Social media prioritised in healthcare marketing, study says

Social media prioritised in healthcare marketing, study says. Research from marketing agency Five by Five has revealed that social media is considered the most important aspect of marketing when new healthcare products or services are launched. The majority (80%) of marketers now prioritise social media in their launch marketing plans with TV advertising being considered by only 24%. This is in line with the wider marketing industry, where 74% of marketers now prioritise social media. 63% of marketers cited it whilst 57% regarded sales promotion. Direct mail came fourth with 50%, while PR made up the top five with 41%. 58% of participants said that they usually only have six months or less to prepare for a product launch. Martin Flavin, creative director at Five by Five, comments: “Social media has become the most important way to generate buzz for new products and services before they appear. Meanwhile, 77% of marketers in the healthcare sector think the creative ideas around product launches have become braver over the past five years. This increased knowledge means that campaigns are braver, smoother and more effective.”