The power of Adobe Experience Manager + eWizard Platform for new-gen pharma content management

The power of Adobe Experience Manager + eWizard Platform for new-gen pharma content management

In another move to create a world of truly interconnected digital ecosystems for life sciences, Viseven Group is happy to introduce the integration of eWizard Platform with Adobe Experience Manager! This powerful solution, already claimed to be in use by 7643 companies, presents new opportunities to cater to pharma marketing’s long standing needs.

Here, we will dive into the whats and hows of these changes. We will look at how you can connect your existing systems, including Veeva, with AEM using eWizard, craft and reuse websites that fit AEM, while tracking their performance in Veeva/Salesforce, as well as how content approval processes and data integrity can be improved.

Data Integrity and the need for integrated pharma content solutions

The current business landscape is infused and intersected with data… Wait, it consists of data. With the most recent concerns about its quality, no wonder that the entire pharma industry is searching for ways to get things as neat as possible. Over the course of the last several years, FDA has had to issue quite a number of 483 warning letters concerning data integrity deficits in life sciences industry. For the most part, these have to do with regulations, electronic signatures, etc.

Now, pharma marketing is, in turn, affected. After all, brand reputation is part of the goal in the movement for data integrity, not just the regulatory confidence.

If we look close enough at the so-called ALCOA principles of data quality, we can see why:

Attributable – If you see materials in your DAM that you could and would possible reuse, it will surely help to see who uploaded them, when and why – and maybe how they performed.

Legible – it goes without saying that no marketer will ever reuse content that fails to interest them; unintelligibility is a putoff.

Contemporaneous – “just a file” is not an asset, but simply an object. How long since it was last used? Besides that, documenting the performance of content in real-time is something that begged for automation – and now has been automated.

Original – no one would like to get globally approved templates for, say, an ad, website or email in a version that has already been localized several times, with Gujarati text over a picture clearly destined for Russian market.

Accurate – all about context and metadata, which implies proper tagging and linking of all digital assets per key message, market, campaign, etc.

Digital Asset Management and Content Approval Software – life sciences perspective

Of all industries, pharma arguably has the most complicated and branching content lifecycle. The layers of responsibility imposed on various stages, starting from agency and up to MLR, make the workflows mudded at times, especially so if different systems and transfer formats (PDF, documents, PPT, etc.) are used.

In general, we can usually distinguish between three such layers. Asset Management per se, done by agencies, can be put to order as a short-term objective. Typically what’s needed here is a single workspace with sufficient integrations, a pack of content authoring functionalities and a way to report on the outcomes.

Next is the marketing review and approval workflow, which requires not only a unified platform to work on the content (e.g. comment on the assets), but also some formal mechanism of approval endorsed by tech.

Finally, the compliance layer – medical, legal, regulatory – also requires a single “source of truth”, but with even more meta tagging, taxonomy and context, as well as more formal approval chain.

The needs that are more or less in common across all these levels are as follows:

  • clear approval nomenclature (think Zinc, which is already in use by many an entrerprise)
  • possibility to share content across affiliates and agencies to ensure compliance and cost-efficiency (content reuse is the best way to achieve this)
  • metadata and tagging for the available assets
  • permission control and customizable user roles
  • possibility to somehow plug all of this together with CRM to track the approved key message performance
  • bonus point – ability to think in terms of key messages and not content items separately. This is the new approach to multichannel that Viseven has been especially pioneering recently with the modular Connected Content.

Sewing together Veeva Vault PromoMats and AEM with eWizard

At the moment, these different needs are solved by means of multiple systems in place, each serving its own stretch of the content lifecycle. For example, Veeva Vault PromoMats serves for storage, meta connectivity, and review. Content authoring and distribution is done via channel-specific solutions: email platforms, development environments, CRM/CLM, and so forth.

The first step in achieving digital excellence is, of course, instilling digital culture and getting proficient in each of these systems. The logical next stage is creating clear workflows that transcend the systems and unify the processes. With the advent of Adobe Experience Manager, be it primarily as a powerful means of managing websites, we see this tendency in its mature stage, with attention to workflows built into the very concept.

In turn, eWizard Platform, too, transcends its original role of multichannel content authoring solution and can now connect Veeva systems and AEM into a single whole, building bridges wherever necessary for the corporate needs.

The platform allows to take approved/validated digital assets from Veeva Vault (seamless integration, nothing except credentials at one point is needed), arrange them in a channel-specific template (eDetailer, email template, in case with AEM, as website), and then publish it to the target system. Everything that can be automated is automated, leaving no manual work to the user.

At the same time, the performance of the website published in Adobe can be tracked further, with the data available in Veeva via CDN.

Alongside this improvement, eWizard offers to use the new Connected Content approach, where content exists beyond channels in the form of flexible modules that can fit different types of channel-specific templates. A single module with key message can be inserted into a template for website or email, or eDetailer presentation, with further adaptation if necessary – all inside eWizard.

As a result, the workflow that embraces Veeva systems and AEM via eWizard, “straightens” the multiple lines into a single, all-encompassing picture:

In practice

Suppose you have an environment in Adobe Experience Manager where you want to place your company’s new website.

At the same time, you want to be able to use assets from Veeva Vault to create a channel-specific content item (website) to be published in AEM. As a user of eWizard, you know where to look for the templates:

You can edit your microsite as necessary, using the modules available. Since eWIzard has an extensibe capacity for metatagging, only the modules approved for use with the content under construction appear, as per business rules.

Maybe you are required to update the patient profile on the website, and you already have the recommended assets in Vault. eWizard allows to use these assets without leaving the system, loading them from Veeva directly:

After that, you can export the modified version of the website back into Vault as a PDF for validation and review, if your company’s workflows require it.

After validation, you can use the same built-in automated publishing functionality to get your brand new website across to AEM.

In this way, you combine the benefits of both systems and enhance them further with the innovative possibilities offered by eWizard, making content workflows easier, faster and more efficient.

You can then track the performance of your content in Veeva:

It is time to integrate all the efforts and chances of your marketing campaign to create focused interactions and build funnels and customer experiences that win the day! Try and see how it feels to have complete control over your digital assets – and you will be surprised at how, one day in 2019, so many things were resolved at once, leading to smart pharma marketing at the service of your brand.

Our dedicated experts are several clicks away, ready to help you learn more about the new possibilities you have.

2019-08-15T13:40:29+00:00 Tuesday, 30 July 2019|