What has happened to pharma content marketing?
If you try to analyze the life sciences content landscape, especially “from within” (i.e. from the point of view of those creating and managing it), you will detect some common trends that ultimately emerge from the depths of 2017. We can name three of them playing the most substantial roles:
1. New content types are emerging – but they will not extinguish the already preferred ones
One could imagine that the new and exciting trends like VR would “kill” the more habitual communications like email. However, this is not what’s happening. The truth is, multichannel is all about convenience (obviously enough), so that an existing channel gets superseded only by one doing its job more efficiently. In reality, the channels’ functions are simply redistributed in the way most pleasing to the audience. Doctors who like non-intrusive emails will still want to get them. Which explains why, for example, Veeva Approved Email service counted about 3.5 million emails sent in Europe last year, representing an exponential increase. At the same time, AI tech is expected to boost emailing by means of enhanced personalization.
There are also things that only reps can do for both pharma and audience; so eDetailing is not going anywhere, either. It may move further into remote communications, which is likely enough, but the overall landscape just becomes wider. No radical channel substitutions are happening. However, this doesn’t mean those who work with eDetailers and email templates may sigh relieved.
2. Further development of digital (more engagement) is raising the plank
In brief, what is the most general tendency in digital content? If you omit all details and specific technology definitions, it boils down to engaging the audience more than ever on every step, whenever they have time. This was first remarked in entertainment, but holds true for educational resources, as well. Information has become more available, and content providers are competing in ways to deliver it engagingly. Digital per se is no longer a marvel as it is; doctors have seen the benefits and heard the promises – they are waiting for them to be fulfilled. About 75% of HCPs agree they couldn’t even do their job without any digital materials, according to surveys.
This means that if a pharma marketer wants to succeed in engaging the audience, they will have to provide actual value, not just nice imagery. So the plank is rising for eDetailing presentations – and those pharmas putting effort into studying physician’s preferences will not fail to control agencies more tightly.
3. Accessibility triggers personalization
This, at the same time, means more personalized and customizable content. If the doctor can get the information online, what is the use of pharma’s promo materials? On the other hand, even when the information provided is not unique and hardly accessible elsewhere, there still is value to provide: convenience. By personalizing the approach and crafting customized content, marketers can do a favor to the medical circles.
Customized content for everyone? The type of approach that could make the amount of content produced skyrocket (and budget as well) – however, there already are smarter approaches to supplying both bulk and quality with content reuse.