When developing digital communication materials centrally at HQ, there are some basic approaches that prove their value time and again. Some might seem obvious but you’d be surprised how often projects can run into problems because they weren’t properly accounted for. The very best pharma marketers understand what’s required – and act on them every day.
5 international digital marketing essentials
Localisation is a nightmare without a clear process
Costs can spiral and confusion reigns without a process for local translation and adaptation that everybody understands, agrees to, and follows.
Content has to be flexible or it won't get used
Affiliates and customer-facing staff need the ability to match the content to specific local situations and individual customer needs. If your digital marketing material doesn’t make this easy, it might get ignored.
Data has to be useful for affiliates
If data is only going one-way – back to HQ – people may be suspicious of centrally created digital material. It has to provide value for everyone.
Internal communication is a great investment
Take the time for local market involvement in the content planning and later training everyone properly on the materials. This not only builds support but ensures that the materials are used in the right way.
Quality always beats quantity
It’s far better to deliver excellent digital content that’s a ‘must have’ than huge presentations filled with ‘might need’ information. Ask any rep: with the right content strategy, less really is more.
Download the e-book
For more on what the top digital pharma marketers know, download Anthill’s Digital Marketing Handbook — see what works, what doesn't, and why.
Built on the agency's experience with global pharma brands, and by working closely with the industry's leading marketing talent, this handbook provides the strategies that produce the right kind of digital communications tools.