A look at the Challenges with Life Science Content Marketing
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Life Sciences Review | Monday, September 28, 2020
Digital transformation can give content marketing in life sciences a real upgrade.
FREMONT, CA: The life sciences landscape has changed dramatically over the past years due to the shift in focus. There is now more focus placed on enhancing patient outcomes, mitigating costs, and utilizing the abundance of available data to continually enhance and innovate. While many areas of the current life sciences industry transformed, a paradigm shift has happened in content marketing too. Content plays a crucial role in meeting life sciences revenue goals. But creating content is no easy task. Here is more about the challenges in life sciences content marketing.
• Creating Right Content and Staying Compliant
Marketers from all sectors struggle with understanding how their sales cycle connects to their buyer's journey. Creating valuable content that answers customers' questions at each stage of their journey is critical for positive sales interactions and company performance. Add to that evolving regulatory needs and the new buying model. So before even consider creating content for each of the buyers within the purchasing journey, life sciences marketers must first determine what the company's buyer's journey looks like.
• Using Consistent and On-Brand Messaging
Brand compliance keeps marketing leaders up at night. Life sciences organizations are grappling to find a scalable solution to make sure all collateral stays up-to-date and compliant as regulations, data, and other data sources are constantly changing. While life sciences marketers may want to allow the sales team the autonomy they require to surface and customize the right content to elevate the degree of engagement with the customers, and this leaves many avenues open for possible compliance violations.
• Understanding How Content is Being Used
Marketing creates multiple valuable content meant for the sales team to use during their interactions. But how can marketers know that the sales team is using their content, right? It's essential to know what content works and when it works to drive improvements to the ongoing content marketing strategy, while also seeing the performance of content, both internally and externally. Sharpening the marketing team's approach to content creation will be largely derived from these insights, thus enhancing the content marketing effort within the organization.
