{"id":7657,"date":"2022-08-30T10:00:00","date_gmt":"2022-08-30T10:00:00","guid":{"rendered":"https:\/\/www.rednovius.com\/?p=7657"},"modified":"2022-12-07T12:35:43","modified_gmt":"2022-12-07T12:35:43","slug":"adapt-content-to-customer-buyers-journey","status":"publish","type":"post","link":"https:\/\/www.rednovius.com\/adapt-content-to-customer-buyers-journey\/","title":{"rendered":"Adapt Your Content To The Different Stages of Customer Buyer\u2019s Journey"},"content":{"rendered":"\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/www.rednovius.com\/book-expert-session\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/06\/Adapt-Your-Content-To-The-Different-Stages-of-Customer-Buyer-s-Journey_1.png?resize=1024%2C683&#038;ssl=1\" alt=\"Adapt Your Content To The Different Stages of Customer Buyer\u2019s Journey\" class=\"wp-image-7675\" srcset=\"https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/06\/Adapt-Your-Content-To-The-Different-Stages-of-Customer-Buyer-s-Journey_1.png?resize=1024%2C683&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/06\/Adapt-Your-Content-To-The-Different-Stages-of-Customer-Buyer-s-Journey_1.png?resize=300%2C200&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/06\/Adapt-Your-Content-To-The-Different-Stages-of-Customer-Buyer-s-Journey_1.png?resize=768%2C512&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/06\/Adapt-Your-Content-To-The-Different-Stages-of-Customer-Buyer-s-Journey_1.png?resize=900%2C600&amp;ssl=1 900w, https:\/\/i0.wp.com\/www.rednovius.com\/wp-content\/uploads\/2022\/06\/Adapt-Your-Content-To-The-Different-Stages-of-Customer-Buyer-s-Journey_1.png?w=1200&amp;ssl=1 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" data-recalc-dims=\"1\" \/><\/a><\/figure>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Content is the bridge between brands and audiences. It adds value and credibility to a company\u2019s marketing efforts. Yet adapting it to the customer can be tricky. So, it is important to understand the customer buyer&#8217;s journey. After all, it&#8217;s a way to maximize the potential and effectiveness of your <strong><a href=\"https:\/\/www.rednovius.com\/content-marketing-in-pharma-how-to-get-it-right\/\" target=\"_blank\" rel=\"noreferrer noopener\">marketing content<\/a><\/strong> near the intended audience.&nbsp;<\/p>\n\n\n\n<p>With that in mind, this article explores how you can adapt your content to the <strong><a href=\"https:\/\/www.rednovius.com\/knowledge-translation-hcp-education\/\" target=\"_blank\" rel=\"noreferrer noopener\">different stages<\/a><\/strong> in a customer buyer&#8217;s journey.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-text-align-center wp-block-heading\" style=\"font-size:46px\"><strong>What is the customer buyer&#8217;s journey?<\/strong><\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>A customer buyer&#8217;s journey describes a consumer\u2019s path to purchase. It evaluates the <strong><a href=\"https:\/\/www.rednovius.com\/2022-best-marketing-strategy-looking-back-to-move-forward\/\" target=\"_blank\" rel=\"noreferrer noopener\">motivations and needs<\/a><\/strong> that lead to the search for a particular product.&nbsp;<\/p>\n\n\n\n<p>This is a journey comprised of different stages. One that makes it an important consideration for pharma marketers that want to optimize the potential of their content. And how it responds to <strong><a href=\"https:\/\/www.rednovius.com\/healthcare-provider-engagement-what-to-consider-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">the pain points found in the market.&nbsp;<\/a><\/strong><\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"has-text-align-center wp-block-heading\" style=\"font-size:46px\"><strong>Stages in a customer\u2019s buyer\u2019s journey<\/strong><\/h3>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" style=\"font-size:44px\"><strong>1 &#8211; Awareness stage<\/strong><\/h4>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>This is the stage that motivates the consumer into a <strong><a href=\"https:\/\/www.rednovius.com\/omnichannel-engagement-and-its-impact-on-pharma\/\" target=\"_blank\" rel=\"noreferrer noopener\">search journey<\/a><\/strong>. Here we identify the main pain points and\/or problems. The consumer moves then from identification into the interest phase where a solution is sought.