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Read up on our latest pharmaceutical marketing strategy recommendations to optimize your marketing plan and convert more customers over the next 12 months

Take stock heading into 2021 after what has been a challenging year for pharmaceutical marketers, healthcare, medical and high-science marketers, and all who work in the industry. The strategic evaluation and forecasting season that comes with year-end means many of you are scanning, benchmarking, and prioritizing to strengthen your pharmaceutical marketing strategies for the coming year. When getting ready for 2021, before even looking at your strategy it's essential to revisit your planning framework. So, let's quickly take a whistlestop tour of why the RACE Framework is the key to setting up your pharmaceutical marketing strategy for success.

Using the RACE Framework to plan your pharmaceutical marketing strategy

The RACE Framework is a practical framework to help manage and improve results from your digital marketing. When planning your overall marketing strategies,…

You need better content marketing metrics - ones that your executive team really care about

Like the father character Tevye in the classic movie 'Fiddler on the Roof,' some digital marketers seem to blindly follow tradition without much thought. They focus on traditional metrics like click-through rates, cost per acquisition (CPA) or return on ad spend (ROAS). The problem is, their executive leadership often doesn’t see how these metrics translate to the bottom line. [si_guide_block id="34016" title="Download our Individual Member Resource – Evaluating content marketing ROI guide" description="This guide is aimed at helping you improve your confidence in the value of content marketing by stepping you through a range of techniques to help marketers evaluate and prove their content effectiveness."/] Keeping in mind the goal of marketing: to grow your business at the lowest possible cost. So, for brands whose growth depends on acquiring and nurturing leads, your content marketing (CM) metrics must…

All successful content strategies result from the right content assets that drive engagement, enhance reputation, and increase the visibility of a business

The purpose of content marketing is to use content as leverage to attract visitors to your site or digital assets, engage them, turn them into paying customers and retain them. Seems like a tall ask, doesn’t it? And it is. Even the best laid out content marketing strategy fails to find traction. So the question is – as businesses increasingly offer omnichannel experiences to their target audience, how do you ensure your content marketing strategy can be woven seamlessly into this business model and remain effective? [si_guide_block id="5651" title="Download our Premium Resource – Content marketing strategy guide" description="This guide shows you both how to develop a strategy to deploy content across all your online marketing and gives practical tips to make it happen."/] The answer – don't forget content assets that are central…

Chart of the Day: The vast majority of marketers are still using vanity metrics to assess content effectiveness, whilst only half are measuring the effect on sales.

A recent report by TrackMaven asked 200 marketing leaders across 19 different industries about how they measure the effectiveness of their marketing efforts. The results show that marketers are still relying on 'vanity metrics' such as likes, shares and views, rather than calculations of how the marketing has impacted the bottom line. This needs to change if marketers are going to be able to justify future increases in budgets for new campaigns. It's no good going to the CFO with how many re-tweets you got. The only sustainable way to grow your marketing department is to be able to clearly demonstrate that is leading to increases in leads and sales, and thus contributing to the business growth. Marketers need to invest in better analytics for measuring their success and…

Content marketing works, but measuring content marketing ROI is challenging

In the Smart Insights-Hubspot research into content marketing in Europe, 44.4% of marketing managers who responded to the survey, say they struggle to measure the return on their content marketing investment. [caption id="attachment_34135" align="aligncenter" width="550"] 44.4% of marketing managers struggle to measure content ROI[/caption] This inability to measure the ROI of content marketing confirms a need for more guidance on how to calculate the cost of content marketing and measure the return on investment. In this post I want to walk you through a simple but effective costing model, and show you how, by breaking out the component costs of content into labour, production and distribution, you can work out your content marketing cost, which provides the basis for evaluating your content marketing…