By Chantal kolber, Senior director of Advertising Sales Operations and development
Wolters kluwer Medical Research
Published clinical trial data is a powerful form of content marketing for healthcare marketers and product managers. It is compelling evidence of your products’ benefits. But with both limited and declining access to healthcare professionals (HCP), finding new ways to engage with marketing is becoming more difficult. It’s not enough to advertise brand messages and have a HCP website; you need to compel busy clinicians to engage with your content and fully understand the science and clinical data of your product.
The best way to maximize your content investment is to connect with healthcare professionals where they spend the most time. Multichannel journals can help you distribute your content and increase customer engagement and interaction by reaching your target across multiple formats and in a trusted learning environment.
The Changing Paradigm of Content Consumption
Digitally-published journal content has changed how clinicians find and engage with clinical content. Physicians and nurses spend up to 3.5 hours every day on desktops and mobile devices, doing everything from managing patients and reading clinical research to reviewing treatment options, finding drug information, and keeping up with their CME/CE certifications. Multi-device users are seeking answers whenever and wherever they find them1 .
Engaging with your published articles and marketing content is a challenging endeavor. The amount of indexed peer-reviewed articles has grown by 55% in 10 years2 . To put that into context, there were over 630,000 medical articles published last year. That’s over 1,700 articles published per day. Finding your clinical trial article is like finding a needle in a haystack. How do physicians stay up to date? According to Kantar Media in the Sources and Interactions Study, the top two tasks performed by physicians after “accessing the internet” and “email” are “reading articles from medical publications” and “researching general medical issues and specific clinical situations”3 .
Reading the current issue of a journal keeps clinicians up to date with the newest original data available in their field, but when it comes to finding answers to clinical questions, they turn to online search. MEDLINE®/ PubMed® indexing makes peer-reviewed articles searchable; they appear organically in most clinical searches, and citations increase the impact of that article and journal. Finding and interacting with journal articles online is not a passive activity. Healthcare professionals know what they need and target their searches. Many will start by using their favorite search tool, which leads most often to a published article on a journal website. Of the 35 million instances to our journal network this year, almost 60% come from outside search while 20% are direct to journal where the user then very likely performs a clinical search .
Wolters Kluwer’s second annual Content Consumption Survey of over 12,000 HCP subscribers and users delves into the many ways readers consume journal content. Reading the current issue in print or digital format is only one form of interaction. Digital access has increased overall journal readership. Today, more clinicians use online and mobile journals to stay informed and access three times more journals on a regular basis than they did a decade ago—and they do much more than just read articles2 . A subscriber will connect with their journal an average eight times a month to search and read articles and abstracts, read Publish Ahead Of Print articles, share articles via email and social media, view videos, and interact with the journal’s iPad® App2 . These repeat visits by loyal subscribers create multiple opportunities for readers to build recognition of your product and trigger action.
Leveraging Multi-Channel Journal Use to Increase Marketing Content Engagement
The first step to maximizing your content marketing investment is to transform your journal advertising strategy from a basic media schedule into a multichannel journal campaign that promotes your content in addition to your brand. Developing content is a big investment and proving your product works is detailed in your published clinical trial articles and approved sales and marketing materials. Your HCP product website is a wealth of valuable information with approved content that builds trust and creates a meaningful brand experience. Repurposing and promoting this content in your advertising strategy achieves brand recognition and more importantly drives content engagement and customer interaction with your content and website. Some examples of effective digital advertising incorporate the following:
• Embed approved content into Journal Banners and App advertisements. Embedding MOA and KOL videos, article reprints, and case studies drives more content interaction within the journal environment than hyperlinking alone.
• Create Digital Brand Experiences. Currently the majority of pharmaceutical journal advertising is created for print issue distribution and then converted to digital. While print ads still provide broad and continuous reach of your brand message, digital ads are more about the content interaction. Adapt your eDetail or create a game with educational questions and answers. Prescribers will have an educational brand experience within the journal in addition to the brand messaging available from print alone.
• Tell them what they are hyperlinking to. Visibly promote or tease the content you are linking to so that the user wants to click on the ad. Language such as “Download Clinical Data” or “View Roundtable Video” performs a lot better than “Visit us at.”
Maximize Your Content Marketing Investment
Remember the three keys to increasing content engagement:
• Leverage the multi-channel use of journals: print, app, website and email
• Integrate your interactive content with your multi-channel journal strategy
• Embed or at minimum describe your content hyperlinks for increased customer interaction •
Case Study: The same advertiser ran half their ads with a video embedded into the journal advertisement and half with the video hyperlinked. The embedded video ads received 425% more views than the clicks on the video hyperlink4 .
1 Wolters Kluwer Content Consumption Survey, 2013 (n=11,828) & 2014 (n=12,392) Statistical significance ±1.17% at 99% confidence level(both)
2 Web of Science 2003-2013, Medical Content
3 Kantar Media®, Sources & Interactions: September 2014 Medical/ Surgical Edition
4 Adobe Digital Marketing Suite powered by Omniture, 2014
Chantal Kolber oversees digital sales strategy, brand development, operations and promotions for the network of 300+ Lippincott Williams & Wilkins (LWW) journals in 40 HCP specialties, serving 2.2 million global subscribers and over 60 international medical societies. She combines her publishing and advertising expertise to develop engaging multichannel solutions for pharmaceutical, device and hospital customers. Chantal joined Wolters Kluwer in 2008 to launch online advertising for its LWW eJournal Network. In 2011 she was a driving force for the launch of the LWW iPad App Bundle. Prior to joining Wolters Kluwer, she held sales and management positions at WebMD, Thomson’s Physician’s Desk Reference and Time Inc. Health. Wolters Kluwer is a leading global provider of medical and nursing clinical information and research. Learn more at www.wolterskluwerhealth.com.