&nbsp;<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" style=\"font-size:44px\"><strong>2 &#8211; Consideration stage<\/strong><\/h4>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>When the customer reaches the consideration stage, he is ready to put in comparison the <strong><a href=\"https:\/\/www.rednovius.com\/hcp-engagement-3-benefits-of-a-blended-approach\/\" target=\"_blank\" rel=\"noreferrer noopener\">different solutions<\/a><\/strong>. Many will take a look at the ones out there in the market. Search becomes an integral component of the process. Afterward, the consumer is ready and willing to engage with the different brands in the market.&nbsp;<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\" style=\"font-size:44px\"><strong>3 &#8211; Decision stage&nbsp;<\/strong><\/h4>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>After thorough analysis and consideration, the consumer reaches the decision stage. Perse, is the \u201cmoment of truth\u201d that can either culminate in success, a sale, or failure. All in all, it is at this stage that the customer commits to a <strong><a href=\"https:\/\/www.rednovius.com\/2022-top-guidelines-for-hcp-engagement\/\" target=\"_blank\" rel=\"noreferrer noopener\">specific solution (brand)<\/a><\/strong>.&nbsp; This justifies the reasons for the purchase.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" style=\"font-size:44px\"><strong>The benefits<\/strong><\/h4>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The right identification and consideration of the customer\u2019s buyer journey are important to pharma marketing teams. After all, they are now facing the impact of the <strong><a href=\"https:\/\/www.rednovius.com\/pharma-communication-new-normal-urgency\/\" target=\"_blank\" rel=\"noreferrer noopener\">digital shift.<\/a><\/strong> Through it, it is possible to produce content that is relevant to the consumer.&nbsp;<\/p>\n\n\n\n<p>Maximizing, in that way its potential in generating new leads and strengthening your brand\u2019s awareness and positioning near the <strong><a href=\"https:\/\/www.rednovius.com\/gen-z-a-new-target-in-pharma\/\" target=\"_blank\" rel=\"noreferrer noopener\">intended target audience<\/a><\/strong>.&nbsp;<\/p>\n\n\n\n<p>It further paves the way for:<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>A greater understanding of the market and the <strong><a href=\"https:\/\/www.rednovius.com\/how-to-succeed-going-omnichannel-in-pharma\/\" target=\"_blank\" rel=\"noreferrer noopener\">existing pain points<\/a><\/strong>, as well as gaps in demand and offer;<\/li><li>Knowledge of the customer base and its needs;<\/li><li>Acknowledging products that are in greater demand in the market;<\/li><li>Identifying what the competition is doing and what it has to offer.&nbsp;<\/li><\/ul>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Pharma companies will move closer toward a <strong><a href=\"https:\/\/www.rednovius.com\/customer-centric-approach-in-pharma\/\" target=\"_blank\" rel=\"noreferrer noopener\">customer-centric approach<\/a><\/strong>.&nbsp; It takes both HCP and patients as consumers. Then adapting your content to the different stages in the journey to buy is crucial. We are going to show you some ways in which you can do it.&nbsp;<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"has-text-align-center wp-block-heading\" style=\"font-size:46px\"><strong>How to adapt your content to the different stages of the customer buyer&#8217;s journey<\/strong><\/h3>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>One thing about <strong><a href=\"https:\/\/www.rednovius.com\/pharma-communication-new-normal-urgency\/\" target=\"_blank\" rel=\"noreferrer noopener\">digital communication<\/a><\/strong> is relevance. One can only maintain it if it understands its audience and what stage in the buyer\u2019s journey it is. Only then, can one further motivate the consumer to travel down the funnel until the sale.&nbsp;<\/p>\n\n\n\n<p>When consumers start their journey, they often seek the Internet as a <strong><a href=\"https:\/\/www.rednovius.com\/patients-top-chosen-channels-for-information-gathering\/\" target=\"_blank\" rel=\"noreferrer noopener\">first resource<\/a><\/strong>. Online search engines are the preferred platform to start with. Through keywords, one discovers the topics of their interest.&nbsp;<\/p>\n\n\n\n<p>So, pharma marketers ought to adapt their <strong><a href=\"https:\/\/www.rednovius.com\/patients-top-chosen-channels-for-information-gathering\/\" target=\"_blank\" rel=\"noreferrer noopener\">content strategy<\/a><\/strong>. Specifically to the different stages in the customer buyer&#8217;s journey. And we\u2019re going to tell you some ways in which you can do it.