Ensuring Data Protection and Pharma Compliance in Digital Transformation Posted on May 18, 2021March 4, 2025 by Andrii Nikulin Quicker than a storm, a pandemic has left us in a black hole of confusion and uncertainty. On this matter, pharma could be compared to a large ship that suddenly has lost its navigation in a stormy sea of changes that a new wave of digital has brought along. Various regulatory compliance pharma processes were paused, and many companies were looking for new solutions and ways to adjust to the new world. Since then, information security, pharmaceutical compliance standards, and consent management issues have become much more urgent and complex. Events like Next Normal Week exist to give us a landmark on how to navigate such turbulent times. We were excited to be a part of this event and share our expertise on how to secure pharma companies in terms of regulation and management of personal data thanks to the best DCF security standards – one of the hot-button topics of 2023. Read to discover the best practices and technical expertise that provide a robust, hyper-secure ecosystem “trained” to respect information security and pharma content compliance. What is Сompliance in Pharma? Regulatory compliance in the pharmaceutical industry refers to adherence and conformity to regulations, norms, and laws that apply to various processes in pharmaceutical companies, including marketing, operational, manufacturing, and others. The importance of regulatory compliance in the pharmaceutical industry cannot be overstated, since pharmaceutical products and services have a huge impact on public health. Navigating Data Security and Pharma Compliance Challenges Practically all areas of the pharma industry are entirely dependent on patient and HCP data and consent gathering. Pharma companies that are optimizing their content production workflows with organizations like Digital Content Factory in place often face increasing concerns regarding data security, access management, and compliance in the pharma industry. The rapid shift towards digital provides many opportunities for improved content management, but at the same time, it contains a lot of risk of information leakage – which has always been one of the biggest threats for pharmaceutical companies. It comes along with a snow globe of laws and regulations that only grows every year. When people are talking about gathering consent, the first thing they think about is compliance. It includes multiple areas: The General Data Protection Regulation (GDPR) The California Consumer Privacy Act (CCPA) and other regulations. The other important layer is Personal Data Management which includes gathering and storage of users’ consents, usage of systems that help us to get it (Web Forms, CRM systems, and others), Data Flow, Cyber Security, and Data Protection – the essential elements of pharma compliance, consent gathering and other pharmaceutical standards and compliance requirements. User experience (UX) is often overlooked but it is an important point for modern customers who are more than ever concerned with the security of their personal data. This process must be transparent enough, as according to statistics, 95% of customers say they are more likely to be loyal to a company they trust. At the level of UX it is important to provide opportunities for: Consent Gathering (Opt-in, Forms, Notifications); Terms of Use and Privacy Policy; Data Flow; Data Termination (Opt-out, Unsubscribe, Notifications); Right to be Forgotten. With the emergence of Artificial Intelligence, compliance in Pharma has started to change once more. Even though AI has opened a multitude of amazing opportunities, issues related to ethics, safety, and pharma data integrity compliance cannot be ignored. The compliance requirements for pharmaceutical companies are set to shift again, and organizations should initiate the groundwork for new beginnings right now. Even though the future of pharma regulatory compliance is still vague, we know for sure that there will be many new rules and laws that offer better protection of personal data and enhance market governance. The world of regulatory affairs is changing, and everyone is getting ready for what the future might hold for us. In such a highly regulated environment, pharma should apply all digital talents and pharmaceutical compliance management software to handle all processes in terms of data security and compliance management. Additionally, comprehensive training programs should be implemented to improve industry-based regulatory compliance across the organization. Why is Compliance Important in the Pharmaceutical Industry? Security of Medical Database So, how to establish an effective data compliance system? According to the IntSights report, about one-third of healthcare databases stored both locally and in the cloud are currently exposing sensitive patient data. Factors like misconfigured databases present one of the highest risks to security of patients and doctors’ data. The problem is that many healthcare providers have continued to shift data and other assets online without prioritizing investments in cybersecurity tools or procedures to prevent the leakage of sensitive information. Another possible threat is an expansion of the functionality without involving certified developers. In some cases, the limitations of the budget or the wrong choice of tech providers may lead to unacceptable practices, such as reverse engineering or unauthorized extensions, which make data vulnerable. So, it is strongly recommended to involve certified professionals whenever dealing with a licensed system. In terms of access, businesses are increasingly focused on measures like multi-factor authentication. Security-conscious companies may further limit the number of accesses to specific IP addresses and implement manual review or confirmation systems to minimize the risk of data leaks. Security of Content While the question of security and compliance issues in the pharmaceutical industry remains urgent, customers still expect coherent messaging and best-in-class content. The secure production of pharmaceutical content needs a specific protocol of the required measures and regulations. That’s why industry leaders are currently looking for a solution that can automate these processes. When pharma has an idea for a new project, they need an agency to turn it into reality. But it also comes with risks, as a lot of the data contained in the marketing and promotional materials are sensitive for the pharma companies. While meta-tagging greatly simplifies the search for the necessary information in digital asset management (DAM), a much better solution in terms of data security would be establishing access hierarchy. Under this system, each user is provided with a specific level of access to information. Also, to provide additional security when working with content, agencies can sign an NDA agreement and implement monitoring through a briefing tool. This approach improves the outcomes of pharmaceutical-agency partnerships. Even though a comprehensive brief is very important, it’s not always transmitted in a secure manner. It is much more convenient to use tools designed specifically for briefing, and that are built into the platform for working with content. The Brief Tool from eWizard is a valuable platform functionality used by Pharma & Life Science brand managers or marketers to provide comprehensive instructions to production partners. This tool outlines the vision for producing specific assets such as IVAs/eDetailers, Landing Pages, and Emails. It integrates pre-approved content modules and other branding elements, helps to define content structure and design expectations, ensuring the resulting production aligns with the brand’s objectives and guidelines. Consent Management Now, for the most part, the consent-gathering process is happening at the meetings with HCPs. This happens as follows: med rep asks an HCP if they are willing to receive updates from the pharma company. If the HCP is ready to share personal information – the consent-gathering process starts (see scheme 1). After that, all the data is going to the CRM or Marketing Automation system and the HCP starts getting bombarded by traffic from the pharma company. This is the model that is basically associated with the multi-channel approach. The problem is that it does not allow differentiation of the initial interest of the HCP and provides targeted communication where each message presents a real value for the customer. Scheme 1 Where the change of mindset should happen Where the change of mindset should happen Instead of getting a single tick from HCP that they are willing to receive further information on one channel, HCP is getting a full detailed list of the options you are offering as a service. From that moment on, the HCPs are getting targeted information that is based on their initial interest. For example, if the HCP ticks a face-to-face visit, the information goes straight to the CRM system or the Consent Management system, depending on the infrastructure that the company is using. Then, a sales rep can process this information and plan the eDetailer presentation and further activities accordingly. If the HCP chooses to receive a broadcast email, it brings the whole integration with a marketing automation system. HCPs can get various types of marketing information from marketers, contractors, and other people who are in charge of this process. This practically changes the name of the game and gives the customer a broad picture of what they are signing up for and what type of information they can expect from the pharma company in exchange for consent. However, the other cast-iron rule is that the customer, at any minute, has a right to unsubscribe from the information they previously agreed to receive. Another key aspect of changing the mindset in the consent management process is hat with this model, customers have the option to opt out of communication through one specific channel, such as broadcast emails (see scheme 2), while still receiving information through other channels like portals and events. By using this checkbox, the company may deactivate undesirable activities without interrupting an entire communication with the HCP. Scheme 2 This way, we can generate the golden rule of consent management: the customer should always be provided with transparency regarding the use of their data, communication channels used, and meaning behind each checkbox they choose. Which ISO is for the Pharmaceutical Industry? The International Standards Organization (ISO) means that the company has implemented a number of procedures, policies, and guidelines, allowing it to attain robust control and protection over the company’s assets. Thanks to ISO, we can guarantee complete pharma regulatory compliance. There are a few other certifications that pharmaceutical companies must have to continue operating safely and without causing any harm to their clients and patients. Here is a short list of those certifications: ISO 45001 This certification helps create a safe environment for employees and reduces various health and safety risks. ISO 9001 This standard specifies the requirements for Quality Management Systems. Before launching a new pharmaceutical product, it’s crucial to ensure that it complies with all applicable regulatory requirements to guarantee its safety and efficacy, and this is what this certification is responsible for. ISO 14001 With this certification, companies can improve their environmental performance and mitigate environmental harm. Pharma regulatory and compliance guidelines are constantly evolving, requiring many organizations to stay updated with the latest industry standards. Pharmaceutical companies manage a huge amount of sensitive information that cannot be disclosed. Today, the need to remain competitive and provide a secure environment for pharma customers prompts us to be certified against a strictly defined and delineated standard which is ISO/IEC 27001. Viseven has successfully passed the first supervisory audit ISO 27001. Among the main advantages of adhering to the completed pharmaceutical compliance certification norms and pharma compliance regulations are asset protection from leakage, theft, or loss; higher trust from the customers, as well as employees’ confidence. All of this ensures our greater strength in the highly competitive landscape, with clear and transparent workflows, as well as role distribution among our specialists. In case you have questions concerning our expertise in establishing a robust hyper-secure ecosystem – turn to our experts for insights and guidance.
