How to Manage Content Marketing Metrics with a Modular Approach? Posted on June 29, 2023February 4, 2025 by Andrii Nikulin The essence and creation of such a thing as content have undergone many changes. The human perception of content was everchanging, from simple newspaper columns or advertisements through radio and TV to today’s variety of digital communication channels. The content was always hostage to circumstances by being limited to the communication means of the respective time. The digital era has expanded the scope of available ways of delivering information to unprecedented values. People are mostly fed up with information and have become picky about what they read, watch, or listen to. It significantly affects business communications with customers and partners — those who have mastered delivering ideas most simply and attractively become those who rule the markets and industries. One of the most important things to learn about delivering ideas in the form of valuable content is performance measurement. If the business wants to generate leads, content developers must be aware of the company’s brand code, tone of voice, and marketing messages they deliver to their audiences. Analyzing every communicational attempt and marketing metrics from the audience’s perspective is crucial to improve the following interactions. This is where the modular approach comes in to change the previous rules of play and drive content marketing success. In this article, we will discover how to apply a modular approach to content metrics. KPIs and What does Modularity have to Do with it? Let’s start from the beginning and discuss content key performance indicators. KPIs for content marketing are the quantitative and qualitative measures that evaluate the effectiveness and impact of content marketing efforts. These metrics provide insights into how well the content resonates with the target audience and achieves desired outcomes — they measure engagement, conversion, feedback, and even segmentation (demographics, interests, behaviors, or other relevant criteria). The modular content approach breaks down complex content into smaller, interconnected modules or components. Each module focuses on a specific aspect or metric, allowing for a more granular and targeted performance analysis. Such an approach recognizes that performance is multifaceted and requires a more comprehensive analysis than relying on overall metrics. How exactly Does the Modular Approach Improve Content Measurement? First, the modular point of view allows content marketers to evaluate individual elements or attributes of existing content. Instead of relying solely on aggregate metrics like social media page views, SEO performance, or overall average session duration, they can analyze specific components, such as headlines, calls-to-action, or visual elements. It granularity provides more precise insights into which factors drive content marketing performance and helps identify top-performing content, as well as areas for improvement. Going further into segmentation, performance metrics encompass various dimensions, such as content engagement, conversions, user experience, and brand impact. Therefore, these pieces can be divided into relevant groups of modules. For example, one module could be dedicated to engagement metrics like bounce rate, scroll depth, or social shares, while another is about conversion indicators like click-through rates, form completions, or how many sales it generated. This is where content marketing measurement and modular approach synergize in full. The multi-dimensional analysis provides a more comprehensive understanding of effective content delivery, giving a clear view of what content fits better for the desired outcome. For example, the blog article will only drive a little conversion as it’s not the end purpose of this material type. Although, this is great engagement material that drives more search traffic, raises awareness and amount shares on social media. Learning such aspects of each content type gives a much more comprehensive look at marketing strategies and interacting with communicational channels. The effectiveness of each material can be compared with other units inside the module to identify poor-performing content and define the best performance approach based on the required user behavior. Such an approach can be applied to all types of materials whether this is an article for search engines, social media channels or live events. Such performance-based content segmentation also allows different departments and stakeholders to participate in management. For example, sales teams may develop, produce, and deliver conversion materials. In contrast, the marketing team works on the brand presence and existing audience engagement. It opens a wide range of perspectives to the measuring content performance process and future content strategy, leading to a holistic understanding of marketing performance across the organization. This way, the content improvement becomes iterative with each performance evaluation. By regularly evaluating individual modules, marketing teams can identify the strengths and weaknesses of every specific element or channel. Implementing data-driven optimizations, such as A/B testing, content refinements, or UX improvements, and achieving content marketing goals becomes much easier. How to Measure Content Marketing with a Modular Approach? It may not be obvious how exactly the performance of your content can be measured with the help of a modular approach in actual practice. This short guide will provide a quick look at the main steps the content marketers need to take to implement the new evaluation system: Identify Key Metrics Determine the most important thing in the content game: what user behavior do you expect from these materials? It could include metrics to measure like engagement, conversions, or brand awareness. Define modules Break down the content performance measurement process into modules based on specific metrics or aspects. For example, one module could focus on engagement metrics like time on page and social shares, while another module could assess conversion metrics like click-through rates and lead generation. Assign Ownership Each module has to be assigned to the respective stakeholders responsible for creating and managing the content. This promotes accountability and ensures that relevant expertise is applied to each module. Collect data Gather data analytics for each module using appropriate analytics tools and platforms. It tracks website analytics, social media insights, email marketing metrics, and customer feedback. Analyze and interpret Analyze the data collected for each module individually to gain actionable insights into specific aspects of performance. Look for patterns, trends, and areas of improvement within each model. Collect and refine Foster collaboration between stakeholders to share each module’s insights, learnings, and best practices. Use these findings to refine content strategies, make data-driven decisions, and optimize future content creation efforts. As a result, the modular approach revolutionizes not only content performance measurement but also its management and the way of perception. By customizing the measurement framework, selecting relevant evaluation criteria, creating metric-specific modules, and fostering collaboration, the content team gains a comprehensive understanding of digital content KPIs and optimizes their work accordingly. Needless to say how consistency and personalization of your brand voice can turn your potential clients into qualified leads, and, as a result, generate revenue. If you want to learn more about how to improve content performance metrics with a modular approach, fill out the form below, and our experts will reach out.
