infographic on infographics

Infographics—they are everywhere. In the last two years alone, the search volume for infographics has increased by an astounding 800%. Through 2011-2012, that equated to approximately 301,000 Google searches a month. Infographics aren’t really a new trend, but rather a trend that has been reinvigorated through the continued upswing in social media channels.

For those unfamiliar with the term, infographics are broadly defined as any graphic that displays a story or critical information. That information can be data, prose or a combination of both. Whatever information is presented, an infographic must do it quickly and clearly.

Whether it’s Facebook, Twitter, Pinterest or other social media outlets, infographics are quickly becoming the medium of choice—a force—for those who want a data-rich visualization that educates and informs an audience in a quick and effective manner.

So why are infographics so important to us as pharmaceutical marketers? One of the most challenging things we are tasked with is to bring to life the data behind our brands. Better put, we are asked to communicate complex stories in a way that is facile and succinct. With infographics, we may now have a weapon in our arsenal that can do just that and assist in building brand awareness at half the cost of many other marketing tools.

With data at the center of everything we do, we are constantly challenged to find innovative delivery methods that provide the best ROI without sacrificing the strength of our story. Considering the constant fight for share of mind and time, wouldn’t it be better to have a tool that an HCP doesn’t have to cull through to understand?

With what we know about the ability of the human mind to sort through visual information faster than written text, is it any wonder that Customer Magnetism contends that infographics are 30 times more likely to be read (and understood) than a text article?

Add these benefits to the whole social and viral nature of infographics, and you have a profound opportunity to capture the audience and keep them engaged and on your page. In view of the ease with which infographics communicate a story, imagine being able to articulate compelling clinical data, disease-state information, treatment algorithms, or a host of other complex information in a format that is often creatively surprising and yet makes perfect sense.

I recently spoke with a former mentor and someone considered an expert on social marketing in the pharmaceutical space. When the subject turned to infographics, he said that “the time has come for pharmaceutical companies to start considering infographic strategies” as part of their annual communications plan. With content as king and data the king of all content, strategies built specifically around this type of delivery are already in play as we plan out digital tactics with our clients.

Infographics should be an integral part of our offerings. They offer instant recognition of the data and communication points we struggle to demonstrate, in a painless and creative manner.

For a look at some effective infographics, take a look here at my Pinterest selection of diabetes-related and health 2.0-related infographics:

http://pinterest.com/mpradamacue/diabetes/
http://pinterest.com/mpradamacue/health-2-0/

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