PM360 | August 21, 2019 - Pharma marketers, publishers and agencies agree: content is key to standing out in an increasingly competitive marketplace. Recognizing the significance of content, brands have historically invested in resources on their owned and operated sites, social programs and publisher sponsorships. Yet content marketers are at a loss when it comes to calculating the holistic impact of their investment. Publishers rely on proprietary methodologies and benchmarks, while the different teams managing paid, owned and social channels often fail to share learnings, overall resulting in inconsistent measurement and insights.
Successful content marketing requires understanding how content influences behavior throughout the patient journey. Only through holistic measurement and strategic distribution can pharma marketers ensure that they are investing in content that will drive bottom-line impact for their brands.
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