Is content marketing right for pharma

Image-Disease-Health-Keys-ID-10094991KEY TAKEAWAY: Content marketing has become a hot topic in online marketing, but it seems to be lacking within pharma product websites.  The goal should be to keep your readers engaged in your brand and to provide all the answers they need to help them maintain their health and make treatment decisions.

There is no one right answer when it comes to a content marketing strategy.  Every health condition has its own unique audience characteristics.  However, there are some questions that you can ask to determine if a content strategy is right for your website;

(1) Does our audience want and need updated health information?

(2) Do we have the resources to continually add new content on a regular basis?

(3) Can we develop good content without trying to “sell” our users?

[inlinetweet prefix=”” tweeter=”” suffix=”null”]Good content is magnetic and draws visitors to your website[/inlinetweet], but at the same time there are a lot of people out there who don’t trust drug companies and may view content with some skepticism.   The best way to implement a content strategy is to understand your audience’s needs and ensure that you have a great source for your content.  Some sources would be The Mayo Clinic, WebMD, Harvard Medical School or a thought leader.

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[inlinetweet prefix=”null” tweeter=”null” suffix=”null”]Content is not going to magically draw more people to your website overnight[/inlinetweet].  Your audience needs to know that you are the go to website when they have questions about your product or the disease state.  One way to see if your content strategy is working is looking at returning visitors and analyzing what pages they are reading.  The other key critical issue about content is that great content can increase compliance if you can clearly and plainly communicate why your patients should stay on therapy.  The key is to communicate the benefits in terms they can understand not just in medical language.

Large group of people symbolizing direction , progress,growth.

I’m a big believer in great content.  Time and time again when I have added third-party content to product websites it has been among the top 10 pages in terms of readership and page views. However, I also did a lot of research with my audience to understand their information needs.  What a novel idea….asking your audience what they want to read !!

10 thoughts on “Is content marketing right for pharma

  1. I don’t believe it is worth spending much money on managing a Pharma owned website. Why? Firstly, as you mention, the credibility of Pharma amongst the public is so low that just looking at the analytics will tell any brand manager that it is not being read. Secondly, Pharma do not position brands consistently across the globe and are simply terrible at generating and sticking to a product ‘story’ and agreed vocabulary.
    I think it is wiser to ensure 3rd party websites write about your product. If the product story and vocabulary is well thought through (and is incorporated into the IB at Phase II and II) and the positioning of the product worked out, then all publications and media are more likely to be aligned. My advice… don’t waste your time on Pharma owned web pages… by definition it will not be trusted.

  2. Graham: It should be a priority to listen to your audience needs and then develop content around their needs. When I have used third party content it always has been among the top pages viewed but remember that it takes time to build trust.

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