Just because you’re sending your brand’s key selling messages out to the market, doesn’t mean your customers will hear what you’re saying. After all, customers mostly do what they want to do, not what we want them to do.
If you want to align your customers with your brand, you need to understand what they want and give them something that they value that will help them get there. In exchange, they’ll give you something that you value most. Their business.
So being heard means positioning what you’re saying in terms that are aligned with what your customers really want.
Key to this insight, of course, is that your customers are not one homogenous group, but instead a varied and separate bunch with different needs, desires and motivations.
Thankfully, segmenting your customers into distinct groups is common practice in the Pharmaceutical Industry. What’s less common, however is truly tailoring what we’re saying to each segment, and that’s where a customised content strategy might just be the competitive advantage you’re looking for.
What does content success look like?
It’s important to remember that Pharmaceutical marketing is at its core a content business. And a content business deserves a proper content marketing strategy. That way, you can better understand what your different customer segments care about and how to position your brand to each of those segments in a relevant and compelling way.
As we know, the old Pharma “Share of Voice” model is long gone – these days, it’s not about just getting your message to as many people as possible as often as possible, but instead it’s all about getting the right message to the right people at the right time.
But how do you work that out?
Success lies in your ability to unearth something about your product that’s relevant to what your customers really care about. And since different customers care about different things, you need a plan that takes those different needs into account. In short, if you want to get your customers to engage more you need to understand what will move them.
If you don’t know the answers to these questions, you’re not alone. In fact, 70% of marketers lack a consistent or integrated content strategy (Altimeter). It’s no wonder CMOs at the largest technology companies report that building out content marketing as an organizational competency is the second most important initiative, only behind measuring ROI. (IDC)
The shape of targeted content
Content can take many shapes and forms. Knowing what content performs the best for any objective comes with experience. It all depends on how you use those elements and being committed to producing content that is genuinely created with your customers’ needs in mind.
By identifying those needs, and planning content for where your customers are on your prescribing continuum, you can accurately plan for the year ahead. And when you do, you’ll have greater control your message at every single touch point.
Developing your Content Strategy
Every one of our clients, without exception, has a brand plan in place which identifies their goals for the year ahead, including the key strategies and objectives that will help them get there. This is of course critical, and it serves as a useful foundation for us when we engage with our clients to discuss the scope of work for the year ahead.
Although most of our clients then build on those brand plans by applying elements of content marketing to develop their key messages and tactics, from our observations the process tends to be undertaken in a relatively ad hoc manner.
It’s a good start, but, there’s plenty of opportunity for improvement, and there’s a definite pattern of “one size fits all” when it comes to content development.
That’s why at Sudler Sydney, we have developed a Content Strategy workshop that helps to truly identify the most compelling messages and content opportunities for each of our clients’ customer segments.
The workshop involves key stakeholders from our clients (especially from the Marketing, Sales, and Medical teams, but also from any market research companies that are working on the brand). We help facilitate a clear understanding of the different needs and desires of the various customer segments, as well as what’s stopping them from engaging without content
Post-workshop we work in the background to create a content map and editorial calendar that is specifically focused on the individual customer segments, and this then gets dropped into a channel plan to enable our client to plan out their cycle communications as early as possible in the year. It’s surprising how often this approach yields content ideas that can achieve multiple objectives, as well as previously unforeseen opportunities for content development coming from pre-existing tactics.
If you think your brand might benefit from this approach, reach out to your account manager directly, or contact SudlerSydney@sudler.com