Data-driven strategies propel pharmaceutical marketing growth – Popoola
By Felicia Nwosu
Pharm. Ade Popoola, Group Managing Director of Reals Pharmaceutical Ltd., has highlighted a series of trends transforming Nigeria’s pharmaceutical marketing landscape. He noted the evolving balance between conservative marketing for prescription products and the highly innovative strategies for over-the-counter (OTC) offerings, stressing the impact of digital and social media in driving rapid consumer engagement and enhancing brand visibility.
Stating this in an exclusive interview with MARKETING EDGE, he cited the example of a male enhancement coffee brand that experienced a major spike in sales following an endorsement by comedian Mr. Macaroni, the pharmaceutical marketing expert emphasized that traditional media investments may sometimes lack the immediate returns generated by strategic social media placements.
For marketing prescription products, strict regulations still restrict pharmaceutical companies to professional-focused channels, including medical journals, conferences, and exhibitions. He explained that the use targeted methods to reach professionals, such as journals, industry conferences, and exhibitions but however, stated that reaching OTC markets allows for more flexibility and innovation.
Data also plays a pivotal role in pharmaceutical marketing, offering insights into sales trends and territory-specific performance. The consumer-centric personality shared that while data can be costly; its value in guiding market-entry decisions is undeniable. He highlighted the challenges of gathering accurate information, noting that Nigerian companies have traditionally been hesitant to disclose sales data, often fearing market saturation from competitors.
“Feedback remains crucial, particularly for OTC products like lactation enhancers, where users provide valuable insight into product efficacy. However, due to privacy concerns and cultural norms, sensitive health information is rarely shared directly by consumers, especially regarding chronic or stigmatized conditions. “In Nigeria, health is deeply personal. Consumers are less inclined to reveal their conditions publicly. This affects how pharmaceutical companies approach personalization,” he remarked.
Discussing the high costs of pharmaceutical product launches, the distinguished Ekiti Son Award recipient acknowledged that these events are often reserved for large multinational companies introducing new chemical substances to the market.
He also pointed out that the challenging economic climate has led many companies to adopt a conservative stance on media ad spend for the rest of 2024. Rising fuel costs and inflationary pressures have impacted marketing budgets, leading some companies to shift larger ad spend allocations to 2025.
“Product launches are resource-intensive ventures, involving extensive planning and substantial budgets. Companies must be confident of a strong market response before committing. The role of data is like shedding light in a dark environment. With proper data, companies prevent costly missteps.”
According to him, the path you choose for market entry can make or break a brand. Missteps are costly, and success often depends on informed, data-backed strategies from day one. Popoola acknowledged the critical importance of selecting the right “route to market” for pharmaceutical products, while offering insights into an industry that is increasingly shaped by digital innovation, data reliance, and an evolving respect for consumer privacy.
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