The document discusses the role of content marketing in strengthening relationships with healthcare professionals and patients. It outlines how the field of pharma marketing has evolved from traditional methods to increasingly utilize content marketing approaches. Content marketing is described as a strategic approach that focuses on creating and distributing valuable content to attract and engage a clearly defined audience to ultimately drive business outcomes. The document also examines how consumer habits and the rise of social media are shaping the use of content marketing in the healthcare industry.

1. The role of content marketing
“In strengthen relations with healthcare professionals and patients”
Hosam Badr
Marketing director
Gulf Pharmaceutical Industries

15. "The world is changing very fast. Big will not beat
small anymore. It will be the fast beating the slow." -
Rupert Murdoch
The World is changing

16. The medical Representative evolution
Shohei Ninomiya
(1912)

17. The Pharma Marketing evolution
"Pharma Marketing Blog: The Year 2014 in Images." 2014. 19 Mar. 2016
<http://www.slideshare.net/johnmackjr/pharma-maketing-blog-the-year-2014-in-images>
“Nobody reads ads. People read what interests them.”
—Howard Gossage

18. The Pharma Marketing evolution

19. The past Doctor and The Pharma

20. The present Doctor and the Pharmas

21. "Traditional Publicity VS Content Marketing | Infographic ..." 2012. 19 Mar. 2016
<http://marketinghits.com/blog/traditional-publicity-vs-content-marketing-infographic/>

22. Content marketing
"What is Content Marketing? - Content Marketing Institute." 2012. 19 Mar. 2016
<http://contentmarketinginstitute.com/what-is-content-marketing/>
Strategic marketing approach focused on creating & distributing
valuable, relevant, and consistent content to attract & retain a clearly-
defined audience & ultimately, to drive profitable customer action

23. The Pharma Marketing evolution

24. "Your Best Year Ever: How To Drive 20,000 Visitors To Your ..." 2016. 15 Mar. 2016
<http://neilpatel.com/2016/01/30/your-best-year-ever-how-to-drive-20000-visitors-to-your-blog-in-90-days/
Content Marketing
What interest them
What you want to say

25. Relationship Building Through Content
"Traditional Publicity VS Content Marketing | Infographic ..." 2012. 19 Mar. 2016
<http://marketinghits.com/blog/traditional-publicity-vs-content-marketing-infographic/>
Engage Understand

26. Types of Content Marketing Strategies
"Content Marketing - E-Intellisense." 2015. 15 Mar. 2016
<http://www.e-intellisense.com/content-marketing/>

27. The content marketing mattress
"The 6 Rules of Product Content Marketing to Propel Your ..." 2014. 8 Mar. 2016
<https://www.hallaminternet.com/assets/>

28. Content Marketing Channels
"The 6 Rules of Product Content Marketing to Propel Your ..." 2014. 8 Mar. 2016
<http://www.jeffbullas.com/wp-content/uploads/2015/03/>

29. What is The Difference
Why We Need To Change

30. The World is changing

31. The World is changing

32. The World is changing

33. "The 6 Rules of Product Content Marketing to Propel Your ..." 2012. 8 Mar. 2016
<https://contentmaximiser.com/wp-content/>

34. Consumer Habits
"Content Marketing Examples, Trends 2012." 2012. 14 Mar. 2016
<http://contentmarketinginstitute.com/2012/12/content-marketing-trends-2012-examples/>

35. "Content Marketing Infographic | Demand Metric." 2013. 15 Mar. 2016
<http://www.demandmetric.com/content/content-marketing-infographic>
Consumer Habits

36. "Content Marketing Infographic | Demand Metric." 2013. 15 Mar. 2016
<http://www.demandmetric.com/content/content-marketing-infographic>
Consumer Habits

37. The Top 10 content channels
"Content Marketing - Online Marketing & Website Design ..." 2015. 14 Mar. 2016
<http://www.siteweb.co.za/content-marketing/>

38. "The 6 Rules of Product Content Marketing to Propel Your ..." 2014. 8 Mar. 2016
<http://metaventuregroup.com/content-marketing-demand-generation-6-rules-product-content/>
Consumer Habits

