Lead Generation and Approaching the Prospect (would be customers) in Pharma Franchise Marketing

Chapter 5: Lead Generation and Approaching the Prospect (would be customers)

We have identified that who could be our targeted prospects in our last chapter. In this chapter, we will try to reach to prospects, lead generation and approach them for taking our pharma franchise distribution. This will refine our prospect reach as we will concentrate only on those prospects that could be our customers, not every doctor, retailer, distributor or sales professional.

There are generally two ways to generate new leads and business.
  • Reach to prospect
  • Advertisement and Promotion
Both of cases have own advantage and disadvantages. We can find prospect through either we reach to proposed customer or we advertise and promote our business so prospect react to us. 

Reach to prospect:

Reaching to prospect includes travel to prospect destination, cold calls, promotional massages and e-mails, social media contacts etc. In this way, we collect information about prospects through different modes and reach to them.

This way works at broad audience types as we discussed in chapter 4. We have to collect information of all would be customers i.e. every pharma distributor, sales professional or chemist/pharmacies and reach to them.

This is time consuming and frustrating process. You have to call to more than 200 persons in a district and possibility is there that either you will get ‘No’ or their term and conditions will be unacceptable.

One another way to purchase or collect data of persons already involved in pharma franchise distribution or interested to start business. You can reach to them. This is somewhat reasonable. But for collecting data of interested persons, you require to adopt second way i.e. advertisement and promotion. 

Advertisement and Promotion:

Like other businesses, advertisement and promotions are also useful to finding franchise distributors. You only need to find out which medium is suitable for you. There are two ways, we can advertise and promote our pharma franchise company.
  • Digital
  • Traditional

Digital Marketing:

  • Search Engine Advertisement
  • Website Building and Search Engine Optimization
  • B2B and B2C Portal Advertisement
  • Social Media Promotion and Advertisement
  • Content Marketing i.e. Blogging, Video, Infographics etc
  • E-mail Marketing
  • Live Seminars
  • Influencers Marketing 

Search Engine Advertisement: 

Search Engines are the one of the most important sources for pharma franchise lead generation especially google. Google has huge market share in search engine market. Almost all internet user once has used google for fulfil their informational, commodity or any other need. 

Prospects looking for pharma franchise distribution also visit at search engines for fulling their query regarding different keywords like pharma franchise company, pcd pharma franchise, pcd pharma, pcd pharma company, pcd pharma companies price list, pcd company, pcd pharma companies list, pcd pharma franchise company, top pharma franchise company, pcd pharma franchise monopoly basis, best pharma franchise company, multinational pharma franchise company, ayurvedic pcd franchise, medicine franchise company and many more. 

You can advertise your pharmaceutical company through search engines like Google, Bing etc. and can get good number of leads through your own website promotion or phone call at reasonable marketing budget. 

Website Building and Search Engine Optimization (seo): 

Search Engine advertisement is good way to generate leads for franchise marketing. But it generates leads till you pay for advertisement to search engines. But if you want to get leads through search engines without paying any money to them then you need to build a website and practice search engine optimization to boost organic ranking at search engines. Search engine advertisement is quick way to generate leads for own business but SEO takes time to show results if done at accurate way. Otherwise it fails to show any results. You can do it by your own or you can hire any search engine optimization agency for doing seo for your website so it can come at googles first page. 

B2B and B2C Portal Advertisement: 

There are many Business to Business (B2B) portals that provides advertisement and promotional facility through their website, and also provides leads for franchise distributors. These B2B portals generally has good ranking at search engines so they receive good number of traffic from search engines. They receive pharma franchise queries also from these visitors. These queries they sell to pharmaceutical franchise companies who take their paid membership or pay per query basis. 

This is also good tool for lead generation but as B2B portals as number of clients so same leads are sent to number of pharma companies in single time. You get good number of leads but has to make lot of effort to convert that lead into business as compare to lead received through your own website. 

Lead that you receive through your own website has many advantages as compare to lead receive through business portals. One major advantage is that lead you receive through your own website has already seen your company profile and products. They are already interested to work with you after visiting your website, then they send query; you only need to provide best rates and services as compare to what he/she received from other companies. 

For leads received through B2B portals, you have to explain your whole company profile, products range and many more. You are strange to him/her, as he/she doesn’t know about your company and product profile. You have to make lot of efforts to convince and build trust at your company that make less conversion chances. 

So, we will advise you to work at your own website’s advertisement and promotion for lead generation as compare to B2B portal paid membership. But still there are good number of original queries you can receive from B2B portals. 

Social Media Promotion and Advertisement: 

Social media has become part of our life. Every person regardless of his profession will be a part of any social media channel. You need to create a social media strategy to promote your pharma company through various social media platforms through free tools as well as paid promotions. 

