{"id":3649,"date":"2016-09-28T20:00:38","date_gmt":"2016-09-28T20:00:38","guid":{"rendered":"http:\/\/www.bluenovius.com\/?p=3649"},"modified":"2023-03-03T13:57:25","modified_gmt":"2023-03-03T12:57:25","slug":"pharma-brands-can-win-digital-marketing-just-right-words","status":"publish","type":"post","link":"https:\/\/www.bluenovius.com\/seo\/pharma-brands-can-win-digital-marketing-just-right-words\/","title":{"rendered":"How Pharma Brands Can Win Digital Marketing"},"content":{"rendered":"\n<div style=\"height:54px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The golden piece of advice I give to any successful pharma digital marketing strategy. Don\u2019t go for clicks. Go for the words that click.<\/p>\n\n\n\n<p>It\u2019s all about articulating your brand\u2019s vision through the <em>right<\/em> choice of words. And, when I say <em>words<\/em>, I do not mean just any words. I mean&#8211; words that people look up on search engines when they need information. Also known in popular terminology as <em>Keywords.&nbsp;<\/em><\/p>\n\n\n\n<p>In this post, I\u2019ll give you some insights on how to pick the right keywords for your brand. As well as on how to use them in your content to connect with your target audience. Further optimizing conversions.<\/p>\n\n\n\n<p>I\u2019ll also be sharing a few tools that I use to dig up keywords. And how you can leverage their power for creating an effective digital marketing strategy.<\/p>\n\n\n\n<p>So, <em>Keywords. <\/em><\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"has-text-align-center wp-block-heading\" id=\"h-keywords-are-the-heart-and-soul-of-your-content\" style=\"font-size:38px\"><strong>Keywords are the Heart and Soul of your Content<\/strong><\/h2>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>They\u2019re the sole connecting link between you and your target audience. Think of it like this. In the real world, if you wish to connect with a healthcare professional, you could just look up their contact information, and book an appointment.<\/p>\n\n\n\n<p>However, in the digital world, the approach is radically different. Here, it\u2019s not about seeking out professionals, but rather channelizing the right information that would attract the right people to you. It\u2019s about making your content work for you.<\/p>\n\n\n\n<p>And as you might\u2019ve guessed, in order to put your content to work, it\u2019s very important to <strong>get those missing connection links<\/strong> right&#8211; the ones that connect your brand to healthcare professionals and patients.<\/p>\n\n\n\n<p>Those missing magical links are called <em>keywords<\/em>.<\/p>\n\n\n\n<p>The reason I believe keyword research is such an important aspect of search engine optimization is that it lets you do a little <strong>introspection<\/strong>. It helps you understand what your audience wants, where your brand stands, and how your brand can align itself to cater to those interests.<\/p>\n\n\n\n<p>I know it may sound a little overwhelming right now, but trust me, picking the right keywords is easy. With the right tactics and tools, you could be tapping into the minds of thousands of potential visitors.<\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading\" style=\"font-size:28px\">Getting the Connection Right: How to Pick the Right Keywords:<\/h5>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><em>\u201cThe best way to get your keywords right is by putting yourself in the shoes of your customer.\u201c<\/em><\/p>\n\n\n\n<p>I would say that keyword research has less to do with market trends, and more to do with the mental thought process and behavior of your target audience. The better you understand how they think, the better keywords you can come up with.<\/p>\n\n\n\n<p>Put yourself in the shoes of a healthcare professional and think of all the extensive information that you would search for if a pharma brand approached you.<\/p>\n\n\n\n<p>You would probably like to dive into detailed reports and intricately specific product information. You would want to check the credibility of the brand and know whether it\u2019s trustworthy. <em><u>To put it simply, you\u2019re more likely to be objective and meticulous in your approach.<\/u><\/em><\/p>\n\n\n\n<p>Compare that to how patients would look up information. Patients are more likely to be subjective in their approach.<\/p>\n\n\n\n<p>They would search for the symptoms, healthcare specialists, and the various treatment options available. They&#8217;re more likely to have a broader and wider approach than the health care professional since they would like to weigh each and every option available and choose the one which is the most preferable.<\/p>\n\n\n\n<p>Their decision would be largely influenced by the amount of positive content they find for every possible approach.<\/p>\n\n\n\n<p>So, you see, understanding your audience is key<strong>. <\/strong>Here\u2019s what you should do:<\/p>\n\n\n\n<p>Write down every question that you think your target audience might have in their minds. Then, think of all the possible keywords that they would use to find that information.<\/p>\n\n\n\n<p>Get exhaustive, and creative.&nbsp;Be&nbsp;meticulous but also&nbsp;optimistic.&nbsp;Yet, most of all, get critical. Think from every perspective.