B2B Healthcare Content Marketing at Scale with Doceree
Content marketing is vital to how brands drive engagement and build trust with healthcare professionals (HCPs) in a landscape increasingly shaped by value-driven benchmarks. With HCPs redefining engagement - in that they expect brand interactions to offer value by being educational and relevant to HCP practice instead of being promotional - content marketing in healthcare has now moved center stage.
According to a 2022 HCP survey by Indegene, while 62% of HCPs reported feeling overwhelmed by promotional content they receive from pharma companies, 63% said companies should only share relevant content with them, making the interactions more insightful [1]. Precisely targeted and contextually relevant B2B healthcare content marketing must be at the heart of such insightful interactions.
Content marketing for B2B healthcare brands must align content generation with HCP needs. Brands need to understand that content is no longer a tactical tool to support marketing but a strategic imperative to generate demand and drive business - in other words, content marketing is integral to modern digital engagement strategies.
Generally, content marketing is known to generate three times as many leads as traditional marketing at 62% less cost[2]. That being so, the question is not if brands need to scale up content marketing effectively but how. This blog explores how healthcare and pharma marketers can scale their content marketing strategies effectively.
The Challenges of Scaling B2B Healthcare Content Marketing
Notwithstanding the benefits it offers, B2B healthcare content marketing comes with its unique set of challenges. To enumerate a few:
- Reaching HCPs with content relevant to their practice at the exact moment they need it is something marketers often struggle with doing this at scale is even more difficult.
- Compared with consumer campaigns, marketing to a highly specialized, niche audience calls for specialized knowledge and research-led content, which makes scaling particularly challenging.
- Navigating a stringent regulatory environment and ensuring compliance call for extra efforts, with adverse implications for scaling.
- Aligning content marketing with multiple digital environments needs a coordinated strategy that works across the fragmented digital landscape.
Given the challenges, scaling content marketing for B2B healthcare brands is a complex task that often goes beyond the capabilities of standard content marketing techniques. The reach, precision and integration needed to deliver the content relevant to HCPs at the right moment should make brands look beyond standard solutions and adopt a purpose-built solution to overcome the challenges of B2B healthcare content marketing.
How Doceree’s Endemic Platform Helps Scale Healthcare Content Marketing with Precision
Doceree’s endemic marketing platform completely changes how brands approach B2B healthcare content marketing by delivering compliant and hyperpersonalized content to a precisely targeted HCP audience at the moments that matter most. Moreover, the platform helps brands do this ‘at scale’ so that B2B healthcare content marketing can have the greatest impact, boosting performance and business outcomes.Scale is one of the essential benefits Doceree Endemic, with its programmatic capabilities, can help marketers achieve, and it could make all the difference in terms of impact and return on investment (ROI). For brands, Doceree’s endemic platform could, therefore, prove to be the cornerstone of a singularly effective B2B healthcare content marketing strategy.
Doceree operates within verified HCP-only environments—online medical journals, EHRs, online learning portals, and doctor-networking platforms. With Doceree Endemic, brands can get around the difficulties of reaching a specialized HCP audience through general digital channels; it provides them with the means to engage HCPs meaningfully in the context of their professional activity. Moreover, with its expertise in delivering research-led content to highly specialized HCP audiences, Doceree platforms are optimized for relevance.
B2B healthcare content marketing through Doceree’s endemic healthcare content marketing platform is context-aware, fosters credibility, and inspires trust for your brand. Powered by advanced programmatic technology that broadens and automates outreach, Doceree Endemic enables precise at-scale physician-level targeting, ensuring exact content distribution and preventing wasted ‘healthcare content marketing’ efforts. All this takes precision to a new level for brands, making the greatest impact on performance and ROI.
Integrating Content Marketing with Endemic and Programmatic Advertising
The Doceree ecosystem enables brands to seamlessly integrate B2B healthcare content marketing with endemic and programmatic advertising, bringing together the contextual relevance of the first and scaling efficiency of the second.With Doceree Endemic, your B2B healthcare content—case studies, white papers, blogs, and videos—is delivered to HCPs in highly relevant contexts—like EHR interfaces—as they treat patients. HCPs receive the content they need when they need it in environments—like online medical journals, EHRs, online learning portals, and doctor-networking platforms—they are already consuming information in. Moreover, all this is happening ‘at scale’. Here, you see the combined power of endemic placement and programmatic efficiency.
The AI-powered Doceree ecosystem also helps marketers support content marketing in B2B healthcare with programmatic display, video, and native formats to enhance the precision reach already achieved significantly and to ensure optimum content distribution throughout the HCP journey.
With Doceree Endemic, B2B healthcare content marketing is:
- Context-aware and highly relevant
- Scalable and high-impact
- Hypertargeted and precise
In a digital healthcare landscape beset with the difficulties of HCP cognitive overload, the combination of contextual relevance and programmatic automation Doceree offers can make all the difference. Doceree Endemic can help brands and marketers scale their healthcare content marketing efforts while ensuring precision and compliance.
Key Advantages for B2B Healthcare Brands Using Doceree
Doceree’s endemic platform offers brands a tailored solution to their B2B healthcare content marketing needs. The following features of the platform help meet the challenges of healthcare content marketing, helping marketers maximize impact and boost ROI:
- Contextual relevance: Makes relevant content available to verified HCPs in trusted, secure environments
- Precise physician-level targeting: Geography, specialty, and behavior-based targeting—1:1 deterministic targeting to precisely identify, reach and engage 5M+ verified HCPs
- Regulatory compliance: Built-in controls to ensure compliance with healthcare industry standards—the only HIPAA-certified, GDPR and PHI-compliant endemic solution provider in the industry
- Scalability: Ensures scalability, helping brands reach verified HCPs on a global scale
- Performance monitoring and optimization: Real-time dashboards to monitor performance with real-time campaign optimization capabilities
Doceree is more than just a healthcare content marketing platform; it is your ideal partner for scaling content-led HCP engagement.
Ready to Scale Your HCP Engagement with Smart Healthcare Content Marketing?
If yours is a healthcare brand looking for the means to devise a precisely targeted, context-aware, high-impact, scalable, and compliant B2B healthcare content marketing strategy, you need look no further than Doceree. Doceree’s endemic platform helps you deliver high-impact healthcare content marketing campaigns and boost your business performance.
Explore how Doceree can elevate your B2B healthcare content marketing strategy—request a demo or speak to our experts today.
References
1. The Digitally-Savvy HCP. Learnings to Engage HCPs Around the World More Effectively and Efficiently. Indegene. 2022.
2. A Guide to Marketing Genius: Content Marketing. Demand Metric.
3. 29 Healthcare Marketing Statistics to Know for 2024. The New York Times Licensing.