Some most common social media platforms are Facebook, Twitter, Instagram, Linkedin, youtube is very useful tools for generating leads. 

Content Marketing i.e. Blogging, Video, Infographics etc: 

Content Marketing covers all ways to promote own brand by providing good information to targeted audience. Information can be provided in written form i.e. blog or website, visual form like images or video or infographics for. Main purpose of content marketing is to provide such information that recipient is looking for. 

Along with providing useful information to reader or viewer, content marketing also focuses to generate leads by offering services or products to their audience, collect contact information like phone numbers, e-mail addresses etc to remarket own products and services. 

Content marketing is helpful in brand building and trust creation. If people trust you, you have to make less effort they convert them into your distributor. 

E-mail Marketing: 

Email marketing is the act of sending a commercial message, typically to a group of people, using email. E-mail marketing is a decade old marketing tactic but still one of the most useful and relevant tools for marketing. For effective e-mail marketing campaign, you need to have e-mail id’s of prospects as we discussed in our chapter 4 (identify the would be customers. E-mail marketing also useful for remarketing to those you have talked, followed-up but you weren’t able to associate them with you. You can occasionally mail them about new products and offers so they get interested in your company. 

Live Seminars: 

Live seminars and virtual expo & trade fairs is also making their presence into business worlds. You can associate with any useful live seminar and expo & trade fair to advertise your products and services, and generate lead for your business. 

Influencers Marketing: 

Influencer marketing is very common technique for business to create brand awareness and lead generation. In pharmaceutical franchise industry, influencer marketing is not so famous but you can build your own audience network through various social media platforms by providing useful content to readers or viewers or you can associate with any pharma influencer to promote and advertise your products. 

Traditional Marketing:

  • Electronic and Print Media i.e. Tv, newspaper, radio etc
  • Drug related books and newspaper advertisements
  • Tele-marketing
  • Sms marketing
  • Sponsored Educational Events and Seminars
  • Trade fairs and Exhibitions
  • Business conferences

Electronic and Print Media i.e. Tv, newspaper, radio etc: 

For Pharma franchise distributors hunting, advertisement through various general electronic and print media is not so common. Pharmaceuticals players try to provides advertisement for franchise and pcd distributors through traditional media related to pharmaceutical industry. But still advertisement through traditional electronic and print media is very effective tool for promoting OTC drugs and brand building. 

Drug related books and newspaper advertisements

Advertisement in books and newspaper related to drugs are very much famous among pharma franchise companies for generating pharma franchise leads. There are many drug related books and newspapers but few are more famous and effective. Most of drug related media houses are ineffective for generating lead and providing business for pharmaceutical companies. So you should be careful while advertising your company. 

Telemarketing:

Telemarketing is process to directly calls to prospect. For effective telemarketing, you need to have contact numbers of prospects. You may adopt many ways to collect contact numbers of prospects. These may be ethical or un ethical in nature. You may run online campaign to collect contact information of interested persons. You may advertise your company at different seminars, trade fairs and expo and note down contact information of each and every person visited at your stall, save lead data received through website or you may purchase franchise data from various sources etc. 

SMS marketing:

Same as discussed above about telemarketing, in SMS marketing, you need to send text or what’s app massages or massages through any other mean. SMS marketing is under estimated one but it has good number of conversion rate. A person can ignore checking email for days, a phone call can go unanswered but text messages are almost always read immediately after they’re sent.

Same in case, you require to have contact numbers of prospects that you can collect in same way as we discussed in telemarketing part. 

Sponsored Educational Events and Seminars:

You can sponsor any pharmaceutical and healthcare related events and arranging seminars where professionals related to pharmaceutical and healthcare sector visits. These sponsored programs are very helpful in building brand image that later is helpful in generating business for your pharma company.

Trade fairs and Exhibitions:

A trade fair and exhibition, also known as trade show, expo etc is an event organised so companies of specific industry can showcase and demonstrate their latest products and service, and meet customers & industry’s professionals, study rival activities, examine recent market trends and opportunities.

In pharmaceutical sector, there are number of trade fairs and exhibitions organised by different organizers. Some are specially designed for franchise purpose. You can attend these trade fairs and exhibitions, and get benefits from these. 

Business conferences:

Business conferences are helpful for generating leads in many ways. Business conferences are the business meetings of professionals to discuss about particular topic. It is helpful in learning different and new techniques of business. It helps in building relationship within industry and give you scope of learning how other peoples are working and what techniques they use to generate leads and franchise queries. 

PS:

There may be other tools for lead generation and marketing in pharma franchise marketing. You can generate any of way that you prefer.

Next: Chapter 6: Follow-up


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