Interactive Email Marketing Benefits: How to Win the Race in the Pharma Industry Posted on July 29, 2022November 19, 2024 by Andrii Nikulin Email is one of the core channels for building and developing communication between pharma brands, patients, and HCPs. As a marketing tool, email allows delivering well-targeted messages to the recipients, highlighting the key point of your emails and it is a fast and simple way to communicate with your target audience. Thoughtfully designed email campaigns may benefit pharma brand image in multiple ways: Increase brand awareness Increase sales Develop trust Increase traffic Communication automation Today pharma email marketing has the capacity to reach patients, clients, and HCPs on a personal level, giving brand sales the opportunity to create a close connection with the audience. At the same time, large-scale email campaigns designed for reaching more generalized target audiences, allow marketers to work with customers on an international level. Modern marketing practices in pharma and life sciences industries show that email marketing is not only a powerful standalone tool but also has to serve as a vital part of the omnichannel approach as well. However, many marketing specialists working in the pharma sphere nowadays face multiple obstacles when it comes to a better understanding of the effect of email communication. As well, many marketing practices and tools frequently turn out to be task-irrelevant or simply obsolete. And when it comes to international campaigns, the quality of communication can be compromised due to the large target audience volumes and the lack of data which may result in complete entropy for email marketing managers. All these major concerns witness that pharma companies require a powerful email platform, that will allow its users to make informed decisions. The modern pharma market requires an approach reaching above “universal”, above non-industry-specific tools and pre-omnichannel marketing conventions. Nowadays it is not a question of whether it will be a benefit to use AI and ML-based algorithms for reaching high personalization in mail targeting, but a necessity recognized by both pharma brands and top MarTech companies working in the field. In the present blog, we will highlight some of the top obstacles that stand before sales representatives in pharma and will focus on the major directions of marketing innovations that help break through the noise and make thoughtful analytics-motivated solutions. But let’s start with some of the key specifics of email marketing for pharmaceuticals, so we can understand the challenges better. What is interactive email? Interactive email is, basically, an approach in digital marketing that allows creating complex digital letters featuring such interactive elements as dynamic templates and AMP elements. The other important element of the interactive email ecosystem is the analytical tools suite that helps gather relevant data, process, segment and employ it for better personalization of your email campaigns and customer behavior prediction. For businesses, interactive email is a great opportunity to boost email marketing and contribute to the digital maturity of the brand. Email marketing in Pharma: Channel-specific features Marketing approach and, namely, email marketing codes are, of course, not the same for all industries. When we are talking about the pharma and life sciences field, it is important to understand the smallest nuances, to get a clear understanding of how the workflow can be optimized. MLR requirements Every piece of content and information provided by pharma marketers has to go through a legal audit before the information can be published. This requirement adds a certain complexity to the production of big volumes of content, increasing its value and time required for production. However, with the help of advanced digital content practices like module and reusable content approaches, the marketing team can save resources by smartly dividing content into semantic modules that can be used multiple times across different channels. Hybrid marketing approach When we are talking about marketing in pharma companies it is also important to keep in mind that conventional, face-to-face marketing methods are still playing an important role in communication between different stakeholders. Hence, all digital marketing efforts should stay in line with the non-digital activities, complementing each other within an omnichannel approach. This means that effective marketing strategies imply the integration of all related activities and all marketing agents, whether they communicate with customers via digital channels or in person. Various stakeholders in the patient journey Sometimes the sales funnel can be a little bit complex when it comes to marketing services and goods in the pharma industry – multiple HCPs like doctors and pharmacists are important agents that may influence the decision made by the patient. This means that each valuable groups of influence have to be targeted at various levels, to build and support effective communication with all stakeholders involved in the process. Privacy matters Quite often the most valuable information that can be used by the marketing team to draw up a roadmap and better understand the market is classified. When we are talking about the healthcare industry, we face multiple information-protective legislations aimed at concealing patients’ personal data and other sensitive information. However, modern AI-based algorithms are frequently applied to get a better understanding of the market and the audience based on information collected by your system. This means that valuable data is not unreachable, still, it requires some special solutions to be extracted. Interactive Email Campaigns by Viseven Interactive Emails Solution is a specialized tools kit designed for building effective strategies. With more than 12 years of experience in the MarTech sphere, Viseven has built numerous omnichannel marketing strategies, utilizing all advanced marketing automation platforms and essential analytics. Interactive Emails functionality can be integrated with the eWizard content development ecosystem opening opportunities for automation of the content production process, implementation of a modular approach, and achieving cost and time reduction. So, let’s have a sneak peek at some of the key Interactive Emails features and find out how they help marketers to break through the noise and deliver the key ideas to the users in a most engaging way. Analytics and performance metrics As we already mentioned, advanced analytics is crucial for the pharma industry, since the spere has numerous legislations aimed at the protection of the personal data of the patient. However, it does not mean that marketers have to stay completely “blind”, once they can rely on advanced behavioral data collected by AI-powered algorithms. Interactive Emails solution allows collecting basic metrics like delivery rate or click-to-open rate, processing large volumes of behavioral data, and coming up with a better understanding of the target audience. Dynamic