2014 Content Marketing for Life Sciences Conference KEY TAKEAWAYS TO HELP THE HEALTH INDUSTRY FURTHER ENHANCE CONTENT MARKETING PRACTICES
HCPs and SoMe
87%
of physicians use social media for personal purposes.
67%
use it for professional purposes, too.
46%
actively contribute medical information weekly.
60%
believe social media improves the quality of patient care.
The Premise
whIle hEalth is a reguLated IndustRy, therE are stilL manY OpporTunitIes tO infoRm, educatE And eNgage stakEholderS ThrouGh liveLy, releVant ConteNt. heAlth Has bEen anD AlwayS wilL be About peopLe. coNtent markEting is aBout UnderStandIng aNd enCouraGing Them To taKe actiOn.
HCPs rely on social media to…
#1 #2 #3
Keep up with healthcare news.
Engage with their peers.
Market their practices.
The Discussion Two or three years ago, content marketing was a novel concept in communications. But this year, content programs are more prevalent in our industry than in the prior year. Content this year is largely unbranded, very visual, and filled with inspiring patient-focused storytelling. Whether pharma, healthcare systems or devices and diagnostics – all kinds of organizations in health have found their way in the world of content marketing. Most communication programs are oriented to patients or consumers and some to healthcare providers. Content marketing for life sciences now offers an engaging and educational way to be a more informed consumer of health information and to help HCPs take action that will help improve their own or their patients’ lives.
Content Marketing 2.0 Be relevant Follow a process to deliver content that is useful for your customers.
Focus on design Create an overall design that’s consistent throughout your content marketing program.
Be patient centric Allow the person with the disease to tell the story as only he/she can.
Listen to your customer Social listening is imperative as it gives an indication of the conversation among the customer and helps make brand content relevant.
Become a storyteller Orient your content in a way that can be received and accepted by the customer.
Do your homework Apply intelligence to content – look at content that can be repurposed and reused.
Challenge the value of general awareness Push back on “drive awareness strategy”. Ask yourself, if my customers know about my product will they buy it? Important to remember Social media is about creating experiences and building and nurturing relationships.