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What Can Go Wrong if You Ignore Your Pharma Content?

by Julita Pataleta
by Julita Pataleta

Existing as a pharma brand requires a well-thought-out digital marketing strategy. To improve your results, you need to communicate well with your clients.

The creation of EBM materials is a must but is quite the challenge all in itself.  You no longer can just provide your recipients with information; you must turn it into engaging content one is interested in consuming. 

What may happen if you don’t prepare your content carefully? 

Most likely, people won’t be interested in it. As a result, your traffic and reach will decrease. 
The question that you should continuously be asking is how can I successfully communicate with my audience? How could I attract people with my pharma content? Let’s take a look at some strategies. 

The power of language

Language can be your worst enemy or best friend. Why? Inappropriate style may decrease the quality of your content and discourage your visitors and recipients from sticking around or returning. What is one of the biggest mistakes one can make while creating content-copying phrases from (re)sources instead of rewriting and paraphrasing them. 

What your recipients won’t be interested in? 

  • intricate facts with advanced terminology that is difficult to understand;
  • scientific jargon;
  • too long materials (people will probably give up reading before they reach the end);
  • a wall of text (headings, highlights, bullet points are your friends!);
  • generalized content / no specific target audience – information directed at everybody is directed at nobody. It’s crucial to address your target group directly.

Those are the essential points you need to avoid if planning pharma content creation:

points

Make friends with visuals

Do you think writing comprehensive content based on EBM and recent scientific reports is enough to catch the attention of medical recipients? Not at all! Words can be a type of weapon you use on your content battlefield, but you won’t win the battle with only one type of weapon. In the era of visual materials flooding the Internet and social media, graphical content must go hand in hand with the written word –  you must not forget this. Visuals are the key to keep your reader’s attention and explain intricate issues. Graphs, clear schemes, un-obvious photos – all these elements drive the meaning to the text. Without them, your content won’t grab the intended or sufficient attention.

Unreliable materials

Research is a vital part of your pharma content creation process. Imagine what would happen if you were to use unreliable sources to gain medical data? You would lose credibility and recipients. A decreased number of readers would carry serious business implications – lower traffic means fewer clients. 

research

Apart from the worsening sales record, content errors compromise the brand's status on the market. Who would believe in what the product offers if the marketing content lacks credibility? Not to mention the legal consequences that might follow if you don’t check your sources.

Here’s what you must do to avoid such scenarios: careful research using well-known databases, such as PubMed or Web of Science. Recent scientific reports with groundbreaking knowledge and credible affiliation are what you must look for.

Copywriting is not copying 

Looking for inspiration is always a good idea. However, reproducing somebody’s work without giving them credit is plagiarism and carries severe legal consequences. With such a move, one can get two strikes at once; besides paying the penalty, who wants to read duplicated material? Nobody. The goal is to introduce a new angle, interpretation, or point of view. 

interpretation

Lost in the Google’s Ocean

Can you guess a common reason for the low traffic on your website? People don’t know about it and cannot find it! According to data, on average, 7.5 million blog posts are published each day [5]! Therefore, to get noticed, you need to exercise a good deal of effort. You can start by creating, updating, or upgrading the SEO and social media.

publications

You cannot afford to let your text disappear into the abyss of the Internet’s universe.  This is where SEO and social media come to the rescue. 

SEO

SEO, or the ‘search engine optimization,’ is a way of helping you to increase the frequency of being at or the top of the search result during an internet search. In other words, while using SEO, the probability of an article being found by a potential customer is much higher than without that process being optimized. How to do that? Remember to put key phrases – not only in the main body of the text but also in the title. This will significantly improve the visibility of your content on the internet. 

some

It is also crucial to make the brand noticeable and meet potential customers in their own comfortable and frequently visited space. A great tool to improve communication with recipients is the appropriate use of social media. Well-run Facebook and Instagram accounts are the brand's face and business cards. Especially in the era of an increasing number of digital doctors.

The impact of unsuccessful content creation on your brand’s status

All in all, what can go wrong if you ignore your pharma content production? 

  • inappropriate language – your message won’t come across to your audience
  • a wall of text boring readers – recipients will probably quickly give up and leave
  • duplicated materials – no one will be attracted by reproductions or exact copies of content they saw somewhere else 
  • your content can get lost on the Internet – make sure to give people a chance to find and read your text!


While digital marketing is no longer a song of the future, being aware of the major aspects of medical content writing will help you step with your brand into the 21st century. Take advantage of well-designed, carefully crafted content. If you still don’t feel confident in this area? Contact us. We will help you deliver your coverage, create professional, high-quality materials and increase the number of recipients. 

References:

  1. R. Kapur, The usage of language in enhancing communication process, University of Delhi, 2020
  2. Yanqiu Ou, Can artificial intelligence-assisted auscultation become the Heimdallr for diagnosing congenital heart disease?, European Heart Journal - Digital Health, 2021; ztab016
  3. Emily P. Mihalko, Megan Sandry, Nicholas Mininni, Kimberly Nellenbach, Halston Deal, Michael Daniele, Kamrouz Ghadimi, Jerrold H. Levy, Ashley C. Brown. Fibrin-modulating nanogels for treatment of disseminated intravascular coagulation. Blood Advances, 2021; 5 (3): 613
  4. https://searchengineland.com/guide/what-is-seo (last access: 24.06)
  5. https://letter.ly/how-many-blog-posts-are-published-per-day/ (last access: 24.06)
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