Phygital Marketing: a new digital experience for pharmaceutical companies

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The future of the physician and patient experience is Phygital, a blended connection between the physical and digital worlds with the brand. But do you know what this strategy is and how it can be applied to pharmaceutical digital marketing? Read this content and find out!

What is Phygital Marketing or Phygital Experience?
Phygital is the combination of the words physical and digital, and represents the combination of online and offline strategies to promote engagement in different spaces.

Although it may seem like something new, the experience promoted by Phygital responds to the desires and needs that consumers have demonstrated for years.

Advances in technology have changed people's telemarketing data can help behavior in general. Convenience, combined with quality, has become an important factor in decision-making. And while before the power of choice was entirely in the hands of companies, today it is consumers who decide when, where and, most importantly, how to buy.

Few consumers have a completely physical or digital purchasing journey. Simplified strategies that previously generated results have given way to a new experience: omnichannel .

Through omnichannel , companies and brands can promote an immersive, multichannel experience for the public, making relationship possibilities stronger and more unified.

Advantages of Phygital Marketing for pharmaceutical companies
Especially in the pharmaceutical industry , providing a new experience for the target audience, whether they are doctors, patients or healthcare professionals, is key to making them loyal to the brand. Thus, Phygital can be a strong trend to enhance the relationship, as it uses the resources of the physical and digital environments to offer a new and personalized experience.

Additionally, the Phygital experience also:

Boosts sales ;
Increases public satisfaction ;
Offers more autonomy to the consumer ;
Generates new experiences with the brand or product;
Speeds up customer service and purchasing processes;
Ensures greater flexibility at the time of purchase;
It contributes to the creation of personalized journeys for doctors and patients.
How to use Phygital in the pharmaceutical industry?
Whether in the promotion of prescription drugs or in disease awareness campaigns, Phygital can be applied in different ways in digital marketing for healthcare .

With it, patients or doctors can purchase a medicine online and pick it up in store. Or, they can buy it in person and pay digitally.

And that’s not all! The Phygital Experience can also be used to promote actions focused on raising public awareness about important topics, such as disease prevention, or to promote products and services with the aim of increasing brand recognition.

Currently, brands from different segments, mainly pharmaceuticals, have already invested in Phygital as a new relationship strategy.

Pharmaceutical companies and organizations that have already invested in the Phygital Experience
AstraZeneca
In celebration of World Heart Day, the multinational pharmaceutical company AstraZeneca illuminated Christ the Redeemer with the colors red, pink, green, blue and yellow with the aim of raising awareness among the general public about the importance of caring for the heart.

Novo Nordisk
The Danish pharmaceutical company Novo Nordisk also took advantage of Phygital to raise awareness about the importance of heart care and the relationship between diabetes, obesity and cardiovascular diseases. With a drone show in the sky , the pharmaceutical company lit up the sky of São Paulo.

Crohn's Disease and Ulcerative Colitis Patients Association
With the aim of attracting the attention of society and parliamentarians to intestinal diseases, the Association of Patients with Crohn's Disease and Ulcerative Colitis, together with representatives from different cities in Brazil, illuminated several tourist attractions in celebration of the Purple May campaign .

United Nations
Some of the main postcards in Brazil and around the world were illuminated in blue to mark World Autism Awareness Day. The initiative was instituted by the UN and aimed to draw attention to the importance of early diagnosis and appropriate treatment.

The Phygital Experience is a trend that is here to stay. With the right strategy and support from an agency specializing in healthcare strategies , it is possible to build successful actions to engage your audience.