The marketing industry encompasses many different and varied aspects - and is therefore quite difficult to define. Dictionary.com states that marketing is "the action or business of promoting and selling products or services, including market research and advertising".
We work across two main areas of the marketing industry - Pharma Marketing and Consumer Healthcare Marketing.
The role of a marketeer working within pharmaceuticals is to assist with disease prevention, health promotion, and health protection via the communication of scientific information and marketing strategies.
Consumer Marketing relates to the sale of goods to the public (as opposed to private businesses or the NHS). In terms of the healthcare and pharmaceutical industries, this can include anything from vitamins and shower gels to over-the-counter medicines.
There is sometimes a cross-over between Pharmaceutical Marketing and Healthcare Advertising (you can find out more about a career within Healthcare Advertising here).
As someone working within Pharmaceutical Marketing, you’ll likely be based in the head office of a pharmaceutical or healthcare company, or work within an agency setting assisting a company with their marketing needs.
The span of the work pharmaceutical marketeers are responsible for varies from role to role and company to company. You could be responsible for one specialist therapy area or the entire portfolio of products depending on the size and scale of the company. Other aspects of your work could involve creating the sales materials required by the sales team to promote products to healthcare professionals and patient groups – this could include items such as brochures, websites, exhibition collateral, digital collateral, and Point of Sale materials.
You will be required to conduct trend, competitor, and customer analysis, as well as critical analysis of activity effectiveness. You may also be responsible for report building or presenting to board directors depending on your position.
The marketing department usually liaises with external agencies on creative collateral, so you will need good communications skills as well as project management skills.
Find out more about how to progress your Pharma Marketing career here.