From global to local, from anonymous to personal, from autonomous to integrated, from wasteful to sustainable. Is this challenge within the scope of possibilities for pharma content managers? For those pharma marketers, who already stepped on this revolutionary trope, there are many bottlenecks on the way. What are they and what’s the scope of solutions?
The pharma content paradox: too much and not enough
Pharma marketers have too much content at hand, and not enough of it — at the same time! How’s that possible? Well, there is evidence to life science companies producing a huge amount of digital content — and it is growing, but lack of a content strategy and objectives puts growing investment at risk. A recent Accenture study says that only 4% medtech and 11% pharma/biotech marketers can boast about having a clearly documented content strategy that meets their current and future needs. Compare that to 42% of available content strategies across the industries and you‘ve got yourself a recipe for pharma wasting its efforts for digital content creation. This leads us to the conclusion that creating content for the sake of content itself does not constitute having a content strategy yet.
Now, this all is understandable to some point, at least. In the end, content management strategy is a not a rigid plan, it’s more of a constant process — insights gained from the optimization phase of the content lifecycle should always be incorporated into the planning phase, so a continuous process that adapts to changing audience preferences could be created. But on the other hand, the absence of a solid strategy base considerably hinders content’s time-to-market, lowers its quality by blurring its purpose and damages overall performance of all teams involved in content production.
This is also alarming because all this bulk of content was/is getting created in a chaotic environment by using a couple of different platforms. Hello there, pharma companies, who utilize 3 to 4 content management systems on average. And that’s only in cases we are talking about tools for handling marketing content. Not to mention that when the diverse communication channels emerge, like email marketing, remote calls, eLearning, virtual reality educational apps, etc. and feedback their provide, the content game gets really tough. In addition, less than a third of pharma marketers strongly agree that their organization has a fully functioning governance model according to which all content activities and resources are managed. That’s all you need to know about content overload and its reasons so you could imagine how many bottlenecks the content gets stuck in before it reaches its “produced and ready to be used” stage.
Why “not enough”?
On the other hand, much more content is still needed to be created. Because at the same time, the more digital communication channels you’ve got – the more localization you need. When the global digital assets go to affiliates, it takes quite long to adopt them, in many cases. It takes so long that localization is considered a #2 reason for slow time-to-market — so, won’t make it to the pharma marketer’s top favorite tasks. Among the reasons localization takes so long, are:
- Different technologies used by global and local vendors. Mostly, this means having to code the ready-made materials again and again in case of smallest changes. Especially, when it comes to applying and testing languages that use right to left scripts. This also includes setting up digital content for usage in diverse CLM/CRM systems (namely, country-specific monitoring).
- Need to communicate with multiple agencies and managers via email or project management systems, and switch between tools to coordinate their work.
- Review of the updated digital assets requires additional time. A lot of it. What’s more, as a rule, the new round of comments and corrections comes after review.
- Necessity to address technical specialist to load materials’ *.zip files for final validation in Veeva Vault PromoMats.
So, due to these, and many other factors, content production is often decentralized to the extent that it is produced separately across different countries and channels. And this is where 90% of the problem lies. The pharma industry doesn’t see reuse of content between global and local assets across different channels. This amounts to time and cost overruns, not only from an operations perspective but also medical, legal, and regulatory cycles and time-to-market.
That ‘re’ prefix
Reuse, repurpose, recreate. The solution is not constantly making new content. Nor it is clawing into the old. How about reusing old and making new simultaneously, preferably, in a single environment? Yes, if you agree that a journey of making digital content from scratch is reinventing the wheel. If you are tired of all the above mentioned, then we have some good news for you. With the eWizard Store, you can concentrate on building value communication with your customers, rather than on the technical and organizational side of digital strategy implementation. Here’s just a short list of benefits eWizard grants for digital marketing materials reuse:
- Access global assets from a single content hub at any time for further adaptation to local needs;
- Address certified agencies for materials localization, which will be done according to the specified efficiency benchmarks;
- Handle all stages of content adaptation on one platform, be that communication with agency or colleagues from the headquarters on digital assets updates, deliveries for review, pre-MLR approval, content preview, commenting etc.;
- Mapping cross-channel interactions and exporting the ready-made materials to the necessary system in one click;
- Easily check and adapt KPI schemes, with no need to approach the development team;
- Automatic publish of digital content to Veeva Vault PromoMats for final approval and to Salesforce Marketing Cloud for distribution;
- Analyze content-based interactions and materials efficacy directly in your CRM system;
- Update digital assets according to the feedback received in a matter of minutes.
Implementing these measures should make your brand strategy into perfectly self-sustaining environment. For corporations with thousands of employees spanning the globe, a centralized, secure editing tool is critical. A library that is easily accessible for content users could offer the means to store, organize and collaborate on published content within teams and across the organization. In addition, by centralizing published materials, life sciences companies can quickly locate the information they need to support patent and regulatory submissions or pharmacovigilance activities.
With centralized libraries, easier collaboration is ingrained into the workflow. With most medical communications departments dealing with vast volumes of content, contributors want to be confident they are editing the most up-to-date version of a document. But with contributors sharing different versions of the same document on their desktops, that becomes a challenge.
A component-based approach to content takes the collaborative concept of centralized libraries a step further. It allows information to be organized into chunks which can be used and reused across the business. Component authoring enables sections of a document to be edited and changed automatically in all related documents. Where content updates used to take weeks – or even months – multiple changes can be completed quickly and efficiently.
Today’s pharma marketing departments are increasingly becoming author and publisher figures within the organization. Utilizing an efficient, copyright compliant process to create content for external distribution is the end goal – with an effective content management workflow, this will become an easier feat. Drop us a line and discover how to maintain a fine balance between delivering a great customer brand experience and optimizing their operational efficiency with the use of eWizard.