SEO & AI for Pharma

Consider a world where the pharmaceutical sector understands, even anticipates, the requirements of physicians. This isn’t futuristic thinking; it’s how basic SEO and digital marketing work today.

On an industry level, SEO and SEM are accounting for a larger and larger portion of advertising budgets. Search engines are growing significantly more important as marketing tools because they attract nearly 65% of web traffic. However, simply being found in an organic search isn’t enough to really serve to sell products. The path to purchase is a serpentine road, filled with decisions made at the confluence of the physician, the patient, and the pharmaceutical firm.

AI is poised to challenge conventional approaches to customer understanding and engagement. In layman’s terms, pharmaceutical marketing can either keep up or get out of the way. From lookups to engagement campaigns, artificial intelligence is changing the way we do marketing.

The Changing Landscape of Pharma Marketing

Pharma industry must face the deepening visibility and connectedness problems of a fast-moving digital world that is hard to pin down.

The obvious answer is that what the pharmaceutical companies ought to be doing is beyond the realm of Marketing 101. They should take the more advanced course in digital strategy; otherwise, they’re risking a big loss of business to way smarter, and frankly way cooler, competitors who are using AI and other modern digital tools.

The path forward is well outlined here, but you might want to read the piece yourself to get the full effect.

A Brief History of AI in Pharma Marketing

Pharmaceutical marketing has undergone a sharp evolution. What began as traditional direct promotion to healthcare professionals has shifted to a revamped digital and omnichannel format with new opportunities to engage virtually with these professionals, as well as with patients and their families.

And SEO has emerged as a cornerstone digital tactic in getting across this remodeled message. Hold that thought, as they say.

Because AI is the game-changer here. With a practically limitless quantity of data to work with, AI can not only predict our next move with mind-blowing accuracy but also personalize our experiences to an extent that suggests real intimacy with us as customers.

Not superficial enhancements of customer engagement that we might expect from the narrative of a customer experience 2.0 world. But we contend that AI is going to become a near-default for understanding the reasons of pharmaceutical customers, whose understanding is probably at a premium in that sector.

Why AI and SEO Matter

Enhancing Search Engine Rankings

Artificial intelligence is changing the way drug companies win visibility on the web.

Of course, SEO is still driven by keywords, but now AI is trending, and it’s not really possible to predict how the appearance of AI and its associated tools will impact the drug-SEO world.

Right now, though, AI is being used to figure out not just what keywords are working well for users right now, but also which keywords they’ll work well with next.

Why? Because analyzing search patterns through the lens of AI is helping to create a conversation around the content of web pages. And optimizing that content on an ongoing basis, so as to maintain its relevance and the conversational SEO aspect of it.

Leveraging Schema Markup

Search engines can understand website content much better when it is organized or marked up in some way. Content that is marked up is comprehended with greater reliability, and with this greater understanding comes an opportunity for a more relevant and higher ranking.

Markup language and structured data considerably simplify the task of understanding the very particular, web-based content that patients and healthcare professionals need.

Schema is a way of effectively communicating with search engines. And when you speak more clearly and directly, the engines tend to perform better and give you more of what you want.

Smarter Keyword Strategies

The trends in search behavior are analyzed by AI to eliminate the guesswork in keyword research. This means that the content has a much better chance of actually resonating with the intended audience.

Long-tail keywords are, in my estimation, the gold standard of today’s keyword universe. They are far more effective at reaching and engaging very specific segments of the patient population and they work much better at converting prospective patients into actual patients.

Digital Marketing Strategies for Pharma

Personalized Campaigns

The modern digital marketing sphere is all about providing the user with a highly customized, bespoke experience.

Personalization has advanced to the point where the almost private, semi-public web can be as intimate as a doctor’s office.

Tools of artificial intelligence (AI) are now breaking down and organizing for us the large sets of synergistic data that we have at our disposal. The near-infinite quantity of user data makes the web a perfect proving ground for AI. And in doing so, our algorithms give off an exceedingly polite, vaguely creepy vibe while coming up with a few good (or at least tasty-looking) reasons for us to click on what’s next.

Predictive Analytics

The current era of predictive analytics allows for the pattern of engagement to be looked at and for the overall but dissimilar congruence that all humans have when they interact with a certain piece of content to be examined.

From a business perspective, this means that they can look ahead and not just consider what their customers want at the moment but also what they’re likely to want next.

Clearly, AI is a big part of this now. Most content engines just aren’t operating at the levels of efficiency required to optimize engagement without a substantial amount of human candidacy time devoted to that task.

