Bobbi Mahlab and Belinda Wood Presented 'Content, Audience Insights and Branding: How to Reach Healthcare Professionals'

1. CONTENT, AUDIENCE INSIGHTS AND BRANDING:
Belinda Wood,
Deputy CEO,
Pharmaceutical Society
of Australia
How to reach
Bobbi Mahlab
Managing Director,
Mahlab
healthcare
professionals

2. Who is PSA?

3. Who is PSA?
Representing all of Australia’s pharmacists

4. Committed to improving
Australia’s health
through excellence
in pharmacist care

5. Our objectives
Ensure pharmacists
have the opportunity to
have rewarding careers
through advocacy and
innovation.
1
Provide lifelong
professional support
for pharmacists and the
pharmacy profession,
and advocate for their
appropriate recognition
and remuneration.
2

6. Print circulation and
advertising numbers
started to decline.
Data and insights
Demographics were
changing.
Engagement with
Australian
Pharmacist‘s
educational content
had almost halved
since 2012.
⅔ of members aged
between 18 and 29
wanted the journal to
be accessible
online.

7. Customer-first
content ecosystem
AFTER
Our solution
Print-led
content strategy
BEFORE
Social / Print / Digital

8. Launch a digital platform to meet member,
stakeholder and advertising demands
Communications
& content
objectives
Increase engagement with early career pharmacists
and non-members
Improve offering to advertisers
Provide more frequent content for PSA’s members
1
2
3
4

9. A new way to think
Pushing homogenous
message to all
audiences
Before
Customer-first
approach, aligning
the content with the
audience needs
After

10. What no one
else is doing
well
What PSA
wants to say
What PSA’s audience
cares about
What PSA has the
authority to talk about
Finding the
sweet spot
SWEET
SPOT
BEFORE

11. Research
Customer-first
strategy
Audience Personas Plan Create
& Amplify
Commercialise Measure
& Optimise

12. Our audience
Early career
pharmacist
Mid career
pharmacist
Late career
pharmacist
The non-
pharmacy
pharmacist

13. < 4 years 64%
Persona
Early Career Pharmacist
What they care about:
- Digitally-led
- Want access to up-to-date and
relevant content through a mix
of print and online
18-29 67%
Current consumption:
- Read approx. 7.3 issues per year
- Strong interest in Facebook groups
Focus:
Job opportunities, salary and
alternative career paths
Content types:
- Short videos
- Public statements
- Abstracts of research papers
Attitude:
Open-minded to changing the
status quo
Opportunities:
- Fewer print editions
- Provide content online and amplify
through social media
- Give insights into interesting topics
and real-life stories

14. Developing the content brand
Social media channels
(Facebook, LinkedIn, Twitter)
(Daily)
Print Journal
(11 issues/year)
Website
(Daily)
EDM
(Weekly)

15. MedicinesEducation Career pathways Innovations in
services and
technology
Advocacy
Content structure
Content Pillars
To the go-to resource for Australian pharmacists for credible
education, clinical, professional and practical contentMission
Better enable all Australian pharmacists to do the job
that they love to do and deliver better patient outcomesContent purpose

16. Content Pillar:
Career pathways
Audience: Early
career pharmacists

18. PRE-EVENT POST-EVENTDURING THE EVENT
Supporting major events
with content

19. Making hero content work hard

20. How we
commercialise
Gatefold Sponsored CPD and non-
CPD content
False cover

21. Commercial Content Distribution
Publisher Managing Editor Designer Social Media Manager
Ad Sales Director Print editor Digital Producer
Ad Sales Manager Digital editor Production Manager
Ad Coordinator Writer
Freelance
contributors
Team structure

22. Running like a
brand newsroom
PUBLISH
DATE TOPIC DETAILS CHANNEL FORMAT PERSONAS
FUNNEL
POSITION
CONTENT
PILLAR
SEO
KEYWORDS CTA STATUS

23. Customer engagement
Email subscriptions
What we measure
Website traffic Advertising revenue Reader surveys
Direct revenue
Customer resonance

24. How we measure and optimise
Google analytics
Social media analytics
Brandwatch
Surveys
Moz
Buzzsumo
Email platform analytics
DYNAMIC OPTIMISATION
MONTHLY WIP’S
QUARTERLY ROADMAP MEETINGS
ANNUAL STRATEGIC REVIEW
Tools

25. Results
118,000
readers online
80%
have interacted
with 3+ channels
Event registration
through content
Better brand
perception 81%
Advertising
growth

26. What’s next?

27. Questions?