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content marketing

#bigpharma creating content that you want and that your audience wants

Creating content that you want #bigpharma and that your audience wants calls for a shift in content strategies. You know you have created great content when your audience responds or engages with it. So #bigpharma, you cannot create content just for the sake of creating content anymore you really have to understand what your audience wants.

How do you know what your audience wants?

  • Just ask them
  • What do they want
  • What do they say
  • What do they need from you
  • Which kind of content worked in the past
  • Which kind of content is not working

What are some of the challenges facing #bigphrama in content marketing?

  • Producing engaging content
  • Producing content consistently
  • Producing a variety of content
  • Lack of understanding your audience
  • Lack of integration across marketing, sales, medical, regulatory, legal
  • Lack of budget
  • Lack of priority
  • Being risk averse

What kind of content is #bigpharma mostly producing?

  • Traditional corporate messages
  • Traditional TV Ads (DTC in the US)
  • Press releases
  • Ego content

So how do you strike a balance between creating what you want and what your audience wants?

  • Create content together with your audience (UGC – user-generated content)
  • Use the social media platforms as an inspiration
  • Ask yourself are you solving their problems
  • Ask them to help you pick your topics for content
  • Try to answer their questions
  • Take baby steps in experimenting with kinds of content
  • Test content with a small group of your followers before going all out

Do you need different content for different social media platforms?

  • You do need a specific social media content strategy for each platform
  • Know your audience on each social media platform
  • Different demographics on each platform use social media differently
  • Avoid cross-posting – same content across different platforms
  • Content and format need to fit into the different social media platforms (for example hashtags, tagging)