39. "Compelling Content: 3 Key Points from the Consumer POV 2013." 15 Mar. 2016
<http://cdn.business2community.com/wp-content/>
Consumer Habits

40. The World is changing

41. "The 6 Rules of Product Content Marketing to Propel Your ..." 2014. 8 Mar. 2016
<http://www.jeffbullas.com/wp-content/uploads/2015/03/>

42. "Your Best Year Ever: How To Drive 20,000 Visitors To Your ..." 2016. 15 Mar. 2016
<http://neilpatel.com/2016/01/30/your-best-year-ever-how-to-drive-20000-visitors-to-your-blog-in-90-days/

43. Traditional Marketing…

44. "Your Best Year Ever: How To Drive 20,000 Visitors To Your ..." 2016. 15 Mar. 2016
<http://neilpatel.com/2016/01/30/your-best-year-ever-how-to-drive-20000-visitors-to-your-blog-in-90-days/

45. Social Media Use in the Middle east
“Social Media Usage in Middle East - Statistics and Trends”, 2014, . 27 Mar. 2016
http://www.go-gulf.com/

46. Social Media Use in the Middle east
“Social Media Usage in Middle East - Statistics and Trends”, 2014, . 27 Mar. 2016
http://www.go-gulf.com/

47. The Social Life of Health Information

48. 80%
have looked online for information
about any of 15 health topics
23%
of social network site users, have
followed their friends’ personal health
experiences or updates on the site.
"The Social Life of Health Information, 2011 - Pew
Internet ..." 2014. 23 Mar. 2016
<http://www.pewinternet.org/2011/05/12/the-social-life-of-health-information-2011/>
34%
have read someone else’s
commentary or experience about
health or medical issues on an online
news group, website, or blog
The Social Life of Health Information

49. Content Marketing in the Health Field
"Content Marketing in the Health Field | Insights | MSLGROUP." 2015. 15 Mar. 2016
<http://www.mslgroup.com/insights/2014/infographic-advancing-content-marketing-in-the-health-field/>

50. THE STATE OF CONTENT MARKETING: HEALTHCARE
"State of Healthcare Content Marketing - Contently - Content." 2015. 23 Mar. 2016
<https://contently.com/wp-content/uploads/2014/08/140814_State-of-Healthcare-Content-Marketing-1.pdf
500M
MOBILE
HEALTH
CARE
USERS
BY 2015
50%
of devices
WILL HAVE
A HEATLH
APPLICATI
ON BY
2018
45%
of consumers
said information
found via social
media would
affect their
decisions to
seek a second
opinion.
44%
of patients
WHO
RESEARCH
HOSPITALS ON
MOBILE
DEVICES
SCHEDULED
AN
APPOINTMENT
40%
of respondents
reported that
information found
via social media
would affect the
way they coped
with a chronic
condition or their
approach to diet
and exercise

51. Do Physicians use social Media
"Medscape Physician Lifestyle Report:
2012 Results." 2012. 28 Mar. 2016
<http://www.medscape.com/features/sl
ideshow/lifestyle/2012/public>
published by PMLiVE
(http://www.pmlive.com/phar
ma_intelligence/infographic_d
igitally-native_hcps_544275)

52. Health care content by marketing usage
"Research Finds Health Care Content Marketing Lags Two ..." 2012. 15 Mar. 2016
<http://www.business2community.com/content-marketing/research-finds-health-care-content-marketing-lags-two-years-behind-0335047>

53. "Research Finds Health Care Content Marketing Lags Two ..." 2012. 15 Mar. 2016
<http://www.business2community.com/content-marketing/research-finds-health-care-content-marketing-lags-two-years-
Health care content
by marketing usage

54. Content Marketing results
"Content Marketing Infographic | Demand Metric." 2013. 15 Mar. 2016
<http://www.demandmetric.com/content/content-marketing-infographic>

56. Best Value Channels
http://www.smartinsights.com/online-brand-strategy/multichannel-strategies/multichannel-marketing-options/
"Multi channel marketing options - Smart Insights Digital ..." 2014. 28 Mar. 2016
<http://www.smartinsights.com/online-brand-strategy/multichannel-strategies/multichannel-marketing-options/>

