2. Content marketing
for pharma brands
1. Context
10 facts de!ning the playing !eld
2. Content
Content marketing: what’s in it for pharma?
3. Cold feet
Why pharma has been “slow” and “reluctant” so far
4. Conditions
5 keys to content marketing success
5. Conclusion
Partner with a pro.
5. Paid -> owned -> earned:
the media landscape has changed.
Source: https://www.mckinseyquarterly.com/Beyond_paid_media_Marketings_new_vocabulary_2697)
6. E.g.: launch of
‘getold.com’ (infra)
is earning media
for P!zer
http://www.adweek.com/news/advertising-
branding/new-spin-old-topic-142917
8. “Transparency is a must, and that means patients
will be posting about procedures that went wrong
or drugs that weren’t effective.”
“Encouraging patients who had a more positive experience
to post and share their stories can provide balance
and perpetuate positive messages.”
Source: http://www.palio.com/should-pharma-go-culture-casting/#!prettyPhoto[Gallery]/0/; https://www.facebook.com/GlaxoSmithKline?fref=ts
10. “Physicians will continue to play an active role in in"uencing
decisions, but having a doctor endorse a drug or treatment is
similar to a mother giving advice to a teenager. While parents are
often right, it’s the peer group that holds the most in"uence.”
Source: http://www.palio.com/should-pharma-go-culture-casting/#!prettyPhoto[Gallery]/0/
12. Disruptive marketing ROI has been reduced
to the effect of crying in the wilderness…
0,3% 86% (Sources (all °2012!): http://
www.business2community.com/marketing/traditional-
31%
marketing-vs-inbound-marketing-15-shareable-
average banner skip TV ads 44% stats-0340773; Julia Hutchison, The Content Marketing
Revolution, CMA, Brussels, 21st July 2012; Ann Handley
(MarketingProfs), Epic Content That’s True to Your Brand
of DM AND Drives Business: Ideas You Can Steal Delivered in 30
click-through rate Minutes • #cmworld 2012; Hiroto Ebata Vice President,
is never iMarketing Coca-‐Cola Japan, Leveraging Owned Media
to Manage Marketing Complexities; Tom Gerace (CEO
(‘banner blindness’)
enjoy ads opened
Skyword) and Leslie Reiser (Program Director, WW Digital
75%
Marketing, IBM), Brand evolution in a search and socially
driven world. How IBM reaches customers today •
#cmworld 2012; Guy Consterdine, Proof of Performance.
Making the Case for Magazine Media, FIPP 2012; http://
www.adobe.com/aboutadobe/pressroom/pdfs/
Adobe_State_of_Online_Advertising_Study.pdf; Sam
Sebastian (Director, Gov’t & Local Markets, Google, Inc.),
8%
Winning the Zero Moment of Truth • #cmworld 2012; http://
cdn2.business2community.com/wp-content/uploads/
2012/09/theAnatomyOfContentMarketingM.jpg;
Association of Publishing Agencies-cijfers, UK s.d.; http://
hosting.ber-art.nl/content-marketing-infographic/; http://
www.businessinsider.com/state-of-internet-
slides-2012-10?op=1; http://www.brafton.com/
infographics/why-content-for-seo; http://
don’t believe ads
www.newcustomerworkshop.com/5-shocking-reasons-
why-traditional-marketing-is-dead; http://
www.pamorama.net/2012/03/31/inbound-marketing-vs-
believe online ads outbound-marketing-infographic/#; http://
en.wikipedia.org/wiki/Click-through_rate)
are best source of
product information 97%
spam filter
effectiveness
13. John LaMattina, former president
of P!zer R&D: “Drop the TV Ads”
“I realize that companies are allowed to
advertise their drugs in accordance to FDA
guidelines. But the ads may be doing more
harm than good. The litany of side-effects
that must be discussed is numbing and
probably doesn’t provide a sense of the true
risk-benefit for that medication. Plus, the
public views these ads to be a waste of funds
that could otherwise be invested in R&D or
in lessening drug costs.”
