Content Marketing Challenges and Their Effective Solutions Posted on February 28, 2025February 28, 2025 by Vladyslav Kitsela Content marketing is an essential part of any business, albeit often overlooked by many. Of course, everyone understands the importance of creating engaging content and promoting it through the right channels; however, many organizations, especially in the pharmaceutical sector, hesitate which path to follow when creating a successful content strategy. The truth is that modern marketing requires a lot more attention and effort than ever before, mainly due to the unique content marketing challenges posed by today’s industry trends. In pharma, marketers face challenges stemming not only from the nature of the industry itself but also from the current direction and demands of content marketing. Here are the 14 biggest content marketing challenges right now: Growth of AI-Powered Content Creation According to a survey by The Center for Data Ethics and Innovation in the UK, people are starting to develop a more pessimistic views on AI and its role in society. Many worry about the safety of data, human de-skilling, job displacement, and other concerns raised by the use of AI. In pharma marketing, AI has become widely used to create or edit content. This raises another question, in addition to other considerations: Does AI kill creativity? Many are concerned that the more content creators use AI, the less creative their content becomes. Artificial intelligence, in its current state, is very limited in terms of creativity. It mostly replicates the already existing content, which is why many agree that content starts to feel the same when AI is heavily used. Solution: AI should amplify your work and not replace it. As everyone has already seen, AI doesn’t have the power to create truly insightful blog posts and captivating content marketing campaigns just by itself. Use it to enhance your strengths instead of delegating most of the content creation to it. Transformation Brought by Voice Search “Hey, Google” are the two words that are slowly becoming more popular than any other phrase on the internet. And the most notable part is that these words are not even typed out—they are voiced by online users. Millions of people worldwide now heavily rely on voice search, and with that, social media promotion takes a completely different turn. Traditional marketing strategies don’t work the way they used to, and million-dollar campaigns sometimes go unnoticed just because of a simple feature Solution: Voice search is a lot more than just a trend, and it’s high time we embrace it. High-quality, easy-to-read content prevails over nice metaphors and poetic stories. Of course, beautiful storytelling is still an important part of any successful content marketing strategy, but if your goal is to get as many clicks on Google as possible, it’s best to adapt your content for voice search optimization. Incorporation of Virtual and Augmented Reality Virtual and augmented reality is a relatively new technology that started making its way into content development not so long ago. Because of that, many just don’t understand why they need it and how they can use it. Some marketers feel like the price for possible success is too high, and there is a chance that the campaign that heavily relies on AR and VR might fail, and all the resources, money, and time that were invested in it would just be wasted. Solution: Consider how the use of AR and VR can align with the brand’s goals, audience preferences, and vision. Content marketers can use these technologies in myriad ways to build engaging campaigns. Virtual concerts, tours, presentations, films, and other formats are great examples of using VR and AR to build memorable experiences. End of Third-Party Cookie Tracking Cookiepocalypse is happening. Well, maybe not right now, but in the not-too-distant future, that’s for sure, and it will result in additional content marketing challenges we all ought to prepare for. Nobody knows when, as Google decided to no longer proceed with the plan to “kill” third-party cookies. Even though the project to remove cookies is no longer in the works, it’s likely that their end is still nearing, as more people are becoming concerned with consenting to just blindly sharing data with other businesses. Solution: The current third-party cookies situation leaves many marketers with the following question: How can we tackle our content marketing challenges without such an important element as cookies? As the internet advances into the new era, keeping up with the trends is important. Consider investing in methods for collecting and analyzing first-party data and other consent-based tracking solutions that value users’ privacy. Constant Evolution of Social Media Platforms In 2024, the number of social media users totaled 5 billion. In 2028, this number is projected to grow to 6 billion. If you want your brand to become more popular, having a social media presence is a must—everyone knows that. But what do you do with the constant growth of social media platforms? Half a decade back, having a Facebook page seemed sufficient. Now, most brands manage 5-6 platforms that require regular posting and interacting with customers. Solution: Social media is slowly becoming interconnected, which might increase the need for more interconnected customer experiences as well. Consider improving your content strategy with the help of omnichannel marketing and other methods that can assist in creating a seamless buyer journey. Battling Content Saturation and Overwhelm According to some estimates, around 402.74 million terabytes of data are created every day. Of course, not all of it is something new, as data creation could also mean copies, reworks, and other data formats that aren’t necessarily created from scratch. Still, sometimes, it feels like the internet is flooded with content of all types, and standing out becomes an unattainable goal. Solution: Before you jump right into creating content, think about its goal first. What are you aiming to achieve with your content? Is it generating leads? Or increasing brand awareness? Weigh all the factors before the next steps, as it determines the content types you will be creating, as well as the topics you’ll cover. Knowing the purpose behind your content marketing efforts will help you understand how to deliver more value to your customers through the content you offer, ultimately helping to reduce content saturation in the world today. Increasing Relevance of Video Marketing Due to the rising popularity of video content on social media, video marketing’s importance has grown over the past few years. Online users spend hours every day watching videos on YouTube, Instagram, and TikTok, which resulted in many brands switching to video marketing and promoting their offerings through this content format. Solution: Videos are not only an interesting and engaging type of content but also a potent content marketing stepping stone for an engaging buyer journey. Adding them to your content marketing