How much time does it take a pharma marketing professional to create a perfectly functioning eDetailing? The right (and disappointing) answer is: too much. Too much time and budget get scattered across building from scratch, checking, approving and updating. And what about managing/orchestrating the tentacles of the whole ecosystem of agencies, each one specializing in something else – in case this deceptively simple task gets outsourced?
It figures that endless rounds of managing, while working, still don’t fit every case of eDetailing creation. Either you got some kind of a CMS to support your eDetailing creation endeavours or not – there is no way creating an eDetailing is easy. Unless… Are there any digital content workarounds for such cases? What about facilitating the pattern of pharma content creation where it’s possible? There are a couple of apparent points allowing for simplification, which would be non-detrimental to the overall process, so there they are.
Converting static digital assets into eDetailing
So, let’s say, you are a small pharma company with sharp therapeutic focus, now is your product’s time to shine and it’s been settled for a bit of an actionable marketing campaign. Or, alternatively, you are a part of a pharma giant machine, but it’s a niche drug campaign and your problem is to quickly switch static eDetailings to HTML5 format, but – alas, the bill for the agencies working on it is getting too long. Or you’ve simply (finally) decided to jump on the bandwagon of making interactive presentations and surprise again – it takes ages to accomplish.
Now, we won’t be discussing the advantages of interactive presentations, since it’s 2018 and pharma marketing is using them by default anyway. In any of those cases, there seems to be a gap between a demand and resources it takes to cover it, a time or/and money issue. We won’t ask how much resources exactly it usually takes to transform a PDF/PPT file into an interactive presentation, because we have first-hand knowledge of it. Here’s why we have decided to automate it by introducing a breakthrough functionality within our eWizard platform – Converter of PDF, PowerPoint, InDesign files to CLM-ready format.
HTML5, which is quite much the standard format now, is now easily achievable within a click of a button. The ultimate wow-moment is that after uploading those files into eWizard platform, you get a completely editable presentation with dynamic structure and navigation in a matter of minutes. The whole process doesn’t require any additional manual operations or coding – you may go and reflect on how tricky it could have been without it, while eWizard works on bringing your static files to life.
Putting your eDetailing on assembly line with templates
The other stumbling blocks, which present the opportunity for simplification of the content creation process is a “one trick pony” kind of living span of the eDetailings you’ve worked so hard on. What’s the worst thing that can happen to a digital asset after all this work has been completed (generation, publication, approval)? Accidentally deleted? Found some mistakes? Lost among other digital assets in taxonomy-deprived CMS? No. Used only once, for one channel. Every pharmamarketer’s nightmare.
It is fully understandable, because why would one want to waste a time-, effort- and cost-consuming item for a single occasion? The 2017 Accenture study on digital content states that templatizing existing content (72% of survey’s inputs) in content creation is the best and most sustainable practice that can happen to a digital asset. To exemplify those stats, here’s Ann Rockley’s statement, so accurate for the out-the-window content creation practices:
“Think about it; each time you create a new product, you don’t toss out everything you’ve learned from previous products and invent brand-new manufacturing processes… Don’t handcraft content. Manufacture it”
The eDetailing created by pharma (and agencies) will be considered handcrafted, if it’s used only once. So in essence, in order to start “manufacturing” eDetailing, as it is insinuated in her works, digital content has to be reusable. Handcrafting eDetailing requires huge amounts of labor, time and budgets, and if it can’t be reused, repurposed for other channels or localized, it will end up being overlooked after its initial purpose has been fulfilled.
So, what if you don’t need to create new content in order to build new eDetailings but always start out with building up on a pre-established baseline frame? Consider a Global Template approach for tailoring content – the baseline frame is already there, you can get started filling it up with building blocks anytime. This approach eliminates wasteful work, reduces redoing, miscommunication and bottlenecks, and allows to collaborate smarter, not harder. Universality of it is very much in fashion.