What the Pharmaceutical Industry can Gain from Digital B2B Strategies? Posted on May 13, 2021March 4, 2025 by Andrii Nikulin The fast-growing e-commerce became our natural environment in the last couple of years, no matter what age group we belong to, be it Gen X, Millennials, or Generation Z, our buying experience with a sales representative or assistant might be soon completely overlooked, while the new means of marketing and selling are taking their rightful place. As one generation influences another, one can only forecast how tech-savvy digital buyers are going to look and behave in the future. Enterprises must be flexible and adaptable to the ever-changing needs of their customers. But the starting point that should be thoroughly examined first is always the target audience. Now it comes as no surprise to see online buyers constantly shopping or requesting services using online channels (just look at younger consumers who are almost “glued” to their smartphones). With mobile technologies rapidly evolving, making purchases, engaging with brands via social networks, or searching for information using mobile devices became part of our regular day-to-day smartphone usage. Of course, we are not necessarily talking about actual online buying. The thing is that online presence helps companies to build stronger brand awareness via the right channel mix and boost customers’ loyalty – that is an essential part of the customer lifecycle today. Companies have to adopt an omnichannel approach, merging their marketing tools, data, technologies, and people to ensure the best-in-class experience. What is B2B pharma? 2B is all about building strong relationships between businesses and making sure that they keep evolving and improving. In B2B pharma, one company sells certain products or services to another company instead of offering them directly to end customers. The primary focus of B2B pharma is collaborations and partnerships between pharmaceutical companies, which often result in such activities as drug development, knowledge exchange, medical research, clinical trials, and many others. Thanks to B2B in pharma, hospitals, pharmacies, clinics, and healthcare providers (HCPs) can obtain the necessary equipment, medicine, software, and even furniture to provide patients with the necessary care. The most common place to find other organizations to conduct business with is a B2B pharma marketplace, where various suppliers, distributors, PCD pharma companies, and other organizations in the pharma sector can connect with each other. This is where every business, from B2B pharma startups to big pharma franchise companies, has a chance to showcase their offerings and share more information about their business, attracting new partners and finding more buyers. And, on the other hand, a B2B pharma marketplace is a perfect opportunity for many companies to compare prices, learn more about the current market, and find a supplier that is the best fit for their budget and goals. What B2B Pharma Companies Can Learn from Worldwide Digital Practices? In the customer-oriented age, the online shopping experience should be embraced and developed to the full extent — no matter where the client is. As statistics reveal, today’s B2B buyer runs nearly 12 online searches before purchasing a specific brand; while 55% of B2B marketing budgets are allocated toward digital promotion that helps provide a more personalized buying experience. Only one-third of the companies surveyed are now executing ot optimizing their omnichannel strategy, whereas 3% of businesses have no actual plans to implement an omnichannel strategy at all. When it comes to B2B pharmaceutical marketing, nothing is different. Patients, as well as physicians, are indeed craving a first-class personalized experience from pharmaceutical brands, as long as these experiences concern their health and well-being. Omnichannel might provide the required impact here. It has been shown that happier clients lead to better business results: 23% of retailers say they expect to reach more consumers with their online B2B marketing activities, and 25% are driven to boost client fulfillment. But a truly comprehensive omnichannel strategy is not about creating a website with a huge amount of content flowing from many web sections. Patients and healthcare professionals don’t expect to be bombarded with information or long lists of medical prescriptions over the myriad of channels – but instead, they want to be diagnosed, treated, and supported by each digital (or non-digital) touchpoint, and become more health-aware and data-savvy. Only tailored digital experiences and B2B pharma marketing activities can link the company’s visions and goals to the specific needs and behaviors of every client, optimizing overall outcomes in each customer segment. What is Going on in the B2B Pharmaceutical Marketing? An omnichannel strategy is unfolding around content, people, and tech – meaning that companies transform their staff, technology, workflows, and even their culture to support the customer when and where necessary. Let’s look at a few primary dimensions more in detail: People behind the brand How well are your teams connected? Are they well informed about their responsibilities, roles, and tasks? Are they conscious enough about their strengths and weaknesses? In fact, for successful team performance, everyone should be in the right place. 48% of B2B-only retailers stated they met this criterion. Processes Are your business processes and workflows clearly established? 41% of companies said “yes“. Technology Does your company hold the right technology and tools to execute an omnichannel strategy? 41% of businesses agreed to have met the criterion. Culture Is your company’s organization prepared for omnichannel commerce? 40% of respondents declared they met this criterion. Even though the future might not seem very clear at the moment, pharma B2B digital marketing is guaranteed to continue evolving, and more and more companies will start the process of its development and implementation. B2B pharma will not be confined to a simple use of digital tools and new technologies; we will likely see a strategic shift that would cover the whole spectrum of pharma B2B digital marketing activities, from ensuring a robust online presence to creating data-driven marketing campaigns. The B2B marketing pharmaceutical industry might not be something that we hear a lot about, but this is guaranteed to change in the near future. Potential Hurdles on the Way to Omnichannel Excellence in B2B industry As new technologies emerge at a fast pace, B2B pharma companies might be struggling with two main challenges while trying to keep up with their digital users. These are realizing time-to-value and a lack of budget. Among other reasons, retailers also mentioned a lack of unified experience across channels and barriers toward embracing e-commerce tools. Some companies‘ employees struggle to work with self-service digital websites for enhanced brand promotion, or, vice versa, many teams, who are involved in e-commerce only, might encounter hurdles when incorporating offline tools into their strategy. Ultimately, companies should build a cohesive presence of both online and offline touchpoints and keep the right balance, constantly managing how one channel interacts with another. Or, as it was mentioned in the research, to balance the benefits provided by digital automation with a more consultative customer-centric selling approach. Customer data is now being shared through a myriad of channels, including mobile, websites, social media, etc. When it comes to Pharma and Life Sciences, which is strictly regulated, clients’ data should be securely stored and unified. Data silos should be eliminated in order to succeed in the increasingly competitive market and attain customer loyalty through personalized messaging. For pharma, it means integrating CRM data and Marketing Automation System. The Use of Digital Technologies in Fostering Customer Experience More than two-thirds of retailers in this study adopted SaaS solutions for their eCommerce strategy. Among the key benefits are easy implementation, elimination of extra work of IT departments, a shorter learning process, and better cost-effectiveness. B2B marketers require a stable technological backbone to rely on while creating an omnichannel ecosystem and bridging their digital and traditional sales and marketing channels into a centralized approach. The adoption of technology is revolutionizing every industry with no exceptions. For example, a wide array of digital tools and platforms allow life sciences and pharmaceutical companies to make real-time decisions; HCPs – to provide quality care to their patients; sales representatives – to stay on the curve with the latest innovations in healthcare and Life Sciences, and much more. According to the study, retailers are most likely to manage three core technologies to run their online selling — a customer relationship management (CRM) platform, an eCommerce platform, and an enterprise resource planning (ERP) system. How can Pharma Employ B2B eCommerce as the Primary Driver for Future Success? The businesses are getting ready for an omnichannel selling future, with 83% saying they expect to increase the volume of eCommerce sales over the next three years. The shift to eCommerce adoption is only going to be accelerated and deepened in the years to come. Statistics show that B2B companies that run online selling showed increased revenue, a more effective pricing model, and product catalog optimization. Moreover, it is assumed that e-commerce strategies will help to open new markets much faster and at a lower cost by employing online channels – that indeed opens new perspectives for building an omnichannel selling future. Pharma has also been influenced by rapid digital marketing maturity and the revolution in embracing virtual channels. For example, VR and AR presentations for HCPs with educational purposes to create more interactive and engaging experiences; or ordering prescribed medicines by patients using a single application (such as the RefillPro app where users can “access” the selected pharmacy just in a few clicks), and many more. Let’s sum up Focus on the entire customer journey, not on separate phases. To ensure a better omnichannel experience, marketers and sales teams must understand that digital-oriented customers might change their behaviors and preferences more often if compared to more “offline-preferred” clients. They need to thoroughly design their journeys, including previous, current, and post-sale phases. Manage your teams accordingly to gain maximum from omnichannel selling. Organizational management should work on getting over barriers and focus on strengthening relationships between digital and traditional sales teams. Find a powerful partnership to ease omnichannel adoption. For example, a suitable technological partner comes with the most advanced tools and resources available for content creation, task automation, and analytics that help develop a seamless plan of your operational strategy according to your business needs. Grow an adaptive culture. When gearing up for new e-commerce opportunities, the approach to building an organizational culture should be adjustable and structured. Companies need to focus on constant measurement of their business impact and follow change management procedures, which help adjust employees to any sort of change or new competencies. Viseven specialists will help you to break silos, provide the missing links and systems, and establish workflows, from architecture to mindset. If you are interested in further opportunities on how to organically manufacture your omnichannel capacities, contact our experts. We will help you to thrive in the new era of omnichannel marketing.
