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Creating Compelling Content for Pharma: Balancing Information and Engagement

Capturing the attention of online audiences is more challenging than ever.
So what should you do?
It's all about content for pharma!

Content marketing can save the day! This activity can establish your pharmaceutical brand’s positioning and engage your audiences. Creating content for pharma marketing is a must for your business growth, authority and positioning.

Content for pharma is created to achieve authority, education and positioning - including the EEAT (E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness) that Google is looking for; your content must be captivating to stand out from the pharma and biopharma crowd. However, it's also important that your content is informative and provides value to your audience.

The key is balancing engagement and information to motivate potential customers/clients to take the action you need—whether it's subscribing to your newsletter, contacting you about investment opportunities, buying your product, or engaging with educational content that informs about your innovation and how it helps - creating a knowledge centre for visitors.

But how do you do this?

This article explores why balanced content is crucial to your pharmaceutical business's online positioning and authority. We share techniques for creating engaging, informative, and actionable content to help you create content for your pharmaceutical marketing.


Why is balanced content crucial to your pharmaceutical business?

We’re referring to content that attracts potential clients and search engines to your website. This is content marketing, and when executed effectively, it can significantly boost:

  • brand awareness
  • audience engagement
  • audience education
  • trust and credibility
  • search engine rankings
  • lead generation
  • recruitment

Content marketing encompasses many content types, including website content, articles, blog posts, photos, videos, case studies, FAQs, press releases, e-books, and infographics.

This powerful process addresses your audience's needs, pain points, and questions, providing valuable information and making them feel understood, valued, and more likely to engage with your brand.

To achieve these desired results, content must be engaging and informative at the same time.

  • Engaging content grabs attention, encourages visitors to stay and explore further, and entices people to take action.
  • Informative content provides valuable insights on a specific topic or issue and answers questions. It’s designed to educate and inform rather than persuade.

Striking the right balance in your content is not just a goal but a necessity.

It ensures you attract your target audience(s), keep their attention, and empower them to make informed decisions and appropriate actions.

This balance is the key to the effectiveness of your content marketing strategies.

How do you create engaging and informative content for your pharmaceutical business?

#1 Understand your target audience

So, who are we going to talk to?
Before creating anything, it's crucial to understand your target audience's needs, interests, and pain points to focus your content on addressing these. Most companies have a few audience personas – we know – we research and create them for our clients!

You are the expert; you know everything there is to know about your product or service, but if you can’t articulate how your product or service will solve the problems your potential customer is facing, then you’ve already lost them.

Understanding your audience(s) will help you craft content that resonates with them.

Pharmaceutical and biopharma companies should begin by collecting and analysing data from multiple sources to define target audience profiles and personas.

This could include customer surveys, interviews, feedback forms, social media insights, and web analytics. Such data will reveal critical information about potential customers' demographics, behaviours, and preferences.

Additionally, understanding the current market landscape and identifying trends in patient and healthcare professional needs can provide valuable context. For example, investigating common challenges healthcare providers face, or recurring concerns among patients with specific conditions can highlight areas where your product or service can offer unique solutions.

Once this data is gathered, the next step is to create detailed audience personas. These personas are semi-fictional representations of your ideal customers, built on real data and insights.

A well-rounded persona includes demographic information such as age, gender, occupation, and geographic location, as well as psychographic details like interests, values, and lifestyle choices. More importantly, it should delve into their pain points and their problems.

By giving your audience a face and a story, you can better empathise with them and create targeted meaningful content. For instance, if a significant segment of your audience consists of busy healthcare professionals, content that saves them time and simplifies complex information will likely resonate well.

Similarly, for patients, empathetic content that provides clear, actionable advice can build trust and engagement.


#2 Ensure every piece of content has a purpose

Every piece of your pharma website content should have a clear objective: building trust, educating, nurturing relationships, increasing leads, or retaining customers. And if possible a target keyword for SEO!

Your content should align with your audience's intent, needs and questions at each buyer journey stage, from awareness through consideration to decision-making.

Creating content with purpose requires a strategic approach that aligns each piece with specific goals tailored to different stages of the buyer's journey. At the awareness stage, content should aim to inform and educate, offering valuable insights into your audience's problems and challenges, thus establishing your brand as a trusted resource.

For instance, publishing blog posts, whitepapers, and infographics highlighting the latest research findings or providing an overview of medical advancements can attract and engage potential customers.

As they move to the consideration stage, more in-depth content like case studies, webinars, and detailed guides can help demonstrate how your solutions effectively address their specific needs and pain points.

Finally, at the decision-making stage, providing testimonials, product comparisons, and personalised consultations can support the final decision and showcase your offerings' tangible benefits and unique value.

You nurture relationships, drive conversions, and foster long-term loyalty by carefully crafting content that meets the audience’s intent and needs at each stage.


#3 Use relevant keywords, address common needs and offer valuable insights

Well-researched informative content and expert insights are key to establishing trust and credibility with your target audience.

If your audience perceives your content as reliable and trustworthy, they are more likely to engage further, ultimately becoming loyal advocates for your brand. Then, they are more likely to share it on social media and other platforms, boosting visibility and reach.

In addition, search engine algorithms love content that provides value to users, thus improving your organic search rankings and attracting more targeted traffic to your website.

By implementing a robust SEO keyword strategy ensures your content reaches the right audience in the highly competitive pharma and biopharma sectors.

