Publicis Health Media with Marissa Cieciorka (2/10/2017)
By: Tabby Miller
Publicis Health Media is a pharmaceutical media planning and buying agency that focuses on three main areas: media, paid search, and search engine optimization. SEO Associate of Content Strategy at Publicis, Marissa Cieciorka, talked to TU-AMA about Search Engine Optimization at Publicis and the challenges of working in the pharmaceutical industry.
There are three pillars of Search Engine Optimization: search friendly content, site structure, and trust and authority. Search friendly content involves asking “why this” when deciding what content to put on a webpage. Does the content contain commonly searched terms? Does it use language that a consumer would search for? Sometimes ensuring search friendly content involves toning down creative language in favor of more straightforward language that is easily searchable. Site structure involves understanding the difference between what customers see on a website and what search engines see. Search engines aren’t able to process the content of an image or graphic, so it’s important to incorporate alt text into the image so search engines can interpret the content. Links between websites endorse the trustworthiness of a brand or product, so Publicis builds and maintains a linking strategy with third parties to create a network that builds trust with consumers.
There are many challenges in working in the pharmaceutical industry. Each page of a website must also pass several legal reviews; the process can take anywhere from a few days to a few weeks. There are also many rules concerning web content that pharmaceutical companies like Publicis must follow, which force marketers to be creative with what they write on websites. Sometimes clients can be hesitant to follow the marketing strategies, so it’s important for Publicis to provide data that supports the success of the strategies to clients. Another challenge is being able to get into the mind of the consumer. When working in the pharmaceutical industry, the most important thing to remember is that the main goal is to help people.