Congratulations on confirming Management System Certificate in ISO/IEC 27001:2013 Posted on April 12, 2021March 4, 2025 by Andrii Nikulin March 25, 2021 – Viseven company has successfully passed the first supervisory audit ISO 27001. This designates that the company is developing and improving processes including the information security management system as an integral part, and continuing to comply with the requirements of ISO / IEC 27001: 2013. The pharmaceutical industry is one among the highly controlled and regulated with numerous commands imposed by governments to protect people’s health and well-being. Therefore, since the processing of exponentially growing customers’ data became immense, the company is putting privacy concerns first. ISO/IEC 27001 certification is one of the most prevalent standards that confirms a company has sufficient control in place aiming to protect all the processes related to information security and data workflows. The purpose of these regulations is to identify risks, prevent and diminish them before they happen as they might cause the loss of information or other risky circumstances to the company’s assets. Practical scope of certification: Achieving ISO 27001 along with implementing an information security management system (ISMS) allows companies to reap multiple benefits such as: Handling information security risks effectively Protecting client and employee personal data Attaining sustainable EU GDPR (the European Union General Data Protection Regulation) compliance Protecting the corporate brand reputation, assets, shareholders, and owners Supporting the secure exchange of information Improving client satisfaction and keeping on-time services and products delivery At Viseven, the ISO/IEC 27001 certification is a staple of corporate responsibility. It confirms our compliance with the information security requirements of our customers and those of applicable legislation. It is ingrained in our corporate DNA as part of the digital culture of which we are part as a tech company. The focus of our approach is to save lives by making communication faster. Natalia Andreychuk, CEO at Viseven Minutes to certification Since all the requirements of the standard are met by Viseven, a whole spectrum of the company activities is controlled and secured on a sufficient scale. The ISO/IEC 27001 standard indicated that the company implemented a number of required procedures, policies, and guidelines to achieve the full range of control and protection over its services and products. The purpose of adhering to the requirements of this standard is asset and data protection from leakage, theft, or loss; higher trust from the customers and employees’ confidence. All of this ensures greater strength of the company in the highly competitive landscape, with clear and transparent workflows as well as role distribution among specialists. We already have two years of experience collaborating with PECB MS and have found this experience extremely positive inclusive of the team demonstrating a high level of professionalism. We are satisfied with the processes and can remark on a very responsible approach from PECB MS – a really rewarding collaboration. Vladislav Bezpaliy CIO & CISO Obtaining ISO 27001 unlocks the door to new partnerships and collaborations with the most demanding companies on a global scale. Not to mention the positive influence on customers’ trust together with the firm company’s credibility and reputation on the market. About Viseven Viseven is a full-cycle digital solutions provider with more than 15-years of experience in content development and digital transformation for the pharmaceutical market across the globe. Viseven has been offering leading-edge solutions and services for content authoring, omnichannel campaign orchestration, Digital Content Factory, and the evolution of digital culture from within the customer organization. Drop our experts a line to see inside Viseven services and products, deepen your knowledge in understanding the needs and requirements of Life Sciences as well as in unique omnichannel content expertise, creation, and management.
Digital Content Factory: Manufacture Content and Get Opportunities Posted on March 5, 2021March 4, 2025 by Andrii Nikulin They say, if you see a factory in a dream, it only means that in reality, you have great ambitions and a desire to achieve something great. That’s probably the dream of many pharma managers as the race for state-of-the-art solutions to run digital transformation in life sciences goes on. Let’s talk about why pharma leaders have chosen this challenging time to build their dream content factories, what they represent in reality and how to make them easily manufacture content and opportunities. What is the Digital Content Factory? Why everyone in pharma is trying to create one? 2020 was like a lucid dream, however, the manifestos it declared have transferred to reality and drastically changed our minds. One of such manifestos is a more critical look at the content that we deliver to our audience. In 2020, healthcare spent 33% of their budgets on content. By 2030, Digital Content Creation Market is expected to reach a global size of US$ 38.2 billion. Pharma companies are currently producing a massive amount of digital content—and the demand is growing. Therefore, the content in the 2020s is destined to become more interactive, engaging, and, without doubt, connected. Digital transformation goes hand in hand with omnichannel technologies. Today it entered the pharma mainstream as a key component to deliver top-notch experiences to the HCPs. In a perfect dream, all the components needed for efficient omnichannel content management would be globally accessible and integrated. In reality, however, omnichannel content production requires a whole chain of dedicated professionals. Therefore, pharmaceutical companies currently face numerous challenges to produce relevant content for the target audience. According to 2020 Content Management & Strategy Survey, 78% of marketers say their organization takes a strategic approach to managing content. However, 73% of them also report they either don’t have the technology in place to strategically manage content across the enterprise or they aren’t fully using the technology they have. The aspiration to produce large amounts of omnichannel content has provoked a race for effective digital solutions and encouraged more collaborative approaches between organizations to tackle global challenges by joint efforts. Digital Content Factory stands out as the solution that provides frequent, agile, and extensive content production for pharma through symbiotic collaboration between the pharma company and agency-partner. A solution covers the entire content lifecycle, encourages content reuse, agile content production, and most importantly, enables the accomplished-on-the-market companies to drive digital transformation globally and locally. Such a model provides a single approach to content management, where a team of specialists takes on all issues related to content production, which allows pharma companies to spend more time on creative and strategic work and less time on routine tasks. Viseven Group is a well-grounded engineer of Digital Content Factories, therefore this information was just a sneak peek. With several excellent examples currently working for our customers, now we will tell you what it represents in action and how to make it work for your success. Digital Content Factory in Action Digital Content Factory is a comprehensive set of solutions that cares for all aspects of interactive content management. Vibrant omnichannel presence for pharma takes a lot. Such content factory is a symbiosis of technological power in the form of a best-of-the-bread platform for content creation and creative minds of omnichannel experts: Digital solution managers, Brand managers, Sales departments, MLR, etc. These people ensure something more than just the right amount of content but also make it circulate through the omnichannel system in a cohesive, customer-centered way. A Factory establishing a working ecosystem that connects the customer with a network of agencies to comply with unified benchmarks and corporate requirements. It allows the teams of content creators to accelerate and clarify content-related workflows of customers on global and local levels. How to make a Digital Content Factory work. 5 Principles 1. Organizational alignment The success behind a Digital Content Factory is a strong cross-enterprise team. In fact, it is liaisons working alongside Global Team, Digital Agencies, and Local Teams. Just like the factory workers, they use the same set of tools to produce successful reusable digital assets. Smart distribution of tasks fosters transparency and close communication. This, in turn, provides quick reacting and minimizing the risk of disruption to the content supply chain. 2. Content management 72% of marketers see content as a core business strategy for their organization. At the same time, pharma content development is a time consuming, expensive process that takes a lot of effort at each stage of genesis. That’s why smart content management presupposes a flexible use of digital assets. It doesn’t happen overnight, however, it has been noticed that pharma companies that constantly improve their content creation process end up becoming more successful. Here we are speaking of versioning and the content reuse that could be provided by the modular approach. Such practice allows delivering more types of content in a shorter timeframe with its deep content editing potential and a library of approved digital assets to be reused. This is the strategic approach to supply content in the amounts required – while maintaining quality. 