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.