Goal
The main goal of our impact was to positively influence the marketing efficiency and performance of our client’s pharmaceutical company. We made an audit of the company’s marketing activities and developed a solid plan for restructuration and improvement of current content development and delivery processes.
The idea is to create a digital content factory that could produce relevant content frequently, flexibly, and extensively. Such a content factory is aimed to leverage multichannel content production across global affiliates and create a clear system with a single approach to content use through all channels.
Challenges
- No development standard and content management system in place
- Some content needs to be redesigned and adapted for localization and reuse
- Channel adaptation and CLM (closed-loop marketing) need additional development
- Overall content production, release, and localization costs are too high.
Solution
The idea was to create a single development standard and implement modular content features to simplify the content creation process. Standardized development and the ability to reuse and repurpose the content for different channels also means terms and budget reduction.
Impact
The case study shows how the pharma company can build a factory to easily manufacture content and run digital transformation globally. The case consists of the comprehensive set of digital solutions contained in the Digital Content Factory. These solutions cover the whole content lifecycle at various stages: from conception, creation, reuse, repurpose, and localization to worldwide distribution around affiliates.
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