OK, this one is technically true. Technically partially true. To a certain extent, that is. In reality, it is still a superstition that emerged because not everyone is sure which metrics are relevant. There are instances when a company’s website has quite an impressive number of visitors, BUT – the bounce rate is enormous. And yes, they failed to measure and analyze the conversion rate. And oh yes, that is all about websites alone!
What now? The solution could lie with tech. If tech gives you so much data, why not have the same tech collect them for you? Back to pharma: with the growing use of CRM/CLM systems, their quality is now associated with the KPIs handling capacity. Collect first, then decide what is of use. It totally makes sense in this digital world.
We’ve seen a number of totally wrong beliefs. Some of them were that digital content is easier than it seems, some of them vice versa. What cannot be denied, however, is that going digital is now a must. Importantly, don’t regard digital content strategy as a monstrous challenge; you can easily find ways to make creating, distributing and analyzing content simple and efficient. After all, we’re at the pioneering stage; the first attempts in a field are rewarded by established reputations later in the story.