Pharmaceutical Marketing Software
Looking for new pharma marketing software? Or, to compare what you have against popular solutions? A list of popular providers awaits…
Sectors within pharma are going through a period of change.
Pressures from all directions means that pharmaceutical organisations need to generate enough leads for its products and services, as well as demonstrate ROI for the hundreds of thousands it spends on marketing within a given period.
To achieve this, strategic marketing plans are a great place to start. Marketing plans as such will, however, include a range of technologies, platforms and software that will drive much of the strategies and tactics within the plan.
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We have previously looked at how pharma marketing technologies sit within an integrated stack. The post examined the various technology categories, how these technologies can share common features and how they can be better grouped into a manageable stack (below).
The most common basis for a marketing stack now concerns a website, marketing platform and a database of contacts that work together to identify, nurture and convert prospects to a customer, with the entire journey tracked from the first touchpoint. Other additional software can be added to build on specific components within the marketing team that tend to vary per organisation.
However, this post will go deeper into those technologies, specifically looking at the pharmaceutical marketing software we would recommend that you bring into your organisation. This is a list of potential providers and where the particular software sits within a stack so you can gauge its features and functionality.
Following is a list of 14 pharmaceutical marketing software which we consider integral to the success of the marketing operation (for any organisation, department or team which looks to build awareness, rapport and relationships with others outside of the organisations).
CAPSULE
CRM
Capsule offers a streamlined, effective and user-friendly CRM solution suitable for small and large pharmaceutical organisations. As a software package, it’s extremely cost-effective and does everything a CRM is asked of and can integrate with over fifty other software providers.
This said, as marketing campaigns become more complex, a full customer view is required, and a pharma organisation conducts more and more digital campaigns on its own platforms it is more likely that a marketing automation platform (which features its own CRM) is required. We use Capsule within our agency and would recommend that software should an entry-level CRM platform be the requirement.
SALESFORCE
CRM
Salesforce needs no introduction. It’s considered the #1 CRM platform on the market. Historically, Salesforce has offered solely a CRM solution with hundreds of integrations with other platforms making building the stack relatively easy. More recently, Salesforce has added a number of other complementary additions to its offering geared around customer service and marketing automation.
Other notable CRM solutions for more healthcare, physician-based and perhaps more operational organisations and companies include Veeva, PharmaCODE or Inova. It’s worth mentioning, however, that these systems are largely bespoke and would not work effectively out of the box like most the marketing-based CRM software on this list aimed at marketing and business development professionals.
MRWEBPLUS
CRM/SALES
MrWebPlus a flexible and cost-effective CRM/Sales Force Automation software solution for the pharmaceutical industry sales forces. Fast and easy to use and maintain, MRWebPlus enables instant call reporting data thereby empowering teams to increase profitability through better customer relationship management.
HUBSPOT
CRM/CMS/MARKETING AUTOMATION/SALES
With its cloud-based, customer relationship management platform, HubSpot helps companies of all sizes track and nurture leads and analyze business metrics. HubSpot is suitable for any B2B or B2C organisation throughout the pharmaceutical supply chain.
Orientation Marketing are a HubSpot partner and the software’s premium offering, coupled with its easy-to-use dashboard, makes it the premium inbound marketing/automation software on the market. Orientation Marketing is a HubSpot Certified Partner and a full list of HubSpot features for pharma marketers can be found here.
SHARPSPRING
CRM/MARKETING AUTOMATION
SharpSpring is the marketing automation software that drives our pharma client inbound marketing campaigns, as well as our own. It is targeted primarily at small and medium-sized organisations, offering a wide array of features to make sure that users get all the online marketing functionalities that they need without having to plug into our clients’ websites.
We benefit from using the tool as it can track incoming sales and prospects. For our clients and ourselves, we use its CRM and email functionalities to communicate with and update customers on relevant developments. The solution accelerates workflows as it stores all key sales and marketing materials in a single location improving users’ lead conversion rates.
Orientation Marketing is a SharpSpring Silver Level Certified Partner.
WORDPRESS
CMS
WordPress is perhaps the most popular website engine on the market. It is an online, open source website creation tool written in PHP that integrates with virtually every other software tool. It’s widely associated as a blogging platform but soon evolved into offering full website design and build capability with built-in membership, form creation and mailing capability.
