If a pharmaceutical company can offer value to patients, they will gain trust, develop a relationship over time and ultimately obtain brand loyalty
Content marketing is currently a hot trend, but in the rare disease space it’s been an essential tactic for years. I like the definition of content marketing as “the art of communicating with your customers and prospects without selling.” In the rare disease niche this is an important concept: educate, then sell.
If a pharmaceutical company can offer value to patients, they will gain trust, develop a relationship over time and ultimately obtain brand loyalty. In the rare disease space the way to add value is with information and tools. Patients and families want accurate and user-friendly information on common symptoms and how to get diagnosed and treated. They need tools that help them cope with the daily tasks of living with the disorder. They want to hear the stories of people like them. Unlike more common diseases, like diabetes, these resources are not available, so rare disease patients and caregivers look to pharma to provide them.
Providing value yields brand loyalty