Is Healthcare Content Marketing Replacing the Role of a Medical Marketing Reps?

It’s not enough to just use medical content for your healthcare business. By using a data-driven strategy as well as implementing medical content within the wider framework of patient journey mapping, healthcare businesses can deliver great outcomes.



Introduction

Marketing representatives are almost ubiquitous in every industry. Representatives are a way for a company to directly communicate with its potential customers. Through representatives, companies hope to communicate their services and the benefits that they offer effectively.

Sounds dreadfully boring, doesn’t it? That’s why the use of marketing representatives has been declining over the past few years. Where large teams of representatives and sales person were once found in every corporation, today’s companies have pruned their sales and marketing processes to adapt to changing business environments.

The use of content marketing, digital marketing, and other new-age marketing process has also shown that marketing directly to customers can be done much more effectively without the constant use of marketing reps.

While content marketing and the use of healthcare content writing will not fully replace marketing reps in the coming days, the pharmaceutical companies that don’t shift to using content marketing will see adverse results.

Content Marketing

Content Marketing – what a wonderful word. Content marketing turns traditional marketing over its head. Instead of directly marketing to its potential customers, content marketing seeks to generate interest in a company’s products and services through sharing of information and content. Content marketing put simply is the process of attracting, engaging, and retaining audiences through the use of valuable and relevant content. This content can be in the form of articles, videos, podcasts, or other media.

Potential customers would be interested in learning more about the information being provided and would slowly build trust towards the company publishing such content. This results in a low capital but a high ROI marketing strategy that results in many more prospects being interested in the actual products and services of a company.

Content marketing has taken the world by storm in recent years, with the digital revolution making it much easier for companies to create and disseminate content to their targeted audience.

Content Marketing in the Healthcare Industry

The healthcare industry has always been an outlier when it comes to sales and marketing. Due to strict regulations and laws, marketing and advertising for pharma companies is a tight rope. Pharmaceutical companies have relied on direct marketing toward healthcare professionals by using medical marketing reps for that reason. Healthcare professionals value the personal connection they have with medical marketing reps, but while they wish to be still contacted by such representatives, an overwhelming majority of doctors today feel a need for change. Most healthcare professionals want to restrict such marketing meetings to only once a month, and two-thirds of the professionals in a recent survey didn’t think that such meetings would add value to their practice.

That’s where medical content comes to the rescue. While many imagine medical content as content that is only oriented towards patients and receivers of medical treatment, nothing could be further from the truth. Medical content is any content that is oriented toward medical topics. While a vast majority of medical content is indeed geared towards patients, a large body of work is also aimed at healthcare professionals, healthcare organizations, and more.

Pharma companies can use medical content to target the same crowd. By using content about their new drugs, pharma companies can not only build engagement and loyalty, but also clearly convey the benefits, uses, and other vital information in a quick manner. Using content marketing in a supplemental capacity with medical marketing reps allows pharma companies to still make personal connections with healthcare professionals. At the same time, pharma companies can get higher ROI through content marketing.

The use of engaging content like videos, infographics, short papers and more will also play into letting healthcare professionals be more interested in what pharma companies have to say as it takes less time out of their busy daily lives.

Conclusion

Healthcare content marketing is quickly emerging as the best choice for healthcare professionals to market and advertise their services. Healthcare marketing has always been complex and nuanced, but healthcare content marketing allows healthcare brands to truly ‘speak’ to customers and patients.

While pharma companies have traditionally relied on medical marketing reps to skirt clear laws on advertising and marketing, the changing nature of the healthcare industry makes it now possible for pharma companies to explore alternatives.

With BraveLabs, one of the best medical marketing agency, pharma companies are able to use content marketing to transition to the new age of digital first presence. As healthcare professionals increasingly feel that there is little value to constant meetings with medical marketing reps, using content is the way forward for pharmaceutical companies.

Contact us today to learn more about how content marketing can help your company.

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