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Πέμπτη 18 Φεβρουαρίου 2016

LinkedIn emerges as popular marketing tool for pharma


Stephanie Katzman

"Healthcare, overall, and pharma is definitely on the developmental side of the LinkedIn spectrum, if you will, from an advertising perspective," said Stephanie Katzman, LinkedIn's healthcare lead in its Marketing Solutions group. "But over the past three years, we've seen a huge growth in having these companies consider LinkedIn as a channel."
Many drugmakers have taken a first step, usually by setting up a company page where drugmakers can build up followers and create an audience with employees, colleagues and associates. But pharmas are increasingly using LinkedIn for paid sponsorships and advertising. Sponsored updates and InMail campaigns are beginning to move from testing to a repeat marketing strategy among pharmas, Katzman said.
InMail, in which sponsored messages are sent directly to targeted LinkedIn members inboxes, tends to be "safe" for pharma because email bypasses any open comment possibilities, she said. LinkedIn will only send InMail paid messages to a user's account once every 60 days, but Katzman said pharma companies who test InMail more often than not will quickly line up for the next opening.
Across her three and a half years at LinkedIn, she said, in the first year there were just two or three pharma companies using LinkedIn for paid advertising, but the number has grown to about a dozen now.