SUMMARY: Pharma has not embraced a content strategy when the number of online health seekers is climbing. A content management strategy can lead to a better brand-patient relationship and turn customers into brand ambassadors.
Content marketing
SUMMARY: Health misinformation is so bad that lawmakers, doctors, and health advocates, social media platforms made sweeping policy changes to ban or limit the spread of false health information. There is a huge opportunity for pharma to help online health seekers get accurate information but it’s going to require a realignment of processes aligned around users.
IN SUMMARY: Online health seekers are largely on their own when it comes to health content. Pharma has the opportunity to engage online health seekers via a customer-centered content strategy but it requires a realignment of processes within the organization.