Whoever has not gone through the ordeal of group projects (back in the ‘pursuing studies’ years), does not have that painful expertise of making a common idea come to life. However, even the well-known mayhem of group projects is far oversimplified of a model of what pharma companies are facing when trying not only to create, but also to improve the very content creation flow. The need for an ever-present bridge leveraging pharma’s connection with stakeholders is high, but before we discuss the solutions, let us scrutinize the preceding challenge first.
Challenges on your way to smooth collaboration
Imagine people sitting at a spacious table, trying to complete a project. The caveats are: not everyone has access to the same materials, no single timing or performance criteria are established, and everyone is talking either at the same time or with huge delays; some responsible people are not even there. Roughly – that’s exactly what is going on when pharma is trying to coordinate its internal teams and external vendors. Is it efficient to work in such chaotic environment, would companies want to repeat fighting with such obstacles, as if there is not enough of those? Clearly not. If to put the chaos in more professional terms, it would look as follows:
- Lack of access to available global content
Marketers are not aware of available content and cannot reuse it, which causes huge investment in new development.
- Limited content flexibility
There are no unanimous guidelines and standard for agency ecosystem as well as no clear agency benchmarks for delivering service. As a result – you have no clear pricing policy, difficulties in budgeting and forecasting.
- Lack of orchestration within multivendor collaboration
Lack of a development framework and content management system, where agencies and pharma marketers collaborate.
As a result, pharma companies and agencies end up functioning as separate units with no unified standards, benchmarks or platform. What you need is some sort of a trailbreaker in community building and encouraging collaboration and agility in your company. Does it look like breaking silos to you? It is; though, breaking silos itself is not enough. You have to purposefully put all eggs in one basket (merge the workflow into a single platform). Exactly at the overlapping challenges, lies the possibility for a TRANSITION for pharma+agencies tandem.