What is it that separates the very best core content provided by international brand teams from the rest? It’s not just perfect messaging and compelling visuals. The difference often comes down to paying attention to how it will be used – providing clear value to affiliates and customer-facing staff.
To deliver the best service to affiliates, here are 5 questions to ask:
- Does it provide a passive or active experience? If the content doesn’t put the customer in the driving seat, they can’t direct the conversation to where they need it to go. HCPs quickly lose interest in materials that don’t immediately match their concerns. And that makes life harder for affiliates.
- Can reps easily create materials that are relevant? As part of their call planning, reps should be able to tailor the content in seconds to meet the specific needs of each individual HCP. Reps will only use core materials if they provide value to them and their customers.
- Do the materials just push messages or allow for real storytelling? Materials that fail to effectively establish the problem are unlikely to be able to convey that your product is the solution. Effective storytelling makes for effective communications.
- Does it meet local market realities? Content must not only be flexible to meet different HCP needs but allow reps to respond at speed. Poorly designed, overly large presentation materials cause missed opportunities.
- Can the materials collect actionable data at an individual level? If your materials allow HCPs to interact, you can learn what interests them and improve your level of service. If you can only measure if the materials were shown, not much is learned – and there’s little useful data to feed back to affiliates.
Get more international digital marketing strategies
With many years’ experience working at a headquarters level on global pharma campaigns, Anthill knows what it takes to enable affiliates to deliver high-value communications to their stakeholders. Now many of these strategies and techniques have been compiled into an e-book: The HQ Digital Marketing Handbook.