&nbsp;<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" style=\"font-size:44px\"><strong>Awareness Stage<\/strong><\/h4>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Pharma marketers should take the audience\u2019s pain points and needs as the guiding compasses to content creation. So, here your approach should be more generalized to industry-focused content and advertising.&nbsp;<\/p>\n\n\n\n<p>Some of the questions you might ask in your <strong><a href=\"https:\/\/www.rednovius.com\/pharma-marketing-3-patient-motivated-changes\/\" target=\"_blank\" rel=\"noreferrer noopener\">brainstorming sessions<\/a><\/strong> can be:<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>Who is our audience?<\/li><li>What are the existent gaps in the industry?<\/li><li>What are the specific needs and how can we meet them?<\/li><li>What are the topics and information of interest?<\/li><\/ul>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>After considering the answer to these questions you can move to content creation and the <strong><a href=\"https:\/\/www.rednovius.com\/patients-top-chosen-channels-for-information-gathering\/\" target=\"_blank\" rel=\"noreferrer noopener\">type of channels to pursue<\/a><\/strong>. For the awareness stage, you do not want to be either too \u201csales-y\u201d or bland. The content needs to be informative, to spark interest within the customer.&nbsp;<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"has-text-align-center wp-block-heading\" style=\"font-size:34px\"><strong>What type of content hits the spot?<\/strong><\/h5>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>There are, then, different possibilities that pharma marketers can go for. Yet, Blog posts and <strong><a href=\"https:\/\/www.rednovius.com\/pharmaceutical-animation-how-this-helps-brands-tell-their-story\/\" target=\"_blank\" rel=\"noreferrer noopener\">videos<\/a><\/strong> are one great way to adapt your content to the consumer\u2019s stage in the buyer\u2019s journey.&nbsp;<\/p>\n\n\n\n<p>Blog posts, or articles, are easily shaped into <strong><a href=\"https:\/\/www.rednovius.com\/top-online-channels-for-hcp-education\/\" target=\"_blank\" rel=\"noreferrer noopener\">informative texts<\/a><\/strong>. These explore a myriad of relevant topics in the pharmaceutical industry. To match it with the consumer\u2019s needs, you must think of the questions that it might ask when confronted with its specific problem.&nbsp;<\/p>\n\n\n\n<p>To maximize the effectiveness of your <strong><a href=\"https:\/\/www.rednovius.com\/knowledge-translation-hcp-education\/\" target=\"_blank\" rel=\"noreferrer noopener\">blog posts<\/a><\/strong>, you should shape your content within SEO tools. The goal is to make it rank higher on search engines and reaches the right audiences.&nbsp;<\/p>\n\n\n\n<p>As for videos, these are now a <strong><a href=\"https:\/\/www.rednovius.com\/video-marketing-in-pharma-is-growing-see-5-ideas-for-your-brand\/\" target=\"_blank\" rel=\"noreferrer noopener\">trending marketing tool<\/a><\/strong>. One that is effective in capturing the attention of consumers, while imprinting in them a positive brand image.&nbsp;<\/p>\n\n\n\n<p>Believed to be used by over 80% of businesses in 2022, <strong><a href=\"https:\/\/www.rednovius.com\/video-marketing-in-pharma-is-growing-see-5-ideas-for-your-brand\/\" target=\"_blank\" rel=\"noreferrer noopener\">videos are a marketing tool always worth considering<\/a><\/strong>. Especially in the pharmaceutical industry.&nbsp;<\/p>\n\n\n\n<p>Videos are great at maximizing attention while simplifying complex content, into <strong><a href=\"https:\/\/www.rednovius.com\/explainer-videos-how-to-successfully-create-your-first\/\" target=\"_blank\" rel=\"noreferrer noopener\">easy-to-digest information<\/a><\/strong>. Hence why it is the perfect consideration for this stage in the buyer\u2019s journey. As the consumer searches for an answer to its questions, you can present it with an animation that demystifies such complex problems into an understandable explanation.&nbsp;<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong>Did you know that 86% of marketers declare <a href=\"https:\/\/www.rednovius.com\/book-expert-session\/\">video to have helped them generate leads<\/a>? Try <a href=\"https:\/\/www.rednovius.com\/book-expert-session\/\" target=\"_blank\" rel=\"noreferrer noopener\">PatientVisual<\/a> and make sure to awe your audience with <a href=\"https:\/\/www.rednovius.com\/pharmaceutical-animation-how-this-helps-brands-tell-their-story\/\" target=\"_blank\" rel=\"noreferrer noopener\">bite-sized animated videos<\/a>!&nbsp;<\/strong><\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>But remember, consumers at this stage don\u2019t know your brand. Before they commit to you, they have to know who you are and what missions and values you follow. So this must reflect in your blog posts and activity throughout the content displayed on your platforms.&nbsp;<\/p>\n\n\n\n<p>All in all, the awareness stage is all about value-packed content with no sales pressure!<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" style=\"font-size:44px\"><strong>Consideration Stage&nbsp;<\/strong><\/h4>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The consideration stage is a determining step in a customer\u2019s buyer journey. It is at this point that comparisons between brands start. Then the consumer carries out a thorough analysis. So, this is a unique moment for you to adopt the right content. Especially to stand out from the competition and make your USP (unique selling point) a <strong><a href=\"https:\/\/www.rednovius.com\/customer-centric-approach-in-pharma\/\" target=\"_blank\" rel=\"noreferrer noopener\">top-of-the-mind priority<\/a><\/strong>.<\/p>\n\n\n\n<p>You have helped consumers identify their problems. Now you ought to provide it with information that shows your product and\/ or service as the right solution to follow. But how can you effectively do this?<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"has-text-align-center wp-block-heading\" style=\"font-size:34px\"><strong>What to consider regarding the content<\/strong><\/h5>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Before stepping up to create your content. You must consider:<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>Customer reviews on competitor websites;<\/li><li>SEO-friendly tools when planning to <strong><a href=\"https:\/\/www.rednovius.com\/content-marketing-in-pharma-how-to-get-it-right\/\" target=\"_blank\" rel=\"noreferrer noopener\">create your content<\/a><\/strong>; and<\/li><li>Regular tracking of the activity on your website.<\/li><\/ul>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>It is important to take these dynamics onboard. This is to maximize the <strong><a href=\"https:\/\/www.rednovius.com\/content-marketing-in-pharma-how-to-get-it-right\/\" target=\"_blank\" rel=\"noreferrer noopener\">potential of your content<\/a><\/strong>. As well as its effectiveness in promoting your brand and products.&nbsp;<\/p>\n\n\n\n<p>When in the consideration stage, consumers want to know as much as they can about a product. Specifically its features, and contraindications, but mostly efficacy.&nbsp;<\/p>\n\n\n\n<p>It&#8217;s important to have access to <strong><a href=\"https:\/\/www.rednovius.com\/digital-natives-hcp-a-successful-engagement\/\" target=\"_blank\" rel=\"noreferrer noopener\">easy-to-understand information<\/a><\/strong>. Especially on topics that can provide the necessary content. Explainer videos are great at doing that.&nbsp;<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"has-text-align-center wp-block-heading\" style=\"font-size:34px\"><strong>Why videos are a great option<\/strong><\/h5>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Explainers are short <strong><a href=\"https:\/\/www.rednovius.com\/pharmaceutical-animation-how-this-helps-brands-tell-their-story\/\" target=\"_blank\" rel=\"noreferrer noopener\">animated videos<\/a><\/strong> that you can include on your digital platforms. They are a way to maximize engagement with your audience. All while potentializing an educational experience. In an explainer you can let in your consumer, be it an HCP or patient, on products:<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul><li>Key features and components;<\/li><li>Efficacy;<\/li><li>MOA (mechanism of action); and<\/li><li>Contraindications\u2026<\/li><\/ul>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong>Did you know that <a href=\"https:\/\/www.rednovius.com\/pharmaceutical-animation-how-this-helps-brands-tell-their-story\/\" target=\"_blank\" rel=\"noreferrer noopener\">74% of videos<\/a> created in 2021 were explainers? Now you start integrating it into your strategy too! Try today PubVisual for free.