Elogia Pharma presents marketing trends in the pharmaceutical sector. In its February webinar, the agency explained that within the pharmaceutical sector, advertising spend is expected to increase by more than 8%. In terms of investment channels, social networks are the ones that will lead the growth, with 22% of spending, and in second place, with 14%, retail media and traditional media will continue to decline for another year.
In terms of trends, the integration of artificial intelligence will help to improve the performance of marketing campaigns. AI will empower pharma marketing departments and agencies in the generation phase of this highly personalised textual and graphical content.
To the equal that in the rest of the business fabric, the data and the privacy will play a notable paper in this 2024. The companies, in this case, will have to put the focus on the transparency in the compilation and the use of data.
Audiovisual content and storytelling will also shape the pharmaceutical sector. Narrative and audiovisual content will provide a fresh, dynamic and attractive approach. The predominant formats will be videos and animations. Through storytelling, brands in the pharma channel will be able to communicate and position themselves as more than just a brand: they will be able to explain their actions and show their social side, while at the same time publicising their products and showing their audience the benefits of their products. Podcasts and webinars will also be more present in this sector and in this way they will be able to guarantee reaching a wider audience.
User-generated content will help dermo-cosmetics brands distributed through the pharmacy channel to generate engagement and show a fresh, personal perspective. It will bring authenticity, community, cost-effectiveness and very effectively get feedback from their consumers.
User-generated content is especially related to another trend that is very common in beauty marketing, and in the marketing ecosystem in general: collaborations and actions with influencers. These will help amplify messages and connect with larger audiences in another way.
Wellness and mental health are here to stay and they are also established in the marketing strategies of the pharmacy channel. As Elogia Pharma points out, both mental health and wellness have positioned themselves as fundamental pillars of any brand's communication. In 2024, this will intensify as pharma companies want to connect with their patients and see that they are aware of the importance of mental health in the quest to build a stronger, more lasting and sincere relationship with them.