One tip for promoting pharmaceuticals is to focus on micro-influencers, whose audiences range from one to 30,000 followers. These bloggers have a very loyal following: friends, colleagues, former classmates—people who know them and trust them far more than a million-follower blogger they've never met.
Most often, such bloggers write on specific topics: for example, a young mother talks about breastfeeding her children. Their audience consists of other mothers who find this information particularly interesting at a specific time in their lives. The smaller the blogger, the higher their engagement rate: for an influencer with 1,500 followers, this figure can reach 60%.
Another advantage of working with micro-influencers is their commitment to the task. These bloggers aren't overwhelmed by collaboration offers, but they value their followers' trust, so they approach collaborations carefully, thoroughly studying the product and technical specifications.
When working with influencers, it's best to:
Consult with lawyers : it's important to coordinate not only individual formulations but also technical specifications with them. It's also important to show them the final results;
Use a broad audience profile . It's best to focus on bloggers who are more widely represented in the influencer market, such as lifestyle bloggers or mommy bloggers;
Demonstrate product acceptance guidelines in-camera . Campaigns with physical product presence in the frame generate better conversions than those without. While this increases the number of tasks required during collaboration, the campaign's overall effectiveness will be higher.
Trend #2: Programmatic and Personalization
Audiences expect personalized offers and slovenia telemarketing database communications from brands. According to research by McKinsey & Company, 71% of consumers have this expectation. Furthermore, 76% of people will buy from a brand that personalizes offers and communications, and 78% will recommend such a product to family and friends. As a result, personalization can yield up to a 40% additional return on marketing investments.
Beyond personalization, consumers expect brands to provide quick solutions. Programmatic platforms can help address this need. They allow brands to engage with consumers at the moment they want a specific service or product.
Examples of such programmatic platforms:
Trend : Social Media
To maintain a high level of product awareness, a brand must be present on the most accessible channels. In 2023, these channels include social media and video sharing sites. The diversity of platforms allows for advertising in various formats: from an educational video on YouTube to a fun video on Instagram*.