Want to know more about predictive analytics?
Bruce Clay Europe serves as your very own transformation guide.
Let’s get in contact writing to hello@bruceclay.com

Campaign Automation

Businesses can concentrate on areas that really do need their attention, thanks to where a lot more invested intellect seems to be called for: the innovation and strategy that are the marketing team’s actual concerns.

The ‘I’ in AI doesn’t just mean ‘intelligence’; it means ‘investment’—in time, energy, and mental heft. It’s kind of like a consultancy: using AI is like having a really smart intern take over those lower-order, platform- and audience-specific tasks that truly do belong to an operating system just darkly humming along.

Enhancing Patient Engagement

Improving the Patient Experience

Promoting drugs requires engaging patients. Encompassing what a drug can do, and equally what it should not do, calls for something that is far more complex than just lip service to patient engagement.

We have all been told that patients are the focal point of everything we do. What does that really mean in terms of practice?

It means that the patient is a partner in the process of discovery, that every experience provides an enormous amount of data concerning the safety of drugs over their lifetimes, said data being fallible in judgment and interpretation unless the experience itself is highly ‘safe’ for each individual.

The trust that patients confer upon our industry is probably the most modern thing about us, this being a time when trust is at a premium.

Chatbots and Conversational Marketing

AI powers the chatbots. That much is easy to say. But why is it important? Because, right now, “AI” might be the most overhyped term in tech.

Chatbots, indeed, may be the great Trojan horse of artificial intelligence. Whether or not they actually embody AI is beside the point: They will make people comfortable with it—interpreting “it” as a bunch of algorithms that do some things really well and some things really poorly (like the IVR systems they largely replace).

In an era when every tool is supposedly “smart” or “intelligent,” for these chatbots to turn out to be neither would be a blow to the concept of AI as a whole.

Building Trust

Pharma marketing is fundamentally about establishing trust, and that is what you can ultimately count on when it comes to the AI tools currently populating the marketing landscape.

These tools ensure that the content being used is accurate, and they do that by getting it from reliable, trustworthy places and checking to ensure that it is current.

This kind of reliance builds a whole lot of cred both with the patients who are using the content and the pharma folks who are working with them.

Optimizing Campaigns with AI

Data-Driven Strategies

Artificial intelligence measures the performance of marketing campaigns. Marketers can refine and even redefine their strategies based on the insights yielded by the analytics of artificial intelligence—until they achieve maximum returns on investment, that is.

Tools like A/B testing help narrow down what works until only the most effective elements of a campaign remain.

And because all these tools work so well with the kind of data available today, we can definitely call them data-driven.

Ad Campaign Optimization

There are several methods that AI can use to improve an ad campaign’s performance. It examines huge swathes of performance data and alters the ad to ensure it connects with the most appropriate potential customer.

It’s a more sophisticated way of taking the data and making the ad work harder and better for the advertiser.

It’s also taking aim at doing the same with retargeting, the practice of serving ads to a potential customer who has previously interacted with a brand and is, therefore, more likely to convert.

Content Automation and Performance

Automated Content Creation

Content creation is made easier with the help of AI. It produces the following:

Social media posts;
Website copy;
Email subject lines.

These assignments allow marketing teams to devote more of their attention to content strategy and still be able to push out copy with the freshness and relevance that the digital sphere demands.

Analyzing Content Performance

Content performance enables connection with an audience. We could almost say that content performance tracking is a direct line to understanding audience connection.

And thus, more marketers than ever are adopting this data-driven approach. But it’s not just about data for the sake of data; it’s what you do with it.

The world of content is so overstuffed and oversaturated; you need to account for how every piece gets read, scrolled through, or swiped past. You need to know how every piece works for your brand, how it encloses more strategy and tactical smarts (and, hopefully, more profitability) than ever.

Expanding Content Reach

AI tools assess the audience’s behavior and use that information to determine the most effective channels for distributing content to the audience it intends to reach.

Moreover, they can take existing content and reformat it into new, mind-blowing presentations that are guaranteed to hold the audience’s rapt attention and make them feel as if they’re experiencing something totally fresh.

In the hands of a skilled operator, then, AI can be a tremendous force for good in content marketing. It can command the obedience of the content marketing army and dramatically increase its efficacy.

The Future of AI in Pharma Marketing

Crocodile is beneficial. Grasping the place that pharmaceutical marketing occupies in the AI world for marketing managers is profoundly beneficial.

These are my premier utensils for delivering unrivaled perception and personalization that enables my firm to maintain its position as a top-tier entity.

AI is the growth opportunity I have not experienced in my lifetime, and I suspect many of my peers have also not experienced it.