Email Theme Template Dynamic Templates is a technology that, foremost, helps to save time and resources spent on the production of email content. The major benefits of this approach are: Reduced number of template archives Single email master template The production time is reduced by 20% The present Interactive Emails feature is very much rooted in the modular approach to content production. It means that you will be able to use multiple reusable content modules like MLR-approved segments or you can make edits to the master email, automatically editing all the subordinate emails at once. This interactive email approach facilitates email content production and helps pharma businesses to free time for a creative part. AMP Emails (Interactive elements) AMP Email (Accelerated Mobile Pages Emails) – is a feature that helps to add dynamic elements to the email design. AMP features primarily serve two major purposes – to make your pharmaceutical emails more engaging and to organize visual information and written content in a more appealing and structured manner. With the help of AMP, the designers can add interactive visual elements, action buttons, gamification elements, mini-applications, etc. Also, an interactive email service allows inserting a customer survey. For example, surveys on user experience or a personalized questionnaire for clients and long-time subscribers. Nowadays, email marketing is almost unthinkable without advanced design elements that help you to add interactivity to your design, break through the noise and make a strong impression on the recipients. Email automation This important module allows sending automated interactive emails triggered by some of the actions made by the subscribers. It is an essential feature that is crucial for providing fast and relevant feedback to the clients who are already engaged in their journey. Automated emails also serve for client retention, informing about policy changes or events. Automated emails also allow personalizing email content, with the help of user data collected by your system. AI and Machine Learning Algorithms Interactive Emails Solution help marketers take the personalization of communication to the next level, being able to collect essential behavioral data which also contributes a lot towards the automation of all processes. For example, ML algorithms help analyze the attributes of each subscriber for better management of the customer journey. In this case, every next channel of communication can vary in each next journey, depending on system recommendations. Also, AI and ML-based algorithms may help set the best sending time for each subscriber, which helps maximize the efficiency of the email campaign. And with a reliable database, the marketing team can implement the omnichannel approach to its furthest extent, introducing prediction models and personalization on a scale of each individual subscriber. Interactive Emails within an omnichannel approach As you can see, Interactive Email is a powerful tool that can be used for building a solid email marketing strategy based on an innovative approach to email marketing. However, you can get even more out of your digital campaigns, once you learn to orchestrate all channels and manage the content according to the omnichannel approach, which implies the unification of all marketing channels into a single ecosystem. The great advantages of this level of system integrity are the ability to assemble the global marketing data and to create marketing campaigns that use several channels of communication which allows reaching higher engagement rates among your audience. The omnichannel approach is proven to provide a 20% higher click-through rate and a 250% higher engagement rate in the pharma industry. One of the main conceptual points of the approach is that unified channels create more customer journey opportunities, while the well-targeted, personalized content also helps reduce the cost of each contact acquired. The Interactive Emails by Viseven are fully integrated within the eWizard Platform, which allows marketers to build global omnichannel campaigns, orchestrating multiple digital and non-digital channels via a single management ecosystem. Remember that content is king Interactive Email Solution can do a lot to help you optimize email strategy, boost your omnichannel marketing efforts and provide you with relevant data. However, the content still remains the key element of the success of your email marketing. No matter how well-targeted and aesthetically sophisticated your mail is, how good it is in terms of interactivity if the subject line does not resonate with the interests and needs of the receiver. That’s why we also included several essential tips for content production you may find helpful. Goal and task of pharmaceutical email marketing: Email is not a blog, neither it is a white paper or a complex guide. That’s why you need to define the main goal and task of the email, so you will have a clear vision of what exact information you want to communicate. The major goal of a marketing team is to lead the customers through the journey and reach the expected results. At the same time, the task of the email can be far narrower. It is defined by the key influence that the message is expected to make. We can designate the following key tasks of email in the pharma: Awareness Engagement Registration Acquisition Retention Special The key influence, in other words, the task of the email, will define the style and tone of content you provide. Also, a clear understanding of the email marketing objectives helps to manage your content according to the mission it serves, segment and store your content according to its major purpose. Content testing There is no other universal way in email marketing to find out if your headline is really killing it, rather than to test it in the field. When planning a large-scale campaign, it is important to test your content – define the most clickable headlines, engaging core text, eye-catching interactive elements and define the most effective letter from the point of your strategies and goals. Simple A/B testing will help to increase the efficiency of the headline and express the main point of the letter in a clear manner. When your digital reaches a certain level of maturity, the data acquired during testing will also contribute to your global research data assets. Overview Nowadays it is no longer the question of whether pharma and life sciences industries need to boost their digital presence or not since it is becoming obvious that the role of digital is growing faster than many businesses manage to understand it. Since conventional door-to-door marketing can’t offer solutions for all the challenges the pharma sphere faces today, the importance of digital communication grows dramatically. Viseven interactive digital solutions designed specifically for carrying out marketing efforts in the sphere can offer all the required tools for building an effective marketing strategy for your pharma brand. Learn more about Viseven MarTech solutions for pharma and life sciences industries and how your business can benefit from them. If you have any questions about interactive email marketing for pharmaceuticals, in particular, fill out the form below and our representative will contact you with more information about Viseven products and solutions.
