Complete Marketing Strategy of Roche – With Detailed Overview

Updated on: Sep 14, 2022
Marketing Strategy Of Roche - Featured Image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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In a previous article, we learned about the marketing strategy of InterGlobe Aviation. In this blog, we will discuss the marketing strategy of Roche, a Swiss multinational healthcare company.

The objective is to learn and gain insights into Roche and how it became a multinational company in the health sector. Roche aims to become the largest Health Company in the world. 

Marketing is an integral part of a company. As users across the world go digital, marketing has followed them to the digital realm as well. If you are interested in new-age digital marketing, then you should check out IIDE’s Free MasterClass on Digital Marketing 101 by our very own CEO and Founder himself, Karan Shah.

By the end of this blog, we will have learned the marketing strategy of Roche. Let’s start with the company’s story, target audience, and digital presence before delving deeper.

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About Roche – Company Overview

Roche has grown over the course of its 125-year history to become one of the world’s largest biotech companies, as well as a leading provider of in-vitro diagnostics and a global supplier of transformative innovative solutions across major disease areas.

Roche’s dedication to its employees, partners, stakeholders, and, most importantly, its patients has not wavered since the beginning of its journey.

Today, Roche is one of the world’s largest pharmaceutical companies, has evolved into a global industry leader and provides life-changing solutions to people.

Roche has developing diagnostics and medicines for a wide range of chronic and life-threatening health conditions for over 125 years, and it’s still revolutionising healthcare.

As a family-owned business, it can focus on long-term investments, take bigger risks, and experiment with new ways to improve people’s health around the world.

Roche is a global healthcare leader and one of the world’s largest biotech companies, as well as the leading supplier of in-vitro diagnostics. Roche is a leader in major disease areas such as oncology, neurology, infectious diseases, and ophthalmology. It has collaborated with a number of forward-thinking, entrepreneurial, and ground-breaking organisations that share one belief: that cutting-edge science and technology can and will improve human health.

Quick Stats on Roche
CEO Severin Schwan
CMO Alan Wright
Area Served Worldwide
Industry Pharmaceuticals
Market Share/ Revenue $337.85 Billion
Vision Finding new medicines and diagnostics and establishing data-based insights that evolve the practice of medicine and help patients live longer better lives.
Tagline Doing now what patients need next.


Marketing Strategy of Roche

Let’s learn about its marketing strategy! And how Roche carries the marketing campaign etc.

Segmentation, Targeting, and Positioning

The development of Roche’s Marketing Strategy necessitates the identification of segmentation bases in order to understand the specific purchasing behaviour of customers.

Customer’s needs, expectations, and purchasing behaviour are diverse and are influenced by a variety of factors, including

  • Age
  • Gender
  • Income
  • Lifestyle values and so on.

Roche can narrow down the large, diverse target audience into specific and narrowly defined groups by using the segmentation technique. Market segmentation surveys are common methods for gathering customer-specific information that can be used to form groups with similar characteristics.

Roche can divide the market into small homogeneous groups after understanding the unique purchasing behaviour of customers and gathering the necessary information through surveys.

It is possible to do so by investigating the geographic, demographic, behavioural, and psychographic characteristics of customers.

One or more of these segmentation strategies can be used by the company to select the appropriate market segments and develop an effective Marketing Strategy.

  • Geographic segmentation divides the market into geographical areas such as city, country, and region.
  • The demographic segmentation will necessitate Roche dividing the market based on demographic characteristics such as gender, age, income, and ethnicity.
  • If Roche opts for behavioural segmentation, customers will be divided based on their purchasing habits, such as usage frequency, benefits sought, usage occasions, and brand loyalty.
  • Customers will be grouped based on their lifestyles, interests, attitudes, values, and traits if psychographic segmentation is used.

The target audience is all consumers from 1 to 100 years old (men and women) who are health conscious, committed to their skin, and focused on safety and protection.

We are better positioned to offer integrated solutions that improve medical and health outcomes when we collaborate with third parties. We collaborate with stakeholders across the healthcare ecosystem to increase access to our solutions for those in need.

Roche’s global positioning as a preferred employer is achieved through an appealing and relevant visualisation of the Roche EVP (Employer Value Proposition). Development of a modular toolkit with visuals and key messages to aid implementation and reduce global implementation costs.