3. Aligned processes across global and local affiliates The coherent content development process and the evolution towards omnichannel for each organization are truly starts within. With the implementation of new marketing tools, the desynchronization between global and local affiliates may occur at each step. Certain technologies may simply not work across all affiliates and regions. This factor may strongly disrupt a content supply chain in your organization. That’s why it is strongly recommended to scale properly the process from global to local affiliates. 4. Single standard and unity Brilliant work starts with the correct problem definition. That’s why many organizations are sticking to the single standard on the development of digital assets across the organization. 89% of marketers said their organization has style and brand guidelines in place. It shows how important it is to provide efficiency following the in-place standards of content development. These standards consist of clear requirements and guidelines, which cover all the stages of the content lifecycle and include: fixed and consistent pricing across markets preset project timelines single development standard guidelines on projects execution and delivery that help to eliminate errors 5. Single workspace Along the process of joint content production, it is crucial to take care of a more collaborative, united workspace for everyone involved in the process. The availability of the right technology for content creation and data management in place provides better communication and agile content workflows across the organization. As a result, more collaborative space is generated for the teams and clients to work together on each step of the content lifecycle. What we offer Viseven Digital Content Factory is the smart business solutions that allows investing in creativity and running digital transformation along with a team of dedicated professionals who root for your success. The choice of a content authoring solution is crucial along the way. eWizard platform is an engine that powers Viseven Digital Content Factory. This is built upon a modular approach, the epitome of flexibility with its deep content editing and a library of approved digital assets to be reused. It is the direct way to supply the content in the amounts required – while maintaining quality. Digital transformation is not just about tech, it is also about human talent. While eWizard takes care of the technical component, and the dedicated team make sure that all the requirements of the customer are fulfilled accurately on time. This is a powerful duo providing an integrated channel approach to efficient content management, removing internal barriers, and align systems and processes globally. Viseven Digital Content Factory provides our pharma customers with: 50% reductionof the content production cost Single development standard across agency ecosystem Facilitated communication & access to global assets Elimination of internal barriers, aligned systems and process globally A single approach to content management across all brands, channels, and markets Content reuse, repurpose, and localization Worldwide distribution around affiliates Integration with recognized systems like Veeva, IQVIA, or Salesforce.com More time on creativity, less time for routine tasks Did you wake up with an idea to change something? It’s never too late to leave the world of vivid dreamers and dare to fulfill the most ambitious ideas and plans here and now. Put your plan into action. To measure the effectiveness of Digital Content Factory – get a free copy of our latest case study, introducing the real-world case about a successful implementation of this model by one of our TOP-50 pharmaceutical clients. Also, use the form below to contact our experts and discuss which Content Factory practices could be right for your business, how they could fit into the picture of your organic growth, and help you to manufacture content and opportunities across the globe.
Go Beyond HCPs: Set Up Patient Support and Value with Pharma Content Posted on February 26, 2021March 4, 2025 by Andrii Nikulin Take a moment to think of how your health behavior has changed over 2020. Can it be measured exclusively by the number of thoughts about hygiene and clean hands? Or was there something more to it? The positive impact of coronavirus (strange though it might sound) is in the change of mindset concerning our health. Some of us have started thinking more about our chronic diseases; some have been just evaluating the possible outcomes in case of infection. The truth is – we all did that. It means only that awareness has grown, that the management of our own health is above all in our hands whatever they are clean or not. Let’s discuss the role of the modern post-covid patients in the pharmaceutical industry and figure out why it’s a good time to spread value with pharma content far beyond HCPs. Set value with pharma content – cover all the touchpoints Something important in pharma has changed for good. It’s not simply customers’ expectations – the patient’s mindset has changed. The reasons for this were both the growing role of digital technologies in healthcare and the pandemic that has become a powerful impetus for change. As per most surveys, close to 25 percent of the consumers today are driven by health and hygiene choices. – Gaurav Sharma, Investcorp India Modern patients no longer want to surrender their health to the doctor’s hands, they want to be actively involved in the process of treatment. This new type of patient requires something more than just product information, they strive for assistance in aspiration to manage their own health. Thus, modern patients need personalized, interconnected, engaging, and even entertaining interaction with a healthcare provider. Meanwhile, 81% of pharma manufacturers still rely on healthcare providers to educate patients on their services. That’s why, in a big way, they target content primarily on HCPs, investing very little in patient and pharmacists’ awareness. What can pharma do now? We caught probably the most appropriate time to finally change our mindset as well and realize that our engagement shouldn’t be limited to HCP, it shouldn’t have boundaries. How to expand the dialog with healthcare professionals Pharmaceutical content for patients, in the traditional sense, is 100% valuable. At the same time, it’s not engaging, it’s not personalized, and it’s not even entertaining. You might say that it’s not supposed to be ‘entertaining’ the purpose is different, BUT your target audience might have a different opinion. 80% of customers say the experience a company provides is as important as its products and services 57% of customers have stopped buying from a company because a competitor provided a better experience If even these percentages are not convincing enough, then just think of billions of dollars spent on promotional materials when desired outcomes were never achieved. Patients lose loyalty when they don’t feel that the brand cares enough about their treatment outcomes. Moreover, this leads to patients’ nonadherence which is every year responsible for the loss of between 100-300 billion dollars in the US alone. Sometimes people do not follow a treatment or are unable to cope with side effects because they have little knowledge about their condition and treatment. It’s about time to invest more effort and creativity in content for patients and pharmacists. More pharma content for pharmacists and patients: Benefits Patients Better understanding of how to manage the specific condition. Active participation in the process of treatment Better outcomes and motivation to complete the treatment Less frequent misuse Minimized damage to overall health Pharmacists More trusting relationships between pharmacist and the patient Being able to deliver patient-specific medical information necessary to stick to the therapy plan. A profounding, outcomes-oriented drug therapy plan for the patient Possibility to consider patient adherence. Pharma Become a household brand among HCPs Remove information supply barriers between pharma manufacturers and patients Establish long-term relationships between medical representatives and HCP. Better patient adherence and brand loyalty Deliver the right message about your pharma brand. Rise in prescriptions Pharmaceutical content enjoying success among patients The goal of any doctor is to create a clearer picture of the disease and engage patients in active treatment. That’s why, above all, from a med rep, HCPs need corresponding materials that would help them complete their mission. Such content should be valuable, well structured, interactive, and contain the right message about your pharma brand. Concerted efforts, when pharmaceutical companies would provide HCP with corresponding materials, and further HCP deliver it to the patients could be referred to as «cascade sharing». These efforts have a strong potential to elevate patients’/HCPs’ engagement and fit well into the picture of modern healthcare. Health applications, websites, landing pages, portals, videos, and many other materials can perform this mission and explain all aspects of the disease to patients. Let’s dive deep into the characteristics and capabilities of such materials. mHealth Apps In the era when being healthy isn’t simply vital but greatly trendy, it’s important to stay focused on patients. With 67% of the world’s population being mobile phone users, the most feasible way to stay patient-centered is mobile applications – offering truly engaging, gamified experiences, communication and information –and above all, psychologically calculated ways to support the patient in their journey. Moreover, these apps are great facilitators of patient adherence, providing beyond-the-pill value with its pill reminders, information on products, patient leaflets, calculators, symptom diary module (shareable to chat), information and articles on diseases. They may also contain video tutorials, quizzes, surveys, rewards and live chat 24/7 with the option to schedule calls with the HCP – offering a truly gamified patient experience. Web portals, websites and landing pages Today patients’ path to treatment begins online as over 70% have researched a prescription medication or medical device online in the past year. A brand’s websites, web portals, and landing pages have become a critical resource of true for patients. Therefore, they act as a critical entry point to access treatment and help patients improve adherence. 