Top Commercial Benefits of Modular Approach Posted on June 23, 2022November 19, 2024 by Andrii Nikulin The faster digitalization goes worldwide, the more pharma companies find out about new tools and approaches for digital self-promotion. Digitalization brought new challenges to any industry related to online activities and social influence. Pharma and the specialties of pharma’s marketing appeared to be under influence as well. Modern days marketers are as good as quickly they adapt and overcome today’s challenges. The most successful of them create strategies to foresee the challenges of tomorrow. This is the reason why the omnichannel approach becomes a powerful methodology in the arms of a farsighted marketer. Omnichannel allows to both cover the whole customer’s perspective on the internet, reaching out to him wherever it is comfortable for them across channels, and provide them with an engaging experience, being flexible with content and message delivery from channel to channel. Being able to build a solid and at the same time flexible content production management for omnichannel purposes sounds like a never-ending nightmare full of additional costs and creative hell. Well, it is a truly unique experience, but definitely not a nightmare, and the ‘additional costs and creative hell’ part is quite overrated. The name of this idea is the modular approach, and it works perfectly when it comes to covering omnichannel issues. It may sound obvious or boring, but standardization is key. The main idea of effective resource usage is to standardize everything you can and personalize the rest to create unique and consistent modular content. The perfect thesis for omnichannel interaction will contain the same key message you promote in every channel with a small difference in delivery as different digital channels may require a certain attitude. In a few words, you can adapt it, but the core always stays the same, as you have a pre-approved solution. Modular content approach with omnichannel strategies: why they fit each other What does modular content mean in Life Sciences? Modular content itself is a combination of an image and text, organized relative to the content needs describing the required information in so-called blocks. These blocks can be combined depending on channel and purpose requirements, so they can be adapted to prints, landing pages, social media, and others. The best part of it all is that these blocks are reusable, interchangeable, and customizable. In a nutshell, modular content is the complex solution that helps to significantly reduce time and costs for content production, adaptation, and time-to-market. Let’s figure out how exactly this approach influences the commercial part of digital marketing. Why is it great for commercial purposes? How to decrease Time-to-market (TTM)? The first of the most uncomfortable issues that happen during content production is time planning. Missed deadlines are not only about additional costs for content rework or else, but also more about being on time with your product, ideas, or messages before someone else do the same instead of you. Fast TTM directly affects your sales metrics, as being first with something valuable in a market means winning the competition. Often, missing deadlines happen because of misunderstandings while collecting requirements and sharing them with your content agency or marketing team. Each separate detail of your plan has a chance to be lost, forgotten, or misunderstood which leads to more time spent on explanation or reference search. At this point, the modular content becomes a savior as standardization and unified branding design leave no space for incorrect interpretation but gives a lot of opportunities to go through past activities and find something to reuse or redesign. Thanks to the unification, there’s no need to look out for a branding design code or create content from scratch — go on with pre-approved modular content, interpreting it to suit your needs. Simple as that, the modular approach significantly improves your ability to self-representation and engagement. How to calculate cost efficiency? How much money have you spent on content creation agencies? Most often, agencies charge you for every separate asset that needs to be coded, localized, or reworked. The cancellation fee may cost up to 10% of the initial production cost. Along with standard content production issues like an unclear technical task, missed deadlines, or changed priorities, the price for being relevant to your audience in life sciences may cause a heart attack as the lack of standardization only creates more questions. From a modular perspective, there’s a way to significantly reduce the number of spendings as the modular content is highly reusable when it comes to gathering materials and coding automation. Metadata tagging allows searching for a needed piece of delivery faster and easier than usual research on the content subject. Again, thanks to unified branding and design assets, the change of missed time frames are reduced along with the possible cancellations. It’s easier to foresee upcoming spending and know how to balance your budget right when you know exactly what your end content should look like. he changes management How to measure content effectiveness? The main purpose of any content is to attract HCPs and call them to action in perspective. Without a clearly defined approach, the creation of supporting materials for any pharma company’s strategy becomes a mess and it doesn’t perceive as a whole concept. Of course, we know that a personalized customer experience approach always raises the number of KPIs, but personalization becomes a struggle to guess whether you need to concentrate on a new design or focus on the message delivery or else. The modules give you consistency in content management system and customer journey. A clearly defined initial thesis plus a unified design code make a perfect foothold to personalize it further, whether we are talking about a channel or HCP audience personalization. Modular content works perfectly for both cases, as it helps to collect the whole library of templates filled with unique meta tags for quick search. It becomes easier to navigate through sales representatives and local teams; as a result, sales reps become more satisfied as clearly defined modules allow them to precisely address the key messages in pharma industry. Reasons to try the modular content strategy Ecosystem. Implementing modular content into your daily marketing routine means building a whole development structure that changes many production aspects. Once you design and create your core modular templates, you are open to a huge number of opportunities. For example, being able to collect and analyze content interaction data and adapt content pieces accordingly significantly increases content re-use rate and reduces development costs. Along with that, content creation teams spent less time on gathering materials and creating concepts, as well as the risk of small mistakes, and MLR decline possibility is significantly reduced due to established and preapproved modules. The pharma sales representatives would be happy to work with clearly defined messages, personalized for particular needs without extra effort. Communication quality and agility. Modern HCPs are used to going through most of the pharma sales funnel without the direct involvement of representatives. It’s your top priority to make this way as comfortable, unobtrusive and engaging as possible, so your sales department will be able to catch that