Social media prioritised in healthcare marketing, study says dr fazal mahmood

Social media prioritised in healthcare marketing, study says | Dr Fazal Mahmood

• Research from marketing agency Five by Five has revealed that social media is considered the most important aspect of marketing when new healthcare products or services are launched.

• The research consisted of 730 senior marketers across the UK, US and Australia and included 70 brand marketers working in the healthcare sector.

• The majority (80%) of marketers now prioritise social media in their launch marketing plans with TV advertising being considered by only 24%. This is in line with the wider marketing industry, where 74% of marketers now prioritise social media.

• Email ranked second within healthcare among the most important channels. 63% of marketers cited it whilst 57% regarded sales promotion.

Direct mail came fourth with 50%, while PR made up the top five with 41%.

• The research indicated that traditional advertising such as press advertising, experiential and digital display are no longer attracting attention when it comes to building awareness for new products and services.

• According to the study, the use of social media may correlate with the time it takes for a product to launch, which has shrunk over the past five years. 58% of participants said that they usually only have six months or less to prepare for a product launch.

• In addition, 60% said they use social media to support their new product development whilst 51% said they believe the biggest benefit of social media channels lies in generating awareness prior to the product being launched.

• Martin Flavin, creative director at Five by Five, comments: “Social media has become the most important way to generate buzz for new products and services before they appear. Shareable content and social engagement allow brands to create a groundswell of pre-launch interest in a way no other channel can match.”

• The study also asked marketers how they feel launch marketing has changed over the past five years. The majority (73%) said they now think launches cost more and 86% said they believe that they are now able to make better-informed decisions about their product launches.

• Meanwhile, 77% of marketers in the healthcare sector think the creative ideas around product launches have become braver over the past five years. While nine out of ten (91%) believe launch campaigns are now more measurable.

• Michelle Mitchell, strategy director at Five by Five, said: “Deadlines have got tighter, and costs have risen – but marketers now are more informed about their product launches than ever. This increased knowledge means that campaigns are braver, smoother and more effective.”