Sustainable content for pharma – a pioneering approach to automating content creation is defined

TALLINN, Estonia, November 14, 2018 – Viseven shared its unprecedented experience of bringing pharma customers’ content management flows to a high standard of sustainable practice.

Our marketers tend to pump too much time, budget and energy on campaign launches. We suppose this has something to do with content lifecycle. Is there anything that could be done?

– this is a challenge Viseven team received from one of its global customers earlier his year. This was by no means unique: the story had already come across before, and on multiple occasions.

Such concerns echo the general sentiment of recent findings. No wonder: the issue of content sustainability is intrinsic to the industry. About 78% pharmas claim their content production has increased (exponentially but disharmoniously) into “moderate to enormous” amounts to handle yearly. What’s going on here?

It seems like in the pursuit of personalized content and physician engagement, life sciences companies agree that increasing the amount of content is the way to achieve multichannel excellence. Never mind that 1/5 of that content does not end up being used…

However strong the striving for creative multichannel excellence might be, there is a high probability that companies are just drowning in a self-inflicted content tornado.

That’s why lots of pharma companies are seeking new forms of content creation, and reusing the existing assets is considered the top alternative to available practices.

In many ways, the launch of a new way to treat content creation is long overdue. This is exactly the request Viseven was approached with: find a way to reorganize the way we look at its creation and face operational challenges with a sustainable mindset. And we’ve found it!

Next-Gen content creation

Tailoring and repurposing underlying essential content to suit different audiences is a brave new trend in pharma marketing… Its inherent power is universality. In an ideal content creation world, content gets broken down into components that are like water – able to fit any environment. We are thrilled to share this experience of making content flexible and universal. It’s time to stop handcrafting content and put it on an assembly line instead.

Nataliya Andreychuk, CEO at Viseven

The new approach puts two things in the spotlight: content lifecycle and its sustainability. Content sustainability manifests itself as a combination of content-adaptable modules and templates. Centralized repository enables the created content to thrive by facilitating edits, approval, publishing as well as subsequent reuse and repurpose.

And just like on an assembly line, where every tool is doing its various tasks, templates represent that graciously unified solution to have a base for working harmoniously – various channels, single template. According to research, templates already take the second place after leveraging existing content in desirable content creation practices. This confirms the rule-of-thumb for generating content among pharma marketers:

No matter what type of pharma content is being created (eDetailing for face-to-face or remote meetings, content for digital libraries or web portals, or just branded email templates), it is a good idea to have a globally approved template and interconnected components to fill it with.

As a result, this channel-agnostic content is created once but can be published to many systems. With such content sustainability in mind, finding, sharing, editing and reusing digital assets is automated – be it globally or locally.
As you can see, sustainable content creation is not an oxymoron once the underlying mindset is in place.

Dive deeper into this end-to-end content delivery approach following this link.

Contact us to get more information on how modular content is built and what positive outcomes to expect.