Snackable, Searchable, Shareable: How Pharma Can Make Content That Sticks

An interview with one of our speakers at the 2nd Annual Pharma Commercial Excellence Summit, on the 2nd - 3rd of April 2025, at The Westin Madrid Cuzco.

How do pharma brands ensure their content is seen, trusted, and remembered in a noisy digital world?

1.????? How does employee engagement impact omnichannel marketing effectiveness?

Employee engagement is a critical driver of the company’s success and certainly in omnichannel effectiveness.

Here is how:

1)????? Consistent Brand experience across channels

Engaged employees take ownership of their roles and ensure consistency across all touchpoints — whether online or face-to-face. Their commitment and accountability help maintain the brand’s voice, messaging and service quality, which are essential for a successful omnichannel strategy.

2)????? Higher adoption of technology and processes

Omnichannel success depends on the seamless integration of technology and processes. Employees who are engaged are more willing to adapt to new tools, whether it’s a CRM system, advocacy tool, or a simple leads collection process at events.

3)????? Stronger Cross-channel collaboration

Omnichannel strategies require coordination between marketing, sales, IT, medical affairs, regulatory, legal, etc. When employees are engaged, they are more likely to communicate effectively and work together toward shared goals, reducing silos that can weaken the customer journey.

In my opinion, employee engagement is not just an HR metric — it directly impacts omnichannel effectiveness by improving brand voice, technology and processes adoption, and cross-functional collaboration.

Companies that prioritise “employee engagement”? create a workforce that is aligned, motivated, and ready to deliver seamless experiences across all customer touchpoints.

2. How can pharma stand out in a crowded digital space where healthcare misinformation is prevalent?

With over 20 years of experience in digital marketing, I can confidently say that the recipe for standing out in today’s crowded digital space is simple: Be There, Be Found, and Be Remembered.

Be There: Establish a Strong Presence Where Your Audience Engages

To build trust and authority, pharma companies must be where their audience is actively seeking information. Whether at congresses, on social media channels, in medical forums, or within professional networks, presence is key. If healthcare professionals or patients are discussing critical topics in these spaces, pharma companies need to be part of the conversation or at least present where the conversations are happening.

Be Found: Optimise Content for Searchability

If your audience can’t find you, you don’t exist in the digital world. Research shows that 90% of B2B buyers start their purchase journey with an online search (Oren Greenberg, 2024). This makes SEO optimisation non-negotiable. Pharma companies must ensure that their content is structured, discoverable, and indexed correctly so that when users search for reliable health information, they land on your trusted pages and resources instead of misinformation.

Be Remembered: Deliver Memorable Content from Trusted Sources as often as possible

To stand out, pharma companies must ensure their content is digestible, credible, and frequent. This pillar consists of three essential elements:

a. Snackable Content

The human attention span is approximately 8 seconds (Kevin McSpadden — Time.com, 2015), making it critical to create short, engaging, and easy-to-consume content. Healthcare professionals are extremely busy — instead of lengthy papers, break them into key takeaways, infographics, and short-form videos to ensure they engage with and retain the information.

b. Trusted Voices

In an era where misinformation spreads rapidly, employee advocacy and peer-to-peer information sharing remain the most powerful ways to build credibility. Pharma companies should ensure they have tools and processes to support both.

c. Frequency Matters

Users need 11.4 exposures to a piece of content before making a purchase decision (Forrester Research, Inc. and/or its subsidiaries). Pharma companies should maintain a consistent presence by publishing high-quality content frequently across multiple channels, ensuring their message remains at the top of the mind.

Final Thought:

Pharma’s ability to be there, be found, and be remembered is what will set it apart in an oversaturated digital space. By prioritising these three pillars, companies can combat misinformation effectively while strengthening their position as trusted and authoritative voices in healthcare.

3. Can employee advocacy be effectively implemented at a global scale, or should it be localised?

The short answer is yes, employee advocacy can absolutely be implemented at a global scale, but localisation is key to success. A one-size-fits-all approach won’t work across different markets, given variations in regulations, cultural nuances, and audience expectations.

To ensure a successful global employee advocacy programme, three key factors must be in place:

1. Create a Localised Content Environment

Employees should only see and share content relevant to their country. This prevents confusion and ensures compliance with local market needs.

This can be achieved through segmented content hubs or regional advocacy platforms, allowing employees to engage with localised content that resonates with their audience.

2. Ensure Compliance with Local Regulations

Pharmaceutical and healthcare regulations vary significantly by country. Content shared by employees must align with the specific legal and ethical guidelines of each market.

Companies must have clear approval workflows and content governance models to ensure that all shared materials meet local compliance standards.

3. Foster Strong Partnerships with Country Teams

Local teams must be actively involved in the advocacy programme. They understand market-specific challenges, audience behaviours, and regulatory restrictions better than a global headquarters team.

Engaging local teams early and bringing them into the journey ensures that advocacy efforts are both scalable and relevant.

Establishing regional advocacy champions can help encourage participation, provide feedback, and tailor strategies to fit local needs.

In summary, a global employee advocacy strategy is possible - but it must be built on localised execution. By ensuring country-specific content visibility, respecting local regulations, and working closely with regional teams, companies can scale advocacy while maintaining relevance, compliance, and engagement.

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Short speaker BIO:

Alessandra Tieghi-Krakowiak is a dynamic 360° international marketing executive with over 20 years of regional and global experience spanning marketing and product management in healthcare, medical devices, software, and pharmaceuticals.

Fluent in several languages, she brings a truly global perspective to her work, driving digital transformation and pioneering innovative omnichannel strategies in healthcare.

With a degree in Computer Science, Alessandra combines an analytical, coding-driven mindset with a strategic marketing approach, enabling her to tackle challenges with efficiency and innovation.