Pharmaceutical companies have a pressing
communications crisis without warning am I right, United Airlines. Reputation matters: Finally, there's an 800-pound gorilla in the room: public perception.need to overcome the perception that they have little regard for human suffering when making profits. This reputation may be based on some legitimate concerns, highlighted by some well-known stories about the greed and questionable ethics of management "Pharma Bro" Martin Shkreli and Theranos' There are other sides to the story think Elizabeth Holmes that don't get the same level of attention, and content marketers are often challenged by how to reveal them. According to government estimates, 845,000 people work in the U.S. pharmaceutical industry.Still, the antics that attract the attention of any industry will get the most attention from the media. Shkreli and Holmes have become poster children for drug price gouging and shady practices, but in reality they represent only a small fraction of drug and medical Special Databaseservice providers in the United States. There are many misconceptions about how treatments are developed and how the complexity of the process affects the information the public receives. Pharmaceutical companies are big companies, but they are also businesses built on the need to care for the sick and injured. “It takes a lot of skill to understand the business side of things without losing sight of why these companies are taking the risks and doing the work that they do,” says John, Senior Director of Content Strategy at The Medicines Company. Buddy Scalera said. For example, it takes on average about 12 years to get a drug from a lab to a local pharmacy. If you're interested in the whole process, Pfizer has a YouTube channel that provides useful information about drug development. Handpicked related content: When Followers Attack:
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The Monty Python Guide to Maintaining Social Media Harmony Diagnosis and content-based treatment While the above concerns are certainly not trivial, Buddy believes that content marketing eliminates the disparity that exists between businesses and their audiences, and there are many opportunities to creatively connect in impactful and measurable ways. I am. Contentmarketing has the potential to reduce the gap between the pharmaceutical industry and its audience, says BuddyScalera. "Health is so personal that people are looking for information they don't want to discuss with family and friends," says Badi. “We can go beyond basic data and create content that actually has diagnostic meaning for both patients and their caregivers.” Being diagnosed with a serious health condition is scary. People typically turn to Google to learn more about disorders that affect them. Content marketers are therefore responsible for providing useful information across multiple languages and cultures. That means developing core content and repurposing it across multiple channels to address different reading levels
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