Why Content Marketing for Pharma Matters: Connecting the Dots
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Why Content Marketing for Pharma Matters: Connecting the Dots

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At the inaugural Content Marketing for Pharma conference in Dec. 2013, Intouch Solutions’ Nathan Stewart shared how to connect the dots between the needs of the customer, the needs of the channel, ...

At the inaugural Content Marketing for Pharma conference in Dec. 2013, Intouch Solutions’ Nathan Stewart shared how to connect the dots between the needs of the customer, the needs of the channel, and the needs of the business.

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Why Content Marketing for Pharma Matters: Connecting the Dots Why Content Marketing for Pharma Matters: Connecting the Dots Presentation Transcript

  • Connecting the Dots Needs + Meaningful Content + KPI 1
  • Who am I? Nathan Stewart Inbound Marketing for 7 years SEO relies on content, now more than ever I also do improv 2
  • overview 01 My Perspective 02 Identifying Needs 03 Mapping Journey 04 Evaluating Content 05 Establishing KPI 06 Optimizing Everything 3
  • 01 My Perspective 4
  • I believe… 5
  • 6
  • 02 Identifying Needs 7
  • Content doesn’t resonate Content doesn’t get found BUSINESS CHANNEL USER Content doesn’t deliver ROI 8
  • 03 Mapping the Journey 9
  • stage 4 stage 3 Learning to live again stage 1 No cause for worry stage 2 Patient Journey 10 Sudden attack Staying healthy for life
  • 04 Content Evaluation 11
  • CHANNEL stage 1 No cause for worry 12 USER
  • BUSINESS CHANNEL USER stage 3 Learning to live again stage 2 13 Sudden attack
  • BUSINESS stage 4 stage 3 Learning to live again 14 Staying healthy for life
  • 05 Establishing the KPI 15
  • Symptoms Page KPI Page KPI Getting Started Bounce Rate & Visits to Registration Page & Visits to Diagnosing Tool/Content Time on Page 16 Registration Page KPI Registration Complete
  • 06 Optimize Everything 17
  • Never stop trying to move the needle 18
  • Connect the Dots For Yourself and Your Patients 19