Every website, small or large, will sit on a CMS engine such as WordPress - the Orientation Marketing website sits on Squarespace and some of our clients’ websites sit on Sitecore, Drupal as well as WordPress - which doubles up as suitable for both small and large websites. If you are looking for an enterprise-level website, perhaps Sitecore would be better suited as opposed to Squarespace which is more suited to smaller (brochureware) websites such as this one.
EWIZARD
OTHER
Pharmaceutical organisations all want to expand impact on the global market. But localising content - to new markets - from country to country, continent to continent takes time. eWizard allows you to localise effectively and within your budget by building multi-channel communication with 100% content reuse and localising your presentations in HTML5 format. Internal policy and legal reforms may make using this tool difficult, but if those internal barriers can be overcome you will have a tool that can save you a lot of time.
MARG ERP+
OTHER
Marg Erp Pharma Distribution Software gives full control over inventory, billing, management of debtors, accounts management, automatic reconcile bank transactions, track batch and salt wise inventory, MIS and file GST return effortlessly. Depending on the marketing operation that you run, this piece of software could become a useful tool in your stack.
MOZ
OTHER
Moz is an online SEO tool that offers keyword research, link building, site audits and page optimisation insights to help pharmaceutical organisations become visible in search engine results. Whether the target audience is B2B or B2C, it is likely that the audience will be using search engines to find information. Moz is a great piece of software to achieve better results in this organic department. SEMrush is a great alternative if you are in the market for a provider and want to compare functionality.
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SIMPLYCAST
OTHER
SimplyCast is considered one of the world’s best customer flow communication platform. It includes comprehensive yet simple communication and marketing tools. Users can create sophisticated automated campaigns that appeal to each customer’s unique needs and interests without having any coding knowledge.
LEADFORENSICS
OTHER
Lead Forensics is the B2B software that reveals the identity of your anonymous website visitors and turns them into actionable sales-ready leads. For any B2B marketing, sales or commercial department this sort of information can transform the way you conduct targeted sales and marketing campaigns. Having previously used the software, I can certainly vouch for it even if the cost of using the software is a little on the pricey side.
VISEVEN REMOTE DIALER
OTHER
Viseven Remote Detailer is a digital solution that empowers pharma to go beyond the habitual several-minute rep visits, allowing for remote interactions via a secure, flexible web-based platform. While the platform incorporates a set of powerful functionalities for displaying interactive content and can be effortlessly plugged into any CRM system, its presence grants perfect convenience for the HCPs. Physicians can interact with reps via stable VoIP and presentation interface from both desktop and mobile devices, at the time and place of their choosing.
SENDPULSE
OTHER
SendPulse touts a robust and feature-rich set of email marketing tools that are not offered by most email marketing systems. This intuitive and user-friendly platform makes it effortless for users to plan campaigns, target the right audiences through segmentation, use A/B testing, create pleasing emails with a drag-and-drop editor, and much more, all from within a centralized location. This email marketing automation platform also allows users to manage all their marketing messages through multiple communication channels including SMS, emails, web push notifications, Viber, and Facebook Messenger.
ASANA
OTHER
Project management is important for every pharmaceutical marketing professional and Asana helps you plan your time so you can get more done. With Asana, you can create tasks and set them with dates so when deadlines are approaching Asana will send you an email to remind you.
If there is more than one person linked to a task it will ask you to update it so people can see how it is progressing and stop the work being duplicated. You can create private projects so only the people involved have access to the data. We use Asana at Orientation Marketing and would recommend every marketing team do the same or at least use similar software such as Trello.
CHOOSING THE RIGHT PHARMA SOFTWARE
The long list of software available to pharmaceutical organisations - specifically marketing teams and departments within pharma - can be confusing. But knowing where each fits within an integrated stack helps narrow down the search for the most appropriate pharma marketing software.
At the very least, CMS/CRM/Marketing Automation software is required. Then, depending on the specific activities and tactics, a wide range of other software, once fully integrated with the others, can supercharge the way pharmaceutical organisations attract, connect and convert its audiences.