lead, continue communication and turn the lead into a customer. When it comes to such complex marketing approaches, as omnichannel in pharma marketing, the modular content reveals its potential as a tool for creating standardized messages that serve to close all possible conceptual gaps between customer and expert. Resource spending reduction. The best fact about the commercial benefits of the modular approach is the reduction of spending, as the modular content is based on template re-use and personalization technology. Stable production chains guarantee clear technical requirements, availability of required assets, and specific direction vector for development processes. The speed of modular content creation and content reuse increases in a few times. As there’s no need to regularly invent new ways of reaching out to customers’ points of interest, so the cost for development for all channels is based on what we already have and what can we do to adapt it for a certain case. MLR review. As your content strategy is based on modular content, there’s nothing to worry about MLR review and approval. Usually, it becomes such a pain to create, deploy and approve the piece of content for the medical legal regulatory review process as you rarely know what can be rejected and how much it would cost you to fix it. An unstandardized content development process usually only delays the process as your content creators must redo the whole work from scratch. However, the standardized modular content, built on previous feedback and highlighted for MLR representatives, significantly help to speed up the approval verdict. If the modules are approved once, content reuse becomes the everyday solution for marketing teams. Since all pharma companies dream about delivering their ideas to customers, the innovation of the digital era serves to translate these dreams into reality with a help of technologies and creativity. The more ways you find to deliver your messages, the more ways there are to raise engagement and make it more conceptual, and viral across channels. From the commercial point of view, modular content is the perfect marketing tool to optimize your production and delivery processes, increasing reply and interaction rates. It may sound a bit complicated for starters, however we provide full support during this journey with our educational materials and effective change management. Start implementing the module approach now. Don’t know where to start – ask our experts. We are here to help and guide.
How to Solve MLR Hurdles with a Modular Approach Posted on May 4, 2022February 4, 2025 by Andrii Nikulin As the unstoppable technological progress flow changes the focus of our daily lives, it also introduces a fresh approach to the field of digital interactions. It becomes quite a challenge for life sciences organizations to keep up with modern marketing trends, especially concerning the highly regulated and compliant pharma and life sciences industries. If you are familiar with anything that is described as MLR review, you probably already know what it means. This acronym represents “medical legal and regulators review” — a process used in which life sciences companies ensure the compliance of their marketing and promotion materials with internal and external regulations and guidelines. Your business can use another name such as MMLR review or MRC review. What is Modular Content? A typical pharmaceutical company spends a massive amount of time and money creating an efficient marketing workflow that needs to go through the medical and legal regulatory review process to get approval later. This approval is the bottleneck moment in the marketing production process. If the medical, legal, and regulatory representative finds the marketing materials accurate, you’re a winner. In any other case, they send your great content back, and you spend more time and money editing the information provided. Essentially, the back and forth complex aspects of this feedback are the worst scenario for marketing content management with strict deadlines and a personal nightmare for content creative teams. This is where the modular content idea comes into play for pharma and life sciences companies and medical legal review MLR for short. The name should speak for itself: basically, a modular content strategy is built around a block of content that describes different data. Although it sounds simple in terms of marketing operations, this solution allows easy access for the medical legal regulatory review. It directly impacts the compliance and review processes. The modular content approach helps management spend less time and effort on content creation, not to mention the savings for the organization. In this article, we will discover what modular content is and how it helps to solve typical MLR hurdles for marketing content management. If you know anything described as an MLR review, you probably already know it. This acronym represents “medical legal regulatory review” — the MLR process in which life sciences companies ensure the compliance of their marketing and promotion materials with internal and external regulations and brand guidelines. MLR reviews are sometimes called MMLR review or MRC review – your business may use either one to describe regulatory compliance. The solution to the MLR review process Content creation takes a lot of time and money, and marketing teams spend a lot of resources trying to find an idea and make it attractive as well as sales-worthy for healthcare providers and the life sciences industry as a whole. When this highly creative and useful content gets cut or even declined by the MLR reviewers, it becomes a major pain for the entire marketing department or even the company. This pain is associated with hindering many processes in the organization, impacting the marketing production process, missing deadlines, work-overs, limiting efficient marketing workflow, and more budget spending. MLR review solutions can be unpredictable, so the modular content was created as a fresh approach to overcome typical MLR process hurdles. This approach makes the life of both MLR review team and content management creative teams – easier. A module is a stand-alone piece of digital content that consists of the main claim and supporting text or media. The easy-to-use blocks separate the content inside the module. These blocks can be predefined and organized according to the main content requirements and used in various forms, from SMM content and emails to interactive presentations like an eDetailer. Among the many advantages of the modules is the possibility of quick MLR reviews approval. Life Sciences Companies’ Problems Solved Time A large amount of original and creative marketing content management takes time to be created and thus approved. It can take up to a few weeks for MLR reviews and its representatives to check the compliance and approve every page or piece of your training materials or guidebooks. Suppose, for some reason, the medical legal and regulatory approvers declined a significant amount of content. In that case, you need to launch the production cycle once again: content needs to be reworked following the medical legal regulatory review solution and applied to the MLR review for approval once again. If everything is fine this time, you get your smooth process ready to go. Otherwise…welcome to yet another round. So, a module is a great solution to eliminate the many complex aspects — it needs to be approved