Successfully Approaching Oncology Brand Marketing for a Rep-Challenged Environment

The pharmaceutical industry is undergoing a paradigm shift, moving away from traditional rep-based personal marketing toward a nonpersonal communication digital-first approach. This shift is particularly relevant for oncology brands, as oncologists are both hungry for information in this incredibly active space and have shown themselves to be early adopters, leaning in to digital content consumption and early adoption of technology.

A 2023 study of oncology trends by IQVIA found that 71% of oncologists use digital channels to stay up to date on the latest oncology treatments. Additionally, a report by Accenture revealed that oncologists spend an average of 17 hours per week interacting with digital content.

These, combined with waning rep access in the market, underscore the importance of a digital-first approach for oncology brand marketing. Core elements for an omnichannel marketing and communication strategy can effectively reach and engage oncologists when informed by rich personalization and targeting data.

• Educational Websites and Microsites: Provide oncologists with access to comprehensive and up-to-date information about the brand’s product and its clinical efficacy
• Programmatic Display Advertising: Target oncologists with relevant ads across various digital platforms, such as search engines, social media, and professional networks
• Endemic Marketing: Content and sites dedicated to delivering information to oncologists that offer a share of attention with advertorial content and specialized engagements
• Email Marketing: Send targeted email campaigns to oncologists with personalized content tailored to their specific needs and interests
• Social Media Engagement: Actively participate in online oncology communities and forums to engage oncologists and address their questions and concerns

A digital-first approach offers several advantages over traditional rep-based personal marketing.

• Scalability: Reach a wider audience of oncologists more efficiently and cost effectively
• Measurability: Accurately track the performance of marketing campaigns and identify areas for improvement
• Personalization: Deliver targeted and relevant content to individual oncologists based on their preferences and practice needs
• Accessibility: Provide oncologists with access to information 24/7, regardless of their location or schedule

As the pharmaceutical industry continues to evolve, a nonpersonal digital-first communication approach will become increasingly essential for successful oncology brand marketing. By leveraging digital channels, pharmaceutical companies can effectively reach, engage, and inform oncologists, ultimately contributing to improved patient care.