57. Inbound Marketing is more Cost Effective
"Executing a Pull Marketing Strategy - SlideShare." 2011. 28 Mar. 2016
<http://www.slideshare.net/KevinKrason/executing-a-pull-marketing-strategy>
OUTBOUND
(Push)
Telemarketing
Trade Shows
Direct Mail
Email Blasts
Print Ads /
Press Releases
Television /
Radio
INBOUND (Pull)
Search Marketing
Blogging
Social Media
RSS/Content Syndication
Articles, Ebooks, White Papers
Videos / Presentations

58. Inbound Marketing is more Cost Effective
"Health And Pharmaceuticals Should Keep Sticking With Content Marketing “ 2015. 28 Mar. 2016
http://cdn2.business2community.com/wp-content/uploads/2015/10/healthcare_and_pharma.jpg.jpg

59. Inbound Marketing is more Cost Effective
"Online Pharmaceuticals Marketing Effectiveness - CHART." 2014. 29 Mar. 2016
<http://trends.e-strategyblog.com/2014/07/31/online-pharmaceuticals-marketing-effectiveness/20502>

60. Is Marketing facing a paradigm shift?
"Survey: Is Marketing facing a paradigm shift? - Talkwalker ..." 2014. 28 Mar. 2016
<http://blog.talkwalker.com/en/survey-is-marketing-facing-a-paradigm-shift/

61. Content Marketing: The past, the present and the future
"Do You Need A Rainbow In Content Marketing?." 15 Mar. 2016
<http://www.business2community.com/content-marketing/do-you-need-a-rainbow-in-content-marketing-01268749>"Content Diversity In Online Marketing ... - Adweek." 2015. 28 Mar. 2016
<http://www.adweek.com/socialtimes/content-diversity-online-marketing/478048>

62. The Goals of Content Marketing
"Die Content Marketing Grundlagen für Unternehmen - Namics." 2013. 15 Mar. 2016
<https://blog.namics.com/2012/02/die-content-marketing-grundlagen-fur-unternehmen.html>

63. "The content marketing mix..." 2012. 13 Mar. 2016
http://www.pardot.com/wp-content/
The Goals of Content Marketing

64. Content Marketing Model
"The Content Marketing Pyramid: How to Generate More with Less" 2015. 12 Mar. 2016
<http://www.curata.com/blog/wp-content/>

65. The Biggest Content Marketing Challenge
"7 ways of using content marketing for your hotel - Redforts."
2015. 15 Mar. 2016
<http://digitalmediacube.com/images/copywriting-services.jpg/>

66. The Anatomy of Content Marketing
"The Anatomy of Content Marketing [Infographic]" 2013. 15 Mar. 2016
http://unbounce.com/content-marketing/anatomy/

67. The Benefits of Content marketing
"10 Content Marketing Statistics for 2014..." 2015. 12 Mar. 2016
http://resources.salespanda.com/showcase/10-Content-Marketing-Statistics-for-2014

68. The Benefits of Content marketing
"The 6 Rules of Product Content Marketing to Propel Your ..." 2014. 12 Mar. 2016
<http://experiencedestinations.com/wp-content//>

69. " Content With Intent: The Intersection of PR & Content Marketing, 2012." 15 Mar. 2016
< https://prnbloggers.files.wordpress.com/>
Content With Intent

73. A combination of Push and Pull is the
most effective Marketing strategy
Thank You

74. 1996 - 2008
2008 - 2010
2010 - 2016
1991 - 19981984 – 1990 1994 - 1996
2006 - 2008 2006 - 2016

75. 1980

76. 1985

77. 19901990

78. 2000

79. 2010

80. 2015

81. 1980

82. 4 51
Countries
across the
world
Continents
across the
world
Generic Manufacturer and Distributor in
MENA region with 15 state of the art facilities
A Leading
35 Years of Sustaining Health

83. Hosam Badr
Marketing director
Gulf Pharmaceutical Industries
The role of content marketing in strengthen relations
with healthcare professionals and patients”