to fit compliance and regulations only once. When it comes to creation, it won’t take time to use prepared assets and templates. Your organization needs to align it with the regulatory policy and send it for review. Once approved, such a module is automatically highlighted for medical legal regulatory compliance representatives, reducing the risk of MLR decline and starting rapid process innovation for life sciences and healthcare professionals. Workload fatigue Workload fatigue is simply a human factor in content management. When you begin to research and write a large amount of information, your eyes may get clouded with words and digits, and anyone in the organization can make an unconscious mistake. This is an unfortunate part of the process for both MLR and content makers: when the marketing team spends weeks creating something useful and original, an exhausted copywriter or designer makes one mistake that entirely spoils and wastes these work hours. Another example: a stressed and overloaded with tons of work regulatory compliance representative declines some presentations because of some small things they found incorrect. Both cases aren’t pretty for management in the face of processes like missing deadlines and budgets. The good thing is that module is built on expertise and templates. Template structure makes it easy to create and edit. Also, it uses only pre-approved information for medical regulators, so there’s no need for additional research or a second check once the module is approved. Such simplicity reduces the possibility of decline because of incorrect information or human error; accordingly, it makes the regulatory compliance i.e., MLR process, faster. Global to local scaling The pharmaceutical business is something that can be scaled up and down. Whether your company works globally or locally, each market has its own medical legal regulatory specifics in different territories. So, every time the management needs to reposition your product in a different country or state, you must change your marketing strategy to follow the local specifics and compliance requirements. It can become a real struggle for the management and content team to re-target the materials for a new market and apply them to MLR review as the content needs to be compliant. Again, the structure of modular content is flexible when it comes to changes. The blocks, templates, and informational fields drive rapid process innovation and can be easily replaced with the required ones while still be in compliance with MLR standards because of the pre-approved and localized content. Different HCP fields It may happen to promote one product in different HCP fields. For example, if you are going to promote the same treatment for different medical fields like endocrinology and gastroenterology, the MLR process will be applied for both directions separately. It requires additional expenses for the management on content creation and doubles the risk of being rejected by MLR in pharma, as each medical field has its requirements. At this point, the module also can be adapted accordingly to the specific case. To avoid many regulatory affairs, you can create a separate module template personalized for different cases and pre-approve it accordingly. Outcome As you can see, the modular content is quite a solid solution to the most common problems related to the MLR review process. The pharmaceutical industry is highly regulated, and thus, the medical legal regulatory process is very demanding for a business presentation, marketing, and promotional materials. Such circumstances make it difficult to develop high-quality content, adapt it to different MLR requirements, and avoid losing time and money. This is where modular content changes the situation. It is flexible, smart, and easy to develop for every case. The simplicity and interchangeability of data inside the module is the core idea that makes modular content a good communication tool that makes the medical legal regulatory review process easy and predictable. Pre-approve content modules for further reuse. Make the MLR approval process predictable — fill out the form below to get personal expertise!
2021 in Pharma: What We Have Learned and Where We Have Won Posted on December 28, 2021November 19, 2024 by Andrii Nikulin Are you still processing 2020? Well, here is the news, 2022 is almost here. And while you are thinking about how it could happen; we can only assume that the last year was so intensive and eventful that no wonder it passed before we knew it. It may seem a bit chaotic at least because it frustrates the hopes of all humanity associated with an early end of the pandemic. But in fairness, we must give the credit to 2021 as the one that brought us one step closer to defeating covid and many other diseases. With ongoing digital transformation and the success of mRNA vaccines, we literally can observe how modern technologies shape the healthcare system of the future. As for pharma marketing, we made a huge step forward to deliver personalized experiences to customers with the widespread of a modular approach and current innovations in omnichannel marketing. Wrapping up this year, let’s look closer at the achievement, hopes, and fears we have for the year we step in and arm ourselves with the most recent data on the hottest topics of 2021: Building a successful communication mix with omnichannel approach The rise of modular content and its role in advanced personalization Balancing of customers’ expectations and data security Collaboration to save the day: Viseven is the part of Veeva’s Digital Factory Accelerator Program (DFAP) The current trends, challenges, and opportunities Searching for a balance between digital and virtual promotion Stepping into 2021, our biggest hope was to draw a line under the period of the coronavirus. The emergency vaccine invention suggested a chance to overcome the pandemic in record time, but the year started with news on new mutated strains. They rained down like a bolt from the blue and now, when the omicron has entered the scene, we realize that the covid period is now an era. What does it mean for pharma? In terms of communication, it prolonged the prevalence of digital communication, making pharma look closer to the mixed communication where face-to-face now is just one channel. New 2021 Veeva Pulse Report demonstrates stability in HCPs’ preferences towards digital with the sixfold growth of virtual meetings. At the same time, it poses the challenge for pharma that now is looking for a balance between offline and digital promotion. Resilience to changes Can we say that pharma’s digital moment has arrived? The digital transformation is on every corner, but the biggest challenge remains the resilience to becoming digital and the unevenness of transformation among regions. This can be explained by the growing complexity of content production and the difficulty of digital tools adoption across regions. Technology is changing and sometimes much faster than we are. Currently 1/3 of pharma believe they are poorly resourced for digital engagement. To win this competition, pharma should ensure that content development process is accelerated to the needed extent. With the introduction of smart content, however, it is easier to keep content creation at scale and navigate the complex digital landscape. The concept assumes content and data to be synchronized and supports supreme enterprise context management (taxonomy, claims, business