Brandcast Health ads

Pharma marketers need to throw out their old playbook right now. 🗑️ Trust E-E-A-Ts brand recall for breakfast. If you want engagement from HCPs, your content should feel more like 75% empathy and ownership of a problem, and 25% introducing your product as part of the solution. You need to demonstrate empathy and provide value without your product before you earn the right to sell. And it’s not only HCPs you need to convince anymore. It’s their new favourite advisor… the AI engine. Yes, the trust framework applies here too. Your content needs to demonstrate: Experience Expertise Authority Trust E-E-A-T. It’s a framework used within Google’s guidance for assessing the quality and credibility of content. Which means adopting a trust-first approach isn’t only important for HCP engagement. It also puts you in a much stronger position as AI engines increasingly look for credible, authoritative information to inform the answers they provide. For pharma, those two priorities are becoming increasingly connected. Build content around a problem your customers genuinely care about. Demonstrate that you understand it. Become a credible source of useful information. Then introduce your product when it becomes relevant. That’s trust-first marketing. 📩 Get access to my free HCP engagement resources and newsletter if you want to build a trust-first pharma brand. 👉 Link’s at the top of my LinkedIn profile.

If I want to plan content that my HCP audience actually cares about, where do I start? Stop using market research only to ask them about your product and how it compares with competitors. Start finding out what questions they are already asking online. - What are they asking each other? - What are they searching for? - What are they asking AI? Then look at the intent behind those questions. - What problem are they actually trying to solve? - And on which of those topics can your brand provide at least part of the answer? This is how you start to develop a consistent content niche for your brand. Instead of trying to talk about everything, become known for a specific set of problems that matter to your customers and can eventually lead towards consideration of your product. You can use tools like AnswerThePublic to understand the questions people are asking and which topics have the most search interest, so you can prioritise those more likely to generate engagement. And you can adjust your market research approach to focus on customer problems, not just product and competitor comparison. Build content around a problem your customers genuinely care about. Demonstrate that you understand it. Become a credible source of useful information. Then introduce your product when it becomes relevant. That’s trust-first marketing. 📩 Get access to my free HCP engagement resources and newsletter if you want to build a trust-first pharma brand. 👉 Link’s at the top of my LinkedIn profile.

Your agency is using AI to solve your problems in half the time. So you should be demanding half the price, right? 🤑 Imagine two agencies are given the same brief. The first hasn’t solved this particular problem before. It takes the team 40 hours to get under the skin of the challenge, work through the possible approaches and reach the answer. The second has spent years working on similar problems. They already understand many of the issues involved, have developed tools and frameworks that help them get to the important questions faster, and can bring in somebody with exactly the right experience. They reach what might even be a better answer in 20 hours. Under an hourly pricing model, the second agency costs less. At first glance, that sounds like a good thing for the client. And sometimes it absolutely is. But there’s a worrying consequence... The agency that has invested in becoming better and more efficient can effectively earn less for solving the problem better. I have some concerns that if pharma procurement teams continue to drive decisions primarily by hourly rates, they will disincentivise innovation that speeds up production and improves accuracy. And they will reward partnerships where lower-value teams spend longer on tasks. Can someone make it make sense for me? 👉 If you really want to get value from your agency, read this article. https://lnkd.in/e7Fezrsq It will give you the insight you need to get far more for your money than simply asking them to ‘make efficiencies’.

There’s one thing every pharma marketer needs to understand about KPIs. They are not there to measure your value. 🙅♂️ If your manager or leadership team thinks they are, send them this post! KPIs exist to help us create future impact for our business and our customers. Remember this... If you’re not failing, you’re not learning. And if you’re not learning, you’re not improving. Unfortunately, I still experience cultures within our industry where teams fear failure and follow the status quo to avoid disruption. As a result, we gravitate towards metrics that create the illusion of success. Being busy delivering campaigns makes us feel comfortable. But activity is not impact. How many emails you sent... The number of ‘Insights’ captured.... Meetings attended... These measures can give us useful information about performance. But too often, they tell us that activity happened, not whether it changed anything. Unless an interaction plays a critical role in adoption, it is a means to an end. It shouldn’t be mistaken for impact. Over the next week, I’ll be sharing my best KPI tips, so follow me, turn on notifications and save the posts for future reference. 🔔 In the meantime, feel free to vent in the comments so our leaders can see how we’re feeling about pharma’s current KPI culture… 💬 Which metrics do you think we spend too much time measuring, and why?

There are no “standardised” KPIs for pharma. But there is a consistent approach you can use to find yours. 👍 People constantly ask me; - What should we measure? - What are the benchmarks for different channels? - What separates a vanity metric from one that measures impact? - Which measures prove behaviour change? I’m sorry to say that there is no universal standard. Your KPIs are yours alone. They can only make sense within the context of your strategy, commercial model, business objectives and the action you want your customers to take. Channel benchmarks can tell you what is typical. They cannot tell you what success means for your campaign. Here's my advice... For campaign KPIs, always start with the goal. Meaningful HCP behaviour change rarely results from a single interaction. Most campaigns involve a series of interactions designed to influence a behaviour or belief over time. So, instead of jumping straight into technical measures, start with this question; 'What customer behaviour would best indicate success?' The answer could be: - A meeting with a rep - An activity registration - A form completion - A material download - An adoption behaviour or intent signal It all depends on the goal of your campaign. For example, if your goal is to help HCPs understand how your product fits within new guidelines, a download of your guideline summary might indicate interest. But it doesn’t prove understanding or product consideration. If you know that your reps play a critical role in influencing trial within that protocol, the key behaviour might be a rep interaction following the download. Once you’ve identified that main behaviour, you can work backwards and define the smaller signals that show whether customers are progressing towards it. Those become your supporting KPIs. 👉 I’ve created a more detailed resource to help you build a connected series of KPIs and optimise conversion towards your campaign’s main goal: https://lnkd.in/ePgG66PS 🔔 Follow me and turn on notifications for another KPI tip tomorrow…

KPIs aren’t just for campaigns. They help you keep your whole marketing function ‘healthy’. 🙏 Campaign KPIs tell you how well individual initiatives are performing. But your overarching marketing KPIs tell you whether your strategy, engagement model and marketing operation are working together to create impact over time. They help you understand what to optimise, where to invest, and what to stop doing. Think about measurement in layers, with each layer answering a different question: Commercial KPIs: Are we delivering meaningful business impact? Strategic KPIs Is our strategy increasing adoption and satisfaction among our target HCPs? Campaign KPIs Are our customer journeys converting? Channel KPIs Are individual channels performing and contributing to those journeys? Operational KPIs Are we balancing effort, cost and value? Success at the lower layers should contribute to success higher up. If it doesn’t, you may be measuring (or investing in) the wrong things. For example, if email deliverability or click-through rates are poor, fewer HCPs may progress through your campaign. Improving these metrics doesn’t prove impact on its own. But it can help your customer journeys convert more effectively. Or, if one of your four key campaigns isn’t contributing to brand adoption or customer satisfaction, you can decide whether to improve it, stop it or invest the effort elsewhere. That is how KPIs help keep your entire marketing function healthy, not just tell you whether a campaign achieved it's assigned goals. 📩 Want help applying the right KPIs across your engagement model? Send me a DM. We’d be happy to help! P.S. If you’ve enjoyed my KPI tips, you’ll love the comprehensive (and free) resources we’ve developed for pharma marketers and Medical Affairs teams: 👉 https://lnkd.in/eYnJ_yHR