Pharma marketing in a new reality: which promotion channels still deliver results

Budget and KPI pressures, the rise of marketplaces and direct-to-consumer (DTC) communication models, as well as changing consumer behavior patterns, are making pharmaceutical marketing increasingly complex and costly. Leading industry experts discussed which tools and approaches remain effective in an increasingly challenging market environment at the Prodlyonka conference.

Traditional promotional channels do not always deliver the expected results today, noted Anastasia Starikova, Managing Director of Retail Business at Petrovax Pharm. When selecting promotional tools, it is important to consider the category in which the company operates, as well as the consumer journey and purchasing behavior. For example, in the melatonin segment, only 15% of consumers remain loyal to a single brand because the effect is subjective and differences between products are not always obvious. As a result, switching between brands at the point of sale occurs very easily.

Unlike the sleep-aid category, where consumers largely make purchasing decisions independently, the cystitis treatment category presents the opposite picture: 70% of consumers consult a physician, and 40% subsequently repeat the prescribed treatment. Because of the noticeable therapeutic effect and clear differentiation between products, promotional investments in this category generate more sustainable market share.

Over five years, the category in which the Uronext^® brand competes grew by 30% in unit sales^[1]. At the same time, the overall market structure remained largely unchanged. In 2022, the brand achieved a 3% market share and a 5% prescription share^[2], and has maintained these positions without television advertising support. This confirms that in segments where physicians have a strong influence on treatment decisions and where symptom relief is more evident, promotional investments produce longer-lasting results.

Another challenge for pharmaceutical marketers involves categories with multiple target audiences and different decision-making pathways. For example, the vast majority of Longidaza^® sales come from the women’s and men’s health segments. However, the decision-making process differs significantly by gender.

At the conclusion of the discussion, participants agreed that there is no universal solution in pharmaceutical marketing. Sustainable brand growth requires a deep understanding and segmentation of consumer audiences, as well as readiness to implement a multichannel promotional strategy.