More value from your content investments

Research from Salesforce shows that 75% of consumers expect a consistent experience wherever they engage with brands – whether social media, mobile, brand websites or in person. And 64% of consumers expect companies to interact with them without delay.

These expectations apply to all industries, including healthcare. As a result we see increased investment in content creation across the life sciences industry, as companies seek competitive advantage by better understanding the HCP needs and responding with personalised and data-driven communications.

So how are we in pharma doing? Well, according to Accenture, 78% of marketeers in pharma and biotech say their organisation is producing a moderate to an enormous amount of digital content and assets, but only 13% of marketeers feel they are leveraging that content well.

So, despite increased investments, it seems that the healthcare industry as a whole is struggling to fully leverage content in a way that does not put an undue burden on brand teams. The fact is, if you don’t have the right strategy or tools, it can be challenging to activate your content and live up to customers' expectations.

This is why digital asset management (DAM) is so important — and why having a clear digital content strategy is essential. Not sure what is required? Keep reading for five crucial elements to consider.

1. Start with HCP needs

Firstly, it’s important to understand that business results are driven by improving customer experiences. We need to think beyond the product and see communications as less about pushing messages and more about providing services. Your customers want simple, connected, and focused experiences that directly address their needs. To achieve this, we need to update our content systems for the digital world.

2. Unlock your DAM potential

DAM isn’t just about organising content but rather activating it. To create the experiences that will resonate well with your customers, it’s crucial that you don’t keep your content siloed in specific assets that serve as content repositories. Instead, leverage DAM to drive dynamic digital tools that both serve your strategic and tactical goals. The true value of DAM is demonstrated when you use it to adapt to customers and channels.

3. Make content modular

Modular content is designed, created and delivered as discrete components. A strategy that organises content in a modular way (appropriately tagged in your DAM system) enables you to be much more flexible and proactive — and respond faster to changing customer needs.

4. Reduce, reuse, recycle

Modular content works like Lego bricks. It allows you to be more flexible because your content can be arranged in a variety of ways to best suit the given conditions. And this doesn’t just apply to an email template or an eDetailing slide — it applies to all your digital assets. In effect, it allows you to make existing content go further. It also can make it easier to approve and adapt content when needed for markets, or for a faster reaction time to new customer needs.

5. Deploy new technologies

There are exciting technologies made possible by a modular content strategy and effective DAM. One example is a ‘chatbot’ or ‘digital brand assistant’ that uses AI technology to deliver approved content in a user-friendly way — and in the channels of your choice. Such brand assistants are a great way to become more customer-centric as they enable you to deliver highly-relevant content to individual HCPs.
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Activating your content

To provide the experiences and personalised engagements that HCPs prefer, pharma is now re-engineering its content supply chain. New systems and practices enable companies to realise the full potential of digital technologies and unlock more value from their content investments. These upgrades to the supply chain—known collectively as content excellence—elevate the quality of brand experiences you can deliver at scale.

Learn about Anthill’s content excellence services‍

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Related content

Automated detailing guide: learn more about how automating detailing increases your reach and enables on-demand experiences. Read now
Content excellence whitepaper: download our whitepaper that explains how to to handle ever-increasing demands for digital content. Download now
AI in pharma marketing guide: explore AI’s potential and get clear use cases in this in-depth guide written specially for pharma marketers. Read now

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