Now is the Time for Life Science Firms to Adapt to an Omnichannel World
Treatment information is being dispersed more quickly, among more participants and on more platforms than ever before. As a result, Life Science marketers are struggling to cope with empowered stakeholders in an omnichannel, digitally-enhanced environment. The pace continues to accelerate, yet few Life Sciences marketers have built a comprehensive, effective content strategy for reaching those who influence treatment adoption.
At many Life Sciences companies, an archaic messaging paradigm continues to dominate methods for interacting with key stakeholders. Messages focus on a motivating promise and the primary emotional and functional reasons for treatment promotion. However, one-way messaging hinders the interactive dialogue among influencers which characterizes today’s omnichannel world. This is particularly true in evaluating treatments for chronic conditions, as patients have taken on a greater role in treatment evaluation and have effectively multiplied the number of influencers.
The Life Science brands that fail to adapt to the more interactive, omnichannel world, risk losing relevance among their core audiences. By missing out on important conversations happening in real time on social media or by failing to provide information regarding treatment benefits and associated risks, these brands will miss opportunities to match their treatments to the needs of patients who have and want to share their unique needs.
Building the relevance that accelerates treatment adoption and boosts adherence requires a robust content strategy that is effectively implemented.
A content strategy must define the brand’s plan to deliver content to target patient and physicians based on their functional and emotional needs at each step in the process of adoption and adherence. The content delivered should adapt to segment profiles, by each step in the journey and by channel.
Effective implementation is about setting up the appropriate mechanisms to deliver targeted, content to the right people at the right time. Just as important, it is about harnessing, connecting and curating content generated by other treatment influencers and patients. Metrics, governance, systems and methods to test and learn are all required for ongoing content improvement.
It’s important to be aware of and select the most appropriate content archetype for your objectives at each step in the journey to treatment adoption and adherence. Omar Akhtar, Senior Analyst at Altimeter, a Prophet Company and Mat Zucker, Partner at Prophet, have developed a useful set of content archetypes that are outlined in their report, “Key Elements for Building a Content Strategy.” The archetypes were built based on cross industry research and include examples from outside and inside pharmaceuticals. These elements of a content strategy are applicable to companies that conduct medical testing or produce medical devices as well.
As you read clockwise through the chart above, think about your patient’s journey from discovery to treatment adoption and adherence. These archetypes don’t encompass all possible content possibilities or address the myriad of ways that content can be deployed in various channels. But, they do expand the view of the possibilities to frame and implement a comprehensive shift from messaging to content in the Life Sciences.