In many companies, Medical Science Liaisons now fulfil a marketing role in addition to their traditional chores. What does this development mean for medical marketing?
Traditionally, MSLs bridged the technical gap between research and sales. After R&D developed a new drug, the MSLs explained its technical specifications to the sales force, empowering them to do their jobs. Medical Science Liaisons also served as a resource for the sales force. But today’s patients are much more sophisticated, because they not only demand more information about a new drug, but they also share their experiences online. At the same time, doctors have less time than ever, so they need to digest drug information in snippets as opposed to sales-y diatribes.
“People expect a high level of scientific integrity,” explained Astellas SVP Shontelle Dodson, who is the company’s head of medical affairs in North America.
Why Content Matters
The days of the micro-blogs — short posts stuffed full of keywords and mainly devoted to marketing — are over. Just like today’s patients expect detailed information about the drugs they take, they also expect quality content that has value other than marketing. That value usually comes from one of two sources:
- Industry News: This post is an example of an industry news blog. Taking a news story and then discussing its medical implications is a great way to communicate with your audience in a format that’s familiar to them.
- Evergreen Blogs: List blogs are good (“Seven Reasons for Whatever”) as long as they add value and aren’t just marketing. How-to SEO blogs (“Understanding the Risks of Plastic Surgery) work well too, as long as they contain some marketing elements.
Posting good content that has value for the reader is one of the best things you can do for medical marketing SEO.
The above story touched on another element of medical marketing services, viz, posting frequency.
Sixteen blogs a month will result in about a 300 percent increase in your web traffic. That means sixteen quality posts a month, and many doctors simply do not have that kind of time to devote to blogging.
A good SEO writer can speak for you by mimicking your voice and blogging about the topics which matter to your patients and potential patients.
Successful medical marketing depends on a good overall SEO strategy. For a free consultation, contact us online or call 888-428-7999.