Like any other company, software companies are all trying to sell their products or services and they need the attention of their target market; pharmaceutical, biotech and medtech companies.
There are more and more solutions becoming available in order to help streamline and manage clinical research or clinical trials. eTMF, EDC, ePRO, CTMS, eCRF, eCTD, Regulatory solutions, Statistical services, etc. The market is competitive and vendors need the attention of buyers.
There are many ways to get that attention. You can buy it with online ads, you can hire sales reps to sell direct, you can invest in tradewhows, etc. However, one of the most effective and proven ways to acquire attention of potential customers is through content marketing and showing up when they are actually searching.
Over 90% of buyers start their vendor search online. As such, providing educational content for them to find, for example, delivers value to the customer, which in turn build your authority, which then builds interest and leads.
The skill is figuring out what the of content to provide, when to provide it, how to provide it and where to distribute it so potential customers can benefit from it and, in turn, generate interest in your product or service.
This is the reason betterclinical exists.