16 November 2018

Digital presence in the pharma industry


Ever since people started accessing the internet, a lot of information is shared online and people do learn online as well as market their products, again online.

Image Source : digitalvidya.com
Let us imagine that we wake up with a cold or fever.  It gets worse throughout the day and then we begin searching on the internet. In fact, however is that health content on the web can be difficult to navigate, and tends to lead people from mild symptoms to scary and unlikely conditions, which can cause unnecessary anxiety and stress.


What does this signify for all ? This has a message for all of us.

What it means is that like in all areas in life, one needs to know what to absorb and what to discard. For this, we need to go to credible websites that show us the path.

We need to focus on sites with rich blog content that provides information on health conditions, answers to questions, quick tips and advice they can get without going to the doctor.

We must always remember that people take comfort in reading about other patients who have experienced a treatment, condition or surgery they are facing, so this can help boost your blog’s readership numbers. While we can feature testimonials in various places around the website, our blog is a great place for reading in-depth about another patient's success. This does indeed inspire many.

Rather than short clips, blogs are trending toward featuring in-depth patient stories on their health issues.


For instance, the Harvard Medical School blog has a steady stream of content that covers a variety of health concerns. Its navigation makes it simple to browse topics by health categories, such as men’s health, women’s heart or heart health.

Emails as a resource

The fact is many patients go searching for information on the internet however we can ensure we reach them first. Here,  email is one of the best ways to reach those who need the information they are looking for. In this case, the information is placed in their inbox before they even begin looking for it. By sending out an email newsletter at least once a month, we will continue to educate prospective or current patients by providing them with fresh content they can apply to their own health.

The key is to provide an email database with a variety of information to best capture the interest of the audience.

We need to also ensure there is email personalization and segmentation based on a recipient’s interests and needs so  that they receive the information that is relevant to them. We need to plan in sending out a video, a current blog post or provide industry news that will give readers information they are looking for on various topics. Be sure to plan these ahead of time so they are timely according to the current trends.

For example, Aakron Childrens Hospital sends regular newsletters and emails them. Parents who have subscribed are happy to receive these as they are indeed dealing with many of these situations just before school starts.

An informational blog
A blog goes hand-in-hand with a strong, user-friendly website. Now, it has been found that  1 percent of all Google searches are related to medical symptoms, with 3.5 billion Google searches, that results in 35 million online medical searches every day.

One should take advantage of all those searches with rich blog content that provides information on health conditions, answers to questions, quick tips and advice they can get without going to the doctor. We should be sure to plan an editorial calendar around health or other timely topics relevant to all. For health, after all, is relevant to everyone.

We must remember that people take comfort in reading about other patients who have experienced a treatment, condition or surgery they are facing, so this can help boost our blog’s readership numbers. While we can feature testimonials in various places around our website, our blog is a great place for reading in-depth about another patient's success. Rather than content with less content, blogs are trending toward featuring in-depth patient stories on their journey from diagnosis to recovery.

In this context, the Harvard Medical School blog has a steady stream of content that covers a variety of health concerns. It has ensured that the navigation on its website makes it simple to browse topics by health categories, such as men’s health, women’s health or heart health. It has ensured that readers can easily find how to subscribe and engagement is highlighted by showing the most-commented blog posts

Videos that connect
People are increasingly are leaning more toward visual content. Everyone connects to people sharing their experience on video. We must note the fact according to the research of Wordstream, one-third of online activity is spent watching video. This is extremely relevant in the area of health care. If we can get our physicians on camera speaking about their area of expertise, it inevitably does add to their credibility and capture an audience that is out there looking for the expertise our physicians have. Added to this, if they share their experiences, it surely does add a lot of value. After all, experiences do indeed have a lot of credibility and many people are open to sharing nowadays to help others heal from what they had been through. This makes everyone open up with their issues which further results in everyone feeling absolutely comfortable in what they need to discuss. There are videos galore on the internet nowadays. In fact, many people know a lot about what they need to discuss even before going to the doctor.

We would like to know more from you in this area. Do let us know if anything or anyone has helped you online in the health sector. Is technology being used optimally ? Do you feel this trend with continue in the future? What do you think should be done further in this sector to enhance digital engagement? Do share your views with us.