1, December 2022

Effective Content Strategy Tips for Health Care Professional Engagement

Written by PeakPharma

There are a variety of tools pharma sales representatives can take advantage of to connect with health care professionals and other stakeholders. As a pharma sales rep, creating quality content that’s easy to digest is essential to boosting engagement. PEAK Pharma Solutions expands on some leading strategies and tips for crafting quality content below.

1. The Importance of Quality Content

High-quality content is one of the best ways to develop strong relationships with health care providers and potential customers. Some of the best ways to do this are by positioning health care providers as your priority audience, keeping your message and takeaways simple, fostering interactivity, and providing FAQs and case studies that address pain points and build credibility.

2.  Watch-Out’s: When Poor Content Under-delivers

There are a number of issues that often cause content to fall short of expectations. This includes content that isn’t easy to digest, unengaging slides or presentations, presenting information already widely known among HCPs, and crafting content not designed for virtual meetings.

3. Creating Captivating Content for HCPs

Creating captivating content for HCPs can be accomplished by ensuring you have the proper processes in place. First, create a content calendar to ensure everyone on the team is on the same page and ensure the relevant content aligns with your brand strategy.  Second, develop a deep understanding of HCP personas and compelling arguments that prove your services solve their problems. Finally, consider crafting content at different stages of the HCP buying process, such as content that creates awareness like a blog post, content for the consideration stage that addresses specific pain points like thought leadership pieces, and content that drives analysis and decisions like case studies.

Specific types of content HCPs are interested in seeing include:

• Data from Clinical Trials
• Practical Information (ex: storage details, dosage information…)
• Real-World Data

4. Value Added, Well-Crafted Propositions

Your initial proposition is essential if you want effective engagement with HCPs. This doesn’t mean you need to create something that sounds commercial but rather content that addresses particular challenges and provides clear solutions. It’s easier to get your foot in the door by presenting quality content that’s of a data-driven or educational scientific nature, that addresses new product and training information, and that expands on industry standards and best practices.

Contact PEAK Pharma Solutions for effective content strategy sales training!

PEAK Pharma Solutions offers physician detailing, pharmacy detailing solutions, vacancy management services, and much more. To position yourself as a leader in the industry, we can help train your sales team to effectively deliver your content strategy.

Contact us online today for a discovery meeting or call 1 (888) 226-0052.