the role of content marketing final
TRANSCRIPT
The role of content marketing “In strengthen relations with healthcare professionals and patients”
Hosam Badr Marketing directorGulf Pharmaceutical Industries
"The world is changing very fast. Big will not beat
small anymore. It will be the fast beating the slow." -Rupert Murdoch
The World is changing
The medical Representative evolution
Shohei Ninomiya (1912)
The Pharma Marketing evolution
"Pharma Marketing Blog: The Year 2014 in Images." 2014. 19 Mar. 2016<http://www.slideshare.net/johnmackjr/pharma-maketing-blog-the-year-2014-in-images>
“Nobody reads ads. People read what interests them.”—Howard Gossage
The Pharma Marketing evolution
The past Doctor and The Pharma
The present Doctor and the Pharmas
"Traditional Publicity VS Content Marketing | Infographic ..." 2012. 19 Mar. 2016 <http://marketinghits.com/blog/traditional-publicity-vs-content-marketing-infographic/>
Content marketing
"What is Content Marketing? - Content Marketing Institute." 2012. 19 Mar. 2016 <http://contentmarketinginstitute.com/what-is-content-marketing/>
Strategic marketing approach focused on creating & distributing valuable, relevant, and consistent content to attract & retain a clearly-
defined audience & ultimately, to drive profitable customer action
The Pharma Marketing evolution
"Your Best Year Ever: How To Drive 20,000 Visitors To Your ..." 2016. 15 Mar. 2016 <http://neilpatel.com/2016/01/30/your-best-year-ever-how-to-drive-20000-visitors-to-your-blog-in-90-days/
Content Marketing
What interest them What you want to say
Relationship Building Through Content
"Traditional Publicity VS Content Marketing | Infographic ..." 2012. 19 Mar. 2016 <http://marketinghits.com/blog/traditional-publicity-vs-content-marketing-infographic/>
Engage Understand
Types of Content Marketing Strategies
"Content Marketing - E-Intellisense." 2015. 15 Mar. 2016 <http://www.e-intellisense.com/content-marketing/>
The content marketing mattress
"The 6 Rules of Product Content Marketing to Propel Your ..." 2014. 8 Mar. 2016 <https://www.hallaminternet.com/assets/>
Content Marketing Channels
"The 6 Rules of Product Content Marketing to Propel Your ..." 2014. 8 Mar. 2016
<http://www.jeffbullas.com/wp-content/uploads/2015/03/>
What is The Difference Why We Need To Change
The World is changing
The World is changing
The World is changing
"The 6 Rules of Product Content Marketing to Propel Your ..." 2012. 8 Mar. 2016 <https://contentmaximiser.com/wp-content/>
Consumer Habits
"Content Marketing Examples, Trends 2012." 2012. 14 Mar. 2016 <http://contentmarketinginstitute.com/2012/12/content-marketing-trends-2012-examples/>
"Content Marketing Infographic | Demand Metric." 2013. 15 Mar. 2016 <http://www.demandmetric.com/content/content-marketing-infographic>
Consumer Habits
"Content Marketing Infographic | Demand Metric." 2013. 15 Mar. 2016 <http://www.demandmetric.com/content/content-marketing-infographic>
Consumer Habits
The Top 10 content channels
"Content Marketing - Online Marketing & Website Design ..." 2015. 14 Mar. 2016<http://www.siteweb.co.za/content-marketing/>
"The 6 Rules of Product Content Marketing to Propel Your ..." 2014. 8 Mar. 2016 <http://metaventuregroup.com/content-marketing-demand-generation-6-rules-product-content/>
Consumer Habits
"Compelling Content: 3 Key Points from the Consumer POV 2013." 15 Mar. 2016 <http://cdn.business2community.com/wp-content/>
Consumer Habits
The World is changing
"The 6 Rules of Product Content Marketing to Propel Your ..." 2014. 8 Mar. 2016
<http://www.jeffbullas.com/wp-content/uploads/2015/03/>
"Your Best Year Ever: How To Drive 20,000 Visitors To Your ..." 2016. 15 Mar. 2016 <http://neilpatel.com/2016/01/30/your-best-year-ever-how-to-drive-20000-visitors-to-your-blog-in-90-days/
Traditional Marketing…
"Your Best Year Ever: How To Drive 20,000 Visitors To Your ..." 2016. 15 Mar. 2016 <http://neilpatel.com/2016/01/30/your-best-year-ever-how-to-drive-20000-visitors-to-your-blog-in-90-days/
Social Media Use in the Middle east
“Social Media Usage in Middle East - Statistics and Trends”, 2014, . 27 Mar. 2016 http://www.go-gulf.com/
Social Media Use in the Middle east
“Social Media Usage in Middle East - Statistics and Trends”, 2014, . 27 Mar. 2016 http://www.go-gulf.com/
The Social Life of Health Information
80% have looked online for information
about any of 15 health topics
23% of social network site users, have
followed their friends’ personal health experiences or updates on the site.
"The Social Life of Health Information, 2011 - Pew
Internet ..." 2014. 23 Mar. 2016 <http://www.pewinternet.org/2011/05/12/the-social-life-of-health-information-2011/>
34% have read someone else’s
commentary or experience about health or medical issues on an online
news group, website, or blog
The Social Life of Health Information
Content Marketing in the Health Field
"Content Marketing in the Health Field | Insights | MSLGROUP." 2015. 15 Mar. 2016 <http://www.mslgroup.com/insights/2014/infographic-advancing-content-marketing-in-the-health-field/>
THE STATE OF CONTENT MARKETING: HEALTHCARE
"State of Healthcare Content Marketing - Contently - Content." 2015. 23 Mar. 2016 <https://contently.com/wp-content/uploads/2014/08/140814_State-of-Healthcare-Content-Marketing-1.pdf
500M MOBILE
HEALTH
CARE
USERS
BY 2015
50% of devices
WILL HAVE
A HEATLH
APPLICATI
ON BY
2018
45% of consumers
said information
found via social
media would
affect their
decisions to
seek a second
opinion.
