The three articles that landed my client a 6-figure pharma project
Overview
A boutique life sciences consulting firm enlisted me to develop and execute a content marketing plan to generate awareness, educate prospects, and close new deals.
Their existing content assets were broad pieces that surveyed the scientific and commercial landscape of bringing drugs to market but didn’t foster audience engagement.
Strategy 1: Evaluating Existing Assets
While the client had only published a few general articles, they had a wealth of unpublished internal assets in the form of pitch decks, white papers, frameworks, reports, deliverables, and even books that their founder had authored.
I reviewed existing assets to determine how to repurpose them in the most cost-effective, impactful way. Their target market lacked valuable material for prospective clients such as how-to guides, commercial strategies, and tools for maximizing value/ROI. I extracted salient points from the body of already-created material to use in the creation of audience-oriented, engaging content.
Strategy 2: Leveraging Existing Subject Matter Expertise
Another asset that the consulting firm had were multiple subject matter experts. Each partner specialized in a particular area of pharma commercialization and had at least 20 years of industry experience under his belt.
To leverage their expertise, I interviewed partners on the challenges, strategies, and resources required to successfully bring a drug to market. I turned the information gathered during these short conversations into articles and other content that ultimately formed the backbone of the firm’s inbound marketing strategy.
Strategy 3: Creating Cohesive Content
I developed comprehensive content pieces that stood alone and fit into a larger content plan, providing prospective clients with valuable material while ensuring that they came back.
To craft pieces that the target audience would value, I broke down the firm’s approach to their specialty into what steps they’d take to achieve a profitable outcome for clients, mistakes they most often see, and what resources a successful project needs.
I used this material to write three articles around successfully commercializing pharma products:
Article 1: The Importance of Early Planning
Article 2: Components of a Successful Strategy
Article 3: The Most Common Mistakes
Each piece had to be actionable, with conversions like targeted calls-to-action, newsletter signups, and free resources so I could track engagement and adjust the strategy for future posts.
Custom graphics (like charts, diagrams, processes, and checklists) tagged with relevant keywords boosted my client’s position within search engine results and enabled content to rank for image searches.
Finally, a publishing schedule of every few weeks allowed each piece of content to gain maximum traction while keeping the firm’s content pipeline full.
Strategy 4: Launching Resource Centers
One of the biggest factors Google uses when ranking content within search engine results is relevancy. To harness the power of relevancy and ensure visitors could quickly and easily find what they wanted when visiting the client’s website, I created resource centers around the firm’s major offerings.
I populated the resource centers with a mix of media, including articles, SlideShares, white papers, and links to valuable external content. To capture visitor contact information, I also included downloadable resources in exchange for email addresses.
Results
Two months to the date that the first piece was published, my client received an email inquiry from a top pharmaceutical company’s marketing director requesting more information about their process and outcomes. His inquiry led to a 6-figure project with this pharma company.
The pieces I developed for this client continue to drive conversions and have led to them ranking within the top 3 Google search engine results for multiple commercially oriented keywords.
My client has also seen nearly 1,000 onpage conversions since partnering with me to develop content.