How To Scale Pharma Marketing Content Without Burning Out

You already know the value of great content. It keeps HCPs engaged, builds trust in your brand, and helps generate opportunities to move customers through to your sales funnel. 

But content marketing only works if you can sustain it, and that’s where many pharma marketing teams struggle. 

Producing high volumes of quality content, getting it approved, and keeping it fresh can feel overwhelming. And with omnichannel expectations growing, the pressure is only increasing. 

So How Do You Maintain Content Velocity Without Burning Out?

This article and video below, will walk you through efficient content-production strategies pharma teams can use to scale their efforts without compromising quality (or sanity). 

Your Content Creation Engine: Less is More. 

Pharma marketers often try to be everywhere at once; more content, more channels, more formats. But this “spray and pray” approach usually leads to poor experiences, low engagement, and confused customers. 

Instead, focus on a small number of core channels and formats where you can consistently deliver value. Let everything else drive traffic to these key destinations. 

One channel. One standout format. Done well, and done consistently. 

Take webinars, for example…

HCPs value peer-to-peer learning. Time and time again, webinars rank high on HCP content preference lists (Source: The Future Of HCP Engagement, EPG). They’re a familiar, trusted format in pharma, and a smart format through which to anchor your content strategy. 

A regular, high-quality webinar series doesn’t just serve live attendees, it fuels a whole ecosystem of omni-channel content: 

• On-demand videos: Break the webinar into short, 5–10 minute educational clips.
• Accompanying articles: Based on video transcripts, hosted on your site.
• Email series: Highlight video and article value to re-engage audiences with your content library.
• Social/video snippets: Use short 30–60 second clips to draw attention and drive traffic through ads and social channels.
• Podcasts: Repurpose audio versions for Spotify or other platforms.
• Slides and references, Consensus documents or whitepapers: Create downloadable resources as gated content to build your email list.

Imagine all of this from one live session, which can be scheduled each quarter. It’s scalable, efficient, and when driven and delivered by HCP experts, authentic and high value. 

With AI tools now readily available to support editing, scripting, and even formatting, there’s no excuse not to build out this type of content production engine. 

Automate the journey with smart workflows. 

Scaling content isn’t just about creation, it’s about smart distribution. 

Invest some time up front in your CRM setup and marketing automations. You’ll build a system that works in the background, delivering evergreen value with minimal ongoing effort. 

Here’s an example: 

Let’s say you have 12 short videos, maybe the best segments from past webinars. 

Set up a welcome workflow for anyone who signs up to your series. Then, schedule one email per month, featuring one piece of content.

Every new subscriber gets a full year of high-value content, without you needing to create anything new. 

• Engagement is personalised, continuous, and automated. 
• Sales teams can get alerts based on interaction data and follow up with relevant, value-based outreach. 

It keeps your customers engaged, keeps your reps informed, and keeps your content working harder; even when you’re not actively creating more.

👉 Want an intro to CRM and automation for pharma marketeers? 
Watch: Mastering your CRM is the key to omni-channel success 

Ready to get more from your content? 

If you’re thinking of trying this approach, or already doing something similar, we’d love to hear from you. We can share ideas, insights and experiences over a call or a few emails.  Contact Us 

 

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