52% of patients rely on brand websites to research prescription information. 88.3% want pharma brand websites to connect them to providers. Thus, you can note that patients feel certain power being able to find the right information to manage their condition better. To choose the right treatment, pharmacists also should be updated with the latest health-related information. Therefore, if there were more such sites, there would no doubt be matching demand for them. A well-structured, user-friendly, and interactive website provides your pharma brand an enhanced online presence, the ability to be available for customers 24/7, and to gain consumer insights due to collected analytics. Emails Broadcast emails and approved emails are default facilitators of HCPs engagement. It is impossible to imagine a more personalized way to communicate with HCP, especially with all the interactive features users currently can enjoy. The truth is that one personalized email can generate more reactions than any other content. HCPs are eager to receive emails and they enjoy great success with an 18.58% open rate throughout 2020.Would it be equally interesting for patients and pharmacists? Definitely, yes. It would be beneficial for all sides of treatment as it would stimulate a dialog and inspire tight collaboration between them. Pharma can send specialized emails with information that the HCP could later forward to those patients who would benefit from it. The email with information from the HCP currently managing their condition will certainly enjoy great confidence and inspire more loyalty. Meanwhile, pharma can create more trust in their brand and be sure that patients receive the information they need at the moment. This practice is also beneficial for pharmacists, who are likewise required to work in concert with patients and healthcare providers to promote health and deliver patient-oriented support. https://www.youtube.com/watch?v=VTQ8jGqthvou0026amp;feature=emb_title Self-detailing Self-detailing is the practice when the medical rep invites the HCP to get familiar with an eDetailing presentation independently. Self-detailing has gained popularity among doctors because it is not tied to the doctors’ schedule, thereby giving them time and the opportunity to delve into the materials fundamentally. During the quarantine, the number of doctors interested in this practice was constantly growing. Also, the greatest value of Self-Detailing in the pharmaceutical market lies in its versatility and ability to complement any communication channel and any device. This practice could also be favored by patients who might be able to learn more about their condition and the methods of treatment. The equally nonintrusive manner could inspire more patient loyalty and bring certain benefits for pharma companies as well. During self-detailing, the patients can look through the structure and key messages in the presentation at their own discretion. That way, this channel gives a better understanding of the target audience, and gives honest metrics for the campaign, as it is likely to see a different pattern of slides and time spent on each of them. Parting thoughts Now of all times those unique moments when patients are eager to take care of their health and cooperate with the pharma. Let us help them in their quest to be healthier. We hope that now you see that moving beyond the creation of pharma content just for HCP brings recognition and loyalty among modern health-oriented patients. Finally, take a look at an example of a customer journey that reflects how all of these types of content can fit perfectly, complement each other and create value in pharma’s picture of customer engagement. Imagine that you want to promote a special mobile application among patients with poor adherence. Here are two interaction models that reflect how these types of content can foster collaboration with the HCP and generate loyalty and success of your app among the patients. An example of promoting a mobile application using content for a patient You may have noticed that this model of interaction is rather multichannel, but note how the one piece of content that is valuable to both the HCP and patient complements the efforts of other materials and encourages the patient to download the app. The next example shows how such content can encourage patients that have downloaded your application to fill the survey about the reasons for their non-adherence. If you got interested in more details on all aspects of work with such content – contact our experts. We’ll help you to choose those options that will be right for you, develop promotional campaigns, and calculate the most reasonable ways of implementation to create value in the new era of healthcare and life sciences.
Overview: 4th Edition of the Salesforce “State of Service” Report Posted on January 8, 2021March 4, 2025 by Andrii Nikulin When pharma professionals are taking the course on the brighter post-pandemic future, it is important to look around, orient towards the professionals, and get the latest insights from the fields in a timely manner. Thus, we could not ignore Salesforce’s latest State of Service Report based on over 7,000 survey responses worldwide, discovering how the top teams are navigating the ever-changeable pharma weather and what trajectory customer service is having now. Looking to the future be aware of the most recent data on the hottest topics that were on everyone’s lips during the turbulent 2020: How the service standards have been changing in the midst of a crisis Strategies, tactics and solutions organizations are turning to in the new normal How teams are navigating the changes in their work environment The trajectory of field service during a time of social distancing Time sets the new standards of the customer service The post-pandemic HCP engagement will sharply differ from the pre-2020 routine, as the pandemic, among other things, has set the new standard for customer expectations. A dramatic shift that occurred in the healthcare industry forced the pharma teams to permanently shift the emphasis of their work. The Salesforce report offers eloquent statistics reflecting how exactly the pandemic affected the regular operation of people, process, and technology. The impact of this make-or-break year on how teams work can hardly be overestimated. Managing remote employees during the pandemic, provide employees’ safety, maintain “social distancing” and “contact tracing” is the challenge that proved to be in the power of only high performers. Therefore, the set of skills that employees must apply in their work is becoming wider and more diverse. 55% of agents say they need better training in order to do their jobs well. Not to mention the lack of technology that specialists suffer from against the background of an increased number of digital channels and acceleration of digital initiatives during the pandemic. Amidst economic uncertainty, the companies were holding off on increasing their budgets. The report proves this point by the figures showing that in 40% of teams, the budget stayed the same when 28% saw a decrease. It means that from now on life sciences invests more in easily deployable and cost-effective digital solutions that would cut the marketing resource consumption. It is confirmed by the fact that from March to December 2020, several dozens of new customers have adopted eWizard platform. The key tactics and solutions to embrace the changes Life sciences have checked the code to comply with the success measures, and it is a secret to no one that it is agility. This philosophy of allowing companies to pivot on the fly and quickly respond to change is synonymous with an omnichannel strategy. Pandemic forced pharma strategists to master these two essentials of today’s and, without doubt, tomorrow’s HCP engagement. Have a look at our PDF, revealing all facets of the omnichannel art of customer engagement, or contact our experts to immediately get insights and guidance on the essence of true omnichannel. Earlier in our blog, we introduced 3 working models that set the tone for agility inside the organization. Briefly, it is: agile teams flexible processes reusable assets Be sure while you reading, the other companies are rapidly automating their processes. According to the report’s numbers, 77% of agents automating routine tasks allows them to focus on more complex work — up from 69% in 2018.Life sciences are implementing various solutions to add a good share of empathy the modern HCPs need and build relationships that would be more than “strictly business”. That’s why, for example, AI/ML, chatbots, and other technologies have revealed the full extent of their capacities as the solutions that are helping to gather more basic information about patients, understand their behavioral patterns, automate their feedback, and generally personalize the interaction. Learn more about the power of artificial intelligence in HCPs engagement and how it shapes the future of healthcare management in our latest overview of TechIQ Global Virtual Conference. We hope the challenges will fade as 2020 comes to an end because for all of us the best is yet to come! Take the first step into a new future, being armed with valuable reports reflecting the true current state of the market. Download the “State of Service” report and be aware of the latest updates from the customer service professionals.
