![\"\"](\"\/wp-content\/uploads\/2024\/11\/Biopharma-Content-PDF-Img-1.png\")
<\/p>\nDoes your life sciences company have a comprehensive picture of how field reps use the content you create? Can you easily measure the content\u2019s effectiveness in better engaging healthcare professionals (HCPs)?<\/p>\n
<\/p>\n
\nThese statistics highlight opportunities to improve the content creation process. As the demand
\nfor relevant content increases, constraints on time, budget, and personnel \u2014 coupled with
\naggressive workloads and delivery schedules \u2014 can leave less time for collecting and assessing
\nthe data you need to ensure your content\u2019s effectiveness. Failing to collect and heed content
\nusage data creates a gap between the materials you create and the assets your field teams need.\n<\/p>\n
\nNonetheless, the content that field teams use still carries significant promotional impact.
\nFor example, patient starts are 2.5 times more likely to occur when field reps share content with
\nHCPs in meetings, as compared with instances where no materials are shared.\n<\/p>\n
\nHow can brand and marketing teams create impactful, relevant content efficiently so they spend
\nprecious resources on only the most effective content? The answer lies in modular content \u2014
\npre-approved components for use across individual content pieces, delivery channels, and regions.
\nThe right agency partner can help you collect the right data, implement the most efficient content
\ncreation process, and make better content marketing decisions overall.\n<\/p>\n
\nModular content is tailor-made for collaborative global and local brand management. \nAdam Hirsch is executive vice president of innovation and transformation at Real Chemistry, \nThe benefits of modular content begin with the ability to effectively organize it. Content modules \n\u201cMulti-channel content is too often built separately and, therefore, inefficiently,\u201d says Christen \n“Once you have accurate, approved content cataloged properly \nBest practices for content marketing take on added importance for biopharma content teams \nWhen creating and managing modular content for your field teams, tap into the following \nPartnership with your content agency should extend beyond your internal content team. Ensuring \nJennifer Ma is executive vice president and group director of operations and production at \n\u201cGet everyone around a virtual table and discuss everyone\u2019s feedback rather than circulating a \nYour MLR team should be your advocate, not your antagonist. Building \nBe sure to include your agency in your partnership with your MLR team. \nHow do you measure the effectiveness of your content campaigns? No single set of KPIs is \n\u201cThe most important metrics are the amount of time someone spends looking at the content and \nField reps can provide you with a real-world understanding of whether \nReview the data regularly and, most importantly, share it with your agency. \nLocalization of content is another area that benefits from the use of modular \nBiopharma companies are publishing across more channels and localizing content for more \nModular content is the most efficient way to store, share, reuse, and update your content. It can
\nCreating modular content<\/a> for use in your content marketing materials provides several benefits:<\/p>\n\n
\nmodules allow you to repurpose existing content, reducing the cost and effort
\nassociated with creating new content. For example, you\u2019re able to repurpose
\nexisting modules to create customized content for a meeting with a specific
\nhealthcare professional (HCP) or overhaul a campaign for a different market.<\/li>\n
\ncan be used in new pieces without resubmitting them for MLR approval, placing them in
\nthe hands of field teams faster.<\/li>\n
\nmany pieces of content, cross-referencing the data with the effectiveness
\nstatistics of individual content pieces. Module tracking yields more
\ncomprehensive and granular data on content performance.<\/li>\n<\/ul>\n
\nwhich drives the commercial success of healthcare companies by creating AI-powered, idea-driven
\nhealthcare experiences with the customer at the center. He sees the use of modular content as
\na tool to enable the creation of tailored and compliant content faster and at scale, improving its
\nusefulness to your field teams. Hirsch emphasizes just how effective modular content is with
\nregard to reuse and personalization. \u201cThe more you personalize your content, the better. There\u2019s a
\nmisconception that personalized content means completely new content. But reuse is critical.\u201d\n<\/p>\nDigital asset management<\/h2>\n
\nsuch as master slide decks, product shots, global and localized language for product descriptions
\nand usage, composites, claims, and references can be stored in digital asset management
\n(DAM) \u2014 a library or \u201cvault\u201d for approved content. DAM is a single source of truth, so you can
\neasily manage the accuracy and compliance of the content as you update it. Content and field
\nteams can easily search those components and use each module to assemble and personalize
\nexisting content. This can be done on the fly for specific meetings, presentations, or new
\ndistribution channels.\n<\/p>\n
\nNyarady, executive vice president of delivery optimization at Omnicom Health Group. \u201cOnce you
\nhave accurate, approved content cataloged properly using digital asset management, you can
\nmore efficiently personalize content for different delivery channels.\u201d\n<\/p>\n
\nusing digital asset management, you can more efficiently
\npersonalize content for different delivery channels.”
\n – Christen Nyarady, EVP, Delivery Optimization, Omnicom Health Group<\/span>\n<\/p><\/blockquote>\nWhat goes into creating effective content?<\/h2>\n
\nthat build content for highly differentiated audiences that face MLR reviews. Those best practices
\ninclude:<\/p>\n\n
\nbaseline personas, a field rep\u2019s presentation may vary by HCP or medical
\nspecialty, knowledge level about the therapy, and the target\u2019s location. A granular
\nunderstanding of who the prospect is, what they already know about your
\ncompany, what therapy they are most interested in learning about or discussing,
\nand the format to which they\u2019re most receptive are keys to moving the sales
\nprocess forward. The more personalized the content, the more likely a prospect is
\nto read, view, or listen to it. A library of pre-approved modular content can speed
\nup the work a rep undertakes to personalize content.\n<\/li>\n
\ncomply with certain corporate standards. This need is complicated by numerous
\nfactors, among them: input and approvals from stakeholders organization-wide,
\nintegration of an outside content agency into the workflow, and the need to
\naccommodate localized versions of global content. Of overriding importance \u2014
\nand of unique concern in biopharma \u2014 are MLR reviews of promotional materials.
