Importance of digital assets in Pharma industry

Smartphones had and are continuing to have a very strong influence on the behavior of consumers. Consumer behavior is one of the important topics discussed during graduation and it's practical implications and inferences we can draw from this simple concept is magical.

So smartphone has impacted consumer behavior a lot but one most important is the increase of touch points the company can have with an individual person.

Campaigns are run for specific demographics which arise due to their specific interest in a particular topic for example young kids in India are moving towards a new style of music namely hip hop. Premium earbud marketing companies are attracted towards such artists who act as influencers also plus they cater to their audience.

Digital assets are the specific media you use to be present on the internet to be in constant touch with your consumer to influence his behavior. The most simple examples are your social media accounts, your posts on social media, your Twitter handle, your LinkedIn accounts, your Facebook ads, your banner ads, etc.

Smartphones in the pharma industry also have been a great catalyst in spreading information and generating awareness. The fight now is whether the right information reaches the right customer at the right time.

It's been researched that a person touches his smartphone at least 2600 times in a day.

My question is How many of these touches were on your digital assets if that is your potential customer?

I feel it's most important to have as many digital assets as possible for that specific target audience. For example, a cosmetic division should have its presence in Instagram and Snapchat over other platforms as they are highly populated and popular with females of age groups 15 to 35-40 years who want to look good and are looking to buy products or get information about Botox surgery.

Another important observation has been that consumers are searching the brand name directly on the internet and the images at the e-pharmacies are only popping up or in google images. Also if your brand is not available they happily suggest alternate brands at the bottom.

I guess that explains why digital assets are important. I am sure you guys are smart enough to take it from here.

Ciao

PharmaTechGuy