Building brand trust in pharmaceutical advertising
Brand loyalty and brand trust has become a highly sought after quality in today’s highly competitive pharmaceutical industry. With countless options available to HCPs within the targeted therapy area, pharmaceutical companies face the challenge of establishing trust, credibility, and a strong brand presence.
In this blog, we will delve into the intricacies of the pharmaceutical industry and explore effective strategies to build brand loyalty and trust through advertising.
- Targeting the right specialty
An important facilitator of brand trust in B2B pharmaceutical advertising, is to ensure that your paid media content is being directed towards the correct HCPs, within their specific therapy area. An example could be an oncologist scrolling through an online journal, only to be targeted by a rheumatology specific drug. This may lead to a sense of disconnect and erode the existent brand trust. In 2023, up to 71% of consumers across all markets stated that they would prefer ads that are tailored to their personalised interests. By accurately identifying the target specialty and delivering tailored content, pharmaceutical companies can demonstrate a deep understanding of the HCP’s specific challenges and therapy area. They are therefore more likely to engage with content that aligns with their area of expertise.
- Emphasise trust and credibility – HCP verification.
Due to the stringent regulations which shrouds pharmaceutical advertising in Europe, trust and credibility must be earned by adhering to the community legislation. Landing pages for pharmaceutical products often require HCPs to verify their professional status through “tick boxes” before accessing certain information or marketing materials. These “tick boxes” safeguard against the dissemination of misleading information to non-professional audiences, reinforcing the brand’s credibility.
Another crucial aspect of trust within pharmaceutical advertising is the differentiation between “branded” and “unbranded” content. Branded content explicitly promotes a specific product that includes the drug’s name or indications, unbranded content usually just references the manufacturing company. When HCPs perceive a brand as adhering to regulations and providing transparent information, it strengthens their trust and confidence in the brand’s commitment to patient care.
- Utilise thought leadership with KOLs.
Similarly, collaboration with respected Key Opinion Leaders in the healthcare community can have a positive impact on brand trust. KOL brand endorsement, and contribution to content creation validates your messaging and signals to HCPs that the advertised products are backed by industry experts. This can be achieved through KOL interviews, testimonials or by scheduling webinars. By engaging in discussions, soliciting feedback, and addressing concerns, you demonstrate a willingness to collaborate and participate in meaningful dialogue. This openness and transparency are essential for building trust.
- Educational content – ensure that the creatives are appropriate, informative and snappy – creatives that foster HCP engagement.
Providing relevant educational content can help showcase your brand’s expertise and in-depth understanding of specific therapy areas. Success is often found when the educational content in question addresses the HCP’s challenges, needs and areas of interest. Many newly emerging pharmaceutical campaigns utilise an “unmet needs” approach, appealing to HCPs by highlighting the unmet needs of a patient, in conjunction with evidence-based information, this can make for an effective campaign. Consistently delivering high-quality educational content helps establish your brand as a reliable and trustworthy source of information. When HCPs can depend on your brand to provide accurate, unbiased, and timely educational materials, they develop a sense of confidence in your brand.
- Omnichannel approach
Utilising an omnichannel approach ensures that your brand messaging is consistent across various digital and OOH platforms. Whether HCPs encounter your brand online, through social media, or on billboards, they should experience a cohesive message that reinforces your brand’s values, expertise, and commitment to patient care. Combining digital and OOH channels helps maximize brand visibility and reach among HCPs. And crafting a consistent message across all channels builds trust by conveying a unified and reliable brand identity.
At Space & Time Health we specialise in healthcare media and are well-versed in the intricacies of advertising. Our team of experts routinely help pharma brands navigate the complexities of this dynamic and highly regulated landscape, providing tailored strategies and solutions to achieve optimal results.
Get in touch today at [email protected] for any inquiries or to explore how our expertise in healthcare media can drive exceptional outcomes for your pharma brand.