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 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

"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 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

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

<http://www.jeffbullas.com/wp-content/uploads/2015/03/>

Traditional Marketing…

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

BY 2015

50% of devices

WILL HAVE

A HEATLH

APPLICATI

45% of consumers

said information

found via social

media would

affect their

decisions to

seek a second

opinion.

44% of patients

RESEARCH

HOSPITALS ON

MOBILE

DEVICES

SCHEDULED

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

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

"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

"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

<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

19901990

Countries across the

Continents across the

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”

THE ROLE OF CONTENT MARKETING Final

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