The team at Arttia Creative starts by conducting thorough keyword research to identify the terms and phrases your target audience is searching for to find relevant keywords related to your industry and products. Focus on long-tail keywords, which are more specific and less competitive, to attract highly targeted traffic.

For instance, instead of targeting a broad keyword like "biopharmaceuticals," opt for more specific terms like "innovative biopharmaceutical treatments for rare diseases." Additionally, we incorporate these keywords naturally into your content, meta descriptions, headers, and image alt texts to enhance relevance and readability.

We recommend regularly updating and optimising your website content to align with search trends and algorithm changes.

By strategically using SEO keywords on your Pharma website, we improve your visibility in search engine results and ensure that your content is easily discoverable by those who need it most, thus driving engagement and conversions.

#4 Grab their attention and keep them engaged

Engaging elements such as captivating hooks (interesting statistics, thought-provoking questions, or quotes from experts in the field) and visual media grab attention and enhance the user experience.

Once engaged, you should provide informative content to ensure your audience gains value from the time they spend consuming it.

An engaging and informative experience fosters longer audience interactions with your content.

An engaging and informative experience fosters longer audience interactions with your content. Grabbing attention is paramount when creating content for a pharma or biopharma website. Incorporating captivating hooks—such as intriguing statistics, thought-provoking questions, or quotes from experts in the field—can immediately draw the reader in.

Additionally, compelling visual media, like high-quality images, infographics, and videos, captures interest and enhances the overall user experience.

These engaging elements serve as the entry point, enticing your audience to delve deeper into the valuable information you provide, ensuring a more immersive and memorable interaction with your content.


#5 Incorporate storytelling

Storytelling is a powerful tool for engaging readers and fostering an emotional connection while delivering information. Introduce real-life examples, such as case studies, in your copwriting to make the content relatable and memorable.

Balancing engaging and informative content is crucial for businesses aiming to establish themselves as thought leaders in their respective industries. Informative content showcases expertise and industry knowledge, positioning the content creators as authorities in their field.

This, combined with engaging storytelling and captivating delivery, helps to differentiate them from competitors and gain recognition as trusted industry voices.

Moreover, storytelling in pharma and biopharma digital marketing can effectively convey complex scientific information in a more accessible and engaging manner.

Companies can illustrate their impact on real lives by weaving narratives around innovative treatments or groundbreaking research. For example, writing a case study detailing a patient's journey from diagnosis to recovery, thanks to a new biopharmaceutical intervention, can provide a powerful testament to the company's innovation and dedication to improving health outcomes. This humanises the brand and builds trust and credibility among audiences.

Incorporating storytelling into your copywriting and digital marketing strategies allows pharma and biopharma companies to compellingly highlight their advancements and contributions to the healthcare sector.

Detailed copywriting of case studies, patient testimonials, and behind-the-scenes insights into research and development can make technical content more relatable and memorable.

By consistently showcasing real-world applications and success stories, you can strengthen your brand identity, enhance audience engagement, and establish yourselves as leaders in the highly competitive biotech industry.

#6 Keep it simple

Use subheadings, bullet points, and short paragraphs to break down the information and make it easily scannable. Use a more conversational tone and simplify complex scientific terminology.

Showcasing your expertise and industry knowledge to position yourself as an authority in your field doesn’t have to be complicated. Combining engaging storytelling and captivating delivery can help differentiate you from competitors and gain recognition as a trusted industry leader.

Your website visitors will generally scan the content before deciding which areas to read more deeply. Semantic HTML markup is critical for short sentences, and typography hierarchy is used to facilitate easy reading.

#7 Include clear calls-to-action

As mentioned above, content should create a clear buyer/user journey to prompt action or engagement in further conversation. Including clear calls-to-action (CTAs) guides your audience to the next step, thus driving engagement and interactions.

A compelling call to action (CTA) message requires clarity, urgency, and relevance to guide your pharma or healthcare audience towards the desired outcome. First and foremost, clarity is paramount. Ensure that your CTA is concise and unambiguous, leaving no room for confusion about what action the user should take. Use strong, direct verbs such as "download," "subscribe," or "discover" to make the desired action clear and straightforward.

Pair this with a benefit-oriented approach by highlighting what the pharma or healthcare visitor to the page can gain, such as "Subscribe to receive exclusive insights" or "Download our free pharma product eBook to enhance your strategy." This combination of clear directives and tangible benefits helps to create a CTA that is both compelling and actionable.

Urgency and relevance are also critical elements in an effective CTA. To instil a sense of urgency, incorporate time-sensitive language like "limited time offer," "act now," or "only available for the next 24 hours." This creates a psychological push for the user to act immediately rather than postponing the decision.

Conversely, relevance is achieved by tailoring your CTA to align with your target audience's specific interests and needs - what would resonate with your pharmaceutical industry customers.

Customise your message to address their pain points or aspirations, ensuring that the action you prompt feels important and beneficial to them. For instance, in a biotech context, a CTA such as "Join our webinar to learn about the latest advancements in gene therapy" speaks directly to the interests of professionals in the field, making it more likely to resonate and drive action.

The Takeaway.

Creating balanced, engaging, and informative content can be challenging, and not everyone has the time or skill to do it well. But don’t worry, we’re here to help.

Arttia Creative’s experienced team can help you develop a content marketing strategy and balanced content that puts your pharma or biopharma business goals at the centre, helping you generate leads, build trust with your audience and establish expertise.

Let's talk >>

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Belinda White | Creative Director

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