{"id":75454,"date":"2024-01-10T20:37:15","date_gmt":"2024-01-10T19:37:15","guid":{"rendered":"https:\/\/www.veeva.com\/eu\/?post_type=customer-stories&#038;p=75454"},"modified":"2026-02-20T23:50:47","modified_gmt":"2026-02-20T22:50:47","slug":"prepping-for-omnichannel-success-with-a-scalable-content-model","status":"publish","type":"customer-stories","link":"https:\/\/www.veeva.com\/eu\/customer-stories\/prepping-for-omnichannel-success-with-a-scalable-content-model\/","title":{"rendered":"BioMarin"},"content":{"rendered":"<p>\nWhen Tom Zito and his team at BioMarin Pharmaceuticals set out to scale marketing content as part of a true omnichannel approach, they wanted to streamline processes and keep the focus on creating personalized customer content. So, they did due diligence by taking stock of teams, processes, and technology while keeping data as their north star.\n<\/p>\n<p>\n\u201cAuditing everything and aligning on our definition of omnichannel allowed us to move from talking about what we should do with our content to doing it,\u201d says Zito, associate director of global content management operations.\n<\/p>\n<p>\nOver the past year, BioMarin began analyzing content flow across select areas of marketing. Looking back at the planning stages, Zito says, \u201cI wish it was as simple as \u2018build it and they will come.\u2019 But there were huge components to consider. First, we needed to demonstrate our capabilities for long-term support of omnichannel.\u201d\n<\/p>\n<p>\nThe team strategized scaling its marketing content for omnichannel by mapping out three key areas \u2014 processes, governance, and metrics. Here, they share strategies for success.\n<\/p>\n<p><vid class=\"mt-0\"><br \/>\n<!-- [wistia-video id=\"h60jkupu2q\"] --><br \/>\n<script src=\"https:\/\/fast.wistia.com\/embed\/medias\/h60jkupu2q.jsonp\" async><\/script><script src=\"https:\/\/fast.wistia.com\/assets\/external\/E-v1.js\" async><\/script><\/p>\n<div class=\"wistia_responsive_padding\" style=\"padding:56.25% 0 0 0;position:relative;\">\n<div class=\"wistia_responsive_wrapper\" style=\"height:100%;left:0;position:absolute;top:0;width:100%;\">\n<div class=\"wistia_embed wistia_async_h60jkupu2q seo=false videoFoam=true\" style=\"height:100%;position:relative;width:100%\"><\/div>\n<\/div>\n<\/div>\n<p><\/vid><\/p>\n<p><a href=\"https:\/\/www.veeva.com\/eu\/customer-stories\/tips-for-scaling-content-successfully\/\">Hear more practical tips from Tom Zito<\/a><\/p>\n<h2> 1. Prevent poor process management by \u201csmartly standardizing\u201d<\/h2>\n<p>\nBioMarin is a global organization with processes that differ by region. To succeed in standardizing its content operating model, the team made changes only where it made sense to do so. For example, they carefully added new processes to existing workflows, allowing for the addition of omnichannel capabilities where there were none before. \u201cWe had to be mindful of bringing people in, making sure the initiative flowed together across regions and markets. We had to equip users with the right tools and processes. I think that&#8217;s where formalization and scaling came into play,\u201d Zito says.\n<\/p>\n<p>\n\u201cWe understood that certain practices could either enable or hamper our end goals, and I think that led us to a true evaluation of all of the processes and tools that we have in our suite, both content and data and elsewhere,\u201d he says. Incorporating regional users\u2019 perspectives also helped the team to avoid:<\/p>\n<ul>\n<li>Eliminating successful and valuable processes just for the sake of standardization<\/li>\n<li>Poor ongoing process management<\/li>\n<li>Sub-optimal system configurations that would impede MLR reviews, approvals, content distribution, and reuse<\/li>\n<\/ul>\n<p>\n\u201cIt was important for us not to shortchange on any of the expected content process hazards because if we did, those gaps would follow us and become more glaring at each stage of the journey,\u201d he adds.\n<\/p>\n<h2>2. Central oversight works when governance is inclusive<\/h2>\n<p>\nOften in business, the people who have the clearest vision of success for an initiative aren\u2019t tapped early enough in the process to influence tools and technology decisions. Then later, they may not be given a seat at the table for long-term governance of the model. As a result, Zito says, \u201cThe team felt it was their responsibility as process and system owners to be very prescriptive about governance for all impacted end users.