Glenmark

Rather than producing content centrally and distributing it across verticals, the programme was restructured around therapeutic area clusters. Each cluster, covering dermatology, respiratory, oncology and the remaining nine areas, was given its own content strategy with audience mapping, keyword research, format decisions and publication cadence. Dermatology content was developed with the specific concerns and search behaviour of dermatologists and their patients in mind, not adapted from a generic pharma template. The same logic applied to every other vertical. This is more demanding to set up than running a single centralised programme, but it produces better results because the content is genuinely relevant to the specific communities reading it rather than being written for a hypothetical pharma audience that doesn't actually exist.

HCP facing campaigns were built around clinical utility, meaning content that helped doctors do their jobs better, understand mechanisms more clearly or stay current with treatment guidelines. Formats included educational webinar support content, clinical summary cards and condition specific reference material distributed through LinkedIn and email with targeting by medical specialty and practice type. HCP engagement doubled as a direct result, a clear signal that the content was matching what practitioners were actually looking for rather than what marketing had assumed they wanted.

Patient-facing content was built around the questions people type into search engines when they are first encountering a diagnosis or trying to understand a condition they have been living with for years. Keyword research mapped the high volume, low authority queries across Glenmark's therapeutic areas where the brand could rank by producing genuinely useful content that existing search results weren't adequately answering. Content consumption across the programme tripled and campaign reach across all 12 verticals reached 15 million.