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Content Marketing for Life Sciences Organizations: A Crash Course

Content is often hailed as an essential ingredient to a successful marketing plan and overall customer experience. But what defines success greatly differs depending on the industry. When it comes to Life Science, content marketing success can be measured by cultivating a favorable brand reputation, increasing online leads and maybe most importantly, by building trust with both your patients and stakeholders.

A content marketing plan that ticks all the boxes doesn’t happen overnight; it takes careful planning and preparation before you even start writing. It’s a careful balancing act; where each piece of content lives -- online, off line, across channels, etc. -- and how will your customers, patients and/or prospects interact with it, all the while making sure the content you’re delivering is interesting, informative and relevant to the targeted audience.

Boston Interactive, a digital marketing agency and Acquia partner, has perfected the art of a successful content marketing strategy for healthcare. This strategy has been outlined in their eBook The Healthcare Marketers' Guide for Creating a Content Marketing Strategy and has been shown to produce results for their clients.

The Healthcare Marketers' Guide for Creating a Content Marketing Strategy

Here are some of Boston Interactive’s recommendations for content marketing success.

Keep Your Audience Top-of-Mind

Your audiences should be the focal point of every business decision you make – especially prospective customers/ patients. Conversion is not enough; in the competitive healthcare space, you need to foster brand loyalty. But how do you build loyalty and trust if you have several different audiences that you’re catering to? By segmenting them into personas, grouping them together by similar traits and qualities to help you create tailored, relevant content. If this sounds daunting, don’t fret; there are personalization tools like Acquia Lift, for example, that help make the process of segmentation and tailored content delivery much easier.

Once you’ve segmented your audience into personas, the next step to understand the goals of each group. Understanding your audience goals will naturally unveil their challenges as well.

Boston Interactive’s client, Vertex Pharmaceuticals, had a unique set of personas. To address the needs of each defined persona,Boston Interactive identified unique triggers, user goals, channels, barriers and success factors, enabling the creation of tailored content to each persona’s needs.

Personas for Vertex

Build Your Content Marketing Team

With your audiences segmented and each persona’s goals clearly defined, the next step is to build a team to meet your content requirements. As you move into filling your content needs, you should consider the following:

  • Who are your content creators?
  • What kinds of content are you looking to produce?
  • How much content do you need?
  • How often will you create new content vs. refresh existing content?
  • What is the review process?
  • What metrics will determine the success of your content?

Clearly defined planning upfront creates a well-oiled content machine within your marketing organization. Make sure to outline and define your strategy, roles and guidelines so that your entire team is on the same page. With a solid content governance plan, workflows, and processes will help lower communication errors and increase productivity.

Map Content Across The Customer Journey

Boston Interactive aligns with best practices for customer journey mapping, dividing the journey into four stages: awareness, interest, consideration, and conversion. Throughout each of these stages, your prospective customers/ patients should receive increasingly tailored and specific content that will ultimately bring them closer to converting to a one-time customer or long-term client.

It is important to note that even though you’ve segmented your audience into personas, their needs will continue to change as they move throughout the buying process and funnel you establish. A good content marketing strategy will be aware of these stages and try to reach buyers with the right content at the right time, while simultaneously nurturing a prospect towards purchase.

For Vertex Pharmaceuticals, Boston Interactive created journeys around Vertex’s established personas followed by serving up relevant content by journey stage on the way conversion.

Persona triggers

These solutions are essential to create a strong, long-lasting relationship between a company and its clients. To learn more about Vertex and how to develop a strong content marketing strategy of your own, download Boston Interactive's complete guide here.

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