If you are working in pharmaceutical marketing, your overall strategy is, of course, largely content-driven. By now, the reliance on content has become the norm – adding value to HCP interactions, and also contributing to many product/brand managers’ chronic fatigue.
Once the audience got used to quality personalized messages, it’s unthinkable to stop supplying it. After all, the younger generation of tech-savvy doctors can always use their smartphones to find what information they want – and just slap the door before the rep (alternatively, quit the website/portal) if the branded content is, say, too promotional – or simply insufficient. In fact, 50% millennial HCPs are reported to access drug references via mobile devices, and about 1/3 of them use these same devices for decision making tools. If you want to interest them in branded content, that should be, well, sufficient.
Which is where it gets tough for the managers: the more content you provide, the more decisions about this same content need to be made. One thing is having a bunch of presentations (Product A, Product B, etc.) – and using them willy-nilly, occasionally adjusting the message. Quite another is playing big, and having to decide whether it’s worth the effort to develop yet another content entity.
And then someone from a regional department says, “We need a coherent presentation that links Product B/C with the set of conditions relevant for our region. This will help establish deeper understanding between…”
Of course, there’s no way this “yet another” content entity is going to be made entirely from scratch. The smart way would be to reuse some of the existing assets. Here, two questions arise:
- Where to get these assets from?
- How to decide which of these to use for most efficiency?
If you want to be proactive in this approach (which you might), these questions can’t be solved on an ad-hoc basis. They require their own methodology – but what should it be like?
Your company’s digital assets at your hands
If you want to reuse or repurpose any of the digital assets already in use somewhere in your organization – eDetailers, email templates, anything – the first thing is, you have to access them somehow. Chances are, somewhere in a different department there already is content you’d like to reuse. You just have to know about this, really. The manager’s awareness of the existence of reusable content within their digital organization is the key to keeping the budget from blowing up. On the contrary, creating heaps of quality assets for limited use is the sure way to inefficiency.
Illustratively, when it comes to the “divide” between digitally advanced organizations and the majority, about 63% of the former admit they have some sort of modular platform for market expansion – whereas only 12% mainstream do. In that particular research, the “platform” had to do mostly with content localization – but the principle holds for any content reuse strategy.
The basis for efficient workflow could look as follows. A manager who needs specific content (e.g., a presentation) to connect a particular brand with the information required by the audience, has access to a single global platform where the approved digital assets in the organization are stored:
By sorting and filtering the assets per brand (region, therapeutic area, etc.) she can see the whole “landscape” associated with the brand in focus – the ways it is promoted and supported with information across channels (emails, eDetailing, online meetings content, visual aids, etc.) – and across departments.
Once the perfect “candidate” for re-adaptation is found, the next step is to redirect it to the agency or in-house team for minor corrections, if any.
As you may have noticed, no phone calls, emails or explicit requests were needed, and no obligatory waiting time till reply wasted.
The screenshot above is from the working platform developed by Viseven Group, called eWizard Global Store. There is an additional principle upon which this platform is based: it not only provides instant access to all the assets (plus search, filter, etc.) – but makes content finding as close to actual reworking processes as possible.
The idea is that Global Store functions as part of the general eWizard platform which facilitates content-related collaborations (agencies included). In this way, the manager can not only eliminate the organizational effort at the “Find content” stage, but also send the found content to a certified agency in several clicks.
For now, however, we’ll let the agencies do their work, and address the other question: supposing you have filtered out and found content entities pertinent to a brand. Imagine there are 3-4 of them. How do you guess which of them will prove to be the most efficient?
Reuse or reject?
The way we solved this latter question in eWizard Global Store is transcending the primitive idea of mere “content depository” and integrating cloud-based storage with elements of analytical functionalities. When overviewing the “brandscape”, the user can see straight away how quick the content processes (approvals, localizations, etc.) are moving, which content has proven to engage best, etc.
Being able to observe the whole content supply chain at various stages empowers the manager. Instead of doing guesswork and finding (by trial & error) the ways to:
- make sure a presentation gets reviewed and approved in time;
- focus on the content that actually engages;
- comply with the global branding guidelines.
The idea of integrating all content-related processes is not only valuable, it is also widely recognized. Sometimes it is referred to as orchestration – a term gaining acceptance even among giant enterprises like IQVIA. Whereas the solutions delivered by IQVIA allow to orchestrate engagement based on content, our platform is designed to orchestrate content processes reflecting engagement. In this way, the famous “loop” get actually closed on all levels, most importantly at the level of content supply.
This is why, for example, eWizard Global Store, as the whole eWizard platform, is specially made compatible with IQVIA suite – integration gains time, and time is a factor in content strategy.
The role of Digital Librarian: who’ll take it?
So what’s with the “digital librarian” role? It isn’t hard to guess what this one is supposed to do: while content is easily grown, gaining bulk and refinement, it would be good to have someone in the organization who actually cultivates this ecosystem – makes sure the active versions are up-to-date, “cleans away” stubs and outdated content, and otherwise takes care of the content store hygiene.
Exactly. Not every organization will take the step and appoint an employee to do exactly this work. This approach will pay off depending on, and proportionally to, the actual amount of assets. At the initial stages of implementing it, however, this responsibility should be easy to handle, so that, say, those same brand and product managers could do it easily and fast enough.
This consideration has driven us toward carefully thought-of, intuitive UI for the Global Store solution.
Having studied the content management workflows from the inside, you can affirm that some functionalities are most needed right “there and then”, when even an extra click gets annoying. This has led us to the idea of providing the necessary data on the content exactly where the user may need this sort of information – based on numerous user cases. Thus the platform is easy enough to use that the person assuming the role of Digital Librarian does not feel they have to dedicate a significant amount of extra time to perform the job.
You can continue exploring the possibilities of this approach by looking at how eWizard Global Store works in practice – in conjunction with the whole array of possibilities in eWizard platform, and, of course, with the provided IQVIA compatibility. Taking a holistic approach to content management is a matter of cost-efficiency, and a timely start will make your organization noticeably more effective in engaging the audience after a very short while.