Must read piece on content marketing for pharma

Deirdre Coleman of eyeforpharma wrote an excellent piece “Rules of Engagement: 7 Tips for Successful Pharma Content Marketing”. Here’s a link to it. I wanted to synopsize the highlights:

Definition--Content marketing is the publication of material designed to promote a band, usually through a more oblique and subtle approach than that of traditional push advertising.
 
The goal is trust--The key to approaching a successful and sustainable health care content strategy hinges on developing a trusted relationship using content. Trust is an emotion based on credibility, but it's also one built on aligned values. So, content providers HAVE to take a point of view on their content, otherwise it's a series of facts that anyone can find with a Google search. And this is where the balance is really critical for those that are establishing relationships that focus on health. Once trust is achieved, there can be many benefits for the company, including more sales
 
You are now a media company--Content marketers have to start thinking of themselves as media companies - with a distinct point of view. Their goal is to develop an audience for that content. But they have to balance that with how, when and where they will show their distinct and unique point of view.
 
Share your values--Consumers need to feel like the pharmaceutical company understands their values and beliefs - rather than just educating them to a prescriptive solution. Look at what Pfizer is doing with the "Get Old" site and that really begins to do that. It's content that makes us re-think what it means to be old, rather than prescribe ways to manage it”.
 
Be a friend who solves problems--the biggest thing is trying to be the solver of the problem right away. it can be collaborative, in essence a friendship - where the brand acts as a place that the consumer can feel safe and trusts.
 
Use the left and right halves of the brain—Use the intellectual approach to teach, and the emotional approach to change/enhance values/beliefs.
 
Don’t be egotistical--Nobody cares about your products and services (except you). What people care about are themselves and solving their problems
 
It’s all about the reader, not the writer--Content marketing requires a shift in your thinking, from “all about us” to “all about the reader.” Being a successful publisher – and now, content marketer — means delivering content that genuinely serves your readers’ needs, not your brand’s. In return, you gain their trust and their attention. The purpose of your marketing is to build relationships – to get people to know like and trust you and consider you when it comes to making a purchasing decision.
 
Patience persistence pays--Don’t expect results after one or two months. Businesses often give up just as they’re starting to gain influence with their audience. Content marketing is a long-term investment. There are no quick wins.
 
Raise the bar--It’s not enough to publish a well-written article; it has to be valuable, useful, fulfilling a need. Make it fascinating.