\nThese reviews can become stumbling blocks for efficient content creation,
\nbut involving your MLR team early can improve the content creation and approval
\nprocess.\n<\/li>\n
\nby brand, product, and field teams, it\u2019s imperative for your whole team, including
\nyour agency, to follow a standardized, well-documented process to achieve
\nsign-off on a biopharma marketing asset. Adherence to the process will accelerate
\nproduction while keeping the piece on-brand and on-message, and prevent it
\nfrom running afoul of regulatory requirements. Similarly, the process for making
\nchanges to content must be standardized to ensure that no unvetted language
\nfinds its way into the content. This could happen, for example, if your team makes
\nupdates to boost a piece\u2019s overall effectiveness based on engagement data.\n<\/li>\n
\nnot guesswork \u2014 to determine what content to create. A DAM should provide
\nmetrics that identify what content is being used, what isn\u2019t, and where the gaps
\nare in terms of topics that field reps use to start personalized conversations with
\nHCPs. Vikki Ward is European chief of operations for Havas Creative Group and
\nHavas Health & You, a global creative agency that works regularly with biopharma
\ncompanies. She advises supplementing data from your DAM with qualitative
\nfeedback from field teams. \u201cThe way to find out why your content isn\u2019t being used
\nis to ask the people who are \u2014 or aren\u2019t \u2014 using it: your field force. Field reps know
\nwhether the content is moving an HCP through an adoption ladder,\u201d she says.\n<\/li>\n<\/ul>\nWorking with your agency to build successful
\nmodular content<\/h2>\n
\nleading practices:\n<\/p>\nBuild partnerships and foster trust to enable collaboration<\/h4>\n
\nyour agency can work comfortably with every content stakeholder will build trust, encourage
\ncollaboration, improve efficacy, and align all stakeholders on challenges, goals, and measures
\nfor success.\n<\/p>\n
\nAREA 23, McCann Health New York, and AREA 23 on Hudson. She stresses the importance of
\ncollaborating with your agency: \u201cYou can build a giant tactical ecosystem, but if no one\u2018s on board
\nwith it, you won\u2019t be successful. Your entire team \u2014 MLR, brand marketers, conceptual reviewers,
\nfield reps, as well as your agency \u2014 has to be on the same page.\u201d\n<\/p>\n
\ndraft,\u201d advises Ward. \u201cThis will not only save time and improve alignment, it will foster teambuilding for the future.\u201d\n<\/p>\n![\"\"](\"\/wp-content\/uploads\/2024\/11\/Biopharma-Content-PDF-Img-6.png\")
<\/p>\nMake MLR your closest ally<\/h4>\n
\nrelationships with MLR early on is essential. \u201cThe sooner you explain your
\nstrategy to MLR, the earlier they can voice their concerns,\u201d says Hirsch,
\nadding, \u201cThat can lead to great discussions, true collaboration, faster
\napprovals, and fewer late-stage rejections.\u201d It also builds trust among the
\nentire team for future collaborations.\n<\/p>\n
\n\u201cThis aligns everyone on the content or tactical plan and builds a stronger
\nrelationship with, and confidence in, the agency,\u201d notes Nyarady.\n<\/p>\nYour field force is an important source for content evaluation<\/h4>\n
\nright for measuring the success of every piece of content, and valuable data can and should be
\nquantitative and qualitative in nature.\n<\/p>\n
\nhow often our field teams use it,\u201d explains Ma. Because your field reps are the ones using your
\ncontent, getting their feedback is essential.\n<\/p>\n![\"\"](\"\/wp-content\/uploads\/2024\/11\/Biopharma-Content-PDF-Img-7.png\")
<\/p>\n
\nyour content is easy to find, use, and customize. They can tell you whether
\nit\u2019s resonating with its intended audience and what follow-up content will
\nbe of most use to them \u2014 from an email to a data portal to a PDF of a
\npresentation deck. This input will help you improve the content that\u2019s used
\nmost often, discard the content that goes unused, and spend resources
\ncreating new content that is most needed.\n<\/p>\n
\n\u201cYour agency needs that data to be able to do the best job for you,\u201d Ward says.\n<\/p>\n![\"\"](\"\/wp-content\/uploads\/2024\/11\/Biopharma-Content-PDF-Img-8.png\")
<\/p>\nLocalize your content and then encourage its adoption<\/h4>\n
\ncontent, but the needs of each local market where the content will be used
\nmust be considered during the conception and ideation phases of content
\nproduction. You can encourage the use of content by the local field team
\nby including them in the content creation process and then demonstrating
\nthat a piece of content has been conceived for, tested in, and assessed by a
\nlocal market. A truly global co-creation team can create individualized, local
\ncontent that\u2019s in line with the global messaging and goals for the content.\n<\/p>\nConclusion<\/h2>\n
\nmarkets. To meet the demand among HCPs for timely and relevant information, companies need
\nto efficiently create content that the field team can and will use. Partnering with content agencies
\ncan help streamline operations while improving content quality and effectiveness. A modular
\ncontent creation strategy can accelerate MLR review, improve adoption among field reps, and
\nmake personalization and localization easier while providing HCPs with information that moves
\nthem along your customer journey.\n<\/p>\n
\nalso maintain its compliance and measure its usage. ³Ô¹Ï±¬ÁÏ PromoMats<\/a> facilitates the use of
\nmodular content, increasing speed to market by more than 50%, reducing content creation costs
\nby 20%, and enabling 75% of all content to be reviewed in a single cycle, on average.\n<\/p>\n