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Did you know that 46% of drug launches in the United States between 2012 and 2017 failed due to an inadequate understanding of market and customer needs?
As it turned out, companies didn’t understand the types of patients who would respond well or the types of physicians who would be high versus low prescribers for the new drug or underestimated the difficulty of converting customers from existing therapies.
It was a valuable lesson for everyone in the industry because over 70% of pharma and life sciences leading companies see improving customer trust and satisfaction as one of their top priorities, while 52% are moving toward a personalized customer-centric model where content mapping has an essential role.
Content mapping is a marketing technique that allows companies to complete their business goals more efficiently by tailoring content to each customer and fulfilling their needs with the help of a content map.
A content map is a plan to personalize journeys and create real value for customers by developing relevant content and providing it at the right moment and via the preferred channels based on data-driven insights.
Content marketing is booming worldwide across dozens of industries and markets, and pharmaceuticals and life sciences are no exceptions.
Why do some content strategies work and some don’t?
Here’s an obvious fact – 80% of marketers and business owners who consider themselves very successful in content marketing had their strategy documented.
Getting back to the question: content strategies work because they’re defined. And what is content mapping? That’s what makes a content strategy distinct and clear.
And that’s not the only reason why you should create a content map in pharma.
A content map is a key to a clear understanding of a target audience’s profile: what customers like and dislike, what channels they prefer for content distribution and messaging, and what days of the week and hours are the best for interaction.
With such a clear understanding, pharma companies deliver the best customer experience by eliminating content duplication and spam and enabling fully automated communication.
Content mapping, by definition, combines multiple content formats and channels. It encourages content marketing specialists to improve standards for content creation and find more powerful ways of content development and storytelling.
The only way for pharma companies to provide full automation and personalization in a communicative environment with a wide variety of content channels and formats is to increase the level of digital maturity. As of 2023, only 44% of pharmaceutical and life sciences leaders are executing on or have completed a digital transformation journey.
An effective content map helps pharmaceutical companies find weaknesses and turn them into strengths. The focus on human-oriented engagement with customers, a better awareness of their priorities on an individual level, advanced content creation practices, and a higher level of digital maturity result in higher conversions and more customers.
To successfully implement a content mapping strategy, your pharmaceutical company needs a team that includes professionals with expertise in a few areas, such as marketing, sales, and search engine optimization (SEO).
Now let’s go through the main content mapping steps:
The headline should have said: Identify your target audience.
But we’re talking about pharma, so you probably have some image of your ideal customers, or at least you thought you had it before the tremendous digital transformations in the industry.
Content mapping is successful only when you create content for your customers as human beings, not as wallets or ordinary figures in analytics. Everyone loves when a business knows about us more than they thought they knew.
And it doesn’t matter whether it’s a visit to a favorite restaurant, a purchase of sneakers on Amazon, or as in the case of a healthcare professional (HCP), an interactive e-detailer they didn’t expect to receive so soon after attending a webinar.
In a survey we mentioned above, 47% of marketers and business owners consider researching their audiences the leading factor in building a successful content marketing strategy.
The first step you need to reassess your target audience is to create buyer personas. Hereafter, we’ll call them customer personas because, unlike customers, buyers don’t usually involve themselves in decision-making.
A customer persona is an avatar that impersonates your typical customer. We recommend you create a few customer personas at once because you’ll need to segment your audience afterward.
Here are the basic characteristics that will help you create your customer personas:
How can you get all this information about your target audience? Use these methods:
Now that you created your customer personas, you need to figure out how many steps it takes for them to make the final decision about your offer and what content you need on each customer journey phase.
A content marketing funnel is a model that helps pharma companies to leverage content across all the touchpoints of a customer journey, from meeting a brand to the point of turning into a brand fan, by understanding which type of content and at which stage they need to use to convert customers.
The content marketing funnel model comprises three stages:
What content can fulfill the needs of your target audience, and at which stage?
To complete your goals and increase the number of customers who appreciate your brand, you should brainstorm and ask specific questions.
In the top of the funnel or the awareness stage, you should ask yourself: How can I create demand for my products and services with content, and what types of content should I use for that?
The solution at this lifecycle stage is to spread your online presence with appealing content through as many channels as possible without affecting the quality of your content. In other words:
There are two essential things to focus on. First, hire as many content creators as possible. Second, don’t let the chase for quantity influence quality.
