This infographic shares key takeaways from the 2014 Content Marketing for Life Sciences Conference to help the health industry further enhance content marketing practices. Two or three years ago, content marketing was a novel concept in communications. But this year, content programs are more prevalent in our industry than in the prior year. Content this year is largely unbranded, very visual, and filled with inspiring patient-focused storytelling. Whether pharma, healthcare systems or devices and diagnostics – all kinds of organizations in health have found their way in the world of content marketing. Most communication programs are oriented to patients or consumers and some to healthcare providers. Content marketing for life sciences now offers an engaging and educational way to be a more informed consumer of health information and to help HCPs take action that will help improve their own or their patients’ lives. MSLGROUP hosted the second year of Content Marketing for Life Sciences Conference in Philadelphia, PA.

1. HCPs and SoMe
The Premise Content Marketing 2.0
HCPs rely on social media to… The Discussion
Keep up with healthcare news.
Engage with their peers.
Market their practices.
87%
#1
#2
#3
use it for professional
purposes, too.
of physicians use social media
for personal purposes.
67%
actively contribute medical
information weekly.46%
believe social media improves
the quality of patient care.60%
Two or three years ago, content marketing was a novel concept in communications.
But this year, content programs are more prevalent in our industry than in the
prior year.
Content this year is largely unbranded, very visual, and filled with inspiring
patient-focused storytelling. Whether pharma, healthcare systems or devices
and diagnostics – all kinds of organizations in health have found their way in
the world of content marketing.
Most communication programs are oriented to patients or consumers and some
to healthcare providers. Content marketing for life sciences now offers an
engaging and educational way to be a more informed consumer of health
information and to help HCPs take action that will help improve their own or their
patients’ lives.
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 actiOn.
Be relevant
Follow a process to deliver content
that is useful for your customers.
Be patient centric
Allow the person with the disease
to tell the story as only he/she can.
Become a storyteller
Orient your content in a way that can be
received and accepted by the customer.
Focus on design
Create an overall design that’s
consistent throughout your
content marketing program.
Listen to your customer
Social listening is imperative as it
gives an indication of the conversation
among the customer and helps make
brand content relevant.
Do your homework
Apply intelligence to content –
look at content that can be
repurposed and reused.
Challenge the value of
general awareness
Push back on “drive awareness
strategy”. Ask yourself, if my
customers know about my
product will they buy it?
Important to remember
Social media is about creating
experiences and building and
nurturing relationships.
2014 Content Marketing for Life Sciences Conference
KEY TAKEAWAYS TO HELP THE HEALTH INDUSTRY FURTHER ENHANCE CONTENT MARKETING PRACTICES