5 Critical Lessons From Pharmaceutical Marketing In Dermatology That Every Beauty Brand Should Consider

Community 5 Critical Lessons From Pharmaceutical Marketing In Dermatology That Every Beauty Brand Should Consider Eva LeeMarch 19, 2024 Photo by michela ampolo on Unsplash {"adCodes": [{"desktop": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "display": true, "mobile": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "new_amp": "\u003camp-ad width=336 height=280\n type=\"doubleclick\"\n data-slot=\"/22278042776,22664312254/wit/wit_content\"\n data-multi-size=\"300x250\"\u003e\n\u003c/amp-ad\u003e", "order": 0, "tablet": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e"}, {"desktop": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "display": true, "mobile": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "new_amp": "\u003camp-ad width=336 height=280\n type=\"doubleclick\"\n data-slot=\"/22278042776,22664312254/wit/wit_content\"\n data-multi-size=\"300x250\"\u003e\n\u003c/amp-ad\u003e", "order": 1, "tablet": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e"}, {"desktop": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "display": true, "mobile": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e", "new_amp": "\u003camp-ad width=336 height=280\n type=\"doubleclick\"\n data-slot=\"/22278042776,22664312254/wit/wit_content\"\n data-multi-size=\"300x250\"\u003e\n\u003c/amp-ad\u003e", "order": 2, "tablet": "\u003cdiv class=\u0027rblad-wit_content\u0027\u003e\u003c/div\u003e"}], "adsOrder": [2]}

Since the 1920s, nearly every fashion house has expanded into beauty at some point as a relatively low-effort additional revenue stream. While most designers are able to maintain their grip on fragrances, many struggle to keep a cosmetics line afloat.

Recently, I found myself thinking about a famous brand that went through a long saga of trying to break into the beauty and skincare space multiple times.

Upon reflecting on a few things the brand did such as targeting formulas and products to the wrong customer base, not addressing the beauty needs of a diverse audience base and instead sticking to a single-color tone palette leaving much to be desired for customers of darker skin tones, the lack of targeted and personalized campaigns to its audience base (mass campaign using celebrities versus forming any connection to the audience and how it addresses their beauty needs), not prioritizing their customer experience and rather being driven by transaction, emphasizing quick product line extensions versus quality going from 18 to 130 products when trying to break into an industry without previous experience, just to name a few, I wanted to write about a few lessons from the dermatology marketing world that are applicable to the beauty and personal care products space.

1. Credibility Matters

In pharma, the lesson is that credibility matters. Trust is built on the foundation of scientific credibility so, similarly, the beauty and skincare industry can benefit from emphasizing the scientific backing (where applicable) of their products. In an age where consumers are empowered and with a plethora of options available, highlighting any research, clinical studies, or trial results and leveraging the use of dermatologist-recommended/safe yet efficacious ingredients can instill confidence in consumers.

2. Transparency Builds Trust

Pharmaceutical marketing prioritizes transparency in communicating the potential benefits and risks of medications. In the beauty and skincare realm, being transparent about ingredients, sourcing, testing, and manufacturing processes fosters trust with consumers who are now more than ever increasingly conscious about what they apply to their skin. Honest communication builds brand loyalty and cultivates a positive brand image.

3. Personalization and Targeted Campaigns

Pharmaceutical companies excel in tailoring their marketing messages to specific target audiences based on deep-rooted insights including but not limited to demographics, psychographics, and other factors outside of just the health condition and disease state and within those categories hyper-target by subcategories.

By understanding the diverse needs of different skin types, ages, and concerns, brands can create targeted campaigns and product formulations that resonate with specific consumer segments. In addition to personalization in targeting, it is important to take into account diverse consumer profiles in any brand marketing campaigns and assets.

4. Educate and Empower Consumers

Pharmaceutical marketing often involves educating consumers about health conditions and treatment options. Similarly, the beauty and skincare industry can empower consumers by providing educational content on skincare routines, ingredient benefits, and the science behind product formulations. Informed consumers are more likely to make confident purchasing decisions and become brand advocates.

5. Emphasize Long-Term Results

Pharmaceutical marketing tends to emphasize the long-term benefits of treatments knowing there isn’t always a quick fix. Likewise, for the beauty and skincare industry, focusing on long-term skin health and sustained results can set a brand apart.

Keeping the emphasis and encouraging consumers to view skincare as a holistic and ongoing practice, part of their wellness practice as a whole rather than a quick fix, will contribute to the overall well-being of the consumer and thus as a byproduct build brand loyalty.

6. Compliance Is a Non-Negotiable

Don’t let the need for speed to market or having cornered a market lead to a drop in quality and safety. Pharmaceutical marketing is subject to rigorous regulatory standards from product to every brand marketing campaign. Similarly, the beauty and skincare industry should prioritize compliance with regulatory guidelines to guarantee the safety and efficacy of their products and create transparency around them. Adhering to these standards will not only build trust with consumers but also protect the brand from legal implications.

In conclusion, by embracing transparency, science-backed claims, and personalized approaches, beauty brands can elevate their marketing strategies and redefine industry standards. As these two industries converge on these principles, the future of beauty and skincare marketing looks like a promising landscape, one where authenticity and efficacy reign supreme to cut through the noise in a crowded market.

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Is your job search turning into a grind with no end in sight? It may be time to take a step back and reevaluate your entire approach.