44% of patients
WHO
RESEARCH
HOSPITALS ON
MOBILE
DEVICES
SCHEDULED
AN
APPOINTMENT
40% of respondents
reported that
information found
via social media
would affect the
way they coped
with a chronic
condition or their
approach to diet
and exercise
Do Physicians use social Media
"Medscape Physician Lifestyle Report: 2012 Results." 2012. 28 Mar. 2016
<http://www.medscape.com/features/slideshow/lifestyle/2012/public>
published by PMLiVE
(http://www.pmlive.com/phar
ma_intelligence/infographic_d
igitally-native_hcps_544275)
Health care content by marketing usage
"Research Finds Health Care Content Marketing Lags Two ..." 2012. 15 Mar. 2016 <http://www.business2community.com/content-marketing/research-finds-health-care-content-marketing-lags-two-years-behind-0335047>
"Research Finds Health Care Content Marketing Lags Two ..." 2012. 15 Mar. 2016 <http://www.business2community.com/content-marketing/research-finds-health-care-content-marketing-lags-two-years-
behind-0335047>
Health care content by marketing usage
Content Marketing results
"Content Marketing Infographic | Demand Metric." 2013. 15 Mar. 2016 <http://www.demandmetric.com/content/content-marketing-infographic>
Best Value Channels
http://www.smartinsights.com/online-brand-strategy/multichannel-strategies/multichannel-marketing-options/
"Multi channel marketing options - Smart Insights Digital ..." 2014. 28 Mar. 2016 <http://www.smartinsights.com/online-brand-strategy/multichannel-strategies/multichannel-marketing-options/>
Inbound Marketing is more Cost Effective
"Executing a Pull Marketing Strategy - SlideShare." 2011. 28 Mar. 2016
<http://www.slideshare.net/KevinKrason/executing-a-pull-marketing-strategy>
OUTBOUND (Push)
Telemarketing
Trade Shows
Direct Mail
Email Blasts
Print Ads / Press Releases
Television / Radio
INBOUND (Pull)
Search Marketing
Blogging
Social Media
RSS/Content Syndication
Articles, Ebooks, White Papers
Videos / Presentations
Inbound Marketing is more Cost Effective
"Health And Pharmaceuticals Should Keep Sticking With Content Marketing “ 2015. 28 Mar. 2016
http://cdn2.business2community.com/wp-content/uploads/2015/10/healthcare_and_pharma.jpg.jpg
Inbound Marketing is more Cost Effective
"Online Pharmaceuticals Marketing Effectiveness - CHART." 2014. 29 Mar. 2016<http://trends.e-strategyblog.com/2014/07/31/online-pharmaceuticals-marketing-effectiveness/20502>
Is Marketing facing a paradigm shift?
"Survey: Is Marketing facing a paradigm shift? - Talkwalker ..." 2014. 28 Mar. 2016 <http://blog.talkwalker.com/en/survey-is-marketing-facing-a-paradigm-shift/
Content Marketing: The past, the present and the future
"Do You Need A Rainbow In Content Marketing?." 15 Mar. 2016 <http://www.business2community.com/content-marketing/do-you-need-a-rainbow-in-content-marketing-01268749>"Content Diversity In Online Marketing ... - Adweek." 2015. 28 Mar. 2016
<http://www.adweek.com/socialtimes/content-diversity-online-marketing/478048>
The Goals of Content Marketing
"Die Content Marketing Grundlagen für Unternehmen - Namics." 2013. 15 Mar. 2016 <https://blog.namics.com/2012/02/die-content-marketing-grundlagen-fur-unternehmen.html>
"The content marketing mix..." 2012. 13 Mar. 2016
http://www.pardot.com/wp-content/
The Goals of Content Marketing
Content Marketing Model
"The Content Marketing Pyramid: How to Generate More with Less" 2015. 12 Mar. 2016
<http://www.curata.com/blog/wp-content/>
The Biggest Content Marketing Challenge
"7 ways of using content marketing for your hotel - Redforts." 2015. 15 Mar. 2016
<http://digitalmediacube.com/images/copywriting-services.jpg/>
The Anatomy of Content Marketing
"The Anatomy of Content Marketing [Infographic]" 2013. 15 Mar. 2016 http://unbounce.com/content-marketing/anatomy/
The Benefits of Content marketing
"10 Content Marketing Statistics for 2014..." 2015. 12 Mar. 2016 http://resources.salespanda.com/showcase/10-Content-Marketing-Statistics-for-2014
The Benefits of Content marketing
"The 6 Rules of Product Content Marketing to Propel Your ..." 2014. 12 Mar. 2016
<http://experiencedestinations.com/wp-content//>
" Content With Intent: The Intersection of PR & Content Marketing, 2012." 15 Mar. 2016 < https://prnbloggers.files.wordpress.com/>
Content With Intent
A combination of Push and Pull is the most effective Marketing strategy
Thank You
1996 - 2008
2008 - 20102010 - 2016
1991 - 19981984 – 1990 1994 - 1996
2006 - 2008 2006 - 2016
1980
1985
19901990
2000
2010
2015
1980
451
Countries across the
world
Continents across the
world
Generic Manufacturer and Distributor in
MENA region with 15 state of the art facilities
A Leading
35 Years of Sustaining Health
Hosam Badr Marketing directorGulf Pharmaceutical Industries
The role of content marketing in strengthen relations with healthcare professionals and patients”