http://www.forbes.com/sites/johnlamattina/2013/01/18/pharmas-
reputation-continues-to-suffer-what-can-be-done-to-!x-it/
14. “DTC advertising is referenced by patients
when visiting physicians in only 0.6% of visits.”*
http://pharmamkting.blogspot.co.uk/2006/09/advertisers-dont-know-how-dtc-works.html
*Despite Attempts to introduce YouTube Humor...,
see e.g. this Johnson & Johnson spot:
http://youtu.be/OXv_9tth518
16. Top 10 DTC marketing spenders between July 2011 and April 2012
Source: Cegedim Strategic Data.
17. “Spend more money on R&D
and less on sales and marketing.”
Joseph Jimenez, CEO of Novartis,
video interview with The Wall Street Journal,
Wednesday, January 02, 2013.
19. 83% of online adults search
for health information online
• 66% look up a specific disease or problem
• 55% search a certain treatment or procedure
• 45% look for drugs (prescription or OTC)
• 35% search alternative treatments or medicines.
Source: Pew Internet and American Life Project, The Social Life of Health Information, s.d.
20. “The Internet is creating an overall better informed patient pool
and a better networked physician.
Testimony to this, are networking sites like doctorshangout.com
with its 25000 members. A space teeming with physicians
and patients cannot be ignored by the pharma industry.”
Source: http://brandspeak.brandcare.net/2013/02/01/pharma-digital-marketing-a-new-era/#
22. “One distinguished, senior academic researcher, the kind of person who
speaks at meetings, who writes textbooks, who writes journal articles,
is worth 100,000 pharma sales reps.“
Marcia Angell, former editor in chief of the New England Journal of Medicine
Source: http://pharmamkting.blogspot.fr/2012/11/how-many-sales-reps-
is-one-key-opinion.html
24. More than 15 of the top 20 companies already equip sales reps with
iPads. iPad-generated presentations are up from 30% in 2011 to 65%
in 2012. And physicians are making it worth reps’ time. Upon the
conclusion of iPad-based sales presentations, 35% of doctors said
that they’d be more likely to request a sample and an additional
29% stated they’d be more likely to prescribe the drug presented.
http://www.cuttingedgeinfo.com/2012/mobile-health-changing-face-pharma’s-relationships-targets/
26. “Genentech has
been rethinking
its content
investment:
from creation
to curation.
It brings together
the information
people are
looking for in
one, easy to
navigate space.” http://www.gene.com/; http://www.slideshare.net/IQLab/2013-digital-trends-for-healthcare
27. Diabetapedia.com:
content curation by Sano!
“(...) to create "a single,
comprehensive place where
anyone can find and share
definitions of diabetes-related
terms and phrases." The site's
tag line is "Diabetes doesn't
define you... so define
diabetes."
http://www.diabetapedia.com/; http://pharmamkting.blogspot.be/
2012/04/sano!-launches-diabetapedia-google-for.html
28. 1.10
Content marketing:
today’s ‘next big thing’
29. Everybody’s searching for content marketing…
http://www.google.com/trends/explore#q=content%20marketing
30. No wonder
content marketing
budgets are up...
In 2010 US marketers
were already spending
26% of their budgets
on content marketing.
(www.junta42.com)
In 2012 54% of US corporations
were increasing their content
marketing budgets.
(Ann Handley (MarketingProfs), Epic Content That’s True to Your Brand AND Drives
Business: Ideas You Can Steal Delivered in 30 Minutes • #cmworld 2012)
33. Pharma brands have been
doing this - making their
audiences smarter -
for ages, by the way.
