5 rules of content marketing in pharma

Published: 05 / 02 / 2019

How well is your content performing? A recent global analysis revealed that 60% of brand content is under par, leaving consumers short. By failing to offer relevant, inspirational and educational content – that could potentially improve quality of life – many pharmaceutical businesses risk missing out.

According to the Havas Meaningful Brands study, 84% of people expect brands to create content. To better engage with audiences, brands need to make the most of storytelling, social experiences, events and entertainment. This applies to all industries, including healthcare.

As Havas Group’s Global Chief Insights and Analytics Officer Maria Garrido stated: ‘Healthcare is a very functional category – 29% of the word “meaningful” comes from personal benefits – does it make my life easier, better, healthier and make me feel happy?’

Patients and physicians actively seek online health information. This opens up an opportunity for pharma companies to embrace content marketing. But how do you create the right content, delivered to the right person, via the right channel, at the right time?

As PMLiVE suggests, there are five points that pharma companies should consider when developing a content marketing strategy:

1 Understand your channels

It’s no longer enough for pharma companies to merely push out promotional content. To pull in your audience, you need valuable, engaging, educational and credible content. For physicians, scientific information is key to making more informed treatment decisions, as well as educating patients and themselves.

However, with so much information available, physicians often need guidance to find the most relevant information. Look to independent channels and partnership strategies to increase your visibility in a crowded market.

2 See past traditional customer groups

Pharma content marketers tend to put too much emphasis on HCPs. It’s important to consider everyone who comes into contact with your brand content, but notably patients. When developing a content marketing strategy, consider the entire ecosystem and key influencers such as pharmacists and nurses.

3 Review your customer segment engagement

Devote time to assessing your current engagement activity in order to identify its effectiveness. Rather than relying on focus groups, which can produce biased results, approach patient and physician groups directly for feedback. This will give you an honest insight into whether your content strategy is working. It can also reveal where strategy adjustments are necessary.

4 Create a patient-centric strategy

Don’t let your channel choice dictate your strategy – keep it focused on the patient. Start developing your strategy by identifying your target stakeholders, segmenting them into categories, then creating personas and experience journeys for each group.

Only after your strategy is agreed should you turn your attention to channels and branding. When it comes to choosing channels, review which will work best for your business and be flexible as you monitor and switch between them.

5 Be mindful of the language you use

Medical and scientific language can be impenetrable, especially for patients. Be sure that the language and terminology you use is easily understandable. By way of example, a 2015 WHO study revealed 44% of those questioned were unfamiliar with the term ‘antimicrobial resistance’, and 79% had not heard of ‘AMR’. Comparatively, 70% were aware of the term ‘antibiotic resistance’, and 68% understood ‘drug resistance’.

To convey relevant, meaningful content, with the potential to improve lives, your message must be clear and pitched at a level that all your audiences can appreciate.

If you would like to learn how to deliver more meaningful content-driven experiences and drive engagement among your targets, speak to the team at Adare International today: hello@adareinternational.com.

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