The pharmaceutical industry is known for being traditional, conservative, and burdened by regulations and protocols. These regulations make pharma marketers wary of embracing new approaches, including the growing trend toward content marketing. Despite being the term on everyone’s lips, content marketing has been sidelined by the industry either because they don’t fully know how to implement it or because they give up on it after not seeing immediate results.
Some Alarming Trensds in Health & Pharma Content Marketing
While health and pharma are highly regulated industries, the trends outlined below show significant opportunities for growth in the content marketing space:
- 43% of healthcare marketers plan to increase their content marketing spend over the next 12 months, compared to 54% for other industries.
- Healthcare marketers spend 23% of their total marketing budget on content marketing initiatives, compared to 31% for all marketers.
- The biggest content marketing challenge in health and pharma is producing enough content.
- Compared to other marketers, health marketers outsource content far more often, 63% versus 45% of marketers overall.
- 58% of health marketers use blogs, versus 74% for all marketers.
The question remains – how do health and pharma companies go about producing the right content, delivered to the right person, at the right time, and via the right medium? Here are 5 critical rules of engagement to consider when developing the right content marketing strategy for pharma:
