There have been many consequences and unexpected changes for marketers since the start of the COVID-19 pandemic. One of them (especially in the life sciences arena) is the concept of forced innovation. As an industry, life sciences had traditionally been slow to embrace a fully integrated digital marketing strategy. Of course, the pandemic has forced the acceleration of this embrace. A recent study showed that potential patient populations will look online for information prior to engaging a healthcare professional or organization; an effective digital marketing strategy can help you reach those patients.

With global purchasing habits irrevocably altered throughout the course of the pandemic, more and more retailers have turned to omnichannel marketing with a particular focus on digital. Studies have found that 97% of consumers use search engines to find local businesses, showing the importance of local SEO. It’s never been so important to have your business be accessible, both online and in person. Local SEO strategy covers not only the top organic search results, but also “pack” results that appear above organic search for localized searches.