Pharma MarketingContent MarketingMeasurement & AnalyticsDistribution StrategyHealthcare Marketing

The Vital Roles Of Measurement And Distribution In Pharma Storytelling

Jill Jacobson, Head of Health, Nativo Aug 21, 2019

Frequently Asked Questions

Why is holistic measurement important for pharma content marketing?

Holistic measurement lets marketers understand how content influences behavior across the entire patient journey. Without it, teams rely on partial metrics and proprietary publisher benchmarks that don’t show full impact, leading to inconsistent insights and suboptimal investment decisions.

What problems arise when paid, owned and social teams don’t share learnings?

When teams don’t share learnings, measurement becomes fragmented, insights aren’t aggregated, and opportunities to optimize distribution and content performance are missed. This siloes data and prevents brands from understanding the true return on content investment.

How does strategic distribution affect content performance?

Strategic distribution ensures content reaches the right audiences at the right time and context—across owned sites, social platforms, and publisher ecosystems—maximizing visibility and engagement and increasing the likelihood of driving desired patient behaviors.

Where was this article originally published?

This article was originally published by PM360 on August 21, 2019.

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Original Article

PM360 | August 21, 2019 - Pharma marketers, publishers and agencies agree: content is key to standing out in an increasingly competitive marketplace. Recognizing the significance of content, brands have historically invested in resources on their owned and operated sites, social programs and publisher sponsorships. Yet content marketers are at a loss when it comes to calculating the holistic impact of their investment. Publishers rely on proprietary methodologies and benchmarks, while the different teams managing paid, owned and social channels often fail to share learnings, overall resulting in inconsistent measurement and insights.

Successful content marketing requires understanding how content influences behavior throughout the patient journey. Only through holistic measurement and strategic distribution can pharma marketers ensure that they are investing in content that will drive bottom-line impact for their brands.

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