In digital content creation world, engaging directly with your customers can cast quite a problem. “Feedforward-feedback” ping-ponging is, at times, a challenge of its own, along with all the basic requirements for the content to be both omnichannel and up-to-date.
There’s a clear request in making your customers active and, more importantly, involving them directly into the project realization. Incidentally, it is not the conservative pharma, but the ever-flexible creative agencies, which are actually able to initiate bridging this gap.
Tactics vs strategy?
Daily focus on the needs of your customer brings about relevance. What else is all this content creation about? Your aim is to generate content quickly and efficiently, that’s it. Well, not exactly so. It is rather to get off on the right foot with your customers and initiate a strategic way of communication with them. The relations that will be sustainable and lasting. Sounds visionary and far-seeing, right? So how do we make it come true?
One of the major obstacles is the approach to the content management and development. Not to mention quite a complex coding involved, legal and medical compliance that should be observed… Your future digital content also passes through endless amendment and approval stages. And it is hard to diminish the role of any of these (oftentimes cumbersome) procedures, because all of them remain necessary and irreplaceable. Is there a way of structuring the mosaic of content creation without oversimplifying it?
Well, some of the more forward-thinking actors are consolidating their marketing efforts in so-called digital content factories, challenging traditional routines of content production. And it’s an understandable move in search for structure. Such content factories do not seek to revolutionize the existing practices, the mission is rather to softly enhance and streamline them without severe disruptions. The head office cuts its monitoring efforts to being able to check up on the progress at any given moment – be it the agency or brand manager. The executives, in turn, get the ‘superpowers’ of immediate two-way notifying, placing comments directly into the interactive presentation and automatic publishing it to Veeva Vault. All this is only a part of the genius manner content factories make localization, approval and publishing process more transparent and swift.
The need for a common platform
This solution is not on the horizon anymore, though, some of the key players on the pharma arena have already made it an integral part of their digital content creation routines. The core of the content factory is a platform, which enables you to be agile and driven by customers’ needs, organize internal cooperation and be externally oriented at the same time. Editorial, management and approval questions – a unified workspace optimizes all these technicalities, creating space for real value, decision-making and strategy. It also brings a healthy dose of automation to the content generation and distribution.
Working on a single platform stops being an open-ended kind of choice, now it’s rather a yes/no question than a what/when/why one. Why?
- It is less costly and more efficient;
- It enhances your team’s efforts and brings framework for your content strategy;
- It lowers your and your customers’ costs;
- It pumps up sales and creates greater value…
The list goes on, all in hands of a daring and creative pioneer.
At the end of the day
If pharma is about to adopt a “digital first” approach, the agencies should be more than ready to follow the industry. Transparent cooperation, efficient communication and resource saving has never harmed anyone. This kind of innovation is of benefit to both pharma and agencies, executives and subordinates of the project. To communicate on this matter, contact our team of experts for more info.