Source: http://www.astrazeneca.com/Responsibility/Sales-
and-Marketing-Practice/Medical-education
34. “Consumers are using health-
related community sites
both as a diagnostic tool,
and as a means of researching
treatments and prescription
drugs.”
http://blog.spinotech.com/
36. “Get content, get customers”
100%
of what is circulating
on social media is content
81% 70%
90% 100%
iPad-users prefer articles
54%
“undivided attention”
for customer magazine mobile internet
users consume
is inspired
by magazines
read mags
on tablets
rather than ads
61%
do search
75%
content
before purchase
92%
8%
marketers increase
of marketers say
or maintain content
marketing budgets 55%
talk about what they
content creation read in magazines
sales uplift
32%
is effective for SEO
82%
like reading relevant
content from brands
77%
of supermarket customers
brand loyalty increase
by content marketing title
25’
reading time
take positive action as a result
of reading content marketing
(Sources (all °2012!): http://www.business2community.com/marketing/traditional-marketing-vs-inbound-marketing-15-shareable-stats-0340773; Julia Hutchison, The Content Marketing Revolution, CMA, Brussels, 21st July 2012; Ann Handley
(MarketingProfs), Epic Content That’s True to Your Brand AND Drives Business: Ideas You Can Steal Delivered in 30 Minutes • #cmworld 2012; Hiroto Ebata Vice President, iMarketing Coca-↑‐Cola Japan, Leveraging Owned Media to
Manage Marketing Complexities; Tom Gerace (CEO Skyword) and Leslie Reiser (Program Director, WW Digital Marketing, IBM), Brand evolution in a search and socially driven world. How IBM reaches customers today • #cmworld 2012; Guy
Consterdine, Proof of Performance. Making the Case for Magazine Media, FIPP 2012; http://www.adobe.com/aboutadobe/pressroom/pdfs/Adobe_State_of_Online_Advertising_Study.pdf; Sam Sebastian (Director, Gov’t & Local Markets, Google,
Inc.), Winning the Zero Moment of Truth • #cmworld 2012; http://cdn2.business2community.com/wp-content/uploads/2012/09/theAnatomyOfContentMarketingM.jpg; Association of Publishing Agencies-cijfers, UK s.d.; http://hosting.ber-
art.nl/content-marketing-infographic/; http://www.businessinsider.com/state-of-internet-slides-2012-10?op=1; http://www.brafton.com/infographics/why-content-for-seo; http://www.newcustomerworkshop.com/5-shocking-reasons-why-
traditional-marketing-is-dead; http://www.pamorama.net/2012/03/31/inbound-marketing-vs-outbound-marketing-infographic/#)
38. • 43% of health care marketers* plan to increase
their content marketing spend over the next 12 months,
compared to 54% for all industries.
• On average, health care marketers spend 23%
of their total marketing budget on content marketing
activities, compared to 31% for all marketers.
• Brand awareness is the most popular
content marketing objective (81%).
• The biggest content marketing challenge
is producing enough content.
Source: http://contentmarketinginstitute.com/2012/11/health-care-content-marketing-lags-two-years-behind/
*”Health care as the industry was self selected, but is made up of hospital marketing, pharma and medical devices companies for the most part.”
39. Healthcare content marketing usage
(by tactic)
Source: http://contentmarketinginstitute.com/2012/11/health-care-content-marketing-lags-two-years-behind/
*”Health care as the industry was self selected, but is made up of hospital marketing, pharma and medical devices companies for the most part.”
40. % of healthcare marketers
using social media to
distribute content
Source: http://contentmarketinginstitute.com/2012/11/health-
care-content-marketing-lags-two-years-behind/
*”Health care as the industry was self selected, but is made up of hospital
marketing, pharma and medical devices companies for the most part.”
41. “Every social media strategy is at heart a content strategy”
Source: http://www.!nn.be/cases/p!zer-belgium-launches-social-media-presence-collaboration-!nn
42. 3.
Cold feet
Why pharma has been “slow” and “reluctant”
43. “As compared to the other industries Pharma industry has been
slow to accept the digital platform for marketing purposes.
