Doctors don't need advertising. They need content worth their time.
In pharma, content is not an accessory to the campaign. It is the campaign.
Scientific information is a cultural industry.
It produces quality content and distributes it at the right time, among the right people. The doctor is a demanding reader, time-poor and scientifically trained: approximate content not only fails to work, it damages the reputation of the brand that carries it.
Doing content marketing toward HCPs therefore means combining two competencies that rarely go together: the scientific rigour of those who know the subject and the editorial ability to make it readable, relevant and distributable on the right channels. Without the first, content loses credibility. Without the second, it is not read.
Articles, in-depth pieces, professional update content written by those who know the subject and the sector's rules.
Content lives on DottNet, the portal where doctors already go, and is delivered via DEM, newsletters and social to the profiled target.
Content is not isolated: it integrates with the activity of the Informatore Remoto®, DottNet campaigns and social, so that the doctor meets the same, consistent message across multiple channels.
Quality scientific content positions the brand as a source, not as an advertiser.
A constant editorial flow maintains the relationship from one cycle to the next.
In-house editorial expertise produces relevant material, not brochures.
Content is the raw material of DEM, social, newsletters and remote detailing.
Many agencies can lay out content. Few can produce it with scientific rigour and distribute it on their own channel where doctors already are.
Merqurio has an in-house medical-scientific editorial team and the DottNet editorial channel — 250,000 subscribers, 100,000 weekly unique readers — on which content is published and measured. Content is not rented to third-party spaces: it is born and lives inside a proprietary ecosystem.
