7 ABM strategies to target institutional decision makers in pharma industry

The pharmaceutical industry is one of the most competitive industries in the current era. If you implement the ABM strategy in your pharma marketing plan, it helps in a targeted approach to market to specific key accounts. Either all at once or in a strategic order, it is all about marketing to all the key decision makers. It is done to build and nurture the right customer relationships.

What is account-based marketing? 

Account-based marketing (ABM) is an effective strategy to ensure a higher return on investment. It is a strategic approach to sales and marketing that uses highly targeted and personalized communication to win new business from an account. 

So, rather than reaching out to thousands of people in your domain, it’s best to nurture only the few that express their genuine interest. ABM technically targets specific organizations in a bid to engage with key decision-makers and then build on that relationship. This helps them to open up new sales opportunities in the future.

Here are the top 7 ABM strategies to target institutional decision makers in the pharma industry: 

Tailored content topics

Whenever you are creating content, it is essential to choose topics based on your target accounts’ pain points and requirements. This way, you’ll be able to capture their attention effectively. So rather than using generalized topics, scrutinize the specifics you know your most important prospects really care about. Remember, quality over quantity is the measure of success here.

Scrutinize the Data

Pharmaceutical advertising is always done after examining every piece of data because the target market is very specific here. Original data to create reports is literally a virtual goldmine for ABM. While creating a large-scale report, think about how to segment the entire data and repurpose it to tailor it to a targeted account. 

Use Video

A video is one of the powerful ways to stand out from the crowd here. Here, in pharma marketing, personalization is the key to ABM tactics, and what is more personal than sending a video message to a prospect? It is one of the quickest ways to put a face to a name and build trust. 

Targeting with digital ads

Digital Pharma ads are a great way to gain coverage. This strategy lets you get your message in front of all potential individuals. Furthermore, we all know that ads are measurable, allowing you to track certain metrics to observe what is working and what is not. 

Social Media

When it comes to pharma hcp marketing, never ignore social media. Look around you. Do you see any person who doesn’t use social media? For the healthcare sector, predominantly LinkedIn with a little bit of Twitter offers an opportunity to access your target audience, determine interests, and further engage. The ultimate goal here is to make yourself known to the target account for a strong foundation. 

Come up with offers

Another vital step to not miss is to create organization-specific offers to those prospects following the initial content piece. Here, in your pharma ads strategy, the offers for those specific targets should be relevant. This increases the likelihood of conversion and helps you achieve your ultimate goal.

Direct mail

Despite the fact that traditional methods have been overtaken by digital, a direct mail strategy in your pharma advertising plan can still be an effective way to reach prospects and targeted accounts. A simple yet strong message with a well-packaged gift or a handwritten letter can break through the digital clutter and create a real impression on the prospect receiving the direct mail.

About Doceree 

World’s First Ad exchange for branded Healthcare Professionals (HCPs) advertising, Doceree is powered by ​Espyian, a proprietary HCP validation engine. This identifies and precision targets over 1 million* physicians across the entire U.S.A (United States of America) for non-personal promotion and a personalized experience.