This may be attributable to the cautious behavior of the industry
and uncertainties about the regulatory framework which in turn
held the industry back while marketers in other domains
raced ahead.”
Source: http://brandspeak.brandcare.net/2013/02/01/pharma-digital-marketing-a-new-era/#
44. “Health care* content marketing lags two years behind. (…)
Health care is a highly-regulated industry, and fear is rampant.”
Joe Pulizzi, Content Marketing Institute Founder, November 2012
Source: http://contentmarketinginstitute.com/2012/11/health-care-content-marketing-lags-two-years-behind/
*”Health care as the industry was self selected, but is made up of hospital marketing, pharma and medical devices companies for the most part.”
45. “Pharma is stil stuck in the past
when it comes to digital marketing”
Source: http://blog.spinotech.com/
46. Relunctance evidently has its reasons...
“All marketing claims about medicines
must be supported by scienti!c proof.”
Source: http://www.astrazeneca.com/Responsibility/Sales-and-Marketing-Practice/Marketing-to-healthcare-professionals
48. “Many companies in regulated industries have been
reluctant to engage in social media.”
Source: http://www.businesswire.com/news/home/20130205005676/en/P!zer-LiveWorld-Co-Sponsor-Social-Media-Week-2013
49. From: P!zer’s (alleged) "Social Media Playbook”: http://www.forums.pharma-mkting.com/showthread.php?p=54035#post54035
50. “The posts and opinions expressed on this site represent those
of individual contributors and unless clearly labeled as such do
not represent the opinions or policies of Genentech Inc.,
Roche, or Hoffmann-La Roche Ltd. This board is moderated
and reviewed.”
Disclaimer on https://www.facebook.com/Genentech/info
52. Janssen's ADHD Moms,
the !rst pharma Facebook page ever,
launched in June, 2008, was taken down,
when Facebook made it impossible to shut off http://sovipzone.blogspot.co.uk/
2011/08/pharma-facebook-pages-
being-phased-out.html
comments on Facebook pages in August 2011...
54. http://youtu.be/PgR1qc259PA
P!zer is well aware of the restrictions and the scepticism.
Ray Kerins (P!zer Worldwide Communications) puts it this way:
"We can focus on the issues, the problems, on all the critics, or we can stand
up and be a part of the conversation, and we've made that commitment.
Pfizer has been very public about the issues the industry has caused itself the
last decade or so, and the need for greater transparency. Clearly social
media rolls right into helping address those issues. As most of you know, we
can only go so far [in what we communicate], but that’s not an excuse."
60. Objectives supported by content marketing
range from recruitment to retention,
from reputation to conversion,
from leads to loyalty.
http://www.slideshare.net/juntajoe/the-state-
of-content-marketing-2013-aaf-north-dakota
61. “This Bayer
Sexy Youtube
Video is
Popular, but
Will It Help
Levitra Sales?”
http://youtu.be/ObpD9IsGXD0
http://pharmamkting.blogspot.be/
2010/08/are-pharma-marketers-
using-viral-social.html
62. Boehringer Ingelheim’s
Making More Health
Content Platform:
CSR-stories to optimize
perception and reputation?
http://www.makingmorehealth.org/
63. CML Earth by Novartis is “connecting people”
that have been diagnosed with Chronic Myelogenous Leukemia.
http://www.cmlearth.com/index.jsp?locale=en&country=US
64. “Clear objectives are detrimental
to the use of the right media,
development of the right message,
and creation of the right dialogue.
(…)
Do you have clearly de!ned content marketing goals?”
Shawn Manaher, thecontentauthority.com; http://thecontentauthority.com/blog/understanding-your-content-marketing-objectives
Traffic? SEO? Brand awareness? Recognition? Engagement?
Brand perception? Reputation? Lead generation? Lead nurturing?
Conversion? Sales? Loyalty? Retention? Thought leadership?