Key Takeaways from IQVIA TechIQ Global Virtual Conference Posted on November 13, 2020November 20, 2024 by Andrii Nikulin This autumn, innovations are on the lips of almost every major pharmaceutical conference. IQVIA TechIQ brought together more than a thousand experts from Abbvie, AstraZeneca, Bayer, GSK, Novartis, Roche, Salesforce, and other global pharma and tech leaders to share their experience in orchestrating outcomes for the life sciences industry. The changing environment has redefined and accelerated the role of digital transformation in the day-to-day approach to healthcare. That’s why the development of lifesaving therapies through virtual and digital channels had become front and center of the event. Let’s dive deep into the hot topics discussed at the premier TechIQ Global Virtual Conference. How the voice of the patients boosts brand success Effective communication and understanding of the patients’ needs is a challenge. Digital technologies are getting more involved in the healthcare sector, and now patients want to be treated in a more personalized manner. The modern healthcare approach goes beyond the pill and revolves around smart disease management. It is crucial to target the right patient and provide support and encouragement at the points they need it the most. That’s why one of the recurrent themes of the TechIQ conference was awareness, adherence, and market intelligence that boost brand success. During one of the sessions, AJ Ploszay, Ph.D. Vice President, Digital Strategy IQVIA Technologies emphasized the point: “I think we all know that a growing priority for life sciences is to embed and amplify the patient voice across the entire value chain of medicine development. Here at IQVIA Technologies, we are trying to do the same thing. As part of this ambition, we want to learn how to build trusted relationships with patients”. It is hard to disagree considering the number of challenges that brand managers face these days. According to the conference data, 25% of drug launches didn’t reach 50% of the sales target during the past 8 years. To achieve better results, pharma companies strive for greater patient centricity and a deeper understanding of patients’ routine needs. “The clock is against the brand manager. There is a huge pressure to make a successful drug launch and the amount of time they have to do this is continuously shrinking” – Martin Collyer Global Head, Orchestrated Patient Engagement IQVIA Currently, both HCPs and patients are bombarded with all sorts of information that is becoming harder to differentiate. Non personalized communication and gaps in daily interaction of patient and healthcare provider often result in poor patient adherence and impose another challenge for a brand manager. Hence the growing urge to integrate more and more data about the patients into customer engagement strategies. The question is how to reach the target audience at the right time? The target is to give them differentiated and applicable information and provide services they need at the time. In that sense, the rise of artificial intelligence is multiplying opportunities for life science companies as 85% of executives say that AI is advancing faster than their organization’s pace of adoption. IQVIA TechIQ Conference revealed the power of artificial intelligence and machine learning for HCPs engagement at its best. One of the sessions conducted by Paolo Molinari, Senior Principal, Commercial Effectiveness, IQVIA, addressed the role of advanced analytics for connected commercial platforms. One of the takeaways of this session is that AI helps to address the current challenges in commercial analytics faced by global teams in pharma. It also lifts the veil over the role that AI/ML algorithms played in the development of comprehensive solutions that will have a significant impact on healthcare management in the future. The conference addresses the AI and ML technologies as those able to change the outcome for the patient. One such solution is patient communities that integrate AI/ML, real-world data, transformative technologies, and advanced analytics. Patients are moving to more digital avenues and looking for holistic engagement. Accordingly, the engagement techniques must speak to the customer directly. Connected AI/ML-powered Commercial Insights Apps provide a single predictive view through: Identification of the target patient Filling gaps in performance to maximize brand success across HCPs and patients. Providing alerts to target the right HCPs at the right time Channel optimization Submitting predictive metrics and smart segmentation. AI/ML algorithms extract information from medical records, free text, and chats to establish patients’ journeys in real-time. Meanwhile, сommunities provide clinical, social, and emotional support when and where the patients need it. When patients are starting to take medicine, they have plenty of questions. Martin believes that all of them can be answered inside patient communities that provide personalized experiences for patients through the use of AI and ML. Inside they interact, ask questions, share information, and getting more involved in their healthcare program. In other words, this technology has the potential to become a single source of truth for the patients where they can get an answers to their questions from the right people at the right time. They help to embed the patient’s voice into customer engagement strategy and augment patient support programs. How to Thrive in the New World of Hybrid HCP Engagements The highly changeable pharma landscape creates competition for the most diverse digital HCP engagement models. Another urgent topic of the conference was how the pandemic has redefined and accelerated digital transformation. The industry is slowly but surely moving towards hybrid interaction models. Commercial teams and creative agencies are racing to adjust to new modes modified by the COVID crisis. COVID-19 prioritized virtual engagement, but it seems that doctors have also fully appreciated remote communication and the flexibility it gives. These tools have proved to be those that can reduce sales costs and increase the efficiency of communication – which is relevant at any time. IQVIA’s customer engagement model is built on a trusted and valued HCP relationship. They build this model on three pillars – extensible platform, omnichannel optimization, and orchestrated relationships. They consider remote communication in 4 aspects – remote interactions, virtual events, and webinars, HCP portal, communities. Another point is that transition to remote engagement is quite challenging. The main obstacles are usually as follows: Disconnected and siloed system Lack of tools for remote work Lack of time Lack of previous experience Hard to scale Adjusting to policies & regulations No single source of truth How to handle the shift to remote engagement and drive innovations through technology partnerships Up to this point, virtual engagement had not been well-established in the pharmaceutical industry at all. Changes of this nature always require new models of work and readiness to adjust quickly and cost-effectively. The question is how to provide a safe and cost-efficient transition for your organization? HCP engagement is a complex area where many components come together. It requires both the precise work of creative minds and technological solutions at a fundamental level. That is why, among other things, collaborations were the central theme of this conference, namely, how to drive innovations through technology partnership. IQVIA OCE ecosystem is built on the base of the Salesforce platform. Their relationship was established in 2004, since then, IQVIA is one of Salesforces’ largest customers and industry partners. This type of partnership guarantees that information can be shared across the enterprise, driving actionable insights and tailored, relevant interactions with customers. “We aim to build an ecosystem of partners and developers to continuously enhance the OCE ecosystem and quickly deploy its capabilities to the customers.” – Manish Goel General Manager Customer Engagement GBU Together with IQVIA, Salesforce launched the first clinically-focused technology solution suite for life sciences on Salesforce health could. One of the purposes of this solution is to build stronger connections between patients and clinicians. This suite contains valuable R&D insights from AI and ML. In 2021, pharma business is going to focus more on collaboration between organizations. The technological partnership of IQVIA and Salesforce is the reflection of cross-enterprise collaboration that will help digital agencies to tackle global challenges by joint efforts. IQVIA + VISEVEN IQVIA is a great partner for pharma and everyone involved in the health sector. The end-to-end capabilities of IQVIA and their leading could technologies constitute significant competition in the innovation market. The content produced by Viseven Team or exported from eWizard is perfectly compatible with IQVIA system requirements. Viseven is proud to be IQVIA’s timeproof Content Partner. Together we create and manage content to deliver customer success. Our approach to partnerships implies long-term relationships with robust technology leaders such as IQVIA, Veeva, Salesforce, Adobe Experience Manager, etc. We turn to partnerships and collaborations as a strategic move when navigating the challenges in life sciences. We invite digital agencies to join the community of our partners to achieve common goals, fuel greater achievement and augment our capabilities. Viseven can help achieve digital excellence for pharma companies in many different aspects of the omnichannel strategy. We will help you to build an elaborate omnichannel architecture that you will be able to expand gradually and get the expected outcomes for your brand. Don’t hesitate to contact our experts for insights and guidance to drive pharmaceutical innovations together!
