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Posted by Bill Gadless on April 24, 2023

What do we mean by unbranded?

In today’s highly competitive healthcare market, pharma and medical device companies face many marketing challenges. One of the most significant challenges is to provide patients, healthcare providers, and caregivers with accurate, informative, and educational content. The quality of content, the depth of information, and the accessibility of the information are crucial in gaining the trust of stakeholders. This is where unbranded, educational, condition-specific content plays a critical role.

The importance of unbranded content

Firstly, it helps build credibility and trust.

Unbranded content does not promote a particular product or service, but rather focuses on providing helpful and educational information about a specific condition (or treatment or procedure). This helps patients and healthcare providers gain a better understanding of the condition and its treatment options, which in turn can lead to better treatment outcomes.

Secondly, unbranded content can help increase disease awareness.

Many conditions go undiagnosed or are diagnosed too late. By providing educational content, companies can raise awareness of certain conditions, encouraging patients to seek medical attention sooner.

Thirdly, unbranded content can help improve patient outcomes.

By providing accurate, informative content, patients can make more informed decisions about their healthcare. This can lead to better adherence to treatment plans, improved health outcomes, and a better quality of life.

For example …

Let’s take a look at an example using prostate cancer in this case:
Prostate cancer is the second most common cancer in men worldwide. Educational content about prostate cancer can help increase awareness of the condition and promote early detection, leading to better treatment outcomes. For example, pharmaceutical and medical device companies can create educational videos that explain the signs and symptoms of prostate cancer, the various diagnostic tests, and the treatment options. They can also create interactive tools such as risk assessment quizzes and patient education materials that explain treatment side effects and management strategies.

Or heart disease …
Heart disease is the leading cause of death worldwide. Educational content about heart disease can help raise awareness of the condition and promote lifestyle changes that can reduce the risk of heart disease. For example, pharmaceutical and medical device companies can create infographics that illustrate the risk factors for heart disease and how to reduce those risks. They can also create interactive tools such as heart disease risk calculators and patient education materials that explain the various treatment options, including medication and lifestyle changes.

Tactics utilizing unbranded content

Online Tactics:

Pharma and device companies can utilize various online tactics to provide unbranded, educational, condition-specific content. These include creating microsites, educational videos, infographics, interactive tools, and patient education materials. They can also leverage social media platforms such as Facebook, Twitter, and LinkedIn to distribute their content and engage with their target audience.

Benefits of Building Unbranded Microsites:

For Patients:
Unbranded microsites offer several benefits for both patients and HCPs. For patients, unbranded microsites can provide a centralized location for information about a specific condition. This can be particularly helpful for patients who are newly diagnosed or who are seeking additional information about their condition. Microsites can provide a comprehensive overview of the condition, including symptoms, diagnosis, treatment options, and lifestyle changes. Patients can also access resources such as educational videos, interactive tools, and patient support groups.

For HCPs
Unbranded microsites can be a valuable tool for patient education and disease management. Microsites can provide HCPs with access to clinical information and resources, such as treatment guidelines, diagnostic tools, and patient education materials. HCPs can also use microsites to stay up-to-date on the latest research and treatment options for specific conditions.

Considerations for Building Unbranded Microsites:
While unbranded microsites offer many benefits, there are several considerations that pharma and medtech companies should keep in mind when building one. One of the primary considerations is ensuring that the information provided on the microsite is accurate, up-to-date, and free from any commercial bias. The purpose of a microsite should be solely to educate and inform, rather than to promote a specific product or service.

Another consideration is ensuring that the microsite is accessible and user-friendly. The microsite should be designed with the user in mind, with a clear and intuitive navigation structure, and easy-to-understand language. The microsite should also be optimized for mobile devices and be completely accessible to users with disabilities.

Companies and their agencies must ensure that their microsites comply with FDA regulations and guidelines, including the requirement that promotional materials be accurate, balanced, and not misleading. They must also ensure that they do not make any claims that suggest that their products are superior to other treatments or that their products are safe or effective for a use that has not been approved by the FDA.

Offline Tactics:

Pharma and device companies can also utilize offline tactics to provide unbranded, educational, condition-specific content. These include hosting educational events, such as seminars and workshops, where healthcare professionals and patients can learn about specific conditions and treatment options. They can also distribute educational materials such as brochures and pamphlets in healthcare facilities and community centers.

Building patient communities

Creating patient communities around specific conditions can be a powerful way for pharma and medtech companies to build relationships with patients, provide educational resources, and foster engagement. Unbranded content can be a key component of creating patient communities. By providing high-quality, accurate, and unbiased information, companies can establish themselves as trusted sources of information, which can help build credibility and trust with patients.

To create a patient community, you can use a variety of tactics, both online and offline. Online tactics might include creating a dedicated microsite or website for the specific condition, which provides information, resources, and opportunities for patients to connect with others who have the same condition. Other online tactics might include social media outreach, online forums or chat rooms, and email newsletters.

Offline tactics might include hosting patient education events, such as seminars or workshops, sponsoring patient support groups, or distributing educational materials to healthcare providers.

Ultimately, the goal of creating patient communities is to provide patients with the resources and support they need to better manage their condition, while also building relationships with patients and fostering engagement. By providing unbranded, educational, condition-specific content, you can help create patient communities that are informative, supportive, and empowering for patients.

Summing it up:

Unbranded, educational, condition-specific content is essential for pharma and medical device companies. It helps build credibility and trust, increases disease awareness, and improves patient outcomes. Utilizing both online and offline tactics can help companies reach their target audience and provide them with the information they need to make informed decisions about their health. By utilizing these tactics, companies can establish themselves as trusted sources of information, ultimately benefiting both patients and physicians.

For more information about unbranded content and building patient communities, get expert help from emagineHealth. Let’s get started.

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