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The Impact of Content and Community on your Multichannel Marketing Strategy
Martine Docking
Commercial Director, APAC
Right time, right place……
right content, right audience
To reach the busy doctor you must be present across all touch points, online and offline
Make connections, starts conversations and create inquiry
Good Conversation is the result of Good Content Strategy
Communicate relevantly and accurately
Translate your brand across multiple channels
Manage budget and time
Decrease stress
3
Why
Good Conversation is the result of Good Content Strategy
Communicate relevantly and accurately
Translate your brand across multiple channels
Develop & document your style guide
Manage budget and time
Decrease stress
4
Why How
Good Conversation is the result of Good Content Strategy
Create a message architecture
Communicate relevantly and accurately
Prioritise messages
Translate your brand across multiple channels
Develop & document your style guide
Audit your content around those messages
Manage budget and time
Map your message by audience/channel
Decrease stress Ensure all aspects of your MCM reflect and reinforce your messages
5
Why How What
Good Conversation is the result of Good Content Strategy
Create a message architecture
Communicate relevantly and accurately
Prioritise messages
Translate your brand across multiple channels
Develop & document your style guide
Audit your content around those messages
Build an editorial calendar
Manage budget and time
Map your message by audience/channel
Decrease stress Ensure all aspects of your MCM reflect and reinforce your messages
6
Why How What When
Good Conversation is the result of Good Content Strategy
7
The right blend tells your story
Content you want to deliver
Content that
exists
Content users want
CR
EDIB
ILIT
Y
Medical Journal
Independent 3rd
Party
Pharma Educational Information
Pharma Product Information
Internet is a community
Google/Manhattan ResearchU.S. June 2012 8
The internet is critical to
clinical practice
Search is the doctor’s digital
stethoscope
Medicine is mobile
Online video is an
education tool
Communities are driven by purpose
http://www.slideshare.net/istvancamargo/2012-google-physicianstudy
Communities are built on frequency + engagement
http://www.gfk.com/magazine/healthtalk/tomorrows-patient-at-the-forefront-of-future-growth/pharma-goes-digital
Sound content strategy and deep community engagement underpin multi-channel marketing strategy
Contact us at email: [email protected] visit us at www.interface.wiley.comto find out how we can support you with your multi-channel marketing strategy today!
