Ann Handley, Marketing Profs, Founder & CEO, sat down with us during the annual ePharma conference in New York City, March 21-23, 2018, to discusses how Pharma can be 'Bigger, Bolder and Braver, Bolder' in its storytelling to build effetive content marketing strategies.
“… I talked about the need for pharmaceutical companies to be ‘Bigger, Braver, Bolder,’ in their marketing. They need to tell bigger stories. Stories that put their products or services into the lives of their customers. Think about the context of their products. They need to be braver marketers. They need to stand out a little bit and push their programs a little bit further out of the sea of same. And they need to have a bolder perspective, a bolder recognizable tone-of-voice.
The best way for, big and small [pharma] companies, to use content in storytelling is to think about what their bigger story is. Really embrace the idea of a story as a differentiator.
Ironically, your story is often not about you, it’s about what you do for others. It’s a subtle shift but it’s a really important one. So tell the story of how you help other people. How you help them shoulder their burdens and ease their pain. In pharma, literally, but any company needs to think about their bigger story as a cornerstone of not just their content but of their marketing in general. What story are you telling that connects on an emotional level with your audience?”
Watch the full one-on-one sit down interview below: