Performance Marketing Driven by Content

Health Care

Patient? Or consumer?

OverviewPart 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
  • Articles
  • infographics
  • 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
  • Websites/Blogs

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 existing content inventory across website, social, collateral - ensuring its consistent, high quality and compliant. Tick Icon Order Now
Content Manual

Content Manual

Company-level content guide, style sheet, glossary across sales & marketing channels to ensure consistency. Tick Icon Order Now

Content Extranet

We will set up a repository (digital hub) for content creation, assets, work-flow, roles-wise, and partners with calendar, alerts & milestones for use across departments, agencies, managers.

Say goodbye to emailing, attachments, versions and time wasters.

Installation, customization, integration, testing & training at no extra charge. Order Now

Whitepapers: The topic, goal, length, sections, tone will be client’s preference across the below categories

Evaluator’s guide: to explain the features and benefits. Usually a backgrounder.

Executive briefing: Short, high-level summary for C-Level executive. Usually a problem or solution flavor.

Overview: An overview, or to redefine a market niche favorable to a certain vendor.

Position paper: to argue for a certain approach to solving a problem, like an opinion piece.

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, proof-reading & expert review.

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Infographics & Charts

Visual presentations, about a topic to grab viewers' attention in style in print, mobile and web. Used by more than half of B2B companies to prove a point with data. We will create the script, design – including icons, images, illustrations. Order Now
Case Study

Case Studies

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, 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 tracking and analytics.

We will create, translate the & provide the ‘ready to send’ format.

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Data Sheets

Data sheets

Technical details for niche audience. Content & Design Order Now
presentations

Presentations (PPT/Web-based) decks

3 out of 4 B2B firms use professionally created decks that are consistent with online, mobile, desktop versions. Content & Design Order Now

User Guides

Visual, well-written guides with cheat sheets, tips, how-tos, advice, explaining the product/service. Tick Icon Order Now
Videos

Videos & Animation

Ideal for training, help desk, users, sales, explainer, demos, and marketing a product or service for the website, social media, presentations, events to grab the audience's attention. Script, design, translation and voice over in any language, subtitles with ready to use web & mobile friendly videos. Order Now
webinars

Webinars/Webcasts

Virtual lecture or training presented on the Internet. The session includes PowerPoint presentation, handouts, video, Q&A. Tick Icon Order Now
SMO

Social Media Optimization

Stream of fresh blog and social content with daily tweets, news, updates, optimized for Twitter, LinkedIn, Instagram, Pinterest and Facebook. Content creation and curation, scheduling, distribution, translation & tracking. Order Now

Flyers/Brochures/Special Guides

Marketing collateral Content, design & translation Order Now
Press

Kits (Press, Sales, Customer & Partner)

The branded kit will consist of a folder with card holder and slots for the various brochures, USB etc with vertical specific brochure and case study. Product demo-scripting, video recording, voice over - design, animation, presentation. Order Now
Proposal

RFP (Proposals, tenders)

Ready to use pre-defined templates with all key content to create, structure, email proposals to speed up sales. Tick Icon Order Now
Articles

Articles (Thought Leadership):

Ghost writing guest columns on behalf of client for blogs, newspapers, magazines. Tick Icon Order Now
Direct Mailer

Direct Mailers

For print and email – precise and persuasive. Tick Icon Order Now
Speeches

Executive Speeches

For events, conferences and meetings. Tick Icon Order Now
Report

Custom Research Reports

To collate data, backed by primary and, secondary research with expert validation. Tick Icon Order Now
SEO

Multi-lingual SEO

Complete audit, optimizing the site with meta-tags, keywords, back-links, and increasing traffic for lead generation. Tick Icon Order Now
Translation

Translation & Localization:

By providing localized content in the customer's 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
Manuals

Manuals
(Product, Technical, Sales, HR)

Improve, standardize and edit existing or create new manuals. Tick Icon Order Now
Content Monitoring

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 and, newsletters for SEO.

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