It’s no secret that pharma cosmetics events are an incredible mix of innovation, R+D strategies, networking, marketing, and new collaborations. This is not surprising, considering the constant growth of the industry*. According to the Global Opportunity Analysis and Industry Forecast for 2014‒2022, “The global cosmetics market is expected to garner $429.8 billion by 2022, registering a CAGR of 4.3% during the forecast period of 2016‒2022.” (CAGR stands for Compound Annual Growth Rate.)
The large variety of pharma cosmetics events reflects the great interest professionals and customers have for these types of products. The same forecast study shows that “improvement in the current lifestyles of the individuals is majorly affecting the cosmetics market. Consumers have now become more conscious regarding the usage of cosmetics in their daily life in an effort to step up their style quotient and overall personality. Cosmetics play an important role in enhancing one’s inherent beauty and physical features.”
The growth of the cosmetics market across the world, along with heightened customer awareness, started to manifest the need to create outstanding products. Obviously, there are multiple marketing and communication strategies to outperform the industry competition, but running exceptional pharma cosmetics events is one of the most direct ways to gain people’s hearts and trust.
It doesn’t matter if your event is for Youtube influencers who’d be interested in using and promoting your products or handpicked professionals invited to a knowledge transfer session— in either case, your pharma cosmetics events should be flawless and strictly oriented to increase your brand awareness, build customer loyalty, generate new leads, and transform (some) attendees into customers.
To help you, we decided to put together a brief list of steps you can take to grow new leads and turn attendees into clients during your pharma cosmetics events.
Step #1. Attract qualified attendees
In our rush for more attendees, customers, or followers, we often forget that in business, quality beats quantity. It’s better to have 100 qualified pharma cosmetics events attendees than 1,000 guests who aren’t truly interested in your products or services. Even with a smaller crowd, you’re still more likely to generate new leads and communication, because that small group of people is genuinely interested and excited about your business.
Step #2. Segment the event communication
Considering the first step, the main question is how to attract qualified attendees? The quick answer is by knowing how to design a communication plan that “speaks” to your guests’ needs.
But what if you have different types of buyer personas?
In that case, you may want to use powerful event management software that lets you send personalized emails to different databases that are grouped together based on your (potential) attendees’ needs and interests.
In other words, focus on segmenting your event communication according to your guests’ profiles. This way, you’ll extend the emotional reach of your products and increase your chances of transforming attendees into actual clients.
Step #3. Work on building a community around your products
When planning pharma cosmetics events, don’t overlook the possibility of building a real community around your business. According to this Help Scout article, “If you look at individual activities, they can be incredibly variant from company to company, particularly from a startup to large brands. However, if you look at it in a context of, ‘What is the function of community?’ that’s about advocating on behalf of customers, driving customer satisfaction, retention, and connecting community members to each other.”
By building a community around your pharma cosmetics products, you will achieve a higher level of attendee engagement (before, during, and after the event), boost the amount of social media interactions promoting your event, and increase the number of new leads.
Step #4. Generate knowledge and provide personalized solutions
Forget about running pharma cosmetics events that just sell products. You’re not just selling a product—you’re also selling relief, personalized solutions, and valuable knowledge. Help people solve their burning problems by providing them with useful content and tools.
Step #5. Use the “Give, Give, Give Then Ask” strategy
According to the world-famous entrepreneur Gary Vaynerchuk, 99% of people are jerks who are pushing their products, books, videos, or events. However, the best strategy to turn people into customers is to give away your content for free, answer their questions, help them, and only then ask them to buy something, subsequently going back to the give, give, give state.
In other words, before, during, and after your events, focus on giving as much as you can, asking only occasionally for something in return. This way, you’ll not only retain your attendees’ interest, but also convert them into ongoing clients. People will appreciate feeling like you're truly interested in them - you're not just pretending to be interested in them only so you can sell them something. People HATE that.
Call to action
When planning your next pharma cosmetics event, make it your top priority to transform attendees into clients. Focus on building a quality database with potential attendees and segment them into different groups. Then, set up a communication plan with multiple messages tailored to each particular group. Also, work on building and strengthening a powerful community around your products and business narrative. Help people personally identify with the things you have to offer, unifying them around a specific cause or action. Don’t forget to share as much free content and solutions as possible, fostering the value of your products or services, and aligning them with your attendees’ needs and desires.
*Pharma cosmetics - pharmaceutical companies that specialize in cosmetics