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How to find pharma content that inspires your audience

Getting your customers’ attention begins with presenting pharma content that speaks to their needs and wants effectively.

Have you ever felt as if you were talking to a brick wall? If so, you’re not alone. Usually, however, we tend to blame this on the person we are talking to. “I feel like I’m talking to a brick wall!” is a statement made in anger; a chastisement of that other person for not listening.

When it comes to pharma content, however, it’s time for you to take the responsibility for being heard. Let’s face it: your customers come in all shapes and sizes and from all walks of life, so you can’t take it for granted they will automatically be ‘all ears’ to what you have to say. Quite rightly, their attention has to be earned, and that begins with content

So how, then, can you achieve this? Is it by shouting louder than your competitors? Is it with the flashiest, slickest ad campaigns that get you noticed? Perhaps, but in both these cases ‘being noticed’ can often mean ‘putting people off’. As Mark Twain once said, “Better to say nothing and let others think you a fool, than to open your mouth and remove all doubt.”

Knowing what motivates your customers to listen, on the other hand, is the best marketing wisdom on the planet. Practically, it saves you time (and money) because you don’t waste your time talking to ‘brick walls’. But more importantly, you will establish your brand as a ‘go to’, respectable source in the long run, and earn respect and revenue.

Knowing your audience

Before you offer solutions, you must know the problems. And to know the problems, you must know the sufferers (i.e. your customers).  This knowledge can be attained both scientifically and socially. On the scientific front, research through surveys and data analysis (online traffic trends etc) can provide a clearer picture of where and how customers search for information and, ultimately, buy products. 

Socially-speaking, listening is the key. In both your working life and free time, getting to know your audience will help you to understand what they want out of life, what they struggle with and what drives them. Knowing how you fit in with their needs, rather than the other way around, will empower you to send out relevant messages.


Of course, your customers come in many ‘types’, so there isn’t ‘one size fits all’ solutions. You must create varying pharma content for varying customers.

To keep track of these different types (and therefore deliver the right content to the right people), creating personas for each is an effective marketing tool.

This persona should be a real person in your mind (draw a picture if it helps!), and whenever you create any sort of pharma content it should be aimed at this person. Is it helpful to them? Do they want it? Need it? Are they looking for it, and have you put it in the right place so they can see it? This person is your muse, so treat them with respect!

Nurturing relationships

Understanding your customers is not just essential for your marketing projects, but also for growing and strengthening relationships with these customers. It’s a two-way thing: as you get to know them more, they see that you know them more – and trust you more as a result.And when you have trust, being ‘loud’ or ‘gimmicky’ isn’t necessary in order to be heard. You can focus on delivering helpful, relevant and needed pharma content which will benefit both your customers and your brand name – and at a time and place that suits you both.

This blog was first published on here:

27th April 2017



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