Content at scale with Modular Content.
Empower your brand with flexible, scalable, AI-driven modular content management across channels.
Maximize Content Creation. Create more, faster — with less effort and greater consistency.
Why modular content is needed
The traditional healthcare content supply chain needs to be faster, more affordable and more flexible. An inefficient process limits what marketers can do and doesn’t meet healthcare professional (HCP) expectations.
The rapid growth of digital marketing in pharma has overstretched traditional supply chains. More channels require more content. More content, in turn, means additional sales and marketing team supervision, extra MLR approvals, rising production costs, and localisation bottlenecks as affiliates face ever more materials to adapt.
The pharma supply chain is being further pressured by changing customer expectations. HCPs increasingly favour digital engagements and want these digital interactions to be personalised. In response, marketers are trying to implement omnichannel communications that provide personalised customer journeys. As each ‘journey’ sequences multiple channels and content formats, implementing omnichannel further strains the supply chain because more content is required.
Modular content fixes these problems by making marketing tactics far easier to create and approve — reducing costs, speeding content production, and enabling new working methods.
How modular content works
Modular content functions like building blocks. You can think of it as occupying a 'middle position' between individual content components (e.g. texts and graphics) and completed assets, such as a Veeva Approved Email. Each module includes everything needed to tell a complete mini-story, e.g. product claims, references, copy, graphics, logos, and the business rules determining its correct use.
Consequently, modules work independently and in combination — without causing citation problems or other issues. Importantly, modules are also designed to work across channels — meaning that you can use the same module in an eDetailing presentation, website and email.
As a result, you can build content faster and more cheaply. The ability to combine modules means that tactics can be assembled at speed. And the interoperability of modules means you can reuse them across channels — applying the same module to a website, approved email, or self-service detailing solution.
Modular content also speeds up approvals. Instead of repeatedly checking the same content in different channels, MLR review modules once. Then, when assembled into tactics, most of the review work has been done — enabling 'light' approvals and much faster time-to-market.
Modular content: meaning, strategy, and best practices
How to provide an amazing HCP experience. Full explanation with use cases and best practices in strategy and content
Modular content brings efficiency that saves time and reduces costs. You can think of that as losing weight. But it also builds marketing muscle. The efficiencies of modular content enable you to do more — creating exceptional digital experiences that delight and inform HCPs.
Lose weight and build muscle.
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Implement omnichannel
Companies can implement more targeted omnichannel communications because content is easier and faster to produce. In practical terms, the efficiencies of modular content enable you to build experiences for five different profiles where only one or two might currently be feasible.
Deliver the right message to the right person in the right way
Expand reach
Production efficiencies mean you don’t have to over-segment audiences. HCPs that were previously uneconomical to engage can now be reached because modular content enables you to repurpose sales force materials into digital communications.
Build an ecosystem of connected digital channels
Channel experimentation
The interoperability of modular content means that you can apply the same content elements to a website or an email. As a result, channels you previously might have wanted to create but couldn’t because of complexity reasons are now possible.
Create tailored experiences for specific HCP profiles
Faster market response
Companies often know their best and worst-performing content but cannot respond because of a cumbersome production process. But with modular content, you can swap content in seconds. That means top content can be easily repurposed into new tactics, and poorly performing modules quickly removed and updated
Orchestrate channels around customer needs
AI and modular content
Anthill’s pharma AI solution, Arcane, further speeds modular content production. By leveraging your existing content, Arcane enables you to apply the generative powers of AI to produce modules safely in high volumes. That production increase means your communications can be even more targeted, with modules created to match precisely defined HCP profiles.
Anthill is also pioneering the next innovation: applying AI to assemble modular content into ready-to-use tactics. This will make the benefits of modular content even more accessible, creating natural and intuitive workflows.
For example, instead of searching through content libraries, users can give the AI tasks in natural language:
I want to create an email including at least two patient profiles. Use the existing content modules. Add a section about our upcoming congress.
The AI can then find the available content modules, confirm them with the user, and automatically apply them to a template—producing a result you can see immediately. Further instructions, such as “change the template” or “add another patient story,” can then be made.
This approach opens opportunities to further leverage your data by instructing the AI to develop complete tactics that match specific HCP profiles, or to compare different assets and rank them according to the likelihood that they will resonate with specified audiences.
Pharma AI solution
See the future of pharma content. Arcane is an AI-powered solution for content discovery, planning and generation — designed for pharma’s specific needs.
Benefits of modular content.
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Enable omnichannel for personalised HCP experiences
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Expand reach through content creation efficiencies
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Leverage the potential of AI in a compliant way
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Precisely track content performance at a modular level
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Respond to the market faster with continually refreshed content
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Achieve brand consistency across channels and markets
What we offer.
Modular content services.
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Expand your reach and enable omnichannel marketing with content that is cheaper and faster to produce. Anthill can partner with you throughout the modular content process — providing the project management expertise, technical smarts and creative knowhow that ensure a smooth process.
Complete process
Prepare for success: get the governance model, change management processes, detailed project plan, timelines and relevant milestones, that ensure everything runs on schedule.
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Stakeholder engagement
Embed throughout your organization: design and activate procedures for content creation, MLR approval and affiliate localisation to ensure that everyone is on-board.
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Module library
Empower affiliates to act with confidence. Take account of the ‘Human Factor’ and ensure that everyone fully understands, supports and implements the customer journey strategy in their markets.
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Technical solution
Unlock the technology: enable or optimise your technology platforms — Veeva, Salesforce, Sitecore etc. — to support modular content.
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Implementation
Activate the solution: affiliate training on the processes and technology that builds the skills and confidence to implement locally.
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Turbo-charge your supply chain today.
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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
Modular Content
Deliver the perfect HCP experience
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Product Launches
Effective Product launchesDeliver the perfect HCP experience
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Veeva Services
Deep integrations with the Veeva platform
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Customer Journeys
Solve specific marketing challenges
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