<\/strong><\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Another content format that might particularly benefit HCP, further influencing their decision-making, are original research and reports. Pharma companies are home to expertise and valuable data. When capitalized can be useful for <strong><a href=\"https:\/\/www.rednovius.com\/2022-best-marketing-strategy-looking-back-to-move-forward\/\" target=\"_blank\" rel=\"noreferrer noopener\">marketing strategies<\/a><\/strong>.&nbsp;<\/p>\n\n\n\n<p>By developing your original research and sharing reports, you can set your company apart from the competition. All while demarking yourself as an industry leader. Such will be highly valued by the consumer.&nbsp;<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\" style=\"font-size:44px\"><strong>Decision Stage&nbsp;<\/strong><\/h4>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Finally, the ride or die moment. Is your product the chosen one? It is here that you have to give it all in and <strong><a href=\"https:\/\/www.rednovius.com\/knowledge-translation-hcp-education\/\" target=\"_blank\" rel=\"noreferrer noopener\">convert the consumer<\/a><\/strong> towards your brand and products.&nbsp;<\/p>\n\n\n\n<p>So, in this final stage, it is important to ensure your content is capable of answering any final questions that your consumers might have. What will do the trick that will lead them into buying your product?&nbsp;<\/p>\n\n\n\n<p>First, you answer the most common questions. By including a FAQs section on your website or other digital platforms, you can erase most doubts. Through these, you can assess <strong><a href=\"https:\/\/www.rednovius.com\/knowledge-translation-hcp-education\/\" target=\"_blank\" rel=\"noreferrer noopener\">most pain points of your product<\/a><\/strong>. From purchase conditions to side-effects and consumption rules.&nbsp;<\/p>\n\n\n\n<p>At this stage, it is also beneficial to display product landing pages that are functional. Including reviews and testimonials that can further push the consumer into <strong><a href=\"https:\/\/www.rednovius.com\/2022-best-marketing-strategy-looking-back-to-move-forward\/\" target=\"_blank\" rel=\"noreferrer noopener\">trusting your brand<\/a><\/strong>.&nbsp;<\/p>\n\n\n\n<p>It is important not to forget that your values and voice are important throughout the whole stage. These are what make your brand <strong><a href=\"https:\/\/www.rednovius.com\/healthcare-provider-engagement-what-to-consider-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">stand out from the competition<\/a><\/strong>. Perse, these are what turns your brand unique. And to Gen Z, this is particularly important. In the US, Gen Zers make up 40% of U.S. consumers.<\/p>\n\n\n\n<p>Furthermore, this generational cohort values third-party opinions. According to ZeroCater, 30% of Gen Z relies on real customer experience to get information on a brand. Therefore, including reviews and testimonials on your <strong><a href=\"https:\/\/www.rednovius.com\/healthcare-trends-for-patient-engagement-in-2022\/\" target=\"_blank\" rel=\"noreferrer noopener\">digital platforms<\/a><\/strong> and website will only benefit your brand and contribute to a greater generation of leads.&nbsp;<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center\"><strong>To learn more about <a href=\"https:\/\/www.rednovius.com\/gen-z-a-new-target-in-pharma\/\" target=\"_blank\" rel=\"noreferrer noopener\">Gen Z<\/a> and its role in the <a href=\"https:\/\/www.linkedin.com\/company\/rednovius\/about\/\" target=\"_blank\" rel=\"noreferrer noopener\">pharmaceutical industry<\/a>, <a href=\"https:\/\/www.rednovius.com\/gen-z-a-new-target-in-pharma\/\" target=\"_blank\" rel=\"noreferrer noopener\">click here<\/a>.&nbsp;<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Content is the bridge between brands and audiences. It adds value and credibility to a company\u2019s marketing efforts&#8230;<\/p>\n","protected":false},"author":2,"featured_media":7675,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"categories":[71,73,54,75],"tags":[293,294,291,90,37,107,268,95,292,166,22,165,167],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Adapt Your Content To The Different Stages of Customer Buyer\u2019s Journey<\/title>\n<meta name=\"description\" content=\"Content is the bridge between brands and audiences. 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