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Certificate Course in Digital Pharma Marketing

This course is designed to provide participants with an detailed practical orientation about digital marketing tools and techniques pertaining to pharma industry.

Course Code: KPE-C-063

Course Name: KPE’s Certificate Course in Digital Pharma Marketing.

Pharmaceutical brands were slow to web marketing. The cautious behaviour of the sector, combined with uncertainty of regulation, held pharmaceuticals back while marketers in finance, professional services, manufacturing and business services raced ahead online. This course highlights key steps every brand should evaluate for boosting the effectiveness of their communications planning. For the experienced digital marketer this will be a useful check-list, for those new to the web it could revolutionise the communications mix – and reduce the overall cost of the marketing. This online course will provide comprehensive understanding regarding digital strategy for your brand or therapeutic area to stay ahead with competition with detailed understanding of the digital marketing tools and techniques.

This workshop is designed for innovative marketing, sales and medical professionals who want to optimize their communication mix and enhance customer-centricity through the selective adoption of digital marketing tools in pharmaceutical industry.

Pharmaceutical brands can increase the effectiveness of their marketing by using digital and integrated marketing more effectively. They can reduce their overall spend and change the way their sales channels operate.

This e-learning course provide comprehensive idea about the following:

  • Overview Of Digital Marketing
  • Case Study Presentations
  • Briefings (Online Payments, Disability Web Access, Surveys & Forms, Affiliate & Voucher Marketing, Crowd sourcing)
    Web Marketing
  • Search Engine Optimization (SEO)
  • Online Advertising
  • Social Media Marketing (Facebook & Linkedin)
  • Mastering Google (Google AD Advertising, Analytics & Applications)
  • Micro Blogging – Twitter
  • Copy Writing For The Web, Social Media & Mobiles
  • Mobile Marketing
  • Email Marketing
  • Video & Audio (Podcasting) Marketing
  • Strategic & Action Planning
  • Presentations & Review

This workshop is designed for innovative marketing, product management, sales and medical education staff who want to optimize their communication mix and enhance customer-eccentricity through the selective adoption of digital strategies.

  • Introduction to Digital Marketing – Overview, Importance, Contribution of Digital marketing in advertising industry, Different pricinple of digital marketing, Applications of digital marketing, E-Business, E commerce, What are the challenges of managing strategy, Different overlapping forms of web presence, A generic digital marketing strategy development process, Social Media Marketing Radar, Evolution of web technologies, Pull Vs. Push Communication strategy, Channels requiring integration as part of integrated e-marketing strategy, The role of mixed-mode buying in Internet marketing, An interpretation of the differences between the old and digital media, Content marketing activities.
  • Digital Marketing in Pharmaceutical Industry – Effective media promotions
  • Online marketplace analysis: Micro-environment
    Identify the elements of an organization’s online marketplace that have implications, Evaluate techniques for reviewing the importance of different heads in microenvironment: customers, intermediaries, suppliers and competitors as part of the development of digital marketing strategy, Review changes to business and revenue models enabled by digital markets.
  • The Internet – The macro-environment impact an organisation’s digital marketing strategy, planning, implementation and performance, Consider legal, moral and ethical constraints of digital marketing
  • Digital marketing strategy – online contribution % , Customer lifecycle segmentation.
  • Different Digital Marketing Tools for Pharmaceutical Branding – Concept of Mix of Digital Marketing in Pharmaceutical Marketing Mix
  • Content Marketing 
  • Search Marketing-  Effectiveness for new products
  • Detailed understanding of search engine Optimization 
  • HCP sites – It’s importance
  • Digital Marketing Strategies for Launching of new innovator molecule in the market 
  • Digital Marketing Strategies for Launching of Generic Drug in the market 
  • Digital Marketing Strategies for phama companies visibility 
  • Relationship Marketing using digital marketing – KOL Management 
  • FDA Regulations on Digital Marketing 
  • Brand Blogs – to enhance brand visibility
  • Digital Press Release as a part of effective brand launch 
  • Digital Marketing Strategies – FACEBOOK Page, Facebook promotions of brands 
  • Digital Marketing Strategies – Google Adword 
  • Digital Marketing Strategies – Linked in
  • Digital Marketing Strategies – Youtube
  • Digital Marketing Strategies – User Generated Sites 
  • E-Detailing in pharmaceutical industry 
  • Digital Survey – How to implement

  • Upon admission you will be providing the user id and password to access all the content online.
  • You will also be receiving the soft copy of the e-module (which you can download from your dashboard).


