Advancing Content Marketing in the Health Field

el Advancing Content Marketing in the Health Field MSLGROUP pharma © The Challenge The Discussion An Emerging Approach Recognizing the growing demand for content in the health sector, leaders 72% Recognize Avoid adhocracy Recruit early from the pharmaceutical, medical device and biotech fields convened in by starting with clear objectives that content adopters to marketing is a practice, not a campaign or a single project. serve as December 2013 for the first-ever and desired internal content marketing conference to business ambassadors. outcomes. of Internet users go online for answers to their health-related questions." address this issue. The Pharma Content Marketing conference served to bolster the Be clear on your Build a cross-functional team intent by knowing who you're trying to reach, what you're trying to tell them and why before you plan the "how." discussion around how this highly regulated industry might strategically engage its information-hungry audiences with relevant, timely and integrated content. The diverse group shared key takeaways to help the industry start the process of building effective health content marketing practices. D00 IN 5 1u5 that includes colleagues with medical, legal and regulatory backgrounds to better explain how to balance risk with increased reach. Internet users have consulted online reviews Share your and rankings of health service providers and treatments.' Become a storyteller and tailor content success to build Establish best practices and allies within your organization and the industry. oo00 KPIS to create an 10% before ROI. emotional 90% connection. The Premise The Future The use of social media for health information is especially high among Millennials, where 90% trust and engage with health information found through social media channels. While health is a regulated industry, there are still many opportunities to inform, educate and engage stakeholders through lively, relevant content. Health has been and always will be about people. Content marketing is about understanding and encouraging them to take 93% This information is intended to be the 23% first step to advance the conversation about content marketing in the field of health. Watch for further developments at subsequent ExL Pharma conferences, and follow @MSLGROUPNA, #PharmaContent and @ExLMarketing. Despite this demand, on average, health marketers allocate only 23% of their budgets to content activities. of marketers reported that they plan to use content marketing in 2014'. The discussion on the topic is bound to increase. action. 'Pew Internet: Health, 2013 *PwC's Health Research Institute (HRI), April 2012 Content Marketing Institute, 2012 CONTEN