Lead generation in pharma marketing doesn’t have to be complicated

Would you like more patients to download your patient information materials?
Would you like more physicians on your newsletter mailing list?
More signups for your symposium?
More GPs registering on your disease awareness portal?

If you said yes to any of these, you’re not alone.

Lead generation is often an overlooked discipline in pharma marketing. Many teams prioritize awareness, education, or engagement – while missing out on the opportunity to systematically build and grow their audience.

But it doesn’t have to be complicated. It just takes consistency, planning, and a bit of creativity.

Here are three quick principles to strengthen your lead generation strategy:

1. Always collect leads – everywhere
Whether it’s a sales meeting, your own medical event, a third-party congress, or a sponsored webinar – don’t miss the chance to ask for signups or contact details.
Lead generation should never be a single-channel activity. The best-performing campaigns are integrated across touchpoints and give your audience multiple chances to connect with you.

2. Give people a reason to engage
When you ask someone to sign up for something – your newsletter, an event, or access to gated content – explain what’s in it for them.
If it’s a newsletter, tease the upcoming content. If it’s an event, highlight the key speakers or the most anticipated session. Make the value of their action clear and tangible.

3. Keep refining your approach
Lead generation takes time to set up, test, and optimize. Once your system is running, don’t just set it and forget it.
Monitor what’s working. Are your forms too long? Is your content compelling? Are you following up quickly enough? Small tweaks can make a big difference in conversion rates.

Pharma marketers have a real opportunity to improve their impact by getting more intentional about lead generation. And if you’re still not sure where to begin, get in touch. We’d be happy to help.