How good is your Content Marketing ?
Arun Natarajan
Marketing Leader with 20+ years of experience in IT, SaaS and Product marketing
Content marketing is a key aspect of the overall marketing strategy for pharma companies. They spend vast amounts of time and resources to develop content that educates and informs their customers. This content is then distributed through channels like iDetails, websites, print, newsletters, rep triggered emails, mass mailers and social media.
A key aspect of marketing in today’s data driven world is the ability to collect data, measure and analyse the effectiveness of marketing campaigns. Questions typically asked are:
- Did my customer find the content useful? Did he/she share it further with his/her network?
- What kind of engagement did the customer have with the brand?
- Was the content production efficient?
- Was the content effectively re-purposed for various channels and customer segments?
In an attempt to answer these questions, we at Indegene undertook a study of the top 20 pharma companies. The study was a combination of primary and secondary research. We leveraged publicly available sources of data as well as our primary research data. The result was a 2x2 content maturity matrix with customer experience on one axis and operational efficiency on the other.
Source: Washington Post
According to a Washington post report pharmaceutical firms spent far more money on sales and marketing than they did on R&D. Given all this expenditure one would expect the content generated to be of great value to their customers. Shockingly, our research found evidence that points to the contrary.
Approximately 75% of pharma customers (HCPs) did not feel that their content-related needs were being addressed adequately by their preferred channel.
This state of affairs is not surprising given the low level of marketing analytics adoption by pharma firms. In our study we found that only 10% of the pharma marketers have formal and robust analytics in place for capturing data regarding performance of different content across channels. Please read the full report for more insights.
10% of the pharma marketers have formal and robust analytics in place for capturing data regarding performance of different content across channels.
AstraZeneca, Pfizer, Novartis, Merck, Bristol-Myers Squibb, Bayer, GSK, Lilly, Amgen, Novo Nordisk, Sanofi, Boehringer Ingelheim, Celgene, Mylan, Teva, Allegran, Abbvie, Gilead, Roche and Shire are come of the companies covered in the report.
Click here to read the full report.