Opportunity Marketing: what is it and how to use it in pharmaceutical marketing?
Posted: Sun Jan 19, 2025 5:45 am
Opportunity Marketing is a strategy focused on taking advantage of moments that generate great impact in the media to promote a brand or product in a creative and relevant way. These moments can be commemorative dates, events or current trends.
With good planning, Opportunity Marketing can generate many advantages for pharmaceutical companies, such as greater brand visibility and increased sales.
What are the advantages of Opportunity Marketing for the pharmaceutical industry?
Like other Community Management actions , Opportunity Marketing is a strategic way to strengthen a brand in the market. This is because the actions contribute to:
Humanize the brand: Opportunity Marketing can be used to ghana mobile phone number show that the pharmaceutical company cares about its customers, whether they are HCPs or patients, and is attentive to their needs. A traditional example is International Women's Day, which can be used to promote disease awareness campaigns , promote women's health products and encourage self-care.
Increase visibility: participating in events, sponsoring sports, collaborating with influencers and companies aligned with the business objective can help increase visibility, build a positive reputation with the public and consolidate the image in the market.
Generate engagement on social media: Opportunity Marketing can also generate great engagement on social media, especially when associated with campaigns that encourage the dissemination of real stories, such as reports from doctors and patients about clinical cases.
Winning and retaining customers: one of the main advantages of opportunity marketing is winning and retaining customers. Increased brand visibility can be the right time to make free samples available, send press kits , offer discounts and partnerships. All of these actions help customers remain loyal to the product.
How to apply Opportunity Marketing in health marketing strategies ?
Using an emotional or empowering approach, the idea of Opportunity Marketing is to take advantage of the interest and enthusiasm generated by a certain subject to increase the visibility of a product and create a connection with the public.
There are different ways to use this strategy in pharmaceutical marketing . Some of them include:
Take advantage of healthcare trends
At specific times of the year, certain health trends become common in society. One example of this is the search for a healthier lifestyle in the first months of the year. This can be an excellent time to promote campaigns about vitamins, supplements, and treatments for eating disorders.
Join awareness campaigns
Awareness campaigns are another alternative strategy for promoting a brand. Just like trend campaigns, the idea is to participate in awareness campaigns to increase product visibility and support social causes. Some examples of this alternative are the Yellow September, Pink October and Blue November campaigns.
Sponsor fairs and events
Trade shows, conferences and other health events generate significant brand awareness, especially in a competitive market. In addition to being an opportunity to gain media attention, it is an opportune moment to connect with healthcare professionals or patients. This close contact allows the public to get to know the product up close and helps the exhibiting company use the power of argumentation to increase sales chances.
Life care companies that have already invested in Opportunity Marketing
AstraZeneca – World Heart Day
In honor of World Heart Day in 2021, pharmaceutical company AstraZeneca illuminated Christ the Redeemer with different colors to raise awareness among the general public about the importance of caring for the heart in preventing and treating diseases.
Natura – Father’s Day Campaign
To promote the brand's new men's fragrance, Natura created the Meu Pai Presente campaign in 2020 , a Father's Day campaign focused on exalting the presence of the father figure in a son's daily life. With the campaign's motto, the brand managed to generate emotional appeal and increase the product's visibility.
Libbs – Yellow September
In line with the national Yellow September campaign, in 2019, Libbs Farmacêutica created the “ Talking Can Change Everything ” campaign, an initiative focused on encouraging dialogue about mental health and providing access to knowledge about different disorders. The campaign gained great prominence in the media and continues to this day as a company movement.
With good planning, Opportunity Marketing can generate many advantages for pharmaceutical companies, such as greater brand visibility and increased sales.
What are the advantages of Opportunity Marketing for the pharmaceutical industry?
Like other Community Management actions , Opportunity Marketing is a strategic way to strengthen a brand in the market. This is because the actions contribute to:
Humanize the brand: Opportunity Marketing can be used to ghana mobile phone number show that the pharmaceutical company cares about its customers, whether they are HCPs or patients, and is attentive to their needs. A traditional example is International Women's Day, which can be used to promote disease awareness campaigns , promote women's health products and encourage self-care.
Increase visibility: participating in events, sponsoring sports, collaborating with influencers and companies aligned with the business objective can help increase visibility, build a positive reputation with the public and consolidate the image in the market.
Generate engagement on social media: Opportunity Marketing can also generate great engagement on social media, especially when associated with campaigns that encourage the dissemination of real stories, such as reports from doctors and patients about clinical cases.
Winning and retaining customers: one of the main advantages of opportunity marketing is winning and retaining customers. Increased brand visibility can be the right time to make free samples available, send press kits , offer discounts and partnerships. All of these actions help customers remain loyal to the product.
How to apply Opportunity Marketing in health marketing strategies ?
Using an emotional or empowering approach, the idea of Opportunity Marketing is to take advantage of the interest and enthusiasm generated by a certain subject to increase the visibility of a product and create a connection with the public.
There are different ways to use this strategy in pharmaceutical marketing . Some of them include:
Take advantage of healthcare trends
At specific times of the year, certain health trends become common in society. One example of this is the search for a healthier lifestyle in the first months of the year. This can be an excellent time to promote campaigns about vitamins, supplements, and treatments for eating disorders.
Join awareness campaigns
Awareness campaigns are another alternative strategy for promoting a brand. Just like trend campaigns, the idea is to participate in awareness campaigns to increase product visibility and support social causes. Some examples of this alternative are the Yellow September, Pink October and Blue November campaigns.
Sponsor fairs and events
Trade shows, conferences and other health events generate significant brand awareness, especially in a competitive market. In addition to being an opportunity to gain media attention, it is an opportune moment to connect with healthcare professionals or patients. This close contact allows the public to get to know the product up close and helps the exhibiting company use the power of argumentation to increase sales chances.
Life care companies that have already invested in Opportunity Marketing
AstraZeneca – World Heart Day
In honor of World Heart Day in 2021, pharmaceutical company AstraZeneca illuminated Christ the Redeemer with different colors to raise awareness among the general public about the importance of caring for the heart in preventing and treating diseases.
Natura – Father’s Day Campaign
To promote the brand's new men's fragrance, Natura created the Meu Pai Presente campaign in 2020 , a Father's Day campaign focused on exalting the presence of the father figure in a son's daily life. With the campaign's motto, the brand managed to generate emotional appeal and increase the product's visibility.
Libbs – Yellow September
In line with the national Yellow September campaign, in 2019, Libbs Farmacêutica created the “ Talking Can Change Everything ” campaign, an initiative focused on encouraging dialogue about mental health and providing access to knowledge about different disorders. The campaign gained great prominence in the media and continues to this day as a company movement.