That is where we come to the need for content reuse. Much has been spoken about it recently, and with some less sophisticated kinds of content, there have been successful cases of repurposing assets. With interactive presentations, however, like those used in eDetailing, most marketers still feel that “what’s been HTML5-coded, shall not be altered”.
Which is a superstition you’ll need to get over for the sake of next year’s strategy. In reality, small changes like altering the text, font size, image size, position of elements on slide, etc. – all of these can be done quite fast with modern tools, provided you have the original file.
This original file – let’s call it a master template – is something that can be created once in the global office, and then forwarded to regional departments, and repurposed many times for different channels, including and especially, remote detailing. A thoroughly developed template will provide consistent branding and stably excellent user experience, while the exact versions of each presentations will be adjusted at minimal cost by product managers based on how the audience reacts. The same goes for content like email templates and digital libraries for physician education – the potential of templating approach is difficult to overestimate once you have the necessary technical basis.