Omnichannel communication strategy in healthcare: scrutinize your content Posted on November 1, 2020February 4, 2025 by Andrii Nikulin Let’s dive into the topic and find out how omnichannel communication works in healthcare. Nowadays, it is essential to take care of customer service due to the high competition between players in the markets; the bar of service delivery is higher than ever. Technological progress and the spreading popularity of review sites and social media have made modern customers always compare options and choose the best one. And if they find the service does not meet their expectations, they march on quickly. When you have so many choices, you pay less attention and patience to the companies that fail to arrange efficient omnichannel communication, especially in healthcare. According to healthcare organizations’ research, 72% of customers state that it’s easier for them to “keep going with certain brands until they deliver a bad service and move on right after,” and 63% “decided to switch a brand to another when online experience is imperfect.” To control the patient experience, you must pay much attention to your communication strategy. It means additional investments in the tools and development of a single approach to keep a consistent customer experience. Omnichannel communications definition What is omnichannel communication? In a nutshell, it involves the usage of compatible channels or means of connecting with prospects and combining them, so the patient experience is indifferent and seamless of the channel they use. Any communication flows in different marketing channels can be united into healthcare omnichannel communications. The objective of the omnichannel communication system is to unify and standardize the healthcare providers’ daily activities and interactions with customers. For instance, a company may offer sales or services via different channels, platforms or resources —over the phone, by text, email, etc. With omnichannel communication for marketing, the assets and communication approach will stay solid across every channel because omnichannel flow considers all of them. Why it’s important? With omnichannel personalized communication, you receive an increase in your primary key performance indicators and customer satisfaction. It justifies additional investment and time on its implementation, as researches show us. Using customer journey maps reduces service by 15-20%. An omnichannel communication strategy is costly as companies need to create extra expenditure on advanced tools, technology, solutions and processes. Nevertheless, it has a deep-rooted effect on general metric growth. It requires a broader vision by decision-makers and must be inflicted from the very peak for success. However, funding in customer engagement strategy ends in 2x-3x RoI in the long run. It provides an 89% increase in customer retention and a 9.5% YOY growth in annual revenue. Hence, it is urgent to check with customers at what stage they are and supply consistent support across all channels. Brands that struggle to engage their customers with an omnichannel approach prevent customer lifetime attrition. What is an omnichannel customer communication strategy? Omnichannel communication starts when a company charts its customer’s journey and delivers an accordant customer experience (CX) through any online and offline touchpoints (or marketing channels), such as webpages, platforms, social media, mobile apps, physical stores, and face-to-face visits. These touchpoints are wired into a single communicational chain that delivers cohesive customer experience and marketing key messages to the target audience via different channels. Omnichannel customer communication re-examines the interactions and provides an amplified customer service experience. Why is it important for healthcare businesses? The omnichannel consumer engagement model proactively engages patients with consistent access to their healthcare information, communications with doctors, and recommendations anytime and anywhere. It makes the treatment process much more accessible and comfortable for both doctor and patient. What are the most critical issues in healthcare communication today? Lack of up-to-date communication disrupts patient and physician interaction. Here are two omnichannel customer experience examples of how it works without and with this approach so you can judge yourself: Kate tore a muscle, and her doctor told her she needed surgery. The surgery has gone well with no aftermath issues. Kate’s doctor’s office still works with orthodox communication healthcare follow-up. Upon discharge, the team provided Kate with printed instructions for after-op care and a reminder card for follow-up appointments. In the days after surgery, Kate was responsible for her post-surgical treatment at home and keeping in mind her follow-up appointments. John passed the same surgery operation as Kate. His operation has gone great, but John’s doctor’s office deployed an omnichannel health support center follow-up for post-surgical care. John went home without any paperwork or reminders upon discharge. The office has invested in comprehensive omnichannel engagement. The organization is aware of John’s communications preferences (mobile, text, or email) and has turned data across the care continuum into practicable insights. The system also suggests John’s care team with the right actions at the right time in the proper channel. The next day, a nurse rings John to check his condition, answer any questions, and ensure accordant care. He also receives an SMS reminder about a follow-up appointment and a call saying his prescriptions are up to be picked up. John gets emails with a customized post-care checklist each day for two weeks. He also can receive text notifications for each procedure throughout the day. John receives another phone call the next day because his prescriptions are still waiting. John misses the ring, which follows a voicemail message. On the third day, John still does not take his medicines, leading a nurse to call John, check-in, and inform the importance of the medication. So you can see that omnichannel communication solutions give decent care to clients and makes them trust their health and time as if you are their parents. What are the industry challenges, and what are the benefits? Physicians are hard to reach because they have a short time to check your messages. At this point, high-engagement strategies, like omnichannel, are a must. Such approach helps cover many different channels without simple ad spamming but by building a creative customer journey via all communication channels. Sticking to omnichannel digital transformation will bring you what you expect from customer interactions. Let’s move on with some tips. How to plan effective omnichannel communication in healthcare? Step 1: Choose the service platform for your omnichannel strategy Step 2: Elaborate and use consistent branding across all channels. Step 3: Establish a brand voice guide for your employees. Step 4: Build strong communication channels between company divisions. Step 5: Implement technology Clear as the sky. To make it on time for your business and customer needs, you can use our tailored solution called eWizard. Viseven team presents eWizard Imagine a medical representative’s dream – smart-organized content that updates/changes/re-designs for all channels simultaneously and quickly, plus cost reduction and cross-connected channels as benefits. What if we tell you that it is not a dream and you can easily implement such a solution? eWizard is an omnichannel communication platform that extends the standard Veeva Vault functionality offering seamless content management. eWizard makes the dream of flexible, reusable content a reality! It allows the new COPE (Create Once – Publish Everywhere) approach to reuse all previously created content for different marketing channels and purposes. Also, it is deeply integrated with Veeva Vault PromoMats, a solution for digital asset management and content deployment. Both eWizard and VeevaVault allow you to handle your marketing campaigns and deliver correct messages to the targeted audience without additional expenses, even if your materials require rework or MLR review. As healthcare and life science industries are getting used to becoming more omnichannel-oriented – brand managers should use the arsenal of diverse digital skills and models. Therefore, generating a high-quality omnichannel content strategy is a critical priority that can’t be neglected. Digital Content Factory, powered by the eWizard, is designed specifically to augment audience experience. If you are wondering how to create a powerful omnichannel strategic approach, fill out the form below and our team of experts will reach you out shortly.
