3 ways to repurpose content for a physician audience

One of the key challenges of marketing most new pharmaceutical products or medical devices is that manufacturers must serve at least two audiences: the patients who will ultimately benefit from the product, and the physicians who will carry and prescribe the product.

These two audiences have different needs, and a campaign that speaks to one segment may not speak to the other. This dual audience paradigm often forces manufacturers to develop two unique marketing campaigns. To reduce advertising costs and still reach both important audiences, manufacturers should look for ways to repurpose content that speaks to both audience segments.

Collateral intended for consumers may not directly appeal to physicians, but many manufacturers share consumer-directed content with their physician audience to align items such as symptom checklists, prescription adherence and other key concerns. In addition to sharing content directly, pharma marketers can tweak content to serve dual purposes. Here are three ways to repurpose existing content for a new audience:

1. Break large content into pieces

One of the easiest ways to increase the value you get from a large piece of content is to break it up into smaller sections and redistribute it with new audiences in mind. For example, if you've created a consumer-targeted website for a new product, and now you want to spread awareness among a physician readership, you could take the existing information and pull out data points for a new campaign. Specifically, you could take an existing landing page, extract data from it, create a new headline and create a half-page advertisement.

Marketers can apply this method to other forms of content as well. Take stock of your well-performing DTC content, then look for ways to transform it for a physician readership, rather than starting from scratch. Webinars, audio recordings, email campaigns and slide decks are a few examples of content that marketers can repurpose.

Segmenting research data by buyer persona is one way to extend the value of that data.

2. Reuse research for another audience

Pharmaceutical and medical device manufacturers have a wealth of research just waiting to be leveraged in new ways. Marketers interested in getting the most value from their research should drill down into their available data and segment it based on its potential to be of interest to each relevant audience. But how do you know which data will be most useful to which audience?

This is where your established buyer personas will help to guide your content strategy. According to MarketingLand, personas built on a foundation of solid market research can light the path forward, helping marketers understand exactly what information will be most valuable to the readership.

3. Publish digital content in print

Evergreen content that speaks about a product's specifications, uses and value may be relevant to both audience segments without much need for tweaking. However, distributing duplicate content across the web could penalize your website. Therefore, it may be most beneficial to your brand to take digital content and publish it in a print format. With only slight modifications, marketers can use collateral multiple times across mediums.

For example, pharma marketers could take digital assets such as banners, infographics and ebooks, and repurpose them into brochures, magazine inserts, cover wraps and more. Doing so not only saves costs, but maximizes the value generated by each piece of content. Marketers should integrate content repurposing into their workflow to ensure that every campaign reaches maximum efficiency.

Once you've determined the most effective way to repurpose your content for a physician audience, you'll need a multi-channel strategy to reach doctor's where they consume content related to their profession. To learn more, visit ELSMediaKits.com today.