Inside Healthcare Blog

Inside Healthcare is our newsletter and blog, featuring thought-leading articles and news stories on the hottest topics within the healthcare marketing industry.

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04
Jul

Content marketing: A quick guide to the different categories

Content marketing or native advertising is a medium that tears up the rulebook, seeks out disruption and challenges existing ways of doing business. It’s a bit like the digital industry as a whole, which is why it is the go-to advertising medium for digital, says Dale Lovell, the Chief Digital Officer at the UK agency...
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04
Jul

Thanks for the feedback: This is what you told us

Thanks to everyone who participated in our two-minute survey in the May. We had a phenomenal response. Here’s the top two things you told us you want to hear about: Practical advice about what we have seen works and what doesn’t Insights from real-world campaigns. But there is also significant interest in: Q&As with industry...
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04
Jul

Five tips for great email newsletters

Every business can and should be a web publisher. Everyone knows that. But there’s a problem. Regardless of how much you spend on your content marketing prose, your UX, SEO or social, you won’t be achieving optimum engagement unless you have a sound email strategy or know how to tap into someone else’s. Publishers from...
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30
May

Why drug reimbursement is about science, politics and art

Sponsored Content produced by Clinical Research Corporation (member of The IQ Group Global) in association with Australian Doctor Group Drug reimbursement in Australia has become particularly challenging in recent years as an increasing number of high-cost yet innovative drug therapies face both health technology assessment as well as PBS budget hurdles. Even when marketing approval...
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30
May

Look who has had a make over

Australian Doctor landed on GPs’ desks this month with a sharp new look at a time when medical publishers are gearing up for the annual GP readership survey. In this Q&A, Australian Doctor Group editor-in-chief Jo Hartley shares some insights into the relaunch, and why print is bucking global media trends and remains relevant at...
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30
May

Content: When it’s time to talk brand and when it’s not

Q&A with Deana Henn, editorial content director of content marketing at ADG   Marketers routinely put brand front and centre in any campaign, but there is a growing argument to be more subtle with brand messages and instead, take a journalistic approach to create a conversation around your product category.   “Native advertising has taken...
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12
Apr

Will digital marketing replace the pharma rep?

Opinion is divided about the extent to which pharma sales reps will be usurped by digital marketing. But one thing is certain – marketers targeting doctors need to sharpen their digital efforts to remain relevant, say industry leaders. “With increasingly digital-savvy doctors who are time-crunched and mobile, it’s high time for CMOs and brand marketers...
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13
Dec

A journalist’s secrets: how to make content sing

The answer is, if the content is good quality content, doctors will always pay attention. It should always be developed with the reader (and not brand) in mind, educate or entertain, and should be valuable to the reader. We know this because the numbers don’t lie: content marketing published by Australian Doctor Group between January...
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13
Dec

Doctors are doing social so why aren’t you?

Social media is not usually front and centre of a marketing campaign targeting health professionals, but it’s time for that to change, according to marketing trends and the way doctors are consuming content. Social media is the most effective form of content marketing in Australia, according to a new report which reveals 93% of content...
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