{"id":6298,"date":"2020-08-17T14:13:00","date_gmt":"2020-08-17T14:13:00","guid":{"rendered":"http:\/\/blog.adfaber.org\/?p=237"},"modified":"2020-08-17T14:13:00","modified_gmt":"2020-08-17T14:13:00","slug":"content-marketing-pentru-domeniul-sanatate","status":"publish","type":"post","link":"https:\/\/adfaber.org\/en\/content-marketing-pentru-domeniul-sanatate\/","title":{"rendered":"Content marketing pentru domeniul s\u0103n\u0103tate"},"content":{"rendered":"

Marketingul online este \u00eentr-o continu\u0103 dezvoltare, iar industria farmaceutic\u0103 se al\u0103tur\u0103 treptat lumii digitale. Cu toate c\u0103 aceasta este o veste bun\u0103, zona pharma mai are multe de \u00eenv\u0103\u021bat. Av\u00e2nd o mul\u021bime de strategii de marketing digital la care s\u0103 apeleze, alegerea canalelor potrivite poate fi dificil\u0103.<\/p>\n\n\n\n

\u00centr-o industrie clasic\u0103, partea de content marketing se bazeaz\u0103 pe ideea transmiterii unui con\u021binut relevant, construit pe baza nevoilor consumatorilor. Principiile de baz\u0103 \u00een content marketing sunt simple. Con\u021binutul remarcabil atrage vizitatori, care devin \u00eent\u00e2i leads, apoi clien\u021bi. Astfel, se poate ajunge la cre\u0219terea v\u00e2nz\u0103rilor. Con\u021binutul exist\u0103 \u00een numeroase forme: articole pe blog, videoclipuri, e-books, newslettere sau post\u0103ri pe social media. Totu\u0219i, c\u00e2nd vine vorba de content marketing pharma, abordarea trebuie s\u0103 fie diferit\u0103 de cea a altor industrii. Principala diferen\u021b\u0103 \u00eentre health \u0219i oricare alt\u0103 industrie este c\u0103 pharma trebuie s\u0103 aib\u0103 un scop educa\u021bional pentru pacient sau medic \u00een primul r\u00e2nd, cre\u0219terea v\u00e2nz\u0103rilor fiind pe locul al doilea.<\/p>\n\n\n\n

Ce probleme \u00eent\u00e2mpin\u0103m \u00een content marketing pharma? <\/strong><\/p>\n\n\n\n

Una dintre cele mai importante probleme pe care le \u00eent\u00e2mpin\u0103 industria health \u00een lumea digital\u0103 este adaptarea la noul format \u0219i renun\u021barea la vechile obiceiuri. Astfel, ne lovim de prima gre\u0219eal\u0103 \u00een content marketing pharma: mesajele folosite sunt scurte, \u00eens\u0103 sunt integrate \u00een articole de blog lungi, fapt care duce la pierderea esen\u021bei mesajului ini\u021bial. O persoan\u0103 cite\u0219te un articol \u00een medie timp de 37 de secunde. <\/p>\n\n\n\n

Cu toate c\u0103 poate nu vei transforma cititorii \u00een consumatori \u00een 37 de secunde, ai toate \u0219ansele s\u0103 le c\u00e2\u0219tigi \u00eencrederea astfel \u00eenc\u00e2t s\u0103 revin\u0103 pe site, sau in comunitatea creata pentru ei. Iat\u0103 de ce este important ca mesajul transmis s\u0103 fie clar \u0219i s\u0103 nu creezi con\u021binut doar pentru a avea con\u021binut. Pe de alt\u0103 parte, c\u00e2nd pe website sau in comunitatea special creata exist\u0103 mult con\u021binut \u0219i este \u0219i util \u0219i adaptat pe nevoile consumatorului, traficul si engagementul va cre\u0219te cu siguran\u021b\u0103.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

O a doua problem\u0103 important\u0103 care diferen\u021biaz\u0103 industria health de alte industrii este partea de reglementare. Industria pharma este puternic reglementat\u0103 \u00een ceea ce prive\u0219te con\u021binutul \u0219i disponibilitatea acestuia. Con\u021binutul trebuie s\u0103 fie \u00een conformitate cu eticheta, fapt care poate ucide cu u\u0219urin\u021b\u0103 posibilit\u0103\u021bile existen\u021bei unui con\u021binut creativ.<\/p>\n\n\n\n

