Patient? Or consumer?
Part of the societal shifts taking place as a result of technological changes in the media is that patients are no longer passive recipients of prescribed treatments and medications. They behave in consumer fashion, shopping around for information, value and quality, just like in any other consumer-facing industry. They want access to tools that can help them make informed choices and take a greater part in managing their own healthcare.
Healthcare and Life Sciences companies have historically been slow to respond to marketing trends. But changes in consumer behaviour are too important to ignore. Messages have to become more value-driven rather than sales-oriented.
Content marketing is here to stay, for the healthcare and life sciences sector as for other industries.
Consumerism in healthcare is not a fad, it's a transformative trend
The Deloitte Centre for Health Solutions has studied the US healthcare market since 2008. The trends identified are indicative for healthcare consumers everywhere since the technological changes that bring them about are global.
Four key findings are:
- “Health care is a consumer market – individuals are engaging in consumer behaviour when making decisions about their health care.”
- “The consumer market is not homogeneous – it is a complex and demanding market comprised of six unique segments.”
- “Consumers want information and tools to make their own decisions – health care providers, health plans, and others all have the opportunity to become the trusted source.”
- “Consumers are embracing innovative, alternative, and non-conventional approaches that are “disruptive” to the traditional system.”
A more engaging, direct form of communication is clearly mandated by these findings. Many progressive companies are already responding to these changes and leveraging their content to exploit the opportunities thrown up by these changes.
There are still gaps to be filled between consumer needs and wants, and what is available. Life Sciences companies that design their communications and media choices, products, and services to meet evolvingconsumer needs stand to benefit as the healthcare ecosystem transforms into a consumer-oriented paradigm.
A prescription for content creation
As a healthcare / Life Sciences company you may need one or more of the following content types:
- blog posts
- newsletters (online/print)
- research reports
- presentations (online/offline)
- mobile content
- mobile apps
- eBooks/print books
- Magazines (digital/print)
- podcast scripts
- video scripts
- Social Media posts
- Syndicated content
- materials for in-person/virtual events
- White papers
- Case Studies
- Annual Reports
Content HQ can help you produce these and other types of content. We also have editing, and translation capabilities if your audience is global. Please do get in touch with us and let us know what you need.
How We Can Help Your Company?
|What?||The Value||Our Scope of Work|
Content strategy, audit and planning
|Complete audit of client’s existing content inventory across website, social channels, marketing collateral - ensuring its consistent, high quality and compliant.||Order Now|
|We will set up a content marketing repository (digital hub) for content creation, assets, work-flow, resources, roles-wise, and partners with calendar, alerts& milestones for use across client’s departments, agencies, product managers.|
Say goodbye to emailing Word files, attachments, versions and other time wasters.
|Installation, customization, integration, testing & training at no extra charge.||Order Now|
Whitepapers: The white paper topic, goal, length, sections, material, tone will be client’s preference across the below categories
Evaluator’s guide: to explain the features and benefits to a prospect. Usually a backgrounder.
Executive briefing: Short, high-level summary for C-Level executive. Usually a problem or solution flavor.
Overview: An overview of a certain market, or to redefine a market niche favorable to a certain vendor. Usually a problem/solution flavor.
Position paper: to argue for a certain approach to solving a problem, rather like an opinion piece. Usually a problem/solution.
Product briefing: high-level features, for journalists and analysts at launch.
Special report: Any type of hybrid white paper.
|Persuasive essays that use facts and logic to promote a product or service. Used by 2 out of 3 B2B firms.||Each whitepaper will have up to 2,000 words.|
Work includes research, writing, editing, email/phone interviews with the concerned customer, proof-reading & expert review.
Infographics & Charts
|Visual presentations, charts of key ideas about a topicto grab viewers' attention and get your point across in style in print, mobile and web. Used by more than half of B2B companies to prove a point with hard data.||We will create the script, Design – including icons, images, flow-charts, illustrations and ensure.||Order Now|
Case Studies/Customer Success Stories
|The strongest marketing evidence comes from how the company is helping customers in the real world.Also, known as success or customer stories, they are used by 3 out of 4 B2B companies.||Either vertical (government, SMB, corporate, retail etc), role based (marketing, IT, HR,), need and challenge-based mapped against client’s products or service.||Order Now|
Newsletters & Corporate Magazine
|Regular informative emails or magazines (print) with company updates, to stay in touch with prospects, partners, employees and clients. Used by 4 out of 5 B2B companies.||Design of newsletter, HTML, text & mobile version for any device, or email client with detailed tracking and analytics.|
We will create, translate the & provide the ‘ready to send’ format to client’s marketing team.
Videos & Animation
|Ideal for training, help desk, users, sales, HR, explainer, demos, and marketing a complex product or servicefor the website, social media, presentations, events to grab the audience's attention in minutes.||Script, design, translation and voice over in any major language, subtitles with ready to use web & mobile friendly videos.||Order Now|
Social Media Optimization
|Stream of fresh blog and social content with daily tweets, sharing news, updates, trends optimized Twitter, LinkedIn, Instagram, Pinterest and Facebook.||Content creation and curation, scheduling, distribution, translation &tracking.||Order Now|
Kits (Press, Sales, Customer & Partner, Distributors)
|The branded kit will consist of a folder with card holder and slots for the various brochures, CD, USB etc with vertical specific brochure and case study.||Product demo-scripting, video recording, voice over - design, animation, building vertical specific presentation.||Order Now|
Translation & Localization:
|Customers do not necessarily speak or read English on consumer facing content like websites, apps, collateral. By providing localized content in their native language make a bigger, wider impact.||We can translate, proof-read, edit into/from any major language in a few hours. Guaranteed quality and response.||Order Now|
Social & Media Content Monitoring:
|-12 months of monitoring (print, web, social) from our proprietary database of 2 million news sources, across 75 languages from 100 countries with real-time keyword, brand, competitor tracking, coverage and trends.|
-The content can be circulated via website, blog, social media, newsletters for SEO.