Healthcare and Pharmaceutical

The latest marketing best practice, trends, case studies and statistics on the healthcare and pharmaceutical sector

How the pharma industry is embracing influencer marketing

In this article we’ll look at HCP influencers, expert patients, prominent influencer-led campaigns, regulatory challenges, dividing the personal and the professional, and building trust through long-term partnerships.

Creating a user-centric pharma website: UX best practices

This article covers some key best practices for putting users at the heart of a pharma website experience, with examples illustrating the points in action.

2022 Digital Trends – Healthcare in Focus

This report explores the digital lessons learned over the last 18-24 months and how healthcare providers can leverage these to better engage and serve customers in 2022 and beyond.

The Future of Digital Healthcare

‌ This report draws on interviews with five respected senior executives from across the four main pillars of healthcare – Providers, Manufacturers of Medical Devices, Payers and Pharmaceuticals – to discover what – in their opinion – will be the impact of the pandemic on the future delivery of healthcare.

Ecommerce Best Practice Guide

Econsultancy’s Ecommerce Best Practice Guide lays out a comprehensive blueprint for businesses looking to update their existing ecommerce offering or develop a new proposition. The report gives in-depth guidance on strategy and operations, generating demand, converting demand and measurement in ecommerce.

Latest Articles

Four big digital trends set to impact pharma marketers in 2023

The digital transformation of pharma has continued apace during the past few years, changing the way that both healthcare professionals (HCPs) and consumers communicate with each other and with pharmaceutical brands. But what digital marketing trends will shape pharma in 2023? From ad-supported media to influencer marketing, here’s a look at what’s on the horizon […]

How the pharma industry is embracing influencer marketing

The pharma industry is increasingly embracing social media as a tool for influence – a term we are used to hearing in the context of fashion, beauty, or sport. But now, with the rise of new social media platforms like TikTok – where users are increasingly seeking out health-related advice in a more informal or […]

Creating a user-centric pharma website: UX best practices

In the age of Covid-19 and digitally-oriented healthcare engagement by both patients and healthcare professionals (HCPs), a pharma company’s web presence is more important than ever. Sometimes referred to as ‘portals’, pharma websites are the means through which HCPs and the general public can access information about pharma products and research, and the experience they […]

2

How digital is changing the pharma & healthcare industry

The Covid-19 pandemic has triggered an acceleration of digital transformation within the healthcare and pharma industry. According to a survey by GlobalData, 40% of pharmaceutical industry professionals in Europe and North America believe that the pandemic has accelerated digital transformation by more than five years.

homescreen babylon health app

Babylon Health on customer engagement strategy and email design

At Day Two of the Festival of Marketing: the Bottom Line, Catherine Allan, Associate Director CRM at Babylon Health, laid out the approach that the brand takes to customer engagement, how it is facilitated by collaboration across the organisation, and how messaging across different channels works together to smooth the customer journey.

Econsultancy's Internet Statistics Database - Healthcare and Pharmaceutical

Pharma marketing stats – explore the ISD

 ‌ You’ll find over 5,000 global charts and statistics on healthcare and pharma in the Internet Statistics Database, to browse, save and export.

Quick Links

2023 trends

Econsultancy’s digital and marketing trends for 2023

What are the overarching trends that will define how marketers will think and act in 2023, and the challenges and opportunities they will face? We explore four key trends. For some more channel-specific predictions, see our previous expert roundups on ecommerce, personalisation, retail media, influencer marketing, SEO, and social ads. Our trends for 2023: Resisting […]

Instagram removes Shop tab from its homepage: What will the impact be?

Instagram is to remove the Shop tab from its homepage navigation bar this February, in what may form part of a wider shake-up that will see the social media platform re-focus on driving ad revenue. Parent company Meta announced the change earlier this week, informing users that the Reels tab will replace Shop, while the content […]

youtube beauty influencer

Three fundamentals of an effective social commerce strategy

With social media platforms including TikTok, Instagram, and Pinterest adding new commerce features – from shoppable Reels to product tagging in live-streams – brands are investing, and consumers are buying in. Consequently, social commerce is expected to be worth $1.2 trillion by 2025. So, how can marketers create an effective social commerce strategy? Where should […]

Personalisation in 2023: What do the experts predict?

Personalisation – is it the key to conversion and the logical endpoint for comms, or merely a marketing pipedream? The answer is likely somewhere between the two, but to give us some more perspective on what marketers should expect from personalisation in 2023, I asked the opinions of some experts at AI-powered SaaS content platforms […]

Ecommerce in 2023: What do the experts predict?

The last year has been turbulent in ecommerce, following on from the surge in online shopping during 2020 and 2021. However, online sales are still growing steadily in the longer term (hitting 30% of total retail again in the UK in November 2022 according to ONS data), and the channel will be key for many […]

Retail media in 2023: What do the experts predict?

News and developments in retail media dominated 2022. “Everything is an ad network“, summarised analyst and investor Eric Seufert. As online continues to represent an increased proportion of shopper spend in the wake of Covid-19, retailers (and beyond) are increasingly waking up to the advertising opportunities that this presents – while brands are seeking new […]

Influencer Marketing - Econsultancy's Internet Statistics Database

Influencer marketing in 2023: What do the experts predict?

Influencer marketing is now an integral part of the digital marketing mix, enabling brands to engage audiences and to promote authenticity and trust. According to The State of Influencer Marketing 2022: Benchmark Report, the industry was set to grow to approximately $16.4 billion this year; this growth has been buoyed by the continued success of […]