Darnitsa tells about the trends in the development of digital marketing of the farm in 2022. Expert commentary
Promising and trend areas in the development of digital marketing of the pharmaceutical industry: telemarketing/telemedicine, Shop&Show, social networks and influencer marketing. Iryna Lerman, the director of marketing communications of the pharmaceutical company Darnitsa, told this during the conference Pharma Digital Day, organized by the Academy of Internet Marketing Web Promo Experts.
At present, digitalization is penetrating all spheres of human activity, including the pharmaceutical industry with its marketing tools. In Poland, the Czech Republic and Hungary, the lion's share in the promotion of medicines on the market is digital, while in Ukraine they still prefer television (TV). Sociological research shows that among the various channels of information transmission, TV covers the largest part of the Ukrainian audience. However, 31% of Ukrainian TV viewers watch TV online, so the share of “blue screens” will gradually decrease.
The pharmaceutical company Darnitsa was one of the first in its industry to adapt to the latest technologies. It analyzes the needs of consumers and meets them.
According to the expert opinion of Darnitsa's director of marketing communications, today, communication channels themselves signal what content they need, so now media channels and users dictate which content is most relevant. Businesses need to take these signals and develop those platforms where its audience will be comfortable. That is why marketers of the pharmaceutical industry conquer even TikTok.
“2022 is a time when we need to be where it is convenient for our user/patient and communicate with them in their language. Therefore, I think that nothing can be excluded, including TikTok. Telegram is also a very interesting channel. In addition, I have always believed and believe in the tools of Performance marketing, because the goal of any business is money, and Performance is aimed at achieving measurable business results”, - says Iryna Lerman.
PJSC Pharmaceutical Company Darnitsa was founded in 1930. Since 1998, Darnitsa has been a leader in Ukraine in terms of production of drugs in kind. Strategic directions of portfolio development are cardiology, neurology, pain management. During 2016-2021, Darnitsa launched 63 pharmaceutical brands.