rules, and tags). It is the whole new approach to content management with more features designed specifically to support rapid content development. Personalization The word of the year in pharma would likely be personalization. Now all the habits that we, as patients and customers, have acquired in 2020 have finally taken root. And pharma is rushing to introduce something extra to the customers as the main ingredient to win this competition. According to Smart Insights, 72% of consumers say they now only interact with marketing messages that are personalized and tailored to their interests. The number of channels has increased giving us additional opportunities to engage customers. However, we must admit that currently we use it blindly, bombarding HCPs with thousands of emails and other messages. To reach customers with the right message, it must be perfectly tailored to their needs. Only then, we can call it personalization. Where pharma won in 2021 Omnichannel to mix it up wisely A digital shift has turned healthcare to reach new heights in omnichannel. After two years, this approach has established its position as a key provider of flexible communication for generation covid who, above all, appreciate empathy, accuracy, and flexibility when it comes to interaction with a healthcare provider. In pharma, omnichannel covered the exposed gaps that were not that obvious before the pandemic. It turned out that besides being one the most expensive channel, according to data on Viseven’s projects, face-to-face visits cannot cover up to 80% of the database. It is especially painful for regions with a stable issue of low audience coverage. Thus, in 2021 pharma chooses to digitize and further actively spends an impressive part of its budget on digital tactics. However, not everything can be achieved by focusing only on digital activities. With HCPs who are still divided into tribes of digital natives and those who prefer in-person communication, face-to-face meetings do not get pale and remain especially important when it comes to product launches. Recovering from a pandemic, it is hard to predict where the channel mix will go further. However, in 2022 only 10% of pharma plan a big increase in budget allocations on-field force activities. And if recently the demand for a mix of virtual and hybrid interaction among HCPs was 85%. Now, this figure has grown to 87%. Top communication channels in 2021 A large number of omnichannel projects we were lucky to have this year allows us to share our internal observations regarding customer preferences and the channel that interest them the most. The email has confirmed its championship with 3x more demand among our pharma customers compared to the previous year. The second most relevant channel was SMS. And especially remarkable this year was for messengers that were in high demand among our customers. At their request, eWizard received a new feature, namely the support of messenger ad content creation for WeChat messenger. For us, these numbers and demands are just a confirmation of the industry’s ambition to move further towards digital and omnichannel excellence. Smart investment into digital The variety of channels, systems, and connections between them captures the imagination at first but later it creates some difficulties as the multiple means of communication make it difficult to track the performance of each activity in the campaign, leaving you in the dark about what you invest in and what you get in the end. Viseven’s experts in omnichannel suggest that pharma can easily drive efficient campaigning with a clear connection of how it influences HCPs’ loyalty and can measure and define the activities that spurge the decision of a particular client. The rise of modular content The widespread modular content has made the trend of personalization sound much louder. Over the years, content production in the pharmaceutical industry was considered a time-consuming process associated with many bottlenecks. The modular approach that was previously practiced exclusively by trailblazers is now entering the pharma mainstream. According to researchers, 54% of pharma use modular content, and a further 40% plan to start. These impressive numbers can be proved by the number of requests Viseven received this year. When we speak of our expertise in modular content, we mean a flexible and reusable digital asset living in the form of modular units that can be father used in various channel-specific templates, channels, and contexts. Modular approach of Viseven eliminates the need for affiliates to create content from scratch, but instead, successfully reuse (localize) global content and reap up to 65% of content development costs. The feature of auto-translation, in its turn, allows to translate only the needed assets that will by further reused. The use of pre-approved content modules can significantly accelerate content production, time to market and ensure rapid MLR approvals. But most importantly, it gives a green light to simplified content production that, in its turn, forces personalization and more creative work with content. Many of our great achievements in 2021 were marked by modular. Auto-tagging has become a feature the year with the ability to synchronize content and data (taxonomy, claims, business rules, and tags) within our Content Experience Platform. eWizard now embodies even more opportunities to sew various experiences together and create a unified, automated, and scalable content development standard for our pharma customers. This can be proved by Viseven’s experience on successful modular implementation in several leading pharmaceutical companies. Follow our updates to be among the first to reveal the details of these success cases. Establishing a secure hierarchy Today balancing between customers’ expectations and data security is the challenge for all who are actively digitizing. Digital technologies empower us to deliver more personalized content, tailored messages and cover the expectations of the target audience. At the same time, unfortunately, it rises data security and access management concerns. These are having a long history in life sciences. The tangled mess of countless laws and regulations don’t make it easier for pharma, posing the great challenge not to lose the customer’s trust, pursuing personalized experiences. 95% of customers say they are more likely to be loyal to a company they trust. Of the greatest features of meta-tags, except making it easier to find the information in the DAM is to provide accesses hierarchy, where each user role includes a certain level of access to certain information. Working with pharmaceutical content implies certain requirements and measures to be followed. The International Standards Organization (ISO) guarantees that the company works according to all required procedures, policies, and guidelines, protects, and has full authority over the Company’s assets. To confirm our determination to protect our customers’ data, Viseven has passed the supervisory audit ISO 27001 and regularly confirms its status and the ability to provide a secure environment for the pharma customers. Partnerships to save the day Partnerships has taken a new sense in pharma over the last year. Collaborative approaches and cross-enterprise collaboration are exactly what helped pharma to pass a rough test it has been put on. If you were reading comics, you know that even the coolest of superheroes cannot cope without trusting