Este posibil s\u0103 sim\u021bi c\u0103 investe\u0219ti foarte mult \u00een reclame, doar pentru a fi ignorate de pacient sau medic. Adev\u0103rul este c\u0103 este foarte posibil ca ace\u0219tia s\u0103 nu arunce nici m\u0103car o privire pe reclama ta, mai ales dac\u0103 \u021binem cont de faptul c\u0103 peste 200 de milioane de oameni folosesc adblocker. Iat\u0103 de ce content marketing pharma de calitate este at\u00e2t de important.<\/p>\n\n\n\n

Cum facem content marketing pharma de calitate? <\/strong><\/p>\n\n\n\n

O poveste bun\u0103 spus\u0103 de industria pharma trebuie s\u0103 bifeze toate c\u0103su\u021bele standard ale con\u021binutului de marketing: structur\u0103 bun\u0103 a textului, scris creativ, CTA eficient \u0219i multe altele. S\u0103 nu uit\u0103m de faptul c\u0103 fiecare \u201ebucat\u0103\u201d de con\u021binut \u00een parte trebuie s\u0103 treac\u0103 printr-un proces de validare pentru a fi siguri c\u0103 mesajul este \u00een conformitate cu reglement\u0103rile actuale. A\u0219adar, iat\u0103 c\u00e2teva sfaturi de care ar trebui s\u0103 \u021bii cont atunci c\u00e2nd vrei s\u0103 faci o campanie de content marketing \u00een zona de pharma:<\/p>\n\n\n\n

Nu c\u0103uta scurt\u0103turi<\/strong><\/p>\n\n\n\n

\u00cen content marketing pharma, consecventa este cea care va determina cine va avea succes. Va fi nevoie de timp \u0219i mai mult de at\u00e2t, va fi nevoie de foarte mult\u0103 creativitate pentru a construi o strategie, \u00eens\u0103 odat\u0103 ce strategia este pus\u0103 \u00een mi\u0219care \u0219i con\u021binutul este actualizat regulat, vei avea parte de trafic constant \u0219i pacien\u021bi sau medici implica\u021bi.<\/p>\n\n\n\n

Nu uita de SEO<\/strong><\/p>\n\n\n\n

Content marketing \u021binte\u0219te spre cre\u0219terea natural\u0103 a vizibilit\u0103\u021bii online \u00een favoarea celei pl\u0103tite, iar acest lucru poate fi f\u0103cut cu ajutorul SEO.<\/p>\n\n\n\n

\"\"\/<\/figure>","protected":false},"excerpt":{"rendered":"

Marketingul online este \u00eentr-o continu\u0103 dezvoltare, iar industria farmaceutic\u0103 se al\u0103tur\u0103 treptat lumii digitale. Cu toate c\u0103 aceasta este o veste bun\u0103, zona pharma mai are multe de \u00eenv\u0103\u021bat. Av\u00e2nd o mul\u021bime de strategii de marketing digital la care s\u0103 apeleze, alegerea canalelor potrivite poate fi dificil\u0103. \u00centr-o industrie clasic\u0103, partea de content marketing se […]<\/p>","protected":false},"author":1,"featured_media":5949,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[14],"tags":[],"class_list":["post-6298","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articole"],"_links":{"self":[{"href":"https:\/\/adfaber.org\/en\/wp-json\/wp\/v2\/posts\/6298","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/adfaber.org\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/adfaber.org\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/adfaber.org\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/adfaber.org\/en\/wp-json\/wp\/v2\/comments?post=6298"}],"version-history":[{"count":0,"href":"https:\/\/adfaber.org\/en\/wp-json\/wp\/v2\/posts\/6298\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/adfaber.org\/en\/wp-json\/wp\/v2\/media\/5949"}],"wp:attachment":[{"href":"https:\/\/adfaber.org\/en\/wp-json\/wp\/v2\/media?parent=6298"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/adfaber.org\/en\/wp-json\/wp\/v2\/categories?post=6298"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/adfaber.org\/en\/wp-json\/wp\/v2\/tags?post=6298"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}