Marketing Campaigns

Marketing Strategy of Roche - Campaign 1

Increasing disease awareness to improve access to healthcare

Awareness is critical for prevention, early detection, targeted therapy, and effective treatment. People who are aware of a disease and its symptoms are more likely to take preventative measures, such as screenings, tests, and check-ups.

A lack of knowledge about diseases or screening and treatment options is a significant barrier to good health. It can frequently mean the difference between life and death, especially in the case of a disease like cancer.

Marketing Strategy of Roche - Campaign 2

Innovating Healthcare for 125 years has only been possible because of our people. Colleagues worldwide stand up for what they believe will improve people’s lives. We care, we engage and we connect people not only at work but beyond. Its wishlist initiative of Roche has influenced communities around the world.


Marketing Strategy of Roche - Campaign 3

As the need for effective new treatments for neurodegenerative diseases increases, to meet the need for new treatments, scientists at Roche and Genentech are starting to think differently.

By partnering up with experts, we can tackle these diseases in a whole new way.


Social Media Marketing

Roche is active on Social Media like Instagram, LinkedIn, and Facebook. It has maximum followers on Instagram than on Facebook and at last LinkedIn. The Instagram and Facebook handle has followers in the range of around 51.2K. LinkedIn is more of a professional sort of social media which excludes young teenagers as most of them don’t have an account on LinkedIn. LinkedIn has followers in the range of around 2M. 

We see social media as a way to share what is important to us while also staying connected to our community and hearing our voices.

You can contact us through @mentions, comments, or direct messages. We make every effort to stay in touch with you and respond to your inquiries as quickly as possible. However, as much as we would like to keep in touch, we work in a highly regulated industry and certain conversations are not permitted on our channels.

SEO Strategies

Marketing Strategy of Roche - SEO

According to SEO rankings, the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As can be seen,  has 2million+ organic keywords, which is unbelievable. That means Roche’s digital marketing is gaining a lot of insights. Also, the monthly traffic is around 10,353,204, which is amazing.

SEO helps in achieving your long-term goals for your brand. A good ranking and a favourable placement help in raising the profile of your brand. In short, SEO strategies are crucial for the development of the website and to provide more visibility to the relevant audience.

Influencer Marketing

From the start, Roche has collaborated with many YouTubers, Bloggers, etc for their marketing purpose. They have many influencers with more than 1M and 1.5M followers. Influencers promote the product (Roche) so that Roche gains popularity and the sales will increase via their fan’s following.

E-commerce Strategies

In talking about the e-commerce strategies Roche has its website from where they sell their products with special offers.

The use of computers and electronic communications to conduct business transactions between trading partners is known as e-Commerce or Electronic Commerce. It may include any type of electronic media, such as fax, email, EDI, online ordering, or EFT (EFT).

Learn more about how Roche Diagnostics uses e-Commerce.

Mobile Apps

Marketing Strategy of Roche - Mobile App

Roche Diagnostics India has launched the REACH mobile app to help healthcare workers with their emotional and mental health.

Mumbai, June 29, 2021: REACH is a wellness platform developed by Roche Diagnostics India to support the emotional well-being of healthcare professionals.

Content Marketing Strategies

Roche is very active on social media. The post’s content is about truly differentiated medicines in oncology, immunology, infectious diseases, ophthalmology, and central nervous system diseases.

Roche is also a world leader in in vitro diagnostics and tissue-based cancer diagnostics, as well as a leader in diabetes management.

The source of posting content is Facebook, Instagram, or LinkedIn. They also distribute press releases about their product through various outlets such as The Hindu, MoneyControl, and so on.

This ends with an elaborative marketing strategy of Roche. Let us conclude our learning below from the marketing strategy of Roche.

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Conclusion – What’s Unique in Roche Marketing?

In the marketing strategy of Roche, we saw that Roche is gaining love and support from all the places in the world. 

Roche is a global leader in healthcare, with expertise in two core businesses: diagnostics and pharmaceuticals. With innovations in areas such as personalised healthcare and its strength in biotechnology, the company paves the way for the future of healthcare.

Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.

Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Roche has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Roche check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Roche, and do share your thoughts on this case study marketing strategy of Roche in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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