3 top ways for pharma to cross from multichannel to omnichannel Posted on October 14, 2020February 4, 2025 by Andrii Nikulin Why the omnichannel approach in marketing in life sciences companies is becoming crucial and is going to be even more widely acquired in the years to come? The widely circulating stories of how various industries have accepted the omnichannel way of leading marketing push pharma enterprises to embrace these learnings in order to tighten future communications with HCPs and other pharma stakeholders. Why not just “multichannel”? You might wonder whether this omnichannel expertise includes multichannel practices as well. Well, not exactly. “Multichannel” and “omnichannel” are both high-frequency buzzwords in pharma marketing circles, yet quite distinctive. “Multichannel” means something like, “The more channels of communication you use, the more likely you’ll get through with your key message. All you need is to add one more channel to the mix.” Here is the point, the “old” multichannel scheme implies the manager puts the channel first. However, these channels are often disconnected, and content is created for every existing channel separately without considering customer preferences or purposes. Omnichannel is, on the other hand, an integrated form of multichannel – “multichannel done right”. For example, with no omnichannel strategy in place, a pharma manager cannot see (or doesn’t have access to the database) the entire history of previous interactions with the HCP who he or she is communicating with. While omnichannel marketing allows serving customers through personalized interactions based on their preferences and other patterns. This is so far the greatest benefit of omnichannel: all the channels are connected, and content integrality provides the opportunity to build personalized customer journeys. This is the shift towards personalized care that life sciences and pharmaceuticals declared their priority. Let’s address now what needs to be within an omnichannel focus to advance marketing capabilities: Capacity to create personalized customer journeys and orchestrate the customer-centered vision Integration of multiple channels Marketing automation system Proper HCP segmentation scheme Ability to create content for a whole mix of channels 3 key factors for successful omnichannel implementation Looks like a lot of struggles could be met by pharma companies when it comes to establishing such a coherent customer experience. However, we already have proven transition methods, and here is the approach to count on: #1 Create a truly omnichannel customer experience: As the figure of the HCP becomes central in the picture, the omnichannel visualization is not just a dashboard with cumulative figures but a real customer journey map. By segmenting HCPs’database and estimating channel preferences, the journey helps represent the potential route that the customer follows on the way from encountering the key message to making the final decision. Integrate all the channels into a single ecosystem. For doing so, various platforms should be united to manage different types of interactions. Let’s say, CRM system, Marketing Automation platform, such as Salesforce Marketing Cloud, Adobe Campaign, Oracle Responsys, etc.), content management platforms, other tools and services (Webinar platform, Survey platform, Messengers, and so on). Create content that is precisely adjusted to each channel with no extra effort. In such a way, the process of content creation becomes easier and more cost-efficient. #2 Marketing automation system This step refers to creating a “data pool” which will drag data assets from different channels. Technically this can be implemented as a database handled by a Business Intelligence (BI) platform. This kind of omnichannel content integration allows to fine-tune interaction tactics across channels according to the customer journey map. Apart from automation itself, all channels that are already in the mix should be arranged with all connected touchpoints within a single journey. Use a powerful content management system in order to gather data after each interaction with the customer. CMS is software used to create, manage, and optimize content while designing user experience at the same time. Such software becomes a great help in terms of tracking and handling web content or managing website workflows. A perfectly chosen content management system stands as a single hub for marketing and sales teams, allowing both effectively communicate with each other and skyrocket customer engagement by managing digital content properly. #3 Build journeys of success One of the most noted advantages of the omnichannel approach is that you can add a needed number of channels to the existing mix, making the message heard even better. With omnichannel there are no constraints that can influence the holism of your brand message delivery – the audience will be able to hear all of it at its fullest. To start with, launch a pilot project by adding 1 or 2 channels to the mix to identify and track HCPs’ preferences and behavioral patterns. During the journey, add one more channel to the same mix to pursue the needed results. HCPs want to receive as much content as fits their needs. An omnichannel approach requires pharma to present more information about their brands to engage efficiently. Using the omnichannel approach it is easy to assume what kind of information the audience is looking for and be fully equipped to fill these requests. Life sciences have already acquired versatile solutions that help automate any content-related processes. For example, eWizard platform is the leading marketing software for omnichannel content creation, reuse, and distribution covering multiple channels. With uncertainty brought by the COVID-19 into life sciences and digital technologies that became an organic part of today’s world the industry needs, as never before, to strengthen a well-orchestrated omnichannel strategy. The great thing is, no matter whatever omnichannel pathway you are in now, starting to implement an omnichannel strategy should not necessarily be tough and dramatic. What is your company’s current level of omnichannel readiness? Viseven omnichannel experts are here to help you create a harmonious palette of HCP experiences, automating the largest amount of processes possible. This way your company gets an omnichannel toolkit that can be organically implemented into your current marketing ecosystem (using your existing CRM system, communication channels, etc.), uniting the physicians’ experience through channels. Provide your customers with the omnichannel experience they merit. Let out skilled experts elaborate perfect omnichannel journeys along with sound advice and technical support.
Dynamic Content and Advanced Personalization in Omnichannel Communication Posted on October 7, 2020February 4, 2025 by Andrii Nikulin Isn’t it great when someone knows exactly what you want at this moment? Dynamic content adds a personal touch needed to attract a customer and foster brand loyalty. Moreover, it sets a much deeper level of personalization that is currently under-proposed by pharma. Email remains one of the most effective tools for HCP engagement, so marketers are currently employing their best efforts to personalize this communication channel. In this article, we’ll try to investigate the power of dynamic content in personalization and HCP engagement and identify how it affects the email open rate. Why personalization matters The old one-size-fits-all strategy is no longer effective in customer engagement. A successful marketing campaign should make every customer feel an exceptional. Now simply entering the username in an email template and considering it personalized is like swimming in shallow water. So, the more personalized content you create – the more loyalty you get. It should take priority when you build an omnichannel strategy because the word ‘omnichannel’, above all, means personalization across channels. Personalization is meant to improve communication with HCPs across all channels and at every touchpoint. 74% of marketers say customer engagement is increased by targeted personalization. One of the key ingredients of omnichannel personalization is the adaptive content, which facilitates personalized interactions across all channels. What is dynamic content? Have you ever wondered why the video recommendations in your YouTube account match your preferences so perfectly? It’s all about dynamically generated recommendations based on your user behavior. Can users enjoy it in emails? Dynamic content opens up more possibilities for deep personalization of this communication channel. Dynamic content allows to create a general template for communication, that can be modified during the distribution process according to the customer segmentation (specialization, geography, age, gender, etc.) and attributes of their actions. This data is supplied by the users and collected from landing pages, forms, etc. Therefore, dynamic algorithms can change the format and placement of the content on a website or blog. The static content is much easier to implement, however, the difference is that dynamic content is applicable almost everywhere. You can use it on email marketing campaigns, social media ads, websites, etc. Dynamic content in email marketing Marketers use dynamic content at each stage of the customer journey because it greatly encourages their personalization efforts. In email campaigns, using dynamic content, you can create a single template that can be customized according to users’ data and preferences. Your subscribers will get the same email but with the separate images, call-to-actions and many other components. According to statistics, the click-through rate is improved by an average of 14% when using personalized email messages. Traditional personalization methods cannot provide such a personalized experience for your customers, and therefore they are less relevant today. Moreover, traditional email personalization methods require more customer data and segments, while dynamic content saves money and time spent on crafting hundreds of emails. Dynamic content in omnichannnel strategy Personalization in pharma is more in short supply rather than in excess. That’s why, there are plenty of reasons to start introducing dynamic content in your campaigns. The benefits of using it are obvious – it makes our messages more focused, personalized, interesting, and tailored for each user. At Viseven, we have conducted a series of A/B tests on different projects and tried to calculate how much personalization increases engagement and how it affects emails’ opening rate. One of the factors was the mention of the city in the email body. As a result, the open rate in our campaigns increased up to 34%. What does it take to make your content dynamic? From a technical point of view, many advanced automation platforms (Salesforce Marketing Cloud, Oracle Eloqua, Adobe Campaign) make this a reality. However, the key points to successfully apply this approach are: 1) Availability of certain data about HCPs Relevant emails must be of value to the target HCP recipient. Good segmentation of your target audience (existing accounts in CRM, prospective accounts or database records, or even the populations you’re targeting) will give you a clear idea of your potential customer. Creating personas allows you to single out a hypothetical persona that shares common characteristics for one group of your customers. The steps for creating a customer persona and segmentation are the same. This is the first step to the content that is relevant to the recipients. 2) The correct use of the data It is important to make sure that this data is organically integrated with the content and perfectly aligned to specific customers’ needs. If necessary make the required changes to keep the content engaging to subscribers. A group of brand managers and omnichannel specialists must also identify how physicians want to engage with that content and in which format. 3) The content itself Above all, you must provide HCPs with the content they want and that adds value to HCPs’ practice. Each HCP segment needs specialized content and wants to receive it in customized engaging formats. Even two endocrinologists will not necessarily be interested in the same content, because they may have different patient profiles as typical/predominant. Dynamic and personalized content should contain news or insight, and take into account the user’s previous interactions with the brand. Moreover, this message should engage users in further intense interactions with the brand. When it comes to effective email marketing, the marketer armed with the right data and delivering relevant content knows no boundaries. Dynamic content is a way to increase your exposure and click-through rate. What’s more, it saves your time, increases engagement, and improves customer experience. Today this approach assumes its rightful place in omnichannel campaigns as a powerful catalyst for comprehensive personalization. eWizard platform and the team of omnichannel experts create dynamic email content that turns your messages into an interactive and dynamic story. Fill out the form below to learn more about our expertise in the development of dynamic email content and get as much personalization you want.
