How to choose the right format for your content

Emilii Dove
Emilii Dove
3 May 2022
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You already have content. Probably lots of it. Gather everything you have and review it. Even better, let us do a content audit for you. Analysing what assets already exist, what can be repurposed and what needs to be created de novo is an easy task for our medical writers, if you have a solid content strategy.  

When you know what to deliver (topics), you just need to decide how to best do it (format). And the choices are numerous when you’re delivering content in the digital world. We’re talking about interactive eModules, videos, VR/AR, websites, podcasts, infographics, chatbots, or any combination of these. If your existing material is for example a PowerPoint, we can take the content and transform it into something new. 

The power of digital content is also instant insights gathering. You’re not only delivering your key messages, but also automatically getting data to track your KPIs. In time, these data will give you yet another tool to improve your content offering. 

Think about user experience 

Whilst pretty much any format can deliver the same content, the user experience is wholly different. For example, if you want a quick answer to a specific question, you’d rather ask a chatbot than search a lengthy website. Decisions on format are also based on the audience’s needs and your desired outcomes.  

The buzzword of the moment is metaverse: interconnected virtual experiences with endless possibilities. The metaverse uses technologies such as AR (augmented reality) and VR (virtual reality). But what do these mean and how can these be used in pharma? In short, AR offers engaging marketing and training opportunities, and VR is a format to deliver your educational content in an immersive way.  

Just remember, your content should not only add value but be suitable for digital purposes. We can do so much more online than on paper or face to face. Repurposing your existing content to digital is often the first step in continuous content creation. 

User experience design

Give them what they want ​ 

Whatever format you settle on, make it bite-sized. This is because 95% of HCPs want bite-sized, interactive content. If you think time is your foe, it’s time to make it your friend. Your audience has a limited amount of time, in fact they’re already at full capacity or over. Use this to your advantage and condense your content into straightforward, easily understandable format. In other words, get straight to the point and stay there.  

Would you rather flick through 20 slides or watch a video for a couple of minutes and download a simple checklist at the end of it? Video can make time work hard for you.   

The pandemic accelerated the creation of video content, and we believe video will grow to be an even more important tool to communicate and connect with customers.​ But you can be memorable in other ways, too. Use animation, AR, interactive quizzes, puzzles and interactive graphs to capture your audience. 

Regular content offering means returning customers   

If you think more like a journalist than a salesperson, it will help you create content in many ways. It also helps you understand why publishing new content regularly is important. It not only gives you more opportunities to share your messages and get HCPs to engage with you, but it can also enhance your credibility and build awareness.   

Offering regular content can feel like a challenge, but it’s easier than you think. With the help of a content calendar, you can split and repurpose your existing content into digital, bite-sized modules to get you started. 

Another link from journalism is the acronym TRUTH. When you’re planning content, it will help you determine if your topics are newsworthy for your audience: 

T – Topical 

Is it timely? Can you offer something new or something your audience is talking about? 

R – Relevant 

Are you staying true to your audience? Why would they engage with your content? What are they looking for? 

U – Unusual 

Are you filling knowledge gaps and unmet needs? Can you offer something your audience doesn’t already know?  

T – Trouble 

Are you solving a problem? What is your audience missing? What are their pains? 

H – Human interest

What is in it for your audience? What patient outcomes are you improving? 

The TRUTH as an acronym – and as a word – is very apt when it comes to pharma, as we can see compliance embedded into it, too. TRUTH can also help you determine what your audience should think, feel and do when interacting with your content. But more about that next time.   

If you need support choosing the right format for your content, find out more about our content services or drop us a line

Read part one: How to get content right the first time

Read part three: How to create content that makes a difference

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