even celebrities. But supply issues for Wegovy manufacturer Novo Nordisk means the Danish drugmaker has struggled to meet surging U.S. demand, delaying a launch in most of Europe. Insurers and some national governments have also baulked at its cost, while a minority of patients do not respond to it. Vivus and Currax Pharmaceuticals, U.S.-based developers whose treatments have been on the U.S. market for around a decade, hope to benefit from the attention and supply shortage. But scientists and investors say that lower efficacy plus side effects could continue to hold the treatments back.

Indian multinational pharmaceutical company, Dr. Reddy's Laboratories has made its entry into the UK consumer health market with the launch of an over-the-counter allergy medication. Histallay (Fexofenadine Hydrochloride 120 mg tablets) is the company's first general sale list (GSL) product introduced in the UK market. Previously classified as a Prescription Only Medicine (POM), Dr. Reddy's Fexofenadine 120 mg is now available without prescription, under the brand name 'Histallay'. This allows people with allergic seasonal rhinitis (hay fever) to get direct access to the product via retail outlets such as pharmacies and supermarkets in the UK.

Digital marketing involves promoting products and services using diverse digital arena such as laptops, smart phones, tablets, and other digital touch points to reach customers at the right time through their preferred medium. Pharmaceutical organizations too are indulging in digital platform for marketing of their numerous products.