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Pharma Content Marketing – Is Customer King Yet?

COVID-19 The Perfect Storm For Change

 
• By Vibha Ravi

With digital marketing initiatives becoming key to communication with health providers, COVID-19 has presented the perfect storm to place customers at the heart of content generation strategy in an industry long driven by its field force, feel executives who discussed challenges around content generation and appeal at a recent summit.

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The Customer Has To Be King For Content To Be Effective In Any Industry • Source: Shutterstock

Historically driven by agendas set by the field force rather than the needs of its customers, COVID-19 has presented the pharma industry with the perfect storm to shift from a push-oriented content strategy to one that is pull-driven, a panel of high-level executives said at a recent meeting.

In a stimulating discussion citing objects from wine bottles to umbrellas as examples to drive the point that content needs to be more relevant, engaging and attractively packaged, speakers at Indegene’s Digital Summit 2020 on 25 September attempted to view content through the lens of

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