Connecting Content Intelligence With HCP Engagement to Inform Smarter Content Strategy
The Challenge
Understanding Which Content Matters to Different HCPs
Pharmaceutical teams develop content across brands, channels and customer segments, yet often have limited visibility into which scientific topics, messages and formats are reaching different HCP audiences.
The challenge was to create a consistent approach to classifying content and connecting it with engagement behavior to inform future content decisions.
Our Approach
Bringing Structure to Content and Engagement Data
1. Content Taxonomy Development
- Established a classification framework across scientific topics, message themes, content formats and engagement objectives.
- Defined consistent tagging principles to enable cross-channel analysis.
2. Content Engagement Analytics
- Connected content attributes with HCP-level engagement metrics.
- Examined differences in content consumption across channels, customer segments and topics.
3. Content Opportunity Identification
- Developed an analytical approach to identify content gaps, overlaps and underutilized assets.
- Linked findings to content planning and engagement recommendations.
The Outputs
A More Evidence-Based Approach to Content Planning
- Standardized content taxonomy and classification framework.
- Content engagement analysis by topic, format and HCP segment.
- Framework for identifying content gaps and opportunities.
- Recommendations to inform future content development and channel planning.