Think about the doctor who’s just gone through an eDetailing session with one of your company’s reps. How much of a valuable experience was that? Depending on the content, the answer may vary greatly. However, it turns out the most common reaction from a physician is lukewarm, polite, reserved enthusiasm.
The thing is, pharma content nearly always has at least some quality issues. This is almost inevitable: think what happens when a presentation is first launched from the global pharma office. It finds its way to people who went through years of practice in a particular area – both scientifically and geographically. Of course, they will suggest something’s off with it.
This explains the curious statistics from last year. According to the Manhattan Research, digital content given on pharma websites is rated mediocre at best, with only 27% physicians actually trusting the information. Conversely, on the general scale, including eDetails by MSLs, doctors are more or less happy with what they get.
What gives? Well, website content is bound to be less personalized than eDetails. Websites are supposed to be universally “somewhat” interesting. However, presentations are to be remade as often as a physician yawns during a rep meeting.
Only they aren’t. After all, making a presentation is both cost- and time-consuming. There is no way to readjust the content every now and then and also have it approved. Right?
HTML5 – un(re)touchable?
Pharma content is special in many ways, including the technical side. HTML5 presentations are the perfect choice for eDetails for many reasons. They are engaging, may contain interactive elements, incorporate different content types and whatnot. However, underneath their attractiveness lie thousands of lines of code. Once the agency has finished the development, most marketing teams are unable to alter the content significantly without addressing that agency once again.
Organizationally, this means delays in content production. However, what sends back the entire cycle is not just production – it’s content management, too.
The urge for content personalization/localization has made enterprises produce tons of content month by month. Now, as a content marketer, you most likely use content management systems like Veeva Vault. These solve several issues, most notably helping keep track of content.
Another great thing these platforms are supposed to do is centralize content workflows and make approval procedures clear and simple. According to the Accenture research, only about 5% marketers feel their working environment is fully centralized.
Further, 82% of marketing teams report “lacking the data framework to unify technologies”.
The fault here is obvious: CMS is great for storing content, but approval processes are compromised because… Well, to review and approve content you have to see it in work. All of it.
Yet again, “untouchable” HTML5. Most commonly, when it comes to eDetailing presentations, these only come for approval as static previews. This means the approvers have to review the content based on how they imagine it actually works. This leads to misunderstandings and multiple rounds of approval.
Reducing those rounds of approval is only possible if you bridge the gap between review and content creation. Those working on the content and those approving it should be on the same ground.
Approvals “from within”
Approvals often feel like having a delivery service run to the factory store again (with the store located overseas). The presentation, carefully developed according to what the agency thought you wanted, lands in your office, all wrapped up… And if it’s not what you wanted, good luck meeting the deadline.
As the alternative, approvers can use a content editor that allows looking at how the presentation works from the inside. Tools like eWizard serve as a kind of intermediate ground between the programmer and the end user. You see everything from the customer’s perspective – even if the presentation or slide isn’t finished yet. And you can make changes to content without programming skills.
Also, it is possible to attach comments to particular elements on a slide, which means greater precision in reviews. One thing is to say, “I don’t understand the way that thing on that slide will work when tapped; it’s just under that another thing on the top-right corner”. Quite another is to point it out – after you’ve actually tapped it.
With approval in interactive mode, the reviewers are able to get into the very particulars about each and every thing. This means they collaborate with content creators/editors in just the way to ensure content is updated whenever needed.
Of course, any tool needs to be plugged into the global corporate content system. If you want to try using eWizard for boosting approvals, it is good to know the tool is fully integrated with Veeva Vault. The preferable method is to use the approval “from within” at the first stage, and then just make one click to send the content for final validation in the global Vault system. Be sure to check out how eWizard works by ordering a free demo version right away.