HCPs and SoMe The Premise Content Marketing 2.0 HCPs rely on social media to… The Discussion Keep up with healthcare news. Engage with their peers. Market their practices. 87% #1 #2 #3 use it for professional purposes, too. of physicians use social media for personal purposes. 67% actively contribute medical information weekly. 46% believe social media improves the quality of patient care. 60% 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. whIle hEalth is a reguLated IndustRy, therE are stilL manY OpporTunitIes tO infoRm, educatE And eNgage st akEholderS ThrouGh liveLy, releVant ConteNt. heAlth Has bEen anD AlwayS wilL be About peopLe. coNtent markEting is aBout UnderStandIng aNd enCouraGing Them To taKe actiOn. Be relevant Follow a process to deliver content that is useful for your customers. Be patient centric Allow the person with the disease to tell the story as only he/she can. Become a storyteller Orient your content in a way that can be received and accepted by the customer. Focus on design Create an overall design that’s consistent throughout your content marketing program. 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. 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. 2014 Content Marketing for Life Sciences Conference KEY TAKEAWAYS TO HELP THE HEALTH INDUSTRY FURTHER ENHANCE CONTENT MARKETING PRACTICES

Health Industry & Content Marketing: Takeaways from the 2014 Content Marketing for Life Sciences Conference

Download PDF Report

Upload
mslgroup
View
630
Download
0

Embed Size (px)

DESCRIPTION

This infographic shares key takeaways from the 2014 Content Marketing for Life Sciences Conference to help the health industry further enhance content marketing practices.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.MSLGROUP hosted the second year of Content Marketing for Life Sciences Conference in Philadelphia, PA.

Citation preview

Page 1: Health Industry & Content Marketing: Takeaways from the 2014 Content Marketing for Life Sciences Conference

HCPs and SoMe

The Premise Content Marketing 2.0

HCPs rely on social media to… The Discussion

Keep up with healthcare news.

Engage with their peers.

Market their practices.

87% #1

use it for professionalpurposes, too.

of physicians use social mediafor personal purposes.

67%

actively contribute medicalinformation weekly. 46%

believe social media improvesthe quality of patient care.60%

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 someto 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.

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.

Be relevantFollow a process to deliver contentthat is useful for your customers.

Be patient centricAllow the person with the diseaseto tell the story as only he/she can.

Become a storytellerOrient your content in a way that can bereceived and accepted by the customer.

Focus on design Create an overall design that’sconsistent throughout yourcontent marketing program.

Listen to your customer Social listening is imperative as itgives an indication of the conversationamong the customer and helps makebrand content relevant.

Do your homeworkApply intelligence to content –look at content that can berepurposed and reused.

Challenge the value ofgeneral awarenessPush back on “drive awarenessstrategy”. Ask yourself, if mycustomers know about myproduct will they buy it?

Important to rememberSocial media is about creatingexperiences and building andnurturing relationships.

2014 Content Marketing for Life Sciences ConferenceKEY TAKEAWAYS TO HELP THE HEALTH INDUSTRY FURTHER ENHANCE CONTENT MARKETING PRACTICES

www.mslgroup.com