Navigating the waters of pharma marketing is not for the faint-hearted. When you’re in an industry where every claim could potentially affect lives, it becomes paramount to ensure that marketing moves are not just compelling but scientifically grounded.
How, then, is it possible for pharmaceutical marketers to create a global pharma content strategy that not only engages audiences but also educates them and builds brand awareness?
Enter the realm of online events: one of the best solutions that is easier than you think.
To find out how to leverage digital events and enhance your pharma content strategy, dive into this expert-curated guide written in partnership with Viseven, a global MarTech services provider that helps pharma and life science companies worldwide deliver trailblazing and personalized omnichannel customer experiences.
#1 Define Your Target Audience
In life sciences, knowing your HCP audience is half the battle won. The main question is: who do you want to reach? Your content, products, and other offerings won’t be relevant for everyone, meaning that you must narrow down your audience to only those HCPs who are most likely to be interested. You may already be interacting with these HCPs regularly, but if not, a deep-dive into market research is key. Consider aspects, such as:
- Educational background
- Demographic insights
- Behavioral patterns
- Key motivations
- Geographical reach
- Cultural tendencies
- Pain points
Identifying your target audience is the first step toward hosting a successful event.
#2 Perfect Your Event Registration Page
Your event registration page is supposed to introduce people to the event and tell them everything they need to know about it. It sounds good on paper, but in reality, creating an event registration page can be difficult. It is crucial to ensure that it not only provides your guests with all the necessary information but also sparks interest in your event. Key event registration page components include:
- Event date and time
- Rich media elements (photos, videos, GIFs, etc);
- Event agenda
- Details about speakers, sponsors, and exhibitors
- Past testimonials
- Seamless social sharing buttons
- Registration link
Make sure your guests have access to all the information they need, and they can find it within just a few seconds. Your event registration page should be both impressive and practical.
#3 Create A Memorable Attendee Experience
To make your event more engaging, add activities that enable guests to interact in a number of ways: talk to and network with one another, participate in quizzes, surveys, and polls, view interactive presentations, have a snack, and so on. You can also host Q&A sessions or 1:1 meetings with experts. By combining different activities, you will create an immersive experience that can be fun, educational, and engaging, all at the same time.
#4 Align Event Type With Business Goals
Before starting to prepare your event, it is crucial to think about the type of event you want to host. It should be relevant and align with your target audience, products, company values, and objectives. Here are some types of events to consider:
- Investigator meetings
- Satellite symposia
- Medical advisory board meetings
- Product launches
- Investor and analyst meetings
- Workshops and training programs
- Medical conferences
- Medical congresses
Each type of event serves a unique purpose, and understanding which one resonates with your audience can pave the way for impactful connections.
#5 Work Closely With Your PR Team To Promote The Event
Your team of copywriters, graphic artists, scriptwriters, videographers, and other professionals are the best storytellers. They are the ones who can weave a compelling narrative around your event. Write about your event in blog posts, on social media, and any other resources you have. Building a global pharma content strategy that works is a big step toward success, but it is impossible to do it on your own. Team up with those who know what it takes to create exceptional event promotions that will attract the right audience.
#6 Keep The Momentum Alive Post Event
The event’s conclusion isn’t the end; it’s a new beginning. After your event has finished, it’s essential to keep in touch with the HCPs who attended and engage with them through personalized content. Consider sending follow-up emails, talking about your event on social media, and even offering the attendees demos of your product, discounts, services, and other unique incentives, as a way to thank them for their time and encourage engagement with your organization. Nurturing these relationships can open up more business opportunities in the future.
#7 Collaborate With Other Pharma Organizations And Influencers
By partnering with other pharmaceutical companies and bloggers, you will expand your reach and target a larger audience that may not have found out about you otherwise. A great thing about online events is the fact that anyone can attend. That makes it possible to promote your event in different countries and collaborate with organizations from all over the world to grow your audience and drive higher attendance.
#8 Measure Success With Relevant Metrics
Establishing metrics will allow you to see how successful your pharma content strategy is. Most commonly, businesses use Key Performance Indicators (KPIs) to measure the success and performance of their strategies. Here are some of the KPIs you can track to gauge the success of your event:
- Attendance rate
- Audience demographic distribution
- Leads generated
- Social media reach
- Returning participants
- Cost per lead
By continuously tracking event KPIs, you will see where you succeeded most and identify areas where you need to improve. Remember that consistency is key, and you’ll achieve better results only if you track KPIs across all your events.
#9 Collaborate With Digital Pharma Event Experts
Digital events can be just as hard to organize as in-person events. And even though you may need to take a different approach, one thing is clear: pharma marketing plays a big role. And the key to achieving success is through building personalized experiences that every attending HCP will enjoy.
One of the best ways to create such experiences is using event platforms like SpotMe. They can be the perfect tool for hosting online pharma events since they fit omnichannel marketing strategies so well. With features like gamification, an interactive activity feed, breakout rooms, moderated Q&A, and many others, SpotMe’s software and event support team can help you bring your events to life.
#10 Make Your Event Inclusive
Many pharmaceutical companies choose to follow the path of inclusivity and accessibility. If you also want to create an unforgettable experience that touches people’s hearts, making sure your event is accessible is paramount. Here are some ways to make your events more inclusive and accessible:
- On-demand access to event materials and content
- Live translation in different languages
- Real-time captioning
- Adherence to accessibility standards
- Personalized experiences for all attendees
It can be challenging to provide your guests with a high degree of personalization and take extra steps to accommodate everyone. However, by prioritizing accessibility, you create a welcoming environment for all attendees, regardless of their backgrounds or abilities.
Use Online Events To Enrich Your Global Pharma Marketing Strategy
Crafting a standout digital event that engages HCPs in the pharmaceutical world demands precision, creativity, and a deep understanding of your audience. However, by dedicating some time to creating a detailed step-by-step plan, and using innovative tools like eWizard powered by Viseven to build digital content at scale, your efforts will lead to a successful event.