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pharma getting creative with content

Creating creative content is key to driving readers and engaging with your audience. How can pharma get creative with content?

question 1: why does pharma need to work on its creative content?

  • creative content is what makes readers come and read your content and also engage with your content
  • companies are getting more sophisticated in their approach to content marketing
  • need to branch out from standard TV advertisement, we do not live in a push information society anymore
  • you need to work hard to engage with people

question 2: what are some common ways pharma is killing creative content?

  • continue to have the *we are different*, *we cannot do that here* approach
  • widespread belief that creativity does not belong in pharma
  • people are frightened to try new things
  • being risk-adverse

question 3: what are some of the biggest obstacles in pharma to becoming more creative?

  • internal approval processes makes it very hard to get work through
  • yes there are limitations but pharma can try harder to be creative (look at examples like alcohol companies and financial institutions)
  • creativity means taking risks, pharma is very risk-adverse
  • creativity seems to be hard to define and quantify

question 4: how can pharma create a culture of creativity?

  • start learning from other business sectors
  • pharma needs to change their attitude towards risk, from avoiding mistakes to taking a chance on success
  • do social listening so that you understand your audience
  • get your approval process in place and to approve quickly if something should come up so you don’t miss the opportunity

question 5: pharma content seems to cover similar topics, so how can each pharma company make theirs stand out from the rest?

  • people love beautiful images or photos
  • great videos, not long, are also captivating
  • get your employees to write content, they are experts in their field
  • get away from traditional PR press release messages, too boring, people want to see content that is fresh and trendy

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