It is always a mistake for a brand to only look at its own navel, but in the health sector this is more important than ever. Patients do not care about the brand or the products, but above all solve their problems. For this reason, the role of the pharmaceutical sector when doing content marketing should be to accompany the patient throughout the different points of the “patient journey”:
- Before treatment : the patient already knows the name of his problem, but has not yet provided a solution. In this phase, it is common for him to feel anxious and try to find information on the internet. Therefore, it is essential that we have high-quality content about his disease and that it is easily l.
- When communicating with healthcare professionals: Visiting time is often limited and many patients are overwhelmed by questions. Faced with this situation, brands can intervene through content that facilitates communication between doctor and patient, for example, through downloadable content or videos that explain the disease and the treatment to be follow in a simple and understandable way.
- Finally, in long-term diseases, it is essential to support the patient to reinforce adherence to treatment . Here we can use psychology or motivational content, reminders and resources to facilitate monitoring of the disease.
2) Define the objectives of your content
One of the most frequent reasons for the failure of content strategies is the lack of clarity when defining the objectives. Before you start, you need to know why you want to create content : increase brand awareness among patients with a specific pathology? Raise awareness about a little-known disease? Facilitate daily life for patients?
Being very clear about the final objective will help you choose your KPIs , that is, the metrics based on which you will determine the success of your actions. This is especially important when justifying the investment in digital marketing and assessing its profitability.
And of course, if we talk about objectives, we Russian Federation Email List cannot forget about measurement. If we want our content marketing strategy for the pharmaceutical sector to be successful, we have to make sure that we track the results well. Investing in measurement tools and training is always worth it.
1) Create patient-focused content
Another classic marketing mistake is confusing content with ads. Slogans and sales pitches have their place… but that place isn’t your blog or YouTube channel.
Content marketing is a long-term investment that helps you build relationships with your potential audience, making them place their trust in you for something as important as their health. For TR Numbers this to work, you must create content that is focus on them, that adds value and that is interesting to them. The nuances of the tone will depend on the personality of your brand, but you should always be close and talk about the things that interest your audience. Remember: it’s about them, not about you.
