The document discusses how to maximize the value of content through repurposing it across multiple channels and audiences. It emphasizes that content in healthcare must be tailored to specific audiences and distributed through the channels they use. Effective repurposing creates a "content journey" through various touchpoints to firmly embed messaging. This involves understanding audiences and adapting content to their preferences to optimize engagement. Partnering with an agency experienced in repurposing strategy and tactics can help create meaningful journeys that engage audiences on their own terms.

1. HOW TO GET
THE MOST
OUT OF YOUR
CONTENT
By Clark Herman
Senior Writer,
Content Manager
EPURPOSIN

2. Attention has become an increasingly rare commod-
ity in the media landscape. In the healthcare world,
the channels are myriad, medical meetings have gone
hybrid, and practically everyone is in on the digital
marketing game. While “Content is King” has been
the indelible mantra reverberating through market-
ing and communications bullhorns, its nuances have
shifted as new insight has emerged and omnichannel
strategy has driven results.
Content in healthcare and life sciences is no longer
seen within the rigid binary of “publish or perish.”
It has developed niches and specialties that deliver
unique experiences for specific audiences. Consider,
for instance, the recent bloom of health micro-
influencers on social media that offer the ability for
patients to connect with other patients and share
their journeys. In the world of content, you have to be
where your audiences dwell, and it’s important to
create a content journey along multiple touchpoints
to firmly embed your nuanced messaging within the
minds and hearts you wish to engage.
As such, omnichannel campaigns are integral to any
pharma or biotech brand looking to expand its reach
or socialize a new message to its audiences. Repur-
posing content, for that matter, has emerged as a
significant element of providing tailored engagement
across multiple channels and audiences.
Finding the right communications/PR agency or
team of stakeholders that lives and breathes the art
of translating strategy into tactics that can be re-
purposed is crucial if you wish to create meaningful
journeys for your audiences.
audience
messaging
channels
Truly effective repur-
posing is the difference
between multi-channel
strategy that lacks
focus and the holistic
content journeys
that compose award-
winning omnichannel
healthcare strategy.”

3. format
Repurposing is a Balancing Act
While the bedrock of repurposing is creative think-
ing, it’s much more than that. Beyond understanding
complex subject matter, you need to grasp an audi-
ence’s preferences and needs around consuming the
content in order to optimize engagement.
End-user behavior is a moving target, and thus, best
practices for content are constantly changing. For
instance, according to a 2021 survey from Accenture,
as many as 65% of healthcare providers (HCPs) feel
at least one company has “spammed” them with
digital content. This makes sense, given that more
companies have entered this space, which has the
potential to cause overwhelm.
For this audience, re-integrating analog approaches
may make sense, and at the very least to spread tac-
tics across a variety of channels. Your teams need to
be dialed in to audience sentiments like these to find
the right mix of channels and content approaches—
because markets are more often than not engaged
on their own terms.
Repurposing in Action
Since it takes time to craft the concise, specialized
messaging behind your campaigns—why not use
that messaging across tactics, formats, and audience
strategies? Say that your company is launching a
new class of medicine and wants to grab the atten-
tion of HCPs and patients. A video explaining the
mechanism of action can easily be repurposed across
these audiences, so long as you create a version
for patients stripped of medical jargon that explains
novel concepts in laymen’s terms.
tactic
strategy
It’s important to
create a content jour-
ney along multiple
touchpoints to firmly
embed your nuanced
messaging within
the minds and hearts
you wish to engage.”

4. Another example is developing a one-pager from
an abstract presentation at a conference. This gives
HCPs the context they need to translate findings into
clinical practice in the form of a portable asset they
can read and absorb at their convenience. Next, the
complex messaging from the one-pager/conference
submission could be reworked into a webinar for
physicians and could also be further distilled down
into a patient-friendly fact sheet that physicians can
easily passed to their patients and sharable social
media content. Taking this modular approach to re-
purposing content gives audiences those meaningful
touchpoints where they can engage with content as
it makes the most sense to them.
Take the Leap
Repurposing content in healthcare is about doing
more with the same messaging that’s been carefully
engineered in a heavily regulated space. Furthermore,
truly effective repurposing is the difference between
multi-channel strategy that lacks focus and the
holistic content journeys that compose award-winning
omnichannel healthcare strategy. This is why it’s im-
portant to partner with an agency that can carefully
and creatively audit tactics, messaging, and assets
to find opportunities hidden in plain sight and maxi-
mize potential value from the conversations you and
your communication stakeholders have. It’s essentially
the only way forward as audience attention is further
commoditized and content, while still king, now needs
focused, layered execution to reign supreme.
maximize
content
value
Your teams need to
be dialed in to audi-
ence sentiments to
find the right mix of
channels and content
approaches—because
markets are more often
than not engaged
on their own terms.”
Looking for an agency partner who understands the marketing
system and how to repurpose content across channels?
Contact Jen Ringler at: jringler@golin.com