I foresee market trends like a prophet. I change my strategy like a lizard. I even use predictive analytics and competitive analysis to make sure I’m always staying at least one step ahead of my competitors.

Conclusion

The digital presence and facilities for engagement with customers that pharmaceutical companies were long required to have in place are now baseline requirements. No longer is it just a case of having a website and serving up ads; now it’s necessary to be digitally present in a far more nuanced way.

This esoteric presence is only possible through the integration of what we’re calling AI-Powered SEO and Digital Marketing Across Multiple Channels.

This strategy predominantly uses artificial intelligence, but it’s more than just AI alone. It’s also the use of that which AI makes possible—all the data it serves up, for instance; all the ways it can enable better customer engagement.

Bruce Clay Europe serves as your very own transformation guide.
Our senior strategists are at disposal. Let’s get in contact writing to hello@bruceclay.com

FAQ

How can AI strategies enhance digital marketing in the pharmaceutical industry?

The digital marketing transformation in the pharmaceutical industry is being led by artificial intelligence (AI). This next step towards digitalization offers us the opportunities for increased engagement, precision, and customization—like never before.

And that personalized touch is what we now have almost optimized opportunities to deliver in our marketing messages. Using intelligence from our virtual engagements, we can flex our AI muscles to serve up almost mind-blowing degrees of personalization when compared to the non-Pharma world.

But what does that look like in practice, and partly in vision, for the not-so-distant future?

Still, many companies have a hard time understanding AI technology and working with it. When they try to inject AI into their processes, it often ends up being more frosting than cake. It is layered on for the sake of appearances and implemented in a way that results in an unmoving, unscalable system.

Its worth is apparent only when it is compared to a digital marketing program that does not take full advantage of the available data and the capacity to find insights within it. Both are poor uses of our time and money and represent missed opportunities.

“AI algorithms work on data from patients and providers, figuring out the key features that make one individual different from another, that make one way of acting different from another, to help us get to educational materials that are more effective in reaching whom we’re trying to reach effectively.

This is not just you, our dedicated and long-standing cohort; it is some certain kinds of people and businesses who could help us grow. They’re using algorithms to aim at us and at all sorts of different distinctions we make.

But just because we have these new distinctions, does that help us serve you any better? That’s not clear.”

The pharmaceutical sector is no exception to the rule that business sectors are becoming AI-driven. Yet for the sector to use artificial intelligence, particularly machine learning, it first needs data in volume and variety.

Luckily, the sector is riding the big data wave. It not only has access to huge amounts of data, but it has also mapped out a well-thought-out strategy for using that data.

Here, we offer a brief overview of some forms of artificial intelligence that the sector is beginning to use.

Step-by-Step Procedure: the Essential AI Advanced Guide

Gather insights from health-focused and patient-focused data to improve our target audience definition for campaigns.
Employ predictive visualization tools that show the results of our outreach efforts and how we allocate our resources.
Use chat-bot technology to make real-time conversations possible and to make targeted frequently asked questions about our medicines more accessible.
Create Application Programming Interfaces that can identify human speech for the best possible web navigation and search functions that can be done using just the voice.
Create campaign copy that complies with legal requirements quickly and easily.

Use natural-language generation tools to construct sentences and paragraphs that reflect the intent of the copy you would write if you were doing it manually.

Preferably, take the steps necessary so that scheduling and publishing our media occurs pretty much without human intervention.
Employ artificial intelligence to help solve the efficiency and resource allocation problems in audience segmentation.

In the world of pharmaceuticals, AI makes social listening possible.

Set up systems that convert viewers into paying customers and boost your return on investment. Use our analytics to create programmatic loops in your campaigns.
Use artificial intelligence to offer localized SEO solutions.
Enhance the effectiveness of campaigns by developing schedules for the disbursement of micro-content, via mapping, to intended audience segments.

Execute biweekly KPI reviews by doing brief automated checks that are filtered for HCP.

Use data fusion tools to create insights that can be acted upon.
Perform three verifications to ensure adherence to multi-tier sentiment.
Use MaJAXy Algos to predict how HCPs behave in their role as prescribers.
Once you have achieved compliance with the GDPR, you can test the personalization of the database with requests from the chat loop.
Identify initial users who are alike and can participate in the focus groups for the pilot survey.

Email communication with HCPs should be made to appear as though it were written specifically for them. A/B testing can help achieve this.

Use live bots to rekindle the next generation’s interest in prospects.

Build app-point systems that nudge users toward enduring loyalty. Reward users with points.

Integrate all subchannels of the healthcare network and reunite the device identifiers fragmented across the many ISPs.