All rights reserved. This assignment was done as part of coursework at MICA, India

1.
Social​ ​Media​ ​&​ ​Content
Marketing
─
Ayushi​ ​Mona
20160123024

2. ​ ​​ ​1
Situation​ ​Chosen
Abbott​ ​is​ ​launching​ ​a​ ​bio​ ​absorbable​ ​stent​ ​competing​ ​against​ ​a​ ​metallic​ ​stent.​ ​It​ ​wants​ ​to
reach​ ​out​ ​to​ ​doctors’​ ​and​ ​public​ ​at​ ​large.
Arguments​ ​in​ ​favour​ ​of​ ​Content​ ​Marketing
1. Abbott​ ​is​ ​a​ ​leading​ ​pharmaceutical​ ​company​ ​in​ ​the​ ​world.​ ​However,​ ​even​ ​valuable
pharma​ ​companies​ ​have​ ​small​ ​market​ ​share​ ​due​ ​to​ ​the​ ​nature​ ​of​ ​substitutes​ ​and
drugs​ ​available.​ ​Content​ ​Marketing​ ​helps​ ​to​ ​differentiate​ ​drugs​ ​or​ ​products​ ​that​ ​are
very​ ​similar​ ​and​ ​create​ ​a​ ​competitive​ ​advantage.​ ​In​ ​this​ ​case​ ​-​ ​stents.
2. Abbott​ ​has​ ​163,937​ ​followers​ ​on​ ​Facebook,​ ​6501​ ​followers​ ​on​ ​Instagram​ ​and​ ​24,​ ​700
followers​ ​on​ ​Twitter.​ ​It​ ​is​ ​apparent​ ​that​ ​they​ ​are​ ​able​ ​to​ ​build​ ​connects​ ​in​ ​social
media​ ​with​ ​public​ ​at​ ​large​ ​being​ ​a​ ​stakeholder.​ ​Content​ ​Marketing​ ​helps​ ​to​ ​get
traction​ ​on​ ​social​ ​channels​ ​with​ ​original​ ​content​ ​being​ ​posted​ ​with​ ​the​ ​purpose​ ​of
engaging​ ​the​ ​audience.
3. Content​ ​Marketing​ ​is​ ​more​ ​informative,​ ​educational​ ​than​ ​just​ ​short​ ​entertaining
paid​ ​content​ ​such​ ​as​ ​TV​ ​content​ ​which​ ​is​ ​hugely​ ​expensive​ ​in​ ​comparison.​ ​Content
Marketing​ ​delivers​ ​information​ ​(which​ ​is​ ​what​ ​Abbott​ ​wants​ ​to​ ​do​ ​for​ ​telling​ ​people
about​ ​new​ ​stents​ ​rather​ ​than​ ​just​ ​driving​ ​views​ ​or​ ​impressions).​ ​Pharma​ ​companies
spend​ ​a​ ​lot​ ​of​ ​R&D​ ​and​ ​have​ ​comparatively​ ​smaller​ ​budgets​ ​for​ ​communication.
4. Communicating​ ​about​ ​Pharma​ ​companies​ ​is​ ​also​ ​trickier​ ​due​ ​to​ ​very​ ​stringent
regulations​ ​that​ ​might​ ​limit​ ​businesses​ ​from​ ​talking​ ​in​ ​an​ ​exaggerated​ ​manner​ ​that
is​ ​commonplace​ ​in​ ​traditional​ ​advertising.​ ​Since​ ​many​ ​diseases​ ​are​ ​sensitive,​ ​or
affect​ ​families​ ​and​ ​patient​ ​emotionally​ ​-​ ​all​ ​these​ ​concerns​ ​about​ ​sensitivity​ ​can​ ​be
taken​ ​care​ ​of​ ​as​ ​part​ ​of​ ​Content​ ​Marketing.
5. Unlike​ ​fashion​ ​and​ ​entertainment,​ ​people​ ​are​ ​not​ ​open​ ​to​ ​traditional
communication​ ​about​ ​medication​ ​or​ ​medical​ ​processes.​ ​Also​ ​increasing​ ​people​ ​are
using​ ​Ad​ ​blockers​ ​that​ ​might​ ​limit​ ​communication.​ ​Native​ ​Advertising​ ​and
communication​ ​can​ ​work​ ​wonders​ ​to​ ​explain​ ​to​ ​people​ ​the​ ​impact​ ​of​ ​the​ ​new​ ​stents
and​ ​procedures​ ​without​ ​making​ ​them​ ​wary.​ ​Reputation​ ​management​ ​is​ ​a​ ​critical
issue​ ​in​ ​pharma.