a partner on their side. The same goes for our partnership with Veeva aligned with greater achievement catalyzing our powers in aspiration to make healthcare invincible. Digital Factory Accelerator Program (DFAP) is designed and launched by Veeva initiative to provide additional support to narrow circle of Veeva’s customers that are building large-scale Digital Content Factories in place and using Veeva services. We are pleased to announce that Viseven Group is now among the first Veeva’s DFAP Partners. Parting thoughts 2021 was the consolidation of our habits as HCPs and patients and the ways we are consuming services. Agile and flexible communication is what pharma customers are striving for today. The current innovations in omnichannel marketing open up new horizons to meet customers’ needs and offer timely, sequential digital interactions in an appropriate format. The only MUST is the flexible content that will boost a content supply chain and will make it circulate through the omnichannel system. These two absolute prerequisites of today’s HCP engagement can fully be covered, regardless of your current level of digital maturity. Turn to us for assistance and help – Viseven’s mission is to enable digital transformation for businesses of all sizes and digital maturities.
Modular content: Pivot Your Content Strategy on the Fly Posted on April 23, 2021 by Andrii Nikulin The path of omnichannel in pharma has its twists and turns. However, this approach has turned into a daily routine of those who’s committed to delivering first-class experiences to their customers. It has changed the digital environment for good as pharma companies and digital solutions providers can no longer stick to just producing content — the realities require something greater than that: a new method of disseminating messages and materials. How do top pharmaceutical enterprises run this approach and pivot their omnichannel content strategy on the fly? An answer is a modular approach. This article is a sneak peek of a real-world case showing how the most flexible approach to content creation makes the highest impact on the customers. The game with the flexible modules If this is your first time hearing about modular content, these words are worth remembering as it inevitably becoming a substantial part of omnichannel marketing. Moreover, the flexibility of this approach makes it suitable to exist in any market environment. In July, the pharmaphorum’s How to Win With a Multichannel Approach in Pharma webinar in association with our experts became explosive. That session lifted the veil on the value of modular content in modern digital communication and provided many insights on how, with its help, pharma companies build highly targeted customer journeys. For those who missed the debate, modular content exists in the form of flexible modular units used in various channel-specific templates. They consist of a claim that is combined by supporting text and/or media and references. Together they are approved to be used across the channels. It means that you don’t have to create each piece of content from scratch and then compile all the materials together, review and approve it item by item. This significantly reduces the time and efforts you have to apply to content production. What’s more, such fragments can be used across channels – apart from an eDetailer in an email, and part of the email in a landing page, and so on. More wins of modular content: Accelerated content production Rapid updates Compliance with branding guidelines (materials can be pre-approved) Cost-efficiency Light-speed MLR More personalized approach becomes available Measurable impact Omnichannel support Omnichannel content excellence with modular approach Description Today, increasing customer expectations and changing competitive dynamics require more effective and impactful content with ever less investment. Therefore, the use of omnichannel activities calls for clearer governance and a higher content reuse rate. Again and again, it proves beneficial to set up a single workflow, where all assets are perfectly aligned, approved, and can be used repeatedly across multiple channels. This is what one of our global TOP 50 clients was interested in when they came to us early in 2020. We applied our expertise to establish more efficient practices in content management to streamline production without disrupting the current operations but with a possibility to scale the remodeled approach to multiple regions. This table is a chronology of changes we had to perform from today to tomorrow: Before After Go-to-market speed • 10 weeks between local customer requirements definition & agency briefing • 6 weeks between agency briefing & MLR approval/ # of iterations • 3 weeks for local transcreation & coding Time reduction, as a modular template approach will reduce the number of iterations to develop content by pre-structuring formats and accelerating MLR approval Cost efficiency • Cancellation fee ~7% of transcreation invoice • ~ 6,000 Euros for creative agency/cycle per asset and country • ~ 4,000 – 6,000 Euros for local transcreation and coding/cycle per asset and country Reduced costs for global transcreation as earlier demand forecasting lowers the cancellation rate Lower local transcreation and coding costs due to higher re-use rate of material, based on improved searching function (incl. metadata tagging) and automated coding Content effectiveness • Average HCP satisfaction score of 3.2 • Average sales reps satisfaction score of 2.7 Improved HCP satisfaction due to systematic and centralized customer insights generation from local teams and sales reps Improved sales reps satisfaction as clearly defined modules allow sales reps to precisely addressing key messages Results The project at hand required technological solutions to translate our vision into a reality. We engaged eWizard in the process to respond, pivot faster, and better with the modular powers contained in the platform. It became the feasible solution to supply the content in the amounts required and maintain a cost-efficient, coherent messaging. The platform has a library of approved digital assets to be reused. A single asset can travel across channels and projects, coming in handy for content creation whenever needed. This intelligent approach is designed to create highly personalized content with the ability to build a targeted customer journey. The gradual rollout on the markets started with the pilot spanning 5 markets to test the opportunities and possible challenges to work on further on the way. This was followed by a wave of regional rollouts in full scale. According to the newly established workflow, whenever a new content item is to be created, a chain process of instant evaluation is performed to determine what work can be excluded from the scope (as it has already been performed on other content items) and optimize the resource allocations. In this way, instead of a simple creation of content, a more flexible transcreation process allows for quicker assets’ production. Modular content is no longer a fancy legend, it’s the intelligent approach to content production we have mastered. The evolution is going on, therefore we adjusted the eWizard platform for the practical needs that arise in this respect. Download the PDF to get in-depth insights about the implementation process and the successful results of this case. Also, fill out the form below and our experts will reach you out.
