Skip to main content
Pharma marketingPharma Marketing Trends

Content Marketing in Pharma: How to Get it Right

Content Marketing in Pharma: How to get it right

For pharma, content marketing is one of the many online strategies that create a narrative in this channel of communication. The main goal behind these elements is to captivate, engage and build relationships with potential prospects. Content can also be adjusted to the needs and pain points of several audiences and personas.

Why content marketing works for pharma

During the last two years, the sales processes in pharma began to adopt new forms. Nowadays, many of the strategies processed in an online environment usually involve content. 

Of course, there are many elements to consider when adopting this approach to audiences. After all, this is a type of strategy focused on an inbound model. Not only can this create a personalized relationship with audiences, but it can also cater to their main pain points.

Traditionally in pharma, the outbound approach was common. We’re referring to advertising that promoted the organization, along with products and services. Trade shows also matched that category, exposing an organization and its advantages to event participants.

Nowadays, with an increasing tendency of the industry’s stakeholders to prefer hybrid or online approaches, inbound marketing is a great option for pharma. It’s a type of approach that aims to educate audiences rather than trying to sell them something immediately.

These are some of the main advantages of inbound marketing for both pharma and life sciences companies:

#1: It can work side by side with outbound marketing

When combined with traditional marketing approaches (aka outbound marketing), inbound can add new layers to your strategy. After presenting your organization to potential prospects, there’s always a chance of engagement from there.

Unlike many beliefs, B2B professionals use online tools for professional purposes. Many of them use email for maintaining relationships, social media for information gathering, and search engines to discover the content of their interest. Showing the content that you can provide them will persuade prospects to keep an eye on you and your activity.


#2: The contents are easily accepted by interested prospects

The great advantage of inbound marketing is the fact that it appeals to potential clients who want to engage with content that you can provide them. It’s a very targeted and specific approach that brings in people who want to read or watch your content. 

An outbound approach is “invasive” in the sense that it tries to get the attention of people without their exact consent. The number of interruptions or forceful ads made many customers adopt a defensive posture in this sense. As consequence, many marketing messages end up being either ignored or criticized.

On the other hand, inbound marketing doesn’t force anything. The people who respond to this content do it because they’re interested in it. You can show this type of content without immediately trying to sell anything to a potential customer, or mix in a service or product matching with the content. People tend to engage and respond to your proposals when they feel ready to do so.

#3: Inbound marketing enhances a brand’s position

One of the great advantages of an inbound strategy online is the impact that it has on the public’s perception of it. More than just price or competitors, nowadays the expectations and experiences of a certain company dictate its reputation.

A company that provides content focused on a problem and its solution or content that can improve one’s life is usually seen in a positive light. This educational approach passes a brand as experienced and knowledgeable. 

In pharma and life science areas, this is vital for a B2B marketing approach. Many professionals tend to approach a company if they see it as reliable and knowledgeable in a certain area. All in all, this is one of the main catches of inbound marketing.

#4: This approach brings marketing and sales teams together

In a way, inbound marketing requires cooperation between two departments: marketing and sales. Due to the automated options of inbound, not only does the job get easier for both sectors, but it also allows them to work together to achieve relevant results.

Salespeople know many of the prospect’s points of view, including their needs, pain points, objections, and even their goals. This allows them to help marketing teams to create content that fits several audiences and personas. Aligning sales and marketing will have great benefits in the creation of an inbound strategy that generates great results.

#5: Lastly, it generates relevant leads

Of course, the success of a marketing strategy is measured by the results. One of the most relevant results is regarding leads. Leads consist of the contact information of people who are in a way interested in your brand or services.

When you provide relevant content to your prospects, you are attracting them closer to you, more specifically to your funnel strategy. Those who are genuinely interested in what your company has to offer will certainly want to know more about other possibilities you can provide them.

What to have in mind when creating content for pharma

Without a doubt investing in an inbound strategy will have long-term effects on your ROI in online strategies.  In the case of pharma, creating content suited for a variety of audiences can be tricky. 

One needs to consider some details regarding pharma content, seeing that it appeals to a B2B and B2C type of audience. There are some principles to consider when addressing a specific audience.

#1: Online pharma contents are solution-based, instead of product-based

As we’ve previously said, content within an inbound marketing perspective seeks to educate instead of sell. Pharma marketers understand that delivering content fit for the audiences will have a great impact on the perception of people towards a company.

Presenting solutions to a health issue helps reinforce the idea that the company is both transparent and competent. It shows that the pharma brand at stake wants to help patients rather than sell them something. This is a great opportunity to manage a long-lasting relationship with more than one prospect. 

#2: The contents are addressed to different audiences

One of the main advantages of automation is the fact that it can work on a case-by-case basis. This is why pharma marketers need to carefully plan distinct customer journeys for both B2B and B2C prospects.

Content marketing can fit one or more audiences. Within an inbound strategy, it becomes a matter of deciding which content will be more fit for a certain audience.

#3: You’ve got to have a content plan

Remember this: you should not create content purely for the sake of content. This results in little success. There are many purposes for content creation, both for short-term and long-term goals.

Regardless, it’s always important to be a step ahead of the game, with long-term goals always in mind. For that, you need to consider elements such as brand awareness, lead generation, or definitive conversions. Realizing the main objectives is a vital part of the success of your inbound marketing strategy.

#4: The customer journey influences the contents

The customer journey has more than one stage. In some cases, the customer journey may take longer to produce palpable results. Usually, there are three main stages in the customer journey:

  • Awareness
  • Consideration
  • Decision

While undergoing their journey, prospects who don’t quit in the middle need nurture. In inbound marketing, the best way to do that is through content adapted to the predicted needs of the consumer at each point. 

As the journey goes further, you can progressively make the content more focused on your organization or your product. Length may also be affected by the stage the user is in, starting as a little shorter in the awareness stage, and longer as the journey goes further.

#5: Don’t forget to vary in content format

Lastly, the best way to present your content is to bet on varied formats. Nowadays there are many shapes that your content can take. You can create several contents for elements such as:

  • Blog posts;
  • Landing pages;
  • Ebooks;
  • Infographics;
  • Webinars;
  • Social media posts;
  • Video content.

An example of a modern inbound strategy includes video content. Using PubVisual, you can engage with physicians, helping them perceive the most complex of medical topics. Book your call today and discover how to convert your medical data to video.

Video content, for example, has the great advantage of being able to fit several formats. More than just advertising, you can adapt it into formats such as explainer videos, testimonial videos, UGCs, and even AR/VR videos. In pharma, there are lots of opportunities to explore how a company can show its knowledge to its audience.