A recent study has shown that 40% of #otc & #pharma products buyers are under 40 years old. This age group has high exposure to digital tools and #socialmedia, which is significantly impacting their purchasing behavior.
Why should #consumerhealth and #pharma companies utilize social media platforms when entering a new market?
- Brand Awareness and Trust Development: Modern healthcare consumers actively seek product information online, preferring two-way communication, and the commitment of OTC, FS, and Cosmetics brands to immediate issue resolution showcases their dedication in the evolving market.
- Competitor and Market Analysis: In the digital age, social media offers over-the-counter and food supplement companies insights into competitors' strategies and provides in-depth information on consumer preferences and the patient journey in new markets.
- Pharma influencers: Consumers seek advice from healthcare professionals on non-prescription products, making it beneficial to have local key opinion leaders promote your brand on accessible platforms for consumer health and FS products.
The most used social media platforms in healthcare industry are:
- Facebook: Facebook is a key platform for OTC and pharmaceutical companies to build communities, share information, and promote products effectively, especially in Asia.
- Youtube: YouTube, the world's second-largest search engine, is a prime platform for healthcare firms to share educational content and partner with KOLs, utilizing strategic ad placements.
- Instagram and Tiktok: Focus on emerging platforms for future digital marketing, utilizing features like "Stories" ads and short videos to connect with the growing young user base in the healthcare industry.
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