The immediate future of pharma is personalised and there are a number of ways we can make that happen in our work.

 There is a need to evolve our understanding of content based upon preference. Hyper-relevant digital experiences not only engage customers based on their preference to the message but they also personalise the attributes that make up the content. Personalisation is key for pharma to be able to connect with patients and healthcare professionals at a more visceral level.

Here are some practical steps Pharma companies can take to create a hyper-personalised communication strategy:

1. Define your audience & behaviours: The first step in creating a content personalisation communications strategy is to define your target audience. This includes understanding their needs, preferences, and behaviours. You can use customer data, to develop a detailed understanding of your target audience.

2. Create customer personas: Based on your target audience, you can create customer personas that represent your ideal customer. These personas should include information such as age, gender, location, occupation, and interests.

3. Develop a content strategy: Once you have defined your target audience and created customer personas, you can develop a content strategy that caters to their needs and interests. This includes identifying the topics and formats that are most relevant to your target audience and creating content that is engaging, informative, and personalised.

4. Use customer data to personalise content: To personalise your content, you can use customer data such as browsing behaviour and engagement metrics. This data can help you create targeted messaging that resonates with each individual customer.

5. Leverage automation tools: Automation tools such as email marketing platforms and customer relationship management (CRM) systems can help you deliver personalised content at scale. These tools can help you segment your audience, track customer behaviour, and deliver targeted messaging across multiple channels.

6. Measure success: To ensure that your content personalisation communications strategy is effective, you need to measure its success. This includes tracking metrics such as engagement rates, conversion rates, customer satisfaction and prescription data. This data can help you refine your strategy and optimise your content for better results.

By defining your target audience, creating customer personas, developing a content strategy, using customer data to personalise content, leveraging automation tools, and measuring success, you can create a personalised experience that resonates with each individual customer.