In cold weather climates, the beginning of spring is a time to clean the house and get organized—a practice known as spring cleaning. Through the years, spring cleaning has taken on a larger meaning with people using the time to organize and declutter things in their lives.

For professionals on the job hunt, a little spring cleaning (metaphorically speaking) could be a great way to reinvigorate your job search. Here are a few strategies your job search spring cleaning should include.

Reevaluate Your Job Search Approach Bigstock

Make a list of the last handful of jobs you applied for and see if you can identify any positive or negative trends. Consider things like:

• How did I learn about this job?
• How did I apply for the job?
• Did I earn an interview?
• What was the ultimate result?

A lot can be learned about your job search approach just by answering these questions and identifying patterns. For example:

Negative Trends

You discovered five jobs through job boards, applied to all of them via the job boards, and never heard back from any of them.

The common pattern here is applying through job boards. This isn't to say that job boards don't serve a purpose in the job search process, but they have their limitations, and you can't run your job search entirely off of them. When you apply through a job board, there's a good chance that your materials will never get past the applicant tracking system (ATS) and never be seen by an actual person.

One simple fix is to research who the hiring manager or recruiter is that posted the position and email your materials to them directly.

The more efficient fix would be to take a proactive approach by putting together a bucket list of companies that you want to work for and start making connections on LinkedIn with people who work at those companies. You may already know some people who work there or have connections that can refer you to some individuals.

This is a great way to network your way onto a company's radar.

Positive Trends

You applied to three jobs via referral, were invited to two job interviews, and made it through multiple rounds of interviews for one of the jobs before being passed over for someone with a little more experience.

The pattern here is that getting referred to a job by a professional acquaintance is a great way to land a job interview. This indicates that you're leveraging your network well and you should continue to focus on your networking efforts.

The next step is to review the interview process and determine what went well and what needs to be improved. Sometimes the interviewer will provide feedback, and that feedback can be valuable. However, not everyone is comfortable with giving feedback.

Chances are you probably have a good idea about areas of improvement and the skills you need to gain. Put together a plan for addressing those shortfalls.

The good news in making it deep into any interview process is that it indicates that the company likes you as a potential employee (even if the timing just wasn't right) and the experience could be a roadmap to a job with that company at a later date, or another similar opportunity elsewhere.

Give Your Resume & Cover Letter Some Much-Needed Attention Bigstock

Are you continuously sending similar resumes and cover letters to each job opening with only minor adjustments? If so, your strategy needs some serious spring cleaning.

Let's start with resumes!

Every resume should be tailored to the position in order for it to stand out to recruiters and hiring managers. It may seem like a lot of work, but it's actually less work than submitting the same resume over and over again and never hearing back.

The reason why it's so important to tailor your resume is that throughout your career, you acquire numerous skills, but the job you're applying for may only be focusing on 6-8 of those skills. In that case, those skills must rise to the top of the resume with quantifiable examples of how you successfully used those skills at previous jobs.

Remember, recruiters go through hundreds of resumes. They need to be able to tell from a quick glance whether or not you're a potential candidate for the position.

While updating your resume, you could also spruce up your LinkedIn profile by highlighting the skill sets that you want to be noticed for by recruiters.

As for writing a good cover letter, the key to success is writing a disruptive cover letter. When you write a disruptive cover letter, you're basically telling a story. The story should focus on how you connect with the particular company and job position. The story could also focus on your personal journey, and how you got to where you currently are in your career.

If your resumes and cover letters aren't unique, now is the time to clean things up and get on track.

Build Your Personal Brand

Just because you're looking for work doesn't mean that you don't have anything to offer. Use previous career experiences and passions to build your personal brand.

Ask yourself, "How do I want other professionals to view me?"

Pick an area of expertise and start sharing your knowledge and experience with your professional network by pushing out content on your LinkedIn and social media accounts. Good content can include blogs, social media posts, and videos.

By sharing content about your experiences and passions, you slowly build your personal brand, and others will start to notice. The content could lead to good discussions with others in your network. It could also lead to reconnecting with connections that you haven't spoken to in years, or making new connections.

You never know when one of these connections could turn into a job lead or referral. The trick is to get on people's radars. So, when you're cleaning up your job search, be sure to build a plan for personal branding.

Maintain Healthy Habits During Your Job Search Bigstock

Your job search is important, but it's even more important to know when to pull back and focus on personal health and spending time with family and friends.

There are actually things that you can do for your own enjoyment that could help your job search in the long run, such as:

• Grab coffee with a friend - It's good to engage in light conversation with friends during challenging times. And if your job search does come up, remember that most people have been through it themselves and you never know when a friend may provide you with a good idea or lead on a job.
• Volunteer - Volunteering is a great way to get involved in the community and help others. In addition, if you develop a little bit of a career gap while looking for a job, you can always talk about how you filled that time volunteering, if you're asked about it during a job interview.
• Continue to focus on other passions - Are you a fitness nut? Blogger? Crafter? Continue to do the things that bring you happiness. And if you're in a position to profit from your passion through a freelance job or side hustle, even better!

Spring is the perfect time to clean up and improve your job search so you can land the job you want. If you're struggling to find a job, follow the tips above to reinvigorate your job search—and watch your career blossom!

Need more help with your job search?

Become a member to learn how to land a job and UNLEASH your true potential to get what you want from work!

This article was originally published at an earlier date.

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