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Creating the ultimate digital customer experience is a goal that organizations across all types of industries are talking about. Healthcare organizations should be at the top of the list, working to make their practices positively connect with their patient communities, digitally. Healthcare marketing continues to revolve around patients’ needs and wants. This trend continues as has the growth in patient-friendly online content, and so must marketing to reach and engage them effectively. Patients across all categories continue to look for help with everything from education, option evaluation, condition management, and so on.

An effective strategy to assist in achieving this goal is through developing and initiating am effective content marketing strategy. Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. Typically content is defined in the forms of written word, audio, video and images. Effective content creates brand equity, meaning: your brand becomes more and more valuable over time as you continue to create valuable content. This creates a flywheel effect where you start to generate more and more momentum until suddenly you’re dominating your field.

Ultimately, a content marketing strategy is a plan for building an audience by publishing, maintaining, and spreading frequent and consistent content that educates, entertains, or inspires to turn strangers into fans and fans into customers.

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This week’s available presentation is titled “Content is King: Creating a Digital Storybook to Nurture your Customers” from patient digital marketing leadership pioneer, Jill Wassil, former Director, Consumer and Patient Marketing at Allergan and now Digital Marketing Strategist at Urovant Sciences. This presentation examines identifying the “right” topic for a great story line, understanding the elements of a great case study and how to combine emotion and the business value to the story, learning how to interview a subject – know which questions you need to ask and craft the story for the “right” audience. ​


Are you looking to revolutionize your healthcare digital marketing strategy in post pandemic? Would you like to hear directly from the healthcare industry’s leading digital marketing disrupters and game-changers?

Consider joining us at the 2020 BioPharma eMarketing Summit (December 1-3, 2020 in San Diego, CA). Join 300+ leading digital marketing pioneers willing to share their own digital strategies in this interactive, engaging “TED-styled” healthcare marketing summit and walk away with 2 years worth of actionable new digital marketing strategies and expertise in just 3 days!

Want to hear multiple weekly patient digital marketing trends and strategies from leading visionaries and experts? Subscribe to our weekly Podcast Series and receive new episodes, tips and resources directly from Curtis & Coulter weekly to your inbox

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