The use of mobile devices in both professional and personal situations has risen over the years. In 2015, 68 percent of Americans had smartphones while 45 percent owned tablet computers, according to Pew Research Center. As a result, pharmaceutical companies have had to improve their marketing efforts to take this digital popularity into account.

Even though these businesses have already witnessed change, there is more to come. While 2016 paved the way for pharma organizations to communicate with their audience via promotional emails and health care provider portals, the face of marketing will change by 2018. Social media, mobile applications and webinars featuring key opinion leaders will reign supreme as the fastest-growing interactive methods, according to a study from Indegene.

Social media will become key to marketing by 2018.
Social media will become key to marketing by 2018.

It’s crucial for life science organizations to use this information to their advantage. Here’s how they can accomplish that goal:

Find the tastemakers
In order to ensure webinars featuring a strong industry perspective are successful, life science organizations have to look for speakers that come with credibility. In their search for KOLs, marketers may seek high-level leaders or recognizable names. It’s difficult enough to find these search leaders, let alone someone with that much power behind their title. Webinars don’t have to be lead by people with a powerful status. Instead, regular health care providers are not only a good source of information, but trustworthy to other customers, according to Business 2 Community.

Marketers should look to their client database to seek out these influencers. Loyal and satisfied consumers may be willing to share how a certain product or service influenced their practice and its patients. To locate the right KOL, life science organizations rely on a database of clean information. Leaders should be sure to manage their records on a regular basis to better interact with customers whose voice will be of use in the future.

“Life science organizations should attempt to create exceptional content.”

Invest in unique content
Regular email campaigns and blog posts – while important to retaining valuable customers – can seem old school to new, potential clients. When it comes to social media, it’s vital for life science organizations to be on the cutting edge to truly engage their audience. The key is to provide the type of content people won’t find anywhere else, and with any other marketer, according to Hubspot. This can be difficult, but understanding what truly makes people tick will go a long way for marketers.

From infographics to video tutorials and beyond, discovering what content is the most interesting is as simple as asking customers themselves. Life science organizations could create a sampling of examples and complete A/B testing to see what prototypes work better. Another smart strategy is to look at what the competition is doing and improve upon it.

Make mobile applications dual-purpose
Creating an application for smart devices can seem like a daunting task to life science organization, yet the action comes with many perks. Not only does the tool give marketers greater access to health care provider data, but clinicians can utilize the technology to streamline their practices. While many marketers focus on mobile applications that assist the patient, it’s important to implement options that help doctors, physicians and nurses as well, according to Mobile Smith. Dual-purpose tools will enable these two groups to interact with one another, as well as the life science organization in charge of the technology.

Trends within healthcare marketing will continue to change as the years pass. Each year, new strategies will gain and lose importance. Looking ahead, marketers should focus on social media, KOL webinars and mobile applications in order to be successful. Utilizing these tips will help marketers implement those developments effectively.