Abbott is launching a bio absorbable stent and wants to promote it to doctors and the public. Content marketing is recommended as it can differentiate similar products, Abbott already has social media followers it can engage, it is more informative than expensive TV ads, strict regulations make it better than exaggerated advertising, and it can explain the new stent without seeming pushy due to growing use of ad blockers. The document recommends video on YouTube about stent technology, native articles in health publications about diseases treated by stents, webinars and books by experts for doctors, and social media stories about families impacted by health conditions stents can treat.

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.

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