<\/p>\n\n\n\n<p>Remember that you\u2019re tapping into the minds of a lot of people, and not everyone thinks the same way. This approach would not only help you find the right keywords but would also help you in gaining a profound understanding of your target audience.<\/p>\n\n\n\n<p>Once you\u2019re done\u2026 make a list. The keywords that you <em>used <\/em>are the keywords you should be <em>targeting<\/em>.<\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"has-text-align-center wp-block-heading\" id=\"h-dialing-the-connection-how-to-optimize-content-with-keywords\" style=\"font-size:38px\">Dialing the Connection: How to Optimize Content with Keywords<\/h3>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Now that you\u2019ve found the keywords you need to target, you need to think about how you can optimize your content with it. In order to do that, we\u2019ll need to refine and categorize the keywords into two sections: 1) Popular searches and 2) Long-tail keywords.<\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h5 class=\"wp-block-heading\" style=\"font-size:28px\"><strong>Popular searches v\/s Long-tail keywords: \u00a0<\/strong><\/h5>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Popular searches are the keywords that capture the picture in a much broader sense and are less specific.<\/p>\n\n\n\n<p>Like, if I search for \u201cmoisturizer for dry skin\u201d, or \u201ctreatment for acne\u201d.<\/p>\n\n\n\n<p>I really don\u2019t know what I want, but I\u2019m hoping that I would find some search results that would get me what I want. Basically, I\u2019m just figuring out the available options.<\/p>\n\n\n\n<p>Long-tail keywords, on the other hand, are more specific and detailed. Like, let\u2019s say after a lot of online searching, I\u2019ve finally narrowed down on a good skin moisturizer.<\/p>\n\n\n\n<p>I would like to buy it, but before that, I\u2019m likely to be inquisitive about the product and would search for keywords like \u201cXYZ moisturizer for dry skin women\u201d or \u201cXYZ moisturizer reviews\u201d. These are long-tail keywords.<\/p>\n\n\n\n<p>Optimizing for keywords is a funnel approach, where you first capture the attention of your audience in a broader context (through popular searches), and then look to deliver the specific content that he wants (through long-tail keywords).<\/p>\n\n\n\n<p>Though both keywords are equally important, I would advise you to spend more time on long-tail keywords for three reasons:<\/p>\n\n\n\n<ol><li>a) It&#8217;s easier to rank higher for these keywords.<\/li><li>b) You can deliver specific and relevant content to your audience.<\/li><li>c) They deliver a high-conversion ratio.<\/li><\/ol>\n\n\n\n<p><\/p>\n\n\n\n<p>I know you would probably be thinking&#8211; if popular searches account for more traffic, how do long-tail searches deliver a high conversion ratio?<\/p>\n\n\n\n<p>Well, think of it this way. You walk into a pharmacy store to buy an OTC drug. You don\u2019t know what you want, and therefore you\u2019re likely to spend more time at the store weighing all the options.<\/p>\n\n\n\n<p>But, what if you have a prescription? You know exactly what you want, which means you\u2019re more likely to convert. That\u2019s the strategy that works online too.<\/p>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"has-text-align-center wp-block-heading\" id=\"h-dialing-the-connection-quickly-picking-the-right-tools\" style=\"font-size:38px\">Dialing the Connection Quickly: Picking the Right Tools<\/h3>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>I know keyword research can get exhaustive and time-consuming with a large number of searches online.<\/p>\n\n\n\n<p>While it\u2019s always a good strategy to jot down as many keywords as possible introspectively, here are some tools that might come in handy in case you run out of ideas. You have Google:<\/p>\n\n\n\n<p><strong>AdWords<\/strong><strong>: <\/strong>Find out which words deliver the most conversions and are highly targeted.<\/p>\n\n\n\n<p><strong>Insights<\/strong><strong>: <\/strong>Visual representation of popular online searches.<\/p>\n\n\n\n<p><strong>Trends<\/strong>: Find out the keywords that are popular and analyze the shifting trends.<\/p>\n\n\n\n<p>Now that you\u2019ve learned the power of keywords, use them to create engaging user experiences, and also to transform the way you approach your audience.<\/p>\n\n\n\n<p>In the history of pharma marketing, there has never been a tool so powerful that can give you crucial insights into the motivations of your customers and help you analyze the shifting market trends. Make the most out of it.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The golden piece of advice I give to any successful pharma digital marketing strategy. Don\u2019t go for clicks. Go for the words that click. It\u2019s all about articulating your brand\u2019s vision through the right choice of words. And, when I say words, I do not mean just any words. I mean&#8211; words that people look [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":7558,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"categories":[51],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v22.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Pharma Brands Can Win Digital Marketing | BlueNovius<\/title>\n<meta name=\"description\" content=\"That\u2019s the golden piece of advice I give to any successful pharma digital marketing strategy. 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