Influence? Customer education? …
65. 4.2 2nd condition:
claim a segment c.q. content domain
66. “Pharmaceutical companies face many stakeholders:
patients, shareholders, regulators, medical professionals,
press, potential recruits and thousands of employees
– to name but the most important.”
Source: http://www.!nn.be/cases/p!zer-belgium-launches-social-media-presence-collaboration-!nn; image below: http://www.gene.com/
67. “Welcome to
thepatientoutcomesblog,
the place where health
researchers, clinical trials
specialists and healthcare
providers can find useful
information, insights and
inspiration in carrying
out high quality health-
related research.”
Source: http://thepatientoutcomesblog.wordpress.com/
The patient outcomes blog: example of a B2P*-focus
*business to professional
68. Galenos: Sanoma Finland’s
dedicated ‘woman’s magazine’
for pharmacists and staff
(8x / year)
http://www.sanomamagazines.!/yritysjulkaisut/asiakkaamme/orionpharma/
69. PKU.com
by Biomarin,
is also addressing
parents of children
diagnosed with PKU.
Source: http://www.pku.com/pku-parents/
70. ‘Living with ADHD’:
example of a ‘go-to-resource’*,
a domain successfully claimed
by Janssen-Cilag.
http://www.livingwithadhd.co.uk/videos
*(with content) for parents/carers, teachers, teenagers, health care professionals
71. ‘Living with ADHD’: http://youtu.be/HOuHRn_D_CM
mobile extension
featured on YouTube
74. In the US P!zer has also
been claiming the domain
of (US) health literacy
Source: http://www.p!zerhealthliteracy.com/
75. Bayer’s World
Contraception Day
or how to claim a cause.
http://www.bayerpharma.com/en/corporate-
responsibility/family-planning/world-contraception-
day/index.php
76. P!zer’s
‘public restroom’
iPhone app
"We launched a GPS app
that locates the nearest
toilet”, said Tali Rosin,
public affairs and policy
manager with Pfizer Israel.
(...) Pfizer's app was among
Apple App Store’s “Top 25”
most-downloaded apps.
http://pharmamkting.blogspot.be/
2012/02/p!zer-mobile-public-toilet-
app-rated.html
77. Astellas’
Get BladderFIT App
“If you have trouble controlling your
bladder movements, Get BladderFit is for
you! Learn how to do pelvic floor exercises
to improve your urinary function, and use
the bladder training diary to monitor your
progress. The app can be tailored to your
condition.”
https://itunes.apple.com/gb/app/get-bladder!t/id387682478?mt=8; http://
www.pmlive.com/digital_handbook/mobile_and_pharma/mobile_pharma_apps/
pharma_mobile_app_listing
78. A survey can help con!rm
your segment’s content needs
http://
www.slideshare.net/
dhpresearch/
thepatientoutcomesbl
og-survey-results-2012
79. Apps “the public” wants*:
• help manage long-term conditions like diabetes
• help people deal with post-traumatic stress
• track and monitor things like blood pressure
• help people !nd NHS services on a map
• get practical information about keeping !t
and eating healthily
*UK’s Department of Health’s ‘Maps and Apps’ competition http://www.pmlive.com/digital_handbook/mobile_and_pharma/
mobile_pharma_apps/what_apps_does_the_public_want
84. Solutions
Useful content
3
“Merck, Bristol-Myers
Squibb/AstraZeneca
and Novo compete for
diabetes market share
using recipes rather
than product ef!cacy”
http://pharmamkting.blogspot.be/2012/01/three-
companies-compete-for-diabetes.html
88. Sano! is calling for people with diabetes
to co-star with Elizabeth Perkins
in a documentary series.
http://www.slideshare.net/IQLab/2013-digital-trends-for-healthcare
4
Collaboration
Engaging,
participative
content
90. 5 Stories
Entertaining
content
Have you tried incorporating stories of real patients
to connect with customers? Smoking-cessation drug
Chantrix has people sharing their experiences
quitting smoking.