strategy can be a great idea; however, don’t do it just for the sake of it; study the market first, learn more about what your average client consumes, and produce videos based on this knowledge. Achieving Quantifiable Marketing Outcomes As the world of content marketing evolves, it becomes harder to measure the success of your efforts. Now, most marketing campaigns have become multidimensional, meaning that more than one important factor determines their success. It’s not enough to just reach the right audience and craft compelling content; it takes a lot more than that to create a satisfying user experience. Solution: Consider using the SMART method to set effective and realistic goals. SMART stands for specific, measurable, achievable, relevant, and time-based. Every time you write objectives for your content marketing strategy, use this criteria to evaluable each goal. Competing for Consumer Focus Gen-Z has a 1.3-seconds attention span when it comes to ads. Some older generations pay a little bit more attention to promotions, but the amount of time given to them is rarely more than just a couple of seconds. Right now, it’s harder than ever to win over potential customers. Even high-quality content doesn’t always get the engagement it deserves. Ensuring that your target audience notices you have turned into a constant race, where thousands of brands compete for consumers’ attention. Solution: Create a consumer-focused culture inside your organization, but do not forget to create your identity as well. Most companies that get recognized easily and are loved by many have a unique brand identity that helps them stand out from the crowd. Create visuals that align with your company’s vision and goals, apply this visual identity across all platforms your brand is present on, and stay consistent with your messaging and storytelling. Demand for Tailored Content Experiences In the pharmaceutical industry, the consumer’s demand for personalized content has drastically increased, with the recent pandemic turning the tide and forcing most businesses to focus on producing content that is better adjusted to their needs. Customer experience is changing, and as we’ve already seen and experienced, pharma leaders and companies all over the world are learning to adjust to the new reality. 71% of consumers expect personalized interactions from companies, with 76% being frustrated when those interactions do not happen. Solution: Of course, it’s going to be very difficult to personalize content for each customer, especially if your company has insufficient resources to allocate to personalization. No worries, there is a solution, and even more than one. Consider creating different buyer personas based on information about your target audience and using those to produce content that’s aligned with the consumers’ needs and beliefs. Changing Legal and Compliance Requirements The regulatory landscape is constantly changing, and with rapidly evolving technologies like artificial intelligence or virtual reality, it’s important to ensure that the content you publish is safe to consume and doesn’t cross anybody’s boundaries. Even just simply using ChatGPT to write your content could break some major rules if done irresponsibly, Solution: Stay up-to-date with regulatory changes relevant to your business. To do this, you can subscribe to news portals, social media pages, and other different platforms that offer regular updates on new laws and regulations. Another thing you can do is get support from a legal advisor, preferably on a regular basis. This person can oversee compliance within your organization, ensuring that all workflows and processes adhere to current laws. Rising Impact of Niche Influencers Niche or micro-influencers sometimes have a lot more impact than popular bloggers. Micro-influencers tend to have better connections with their audience, as they listen to their wishes more and offer very specific content that might be hard to find since not many digital creators focus on very niche topics. According to research, 82% of consumers are very likely to listen to the advice given by micro-influencers; on the contrary, 73% are ready to follow a recommendation from an average person. Solution: Consider searching for niche influencers before working with bigger content creators. Who knows, maybe there is a blogger whose ideas and content align with yours, which could result in a fruitful collaboration for both sides. Constant Demand for Regular Content Creation Almost everyone who has a phone, a laptop, or any other device that connects to the Internet consumes content in one form or another. The growing demand for content forces many brands to change their approach to marketing and use completely different strategies for creating and publishing content. Many marketers focus on producing content consistently instead of investing time and resources into maintaining high quality. Solution: It’s okay not to fill your publishing schedule with everyday posts and articles. Instead, it’s best to shift focus to producing evergreen content that stays valuable and relevant over the years. Even though it’s possible that your marketing efforts might get less traction initially, high-quality content is guaranteed to increase brand loyalty and strengthen audience engagement. Necessity of an Integrated Content Marketing System Most people use multiple online platforms, often simultaneously. The day of an average person starts with scrolling through news portals, reading emails, and checking social media, and ends with doomscrolling on TikTok and browsing through Instagram stories. Regardless of what media channel a person uses, it’s likely there is more than one. Solution: By centralizing your efforts, you can produce content more efficiently and consistently, which is guaranteed to lead to better content ROI, improved content quality, and stronger customer engagement. Use tools like content management platforms and advanced technologies like AI-powered auto-tagging to simplify the process of creating, managing, and distributing content. Closing Thoughts At first, tackling all of the common content marketing challenges seems impossible. However, creating engaging content and providing your customers with a more satisfying user experience is a much more manageable task if you break it down into smaller parts. Set clear goals, consider different metrics when measuring the success of your campaigns, and create various content types to keep your audience engaged across all platforms and channels. If you’re looking for a solution to a content marketing challenge you’re currently facing, look no further—the Viseven team is here to help. Contact us right now to schedule a free consultation with our experts.
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, 2022March 4, 2025 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, 2022March 4, 2025 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. 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, 2022March 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!