Section 1Fundamental Understanding on Pharma and Biopahrma discovery to commercialization process
Lecture 1R&D Process & Introduction to drug discovery
Lecture 2Investigational New Drug
Lecture 3New Drug Approval Process
Lecture 4Basic concept and understanding of the Generic Drug
Lecture 5Abbreviated New Drug Application (ANDA) 
Lecture 6Clinical Trial
Lecture 7Introduction : Biopharmaceuticals
Lecture 8Classification of Biopharmaceutical 
Lecture 9Biological Licensing Application (BLA)  | 351(a) application | Form 356h | Differentiation with NDA | Timeline | Handling FDA queries
Lecture 10Abbreviated Biosimilar Application - 351(k): Advance Strategic Planning Process : Originator Vs. Biosimilar Development and Regulatory Approval Process | Reference Biologic | Purple Book | Data Requirements
Section 2Digital Marketing Fundamental
Lecture 11Introduction to Digital Marketing | Types of digital media |E-business | E-commerce | E-Marketing plan development | DM Concept - Medium, Discipline, Channel (tools), vehicle | Digital Media Mix
Lecture 12Inbound Vs. Outbound Marketing
Lecture 13Digital Media Marketing Macro-Environment Analysis | Mapping of online market place | Internet marketing conversion process | Conversion Process Digital VS. Traditional | Publisher revenue model | Affiliate revenue model
Lecture 14Digital Media Marketing Micro - Environment Analysis | Web server | Web browser | http vs. https - Significance and hands on understanding | Privacy and ethical issues in internet marketing
Lecture 15Digital marketing strategy development | Planning process | E-Marketing Plan | Planning for MNC Vs. Start Up | Strategic Outcome measurement
Lecture 16Relationship marketing using digital platform | CRM | Concept of permission marketing | User Satisfaction and loyalty management | Feedback mechanism
Lecture 17Campaign planning for digital media | Goal setting | Tracking | Campaign insight | Segmentation and targeting | Message Development | Media Mix Selection | Media scheduling | Practical understanding to campaign performance matrics | CPC | CPA | PPC | ROI | CPS
Lecture 18Basics of advertising - fundamental understanding
Lecture 19Advertising agency selection process with case based learning on creative brief preparation
Lecture 20The Advertising agency Selection Process with Case Based Learning on Creative Brief Preparation
Lecture 21Brand Recall | Brand Recognition |Top of mind - How to calculate brand recall value?
Lecture 22Advertising Planning - ATL, BTL, TTL activities
Lecture 23Search Engine Optimization | Search Engine Marketing | Social Media Marketing
Section 3Digital Marketing Tool Training
Lecture 24Web Analytics - Tool and Implementation
Lecture 25Web Host - Check the hosting details 
Lecture 26Page Speed
Lecture 27Keyword | Keyword Planning
Lecture 28Mobile Responsive Site : Mobile Friendly Site
Lecture 29Google Ad - Practical Training on Campaign Development and Execution
Lecture 30Healthcare Professional (HCP) sites and Patient Site
Lecture 31Digital Marketing Strategies for innovator brand | Pre launch - comuing soon, DSE Marketing | Launch activities - Day of approval (DOA) site | FDA Compliance | FDA 2253 Filing
Lecture 32Brand Portal Development
Lecture 33Relationship Marketing using digital marketing - KOL Management & Patient Advocacy Group
Lecture 34FDA Regulations on Digital Marketing 
Lecture 35Disease Awareness Campaign - Brand Building Activities on Specific Health Day
Lecture 36Developing Ad - Pharmaceutical Prescription, OTC Vs FMCG Brands
Lecture 37Difference between FMCG and OTC Brand Ad
Lecture 38Medical Animation for Brand Building 
Lecture 39Digital Marketing Techniques
Lecture 40Video Marketing
Lecture 41Video Marketing Techniques For Small Business Owners
Lecture 42Promoting Brand through Article Advertising and Marketing
Lecture 43Some Tips for active brand promotion in Twitter