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Why 94% of senior-level executives believe delivering personalized content is critical for reaching customers

Social Doctor

Personalization takes place between one or several providers of personalized offerings and one or several customers. For pharmaceutical marketers, understanding how and in what form is prefer to receive medical information is a crucial driver in executing focused, tactical campaigns with a personal touch to target the audience.

While aligning content to specific needs, marketers must also take into account when and how physicians want to engage with that content and the format that information must take videos, research papers, conference reports or interviews.

It can be defined as “a process of collecting and using personal information to uniquely tailor products, content and services to an individual”. Personalization is the capability of a product manager to customize things related to the needs of the patients and to achieve communication based knowledge preferences and behaviors at the time of interaction.

With the pharmaceutical industry being one of the biggest markets in the world, drug companies must be vigilant about marketing strategies to successfully market their products. The time and effort that it takes to research and identify a market, develop a formulation for the drug, integrate operational systems, run clinical trials and focus on branding is colossal, and each stage takes a great deal of funding to complete it.

Content personalization is a hot topic now days for digital marketers these days, but many are just knowing to understand how they can actually put it into useful practice. Main part of a successful content personalization strategy is having and leveraging data that provides insight about company attributes the very same ones you’re using to do your segmentation.

Delivery of the personalized contents to customers is one of a top priority of companies. In fact, 94% of senior-level executives believe delivering personalization is critical or important to reaching customers (PWC’s Digital Services group study, 2017).

Content personalization is a strategy that relies on visitor data to deliver relevant content based on audience interests and motivations. It’s a user experience shortcut that connects your audience with the information it needs more quickly, enhancing the chance of converting the lead.

Content personalization takes a variety of forms all of which come down to audience segmentation. Typically, marketers can pare down how they segment the audience through categories like:

  • Location
    Analyzing the area or location of the targeted community for the sales and marketing of the products.
  • Behavior
    Finding out the behavior of the potential patients to the related products and their response towards them.
  • Referral
    Observing where your potential customer or patient comes from is also a powerful way to help segment the audience.

How to deliver personalized content
By using the collected data, pharmaceutical marketers can define different audience types, simplifying how they target with content. Next step is actually delivering the customized content.
For your content personalization strategy to perform well, you’ll need to follow a few critical paths. Content marketers can use to start shaping their own content personalization strategies:

  • Be transparent
    As we know “Transparency is key to any content personalization strategy,” Abusing that trust could transform content personalization from helper to hazard.
  • Think small
    Content personalization doesn’t have to be complicated. Think small and you’ll avoid a convoluted nightmare.
    “Personas should be limited to a handful, especially in the beginning,”
  • Understand your audience
    What is good for product personalization is knowing your audience well. It’s critical for pharmaceutical marketers to understand whom they’re communicating with and what type of medicines their patients’ needs.

Need help with personalizing your content strategy?

Jochum Damstra

Jochum Damstra

Hi, I am Jochum and one of the founders of MakeSense Amsterdam. I help our customers realize creative content solutions, such as video content and interactive digital aides.