3. ​ ​​ ​2
Type​ ​of​ ​Content
Content​ ​Type Platform​ ​Chosen Rationale
Video​ ​Content YouTube​ ​Channel​ ​in​ ​association​ ​with​ ​a
Knowledge​ ​Discovery​ ​platform​ ​such​ ​as
Vox.​ ​com​ ​or​ ​Vsauce.com.
This​ ​can​ ​be​ ​shared​ ​on​ ​Facebook​ ​and
Twitter​ ​for​ ​general​ ​public​ ​at​ ​large.
To​ ​help​ ​people​ ​visually​ ​understand
through​ ​storytelling​ ​the​ ​need​ ​for​ ​a
bio​ ​-​ ​absorbent​ ​stent.​ ​Content​ ​can​ ​be
focused​ ​around​ ​the​ ​journey​ ​of​ ​stent
technology​ ​and​ ​diseases​ ​that
necessitate​ ​the​ ​product.
Native
Content
Leading​ ​newspapers​ ​and​ ​magazines
known​ ​for​ ​posting​ ​health​ ​content​ ​such​ ​as
Prevention​ ​and​ ​Reader’s​ ​Digest.​ ​This​ ​can
also​ ​be​ ​expanded​ ​to​ ​notable​ ​health
websites​ ​that​ ​people​ ​reach​ ​out​ ​to​ ​for
learning​ ​more​ ​about​ ​diseases,
instruments​ ​and​ ​medical​ ​procedure.​ ​Such
content​ ​is​ ​searched​ ​for​ ​by​ ​people​ ​actively
seeking​ ​information.
Having​ ​content​ ​focused​ ​on​ ​the​ ​health
issues​ ​that​ ​lead​ ​to​ ​needing​ ​a​ ​stent​ ​in
the​ ​first​ ​place​ ​-​ ​including​ ​symptoms,
treatment​ ​and​ ​the​ ​best​ ​kind​ ​of​ ​stent
will​ ​help​ ​people​ ​non​ ​intrusively
understand​ ​about​ ​the​ ​problems​ ​they
face​ ​and​ ​what​ ​can​ ​be​ ​done​ ​to​ ​rectify
it.
Influencer
Content
Webinars,​ ​Journals,​ ​whitepapers,​ ​podcasts
and​ ​books​ ​by​ ​leading​ ​medical​ ​specialists
in​ ​the​ ​medical​ ​field.​ ​Physical,​ ​personalised
signed​ ​copies​ ​of​ ​this​ ​can​ ​be​ ​distributed​ ​by
Medical​ ​representatives​ ​to​ ​doctors.
Doctors​ ​who​ ​are​ ​switching​ ​from​ ​a
totally​ ​different​ ​form​ ​of​ ​stents​ ​to​ ​a
completely​ ​new​ ​format​ ​need​ ​to​ ​be
given​ ​rationale​ ​for​ ​why​ ​this​ ​is​ ​so.
They​ ​look​ ​up​ ​to​ ​respected​ ​medical
professionals​ ​who​ ​they​ ​follow​ ​for
adopting​ ​new​ ​trends​ ​in​ ​the​ ​market.
Human
Interest
Stories
Facebook,​ ​Twitter,​ ​Instagram,​ ​YouTube Since​ ​stents​ ​are​ ​not​ ​lifestyle​ ​or​ ​OTC
health​ ​products,​ ​but​ ​actually​ ​used​ ​for
life​ ​-​ ​threatening​ ​conditions,​ ​it​ ​is
apparent​ ​that​ ​families​ ​suffer​ ​a​ ​lot​ ​of
emotionally.​ ​Content​ ​series​ ​can​ ​be
created​ ​around
#Familiescomingtogether​ ​to
showcase​ ​how​ ​health​ ​problems​ ​are
dangerous​ ​not​ ​for​ ​patient​ ​but​ ​for
family​ ​and​ ​financial​ ​impact​ ​etc.
Through​ ​different​ ​stories​ ​and
pictures​ ​and​ ​video​ ​narratives​ ​of
families​ ​where​ ​members​ ​are
suffering​ ​but​ ​still​ ​sustaining​ ​due​ ​to
positive​ ​healthcare​ ​-​ ​the​ ​message​ ​of
health​ ​and​ ​Abbott​ ​can​ ​be
communicated.

4. ​ ​​ ​3