Reuters Panel on Customer Engagement: How to Use Content to Drive HCP Trust

Apps and emails have been shown to be just as effective as social media outlets in distributing content. Data can be collected, challenged, and evaluated without depending on a third party since the marketer's function is getting more specialized, and data is being kept in-house.

Content creation will migrate away from large-scale content factories to dynamic content optimization, on-demand content, and social networking based on-demand content.

In addition, keeping the larger context in mind while crafting your material is important. This implies that to generate interest, your article must be current and quick to load.

In this episode of Pharma Launch Secrets, Bozidar is joined by four panelists; Haider Alleg, Global Head of Digital Ferring; Julia Richards, Global Head Creative & Digital, Insights & Commercial Solutions CONEXTS, Novartis; Karen Pinachyan, Head of Medical Affairs Europe CSL Behring, and Christina Kotsi, Digital Lead, Global Medical Affairs Bayer.

They cover:

[ 00:03:00 ] - Content is broken down into four sections. The first two pieces of content are mandatory, whereas the third and fourth are optional:
Needs
Trust
Like
Accessibility
[ 00:08:13 ] - The role of the marketer is becoming much more specialized. This way, IPs can be held in-house, and data can be gathered, challenged, and analyzed in-house rather than relying on third parties

[ 00:08:31 ] - From a content generation standpoint, there will be a shift from large-scale content factories to dynamic content optimization, on-demand content, and social networking content

[ 00:16:37 ] - Not every pharma company's medical marketing concept has been "marketing" as the package, and the content is medical. It is making everything that comes out of the door promotional

[ 00:19:20 ] - Patients, medical professionals, and thought leaders should be considered while developing content. Another factor to consider is how they intend to access the content

[ 00:19:43 ] - Research has shown that in a field like Oncology, apps and emails are equivalent to social media channels for accessing the content. In the end, your choice of channels will dictate what you share

[ 00:24:24 ] - Content creation is part of the "hidden agenda”, which includes your participation in its creation as an active participant. Not only can you prevent the disease known as "not invented here" by including collaboration and co-creation in developing content, but you can also ensure that everyone has access to the content you create

[ 00:25:08 ] - Co-creation is the most effective method for establishing trust and a long-lasting relationship throughout the content production process

[ 00:28:05 ] - The real data play is a partnership with others, such as your marketeers and analysts, instead of having content-only teams with just your content writers and creatives

[ 00:28:29 ] - The notion that a piece of content has a shelf life is false. You cannot determine how to modify or expand that piece of material until you collect further data

[ 00:32:55 ] - "Medical is not great in measuring the impact yet." The need to measure and focus on KPIs and how they inform the second campaign is crucial to the success of pharma

[ 00:35:00 ] - "From an impact perspective, the ultimate goal we can share across TAs and pharma companies is behavior change"

If you want to learn more about the impact of content on behavioral and attitudinal change, tune in to this episode of Pharma Launch Secrets, a Podcast by Evermed.

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About The Show:

“Pharma Launch Secrets” is a podcast by Evermed and hosted by Bozidar Jovanovic, where we host direct, actionable conversations with world-leading pharma launch experts and help you stay up-to-date with the latest trends and strategies to help you launch your product successfully.