In the middle of the funnel or the interest stage, your goal is to get more customers interested in your brand. The question that can help you reach your goal is:
What types of content can encourage my customers to spark a genuine curiosity in my brand?
The solution is to solve the problems of the customers who noticed your brand by demonstrating unique benefits and original approaches to distinguish you from your competitors.
However, remember that, at this lifecycle stage, you should show customers only a slight view of the possibilities that can get with your company. It’s like demonstrating an awesome trailer to make viewers eager to wait and watch the entire movie.
Here are types of the content that can get customers interested in your brand:
At the bottom of the funnel or the action stage, customers are ready to make the final decision.
Your goal is to make customers make that decision. To reach the goal, ask yourself: What type of content can encourage potential customers to convert and remain loyal?
You should show your target audience the big picture – unveil explicitly all the details about the solutions that can solve the problems of your target audience.
You can use pretty much the same content formats as at the interest stage, but you should focus on depth and comprehensiveness:
People use Google and other search engines to enter specific keywords and keyword phrases and find everything they need, including information about your company and niche.
Before creating a content map, your team should fill all the content gaps your company might have by conducting in-depth keyword research.
Keyword research is a practice that allows companies to discover search inquiries that are most popular among your target audience and find the content ideas that would be most relevant for current and future customers.
Your research strategy should consist of three stages.
The first stage of the strategy is the existing content analysis.
If your company isn’t new to the market, we assure you that you’ll find content waiting for improvements, updates, and fixing. It can be articles on your blog, information on your website pages, and beyond.
The existing content analysis isn’t only about modernizing the content you have and refreshing it with new keywords. It will help your team know what topics and keywords you are missing.
The second stage of the strategy is the new content analysis.
It’s about researching the topics and keywords your company hasn’t used for its promotion yet. You ought to start your analysis by searching for general topics that evoke associations for your customers about your business.
For example, we at Viseven can use such topics as martech services, omnichannel marketing, pharmaceutical marketing, and beyond. Your team should do the same and collect up to ten general subjects about your business. It would be more than enough.
Once you have relevant topics, you should find keywords that describe them. Say we at Viseven take omnichannel marketing as a topic. The perfect keywords for it are personalized experience, communication automation, and so on.
How to find the keywords related to your topics? Here are a few main methods:
You may end up chasing tens and even hundreds of relevant keywords. Which keywords are the best? To find the best keywords for your business, consider the following:
The third stage of the strategy is the competitor’s analysis.
Competitors are a tremendous source for finding unique keyword ideas and creating content maps. After analyzing your competitors one by one using the same keyword tools you used to analyze your company, you’ll get a much broader perspective on your future actions.
Whatever results you receive from this analysis, keep in mind that you shouldn’t plagiarize your competitors. Instead, you ought to adapt their actions to the experience of your company by reading between the lines and disclosing their intentions about content planning.
Now that you know how to segment your customers, identify gaps in your content funnel, and create the right content for your brand, you can determine different conversion paths for different customer personas and map content.
Mapping content to the customer journey requires an advanced technological environment powered by software that can provide such opportunities as:
Here’s how we streamline the content mapping process at Viseven.
Depending on goals, needs, and the level of digital maturity, we use different products, services, and solutions to help companies in pharma and life sciences create personalized content experiences for their customers across their journeys.
Facing difficulties creating an optimized content map and producing content for your pharma brand at a large scale? Digital Content Factory can provide your company with full-scale content mapping services.
With over thirteen years of experience developing pharma content in multiple formats and for different purposes, we offer:
In the long run, Viseven Digital Content Factory can save almost 60% of the costs allocated to content production.
Have enough resources to create appealing content but have enough knowledge to create your own content map?
Our team can help your company create a content map and tailor content within one of the data-driven omnichannel marketing solutions:
Powered by Viseven, eWizard is a content experience platform that provides all functionality necessary to implement your content mapping strategy:
In summary, content mapping is a powerful tool for companies in the pharmaceutical industry, enabling them to deliver valuable information to their customers while navigating the complex regulatory landscape. With careful planning and execution, content mapping can help companies to build stronger relationships with their buyer persona and achieve better results.