Use Your Brain to Cope with Tough Competition.
Pharmaceutical marketers know that providing thorough product knowledge is foundational, especially if you need to market to doctors. Physicians want to know the facts and see the research that has been conducted on your product or service. However, doctors are some of the busiest people out there so your information needs to be concise. Smart pharmaceutical marketers format their information in short bites, balancing professional terminology with easy-to-read explanations. The only decision that remains is whether to invest in printed materials or post your product info online.
Digital and Print Decisions
When in doubt, turn to research. While digital may seem like a more efficient way to reach doctors and patients, there are multiple studies that shows the reverse may be true. In studies by Canada Post and research firm TrueImpact, researchers found print outperformed digital in three key metrics:
- cognitive load (ease of understanding)
- motivation (persuasiveness)
- attention (how long subjects looked at the content)
Simply put, people understand and believe information better when it’s printed.
A 2009 study conducted by Bangor University and Millward Brown supports these findings. This study reported that physical materials, like print, require more emotional processing, are more “real” to the recipients, and are more memorable.
In one of our own blogs, Haptics, Brands and Sensory Marketing, we reported that science tells us that about half of the brain is devoted to processing sensory experiences. Touch, in particular, is an important part of the communication process. Studies in neuroscience suggest that allowing doctors and patients to “touch” your brand through printed materials enables them to absorb and retain information in ways that they simply can’t do with digital messages.
What Can Pharmaceutical Marketers Do?
Face the facts. Study after study proves that offering information on a prin
ted piece has more impact and is more memorable than offering that same information digitally. While digital is a necessary part of almost any marketing program, print will continue to be a key part of building awareness and preference.
If you’re not considering the impact touch has on your brand perception, you’re missing out. If you want to talk to commercial printing experts with deep experience helping marketers and product managers produce exception pharmaceutical marketing programs, contact us to set up a consultation on how to take your printed communications to the next level.