\u201d\n<\/p>\n<p>\nEnsuring equitable oversight of the new content management strategy required the team to thoughtfully select:<\/p>\n<ul>\n<li>An executive steering committee<\/li>\n<li>An application management team<\/li>\n<li>A group of hands-on process owners<\/li>\n<\/ul>\n<p>\nZito credits the team for finding the right people and building relationships before jumping into assigning leadership roles. \u201cIt was a great opportunity for us to empower certain people and again start to streamline some key decisions that historically had just been made at a higher level. The shift that omnichannel brings is a good opportunity, particularly for us in emerging pharma, where resources are often constrained,\u201d he says.\n<\/p>\n<h2>3. You can\u2019t improve what you aren\u2019t measuring<\/h2>\n<p>\nFacing a near-total redeployment of their content management solution was daunting, but presented a huge metrics opportunity, according to Zito. \u201cWe had this chance to re-engineer our content model, configure things around what we want to measure, and to measure right,\u201d he says. \u201cCreating the right framework for measuring content effectiveness was essential to making refinements to the content strategy longer term.\u201d\n<\/p>\n<p>\nData powers every aspect of marketing, but there\u2019s a tipping point when decisions are slowed by too much, or ineffective, data collection. As a result, the key performance indicators (KPIs) to monitor weren&#8217;t straightforward at first. The team got the ball rolling by choosing metrics that tie directly to their goal of scaling content. \u201cImportant things that we wanted to see right at the start were content reuse and review metrics, both within a region and across regions,\u201d Zito says. They also started small with data collection and reporting. \u201cWe wanted to be able to present unambiguous results to show our progress and areas of opportunity to leadership.\u201d\n<\/p>\n<h3>Don\u2019t discount DAM\u2019s importance<\/h3>\n<p>\nZito also says that when it comes to creating a single source of truth for content in omnichannel, using digital asset management (DAM) technology within PromoMats is a huge foundational component. \u201cIt goes back to the idea of being strategic about what you put in the content management system \u2014 identifying your core content versus derivative content. It\u2019s a huge opportunity to lessen the burden on your end users, particularly your agencies.\u201d\n<\/p>\n<p>\nAnd because BioMarin\u2019s omnichannel journey meant reconfiguring its content management model, Zito says, \u201cIt really boils down to taxonomy because it dictates and drives the routing of content and the security permissions. We had a very flat taxonomy structure that caused us to propagate a lot of different, unique document types, [making classification harder]. We found that rectifying our taxonomy had great value.\u201d\n<\/p>\n<p>\n <a href=\"https:\/\/www.veeva.com\/products\/vault-promomats\/content-space-emerging-pharma\/#content-space\">Learn more<\/a> about successful content practices from emerging biopharma leaders.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>BioMarin\u2019s global content marketer details how they used a content management application to scale content within the larger omnichannel strategy.<\/p>\n","protected":false},"featured_media":74667,"parent":0,"template":"","product-link-list":[1395,1418,1439,1442],"class_list":["post-75454","customer-stories","type-customer-stories","status-publish","has-post-thumbnail","hentry","product-link-list-veeva-commercial-cloud","product-link-list-veeva-etmf","product-link-list-veeva-quality-cloud","product-link-list-veeva-rim"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/customer-stories\/75454"}],"collection":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/customer-stories"}],"about":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/types\/customer-stories"}],"version-history":[{"count":0,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/customer-stories\/75454\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/media\/74667"}],"wp:attachment":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/media?parent=75454"}],"wp:term":[{"taxonomy":"product-link-list","embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/product-link-list?post=75454"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}