Blogging in Pharmaceutical Field
In the past few years, blogging has become an indispensable part of marketing strategies for small and large businesses all around the world. Today, no industry or niche is left untapped, including pharmacy. Although a “late bloomer”, pharmaceutical blogging and its scope have grown significantly in importance and reach.
There are two sides of the coin regarding the boom of blogging in pharma.
The first side is represented by the drive of pharmaceutical companies to spread brand awareness and generate leads among doctors and medical centers in a friendly accessible manner. The pioneer in achieving lead generation for a pharmaceutical company using effective blog content strategy was Izzy Wakeling. Being the first to undertake this task, she built the content from scratch writing articles about topics ranging from the hardships of pharmaceutical product launch to increasing face-time with doctors. Most importantly, blogging has become an opportunity for pharmaceutical companies to share information more frequently than a website allows which is a huge plus in this fast moving industry.
Secondly, there is people’s need and demand for health information. A nationwide study conducted by The Pew Internet & American Life Project in 2013 found out that 72% of Internet users have searched for information online in the past year. Due to the growing importance of Internet and digital devices in our everyday lives, this trend is predicted to grow.
Besides the company blogs, there are many non-brand blogs written by caregivers and medical professionals that want to share what they know to help others. The scope of search information ranges from looking for the best medicine to trying to figure out a possible diagnosis. In fact, 46% of those interviewed confirmed that the information found online encouraged them to seek out the help of a medical professional. 41% of those who visited a doctor said he or she confirmed or partially confirmed their diagnosis.
Nonetheless, the reach of pharmaceutical blogging does not stick to the blog and comment section below. It leaks into the chat rooms and social media stirring ever-active conversation on various health topics creating so-called peer-to-peer healthcare. According to a detailed infographic created for Allied World Health (AWH), more than 40% of people admit that the information found on social media influence their health decisions. Furthermore, 90% of consumers between ages 18 to 24 say the trust health information shared by others on social media.
In this aspect, pharmaceutical blogging and its scope transcendent the marketing purpose of content writing. It carries a burden of social responsibility as the information is spread, debated and promoted across multiple platforms, thus influencing health trends and lifestyle choices often on a national (or even international) scale.
All in all, blogging is an imperative tool for spreading awareness, ideas, and information. There is no denial that pharmaceutical blogs have encouraged diminishing the gap between companies, professionals, and consumers. The effect is reflected in the increasing trust in information published online which is why health related blogs, laic or professional, should always be carefully scrutinized. What is your opinion on the matter? Do you think this is a positive development?