It is important for pharma marketers today, to have dedicated a pharma content marketing for every brand, supported by a content marketing budget that caters to today’s digital-savvy customers.

Importance of content marketing
We want to create content to address our target customers’ concerns, genuinely.
Only when we identify with the customer’s pain points and their REAL needs, can we be able to,

Capture their attention

Get them emotionally involved

Offer them solutions to their problems

While pharma shares common traits with some other industries, it also has unique features that make it difficult to do content marketing successfully. There are the usual woes of producing the right kind of content and reaching the right kind of audiences. On top of that, there are some challenges specific for pharma.

The biggest challenge comes from regulations. Namely, pharma is one of the most heavily regulated industries, where each message has to be screened and validated before it goes out. This reflects on outbound marketing practices, but it is even more complex for inbound ones such as content.

The stories that pharma brings to the content marketing table need to tick all the standard boxes. This includes a great structure, creative writing, effective calls to action and much more. On top of that, pharma marketing content needs to be factual and precise. Moreover, each piece has to go through a validation process in order to ensure that the message is fully in line with current regulations.

Getting started with pharma marketing
Whatever marketing strategy has been chosen, it needs to deliver the right content to the right audience. Thus, it’s worth relying on an account-based marketing strategy (ABM) that allows targeting specific groups at the right time, place, and in the manner they expect pharma to reach them. How to switch your content marketing flow to the next level of quality, and make your content a trusted source? Before implementing a content strategy into a marketing campaign, do deeper research on your audience, using automated marketing tools such as content management systems, advanced web analytics, search engine optimization (SEO), etc. (you can get more information on innovative tools for pharma marketers here). A platform for content creation can take over all the stages of your content marketing campaign. Such a solution helps to keep brand identity, and maintain recognition on both global and local levels, and avoiding redundant costly operations.

Good pharma content should be based on strong customers insights from prior interactions (how HCPs/patients are interacting with your content; how much time they spend on each content piece; what actions are taken upon the initial interaction, etc.). By reviewing all past activities, your customers have with your pharma content, you can easily identify the types/formats of data which they better respond to, or what content was turned down. This is how an account-based content strategy works: it helps to create targeted messages that will impress and engage customers.