Because of the Covid pandemic, there has been a tremendous global shift to digital practically overnight. Content marketing was not an exception, and the pharmaceutical and life science companies that were reluctant to adapt to this change suddenly found themselves on the line. Our client reached out to us to streamline their content delivery in order to stay competitive in this new reality.
Client
A Belgium-based biotechnology company specializing in the development and commercialization of innovative drugs.
Project coverage
The solution was launched globally in 2021 and subsequently distributed across all ten markets of the client.
Backstory
The biotechnology company wanted to standardize their content delivery process. They aimed to produce engaging and relevant content at scale, while reducing time-to-market and operational costs. To achieve these goals, they initiated a Request for Proposal (RFP) for a content factory (CF). Viseven emerged as the winner among all participants.
Challenge
Our client needed to gain a competitive edge in new markets where customers already had trust in local biotechnology companies. Our team had to launch persuasive content campaigns that would entice HCPs to consider changing their partners.
Solution
Viseven helped the client to build a CF to produce personalized, meaningful content on a large scale. We used the modular approach to shrink content production costs, ensure message consistency, and accelerate the medical legal regulatory (MLR) process. To effectively connect with the target audience, we strategically used multiple channels, such as eDetailers, emails, landing pages, and banners.
Tech stack:
CRM and CLM – Veeva CRM & CLM
Approval – Veeva Vault PromoMats
Reporting – Veeva CRM MyInsights
Marketing automation – Salesforce Marketing Cloud
Web – Adobe Experience Manager
Value:
- The client standardized the content creation process, speeding up time-to-market and eliminating errors with pre-tested templates.
- The number of content distribution channels has been expanded from two to five, resulting in a more extensive reach and deeper engagement.
- The client connected all channels into a single ecosystem, ensuring consistent messaging.
- The stakeholders reported a high satisfaction rate, giving 4.9 stars out of 5.
- The peak volume of requests jumped from a modest 28 in 2022 to an impressive 217 in 2023.
