Oh those days of corporate bliss! While few of today’s digital marketers can actually confirm being active several (3-4) decades ago, we’re all still under the impression. Speaking of the epoch and the mentality that comes in one package, it’s the one-size-fits-all (-and-don’t-forget-the-mass-bulk) method of doing business. It used to be fashionable to adhere to consumer standards; now, in the era of content that’s purchased and offered for promotion, we’re sometimes bearing the traces of that feeling.
Particularly in life sciences communications, pharma-to-HCPs, where content is more substantial than the purely “viral” DTC bits, the question of content bulk/amount to quality ratio has risen very sharply. This was something most of us felt throughout 2017, and we have all the reasons to suspect it’ll still be there in 2018, as well. As doctors are pretty much receptive to the platforms and channels that pharma has to offer (eDetailing, remote calls, emailing, apps, VR, webinars, you name it) – they still yearn a lot for content that’s about their practice, not about a product. What should a smart marketer do?
Growing the bulk of digital assets produced? That is exactly what’s happening. At the same time, with the explosion of content, any miscoordination between global HQ and local affiliates becomes all too evident. Brand consistency and content quality have started to meddle with reputation, so, naturally, this problem has been addressed.
Powerful platforms for global digital assets management, like the now famous Veeva Vault, have solved the problem with handling the approved assets for many an enterprise. Now, is there are way to plug content development into these global environment?
And, even more crucially, what exactly will “content development” mean in the year to come?