For many years now, the Digital Pharma East conference has been one of the most innovative digital marketing events for the life sciences community, and this year’s conference was no exception. Everybody who attended the event was inspired, engaged, and educated through a series of lectures, case studies, panel discussions, and much more. Our very own Oksana Matviienko, Regional Director, and Maryna Alekseychuk, Head of Strategic Accounts, attended the conference and summarized some of the key takeaways we would like to share with you today.
Feed the Omnichannel Marketing Machine With Modular Content
For healthcare marketers to have an omnichannel approach, they must first understand what that entails — and what it means for their brand. Within the pharma landscape, omnichannel marketing is the integration and cooperation of the various channels organizations use to interact with the customer to create a consistent brand experience.
To create an effective omnichannel marketing machine, you, first and foremost, need to have the content to make it happen. Companies need to adjust how their content is created to have a continuous supply of content to feed into the system. This is where modular content comes in. To give you the Reader’s Digest version, modular content means pre-approved blocks of content or modules used to create marketing assets. These modules can be reused and automatically updated across channels and aligned with channel-specific attributes and structure with no changes for MLR approvals.
There are many benefits to such an approach. You can reduce time-to-market, achieve higher levels of personalization, and lower your costs, all while increasing efficiency. If this is something you want to implement in your business, be sure to reach out to us so we can provide you with a consultation on the best ways to get started and create modular content geared toward your specific needs.
Monitoring the Performance of the Assets You Create
In the previous section, we talked about creating content, but you also need to constantly monitor key metrics to understand how well you are doing and what impact your content is having. For example, you need to know how much content you are creating, how long it takes you to create each asset, the engagement level, and many other things. At the conference, we learned that 59% of HCPs receive only one asset, or tactic, within a quarter. If you can send out at least three tactics, you can increase your value 5X.
If you want to optimize your assets’ performance, you need to assess their historical performance. This can be done by:
- Monitoring the entire ecosystem of HCP addressable marketing
- Looking at the performance of each asset and how they work together
- Analyze the incremental impact at the content level
- Assessing the results by various HCP audience segments
Viseven is Ready to Help You Create a Robust Omnichannel Marketing System
We were thrilled to meet everybody at this year’s conference, and we hope you enjoyed the goody bags we handed out, especially Picasso, the wooden interlocking puzzle. If you have not already done so, be sure to share how well you completed the puzzle on social media with the hashtag #modularcontent.
If you are looking to implement modular content and would like to know about our capabilities in this space, please fill out the form below — our experts will reach you out shortly.
