Liveworld

The pharmaceutical industry faces a shifting landscape in 2024, as the ‘COVID halo effect’ wanes. Past accolades for innovation must now be translated into sustained trust. This blog explores trends guiding pharma marketers to be more audience-centric and connect with patients, caregivers, and healthcare professionals in the post-pandemic era. 

 

Trend 1: Short Form Video – The Reigning Monarch of Content 

What 

Short-form videos, pioneered by TikTok, dominate the content scene. With attention spans shrinking, this format delivers concise, engaging messages, making it a crucial tool for pharma marketers. 

Why  

Short-form videos are predicted to be the dominant format in 2023, with 33% of marketers investing most in them. They are versatile, capturing attention effectively and allowing for diverse content creation. 

How 

Integrate short-form videos into marketing strategies to reach and engage target audiences, especially on platforms like TikTok, Instagram Reels, and YouTube Shorts. 

 

Trend 2: Influencers – The New Age Power Brokers 

What 

Influencer marketing, popularized by platforms like Instagram, involves partnering with healthcare professionals, patients, and advocates to educate consumers and build trust. 

Why 

HCPs are influential on platforms like TikTok, and Gen Z trusts influencer content. Building a diverse strategy with influencers, from mega to niche, amplifies marketing messages. 

How 

Craft a robust influencer strategy, engaging both mega and niche influencers to amplify messages effectively, even with limited budgets. 

 

Trend 3: The Power of (the other) Social Networks 

What 

Private social networks or forums in healthcare provide secure spaces for professionals and patients to connect and share information confidentially. 

Why 

Amid disillusionment with major social platforms, private networks like Reddit are gaining popularity. These platforms offer genuine connections, cutting through online discord. 

How 

Leverage private networks for insights through social listening programs. Utilize these platforms for targeted marketing, understanding audience personas, and filling knowledge gaps. 

 

Trend 4: AI – The Indispensable Technology of Tomorrow 

What 

AI is revolutionizing pharma marketing by analyzing large datasets, predicting behavior, and personalizing campaigns. Pfizer, Novartis, Eli Lilly, and Johnson & Johnson exemplify AI’s diverse applications. 

Why 

AI enhances marketing efficiency, streamlining processes and aiding market research, patient journey mapping, and predictive analysis. 

How 

Test AI’s efficiency in streamlining annual planning processes, conducting market research, and predicting patient behaviors. 

 

Trend 5: The 2024 Election and the Rise of Misinformation 

What 

The 2024 Election brings a surge in misinformation, impacting public health. Combatting misinformation requires pharmaceutical companies to engage with healthcare professionals, partner with fact-checking organizations, and strategically use digital channels. 

Why 

Misinformation can undermine trust in healthcare systems, posing serious risks to public health. Pharmaceutical companies must play a pivotal role in countering misinformation through transparent communication and evidence-based information. 

How 

Combat misinformation by engaging professionals, partnering with fact-checkers, and strategically utilizing digital channels. 

 

Trend 6: The Partnership Between MRL and Marketers in 2024 

What 

The collaboration between Medical, Legal, and Regulatory (MLR) teams and pharmaceutical marketers ensures compliance, accuracy, and ethical communication. 

Why 

As social media and digital marketing become more complex, effective collaboration with MLR teams becomes crucial to navigate regulatory challenges. 

How 

Implement a collaborative approach, engaging MLR teams early in content creation, ensuring regulatory compliance, and utilizing global module content for efficiency. 

 

In 2024, pharma marketers have an exciting canvas of transformative trends to navigate. Short-form videos, influencers, niche social networks, AI, and vigilance against misinformation offer avenues for building meaningful connections. Beyond promoting products, it’s about fostering communities, encouraging informed decisions, and contributing to a well-informed public. 

Dig deeper on all of these topics by downloading the 6 Prevailing Trends in 2024 for Phrama Marketers eBook.

 

Reach out to the author, Rishi Kadiwar, VP Strategy, LiveWorld at rkadiwar@liveworld.com