Source: http://www.palio.com/should-pharma-go-culture-casting/#!prettyPhoto[Gallery]/0/
92. Conversation
Roches Diabetes Nest is a
Talk of the town,
shareable content
Twitter-based diabetes network 6
designed to help people discover
the best conversations from
the most meaningful voices. Source: http://diabetesnest.com/
93. 7
Congratulations
Rewarding content
GSK’s personal health coach: “View and download helpful information
about getting and staying healthy. (...)
CRM-platform offering Choose a health goal or goals that you
would like to see improvement in. (...)
rewarding content Track your results etc.”
http://www.healthcoach4me.com/en/index.html
94. A survey can help determine
content drivers & genres most appreciated by your segment
http://
www.slideshare.net/
dhpresearch/
thepatientoutcomesbl
og-survey-results-2012
98. Boehringer Ingelheim has launched a
smartphone app that aims to assist
healthcare professionals
during consultations with COPD patients.
http://www.pmlive.com/blogs/digital_intelligence/archive/2013/january/
boehringer_launches_copd_patient_consultation_app_for_hcps
100. Genentech houses more
than 100 mobile apps
in its own app store
Paul Lanzi, the mobile
apps team manager for
Genetech/Roche, likes to
give his apps cute names,
such as "Peeps" for the
corporate personnel
directory and "Kudos"
for employee rewards.
http://www.!ercebiotechit.com/story/genentech-opens-mobile-app-playbook-tablet-fans/2013-02-25#ixzz2MfTxBniJ; http://readwrite.com/2012/08/22/how-3-big-enterprises-
are-building-their-own-internal-ipad-apps
105. A survey can help con!rm
your segment’s preferred touchpoints
http://
www.slideshare.net/
dhpresearch/
thepatientoutcomesbl
og-survey-results-2012
107. Integrated marketing programs spanning of"ine, online
and mobile enable – and require – message consistency (…)
Remember the slide we started with? Paid, owned and earned
ought to be consistent as well. When earned media are e.g.
yelling “A”, it won’t help to maintain “B” on owned media etc.
(Sources: “Use of digital
media by Pharma
Managers” & “Media
usage by Physicians” by
Brandcare Medical Advt.
& Consulting Pvt. Ltd.,
http://
brandspeak.brandcare.ne
t/2013/02/01/pharma-
digital-marketing-a-
new-era/#; https://
www.mckinseyquarterly.
com/
Beyond_paid_media_Mark
etings_new_vocabulary_2
697)
108. Earned media are being monitored and managed too these days.
Cf. example of P!zer Belgium ‘feeding AV-content to ‘the press’’:
Source: http://www.!nn.be/cases/p!zer-belgium-launches-social-media-presence-collaboration-!nn; http://youtu.be/-lpIzhXOkXI
111. Insourcing vs. outsourcing
of healthcare content creation
Source: http://contentmarketinginstitute.com/2012/11/
health-care-content-marketing-lags-two-years-behind/
*”Health care as the industry was self selected, but is
made up of hospital marketing, pharma and medical
devices companies for the most part.”
112. Roche Diagnostics’
Cobas B2B magazine
by sQills: accuracy
meets the compelling
reading experience
Source: sqills.be
114. Why is Novartis
partnering with KungFu?
• Content marketing
performance record
• Editorial expertise
and experience, incl.
extended expert board
• Strategic savoir-faire
• Quality of execution
• Flexible deadline and
budget management.
115. Solutions
Useful content
3
Bonus reason
to partner
with a great
publisher?
Case: MetaRelax
delivering content
“that makes its
customers smarter”
via Sanoma’s
digital platform.
http://www.femmesdaujourdhui.be/sante-et-
psychologie/227105/7-personnes-sur-10-sont-en-
manque-de-magnesium
