Pharma content: How to make messaging that matters

Pharma content: How to make messaging that matters “The greatest wealth is health.”

The Roman poet Virgil said that more than 2,000 years ago, and you know what? It’s still every bit as relevant today as it was during his time. Money, possessions, experiences — they’re all meaningless if you don’t have your health.

But if your health is so important, why is it so hard to get people to pay attention to healthcare messaging? That’s the question professionals across the pharma industry are asking. Despite offering solutions that can alleviate pain, improve a person’s well-being or even save a life, pharma content goes unread by most people. So what gives?

Despite the way it sounds, it’s not up to the readers to fill this gap; it’s up to us. Readers naturally want to learn more about the solutions the healthcare industry can offer. They want to know how they can relieve pain and improve their lives. But too often we bury those important details among challenging terminology and marketing messages they simply don’t want to wade through.

So how do you determine whether your content is useful to your readers? Start by asking these questions of every piece of material you create.

Is it authentic?

What do you have to say that’s new or unique? If the answer is nothing, then you shouldn’t bother wasting your time or your readers’. The world is saturated with rehashed marketing content. Create lively, valuable and fresh material, however, and readers will believe your messaging is actually worth their time.

Is there too much jargon?

Industry speak isn’t always a bad thing, and in cases of compliance regulation, it’s necessary. Remember, though, that your audience may not be as versed in the terminology as you are. Always try to explain things as clearly and directly as possible. A perfect example of this confusing jargon is the typical closing statement that advises people to “see their healthcare provider.” It’s an all-encompassing term, of course, but many patients misconstrue this to mean they should contact their insurance company. You can eliminate this confusion simply by directing them to speak with their doctor, pharmacist or nurse instead.

Is it relatable?

If the centerpiece of your pharma case study is the product, you’re doing it wrong. Readers want to read about people, not props. Focus your story instead on the patients themselves. Show how their story, their challenges and their health improvements are related to your product. Give your readers a protagonist they can identify with and they’ll give you their time.

Is it brief?

Say what you need to say quickly. If it’s not essential, cut it.

Is it shareable?

Great content survives past its initial posting date thanks to earned media and social shares (the so-called “long tail”). Because of this, all content you develop should be created with this in mind. Provide insightful knowledge, offer an interesting opinion and query readers for their own opinions when you’re done. A combination of any or all of these tactics will encourage engagement with your piece and prolong its market exposure.

Start creating dynamic content today

How important is quality content to your marketing efforts? Consider this, research from the Custom Content Council shows 70 percent of users prefer to read content messaging over traditional advertisements. To create your own quality content, make sure each piece successfully answers the five questions above. It's an extra step but you'll find it's worth the effort, because the greatest wealth is health and that makes your message invaluable.

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