Pharma Strategy
Content Excellence.

Content excellence means optimising your content supply chain for the digital world. It speeds up the whole process by making each phase — content creation, approval, production, and distribution — more efficient. This requires a clear strategy and detailed implementation plan, which we develop through a 4-step process:

In the past, digital channels worked independently — operating as silos of information. An HCP would see roughly the same messages in each channel and be required to search and sort the information themselves. This multichannel approach is now being replaced by omnichannel. Omnichannel is a digital ecosystem in which channels and content connect. This enables a new way of working. You no longer repeat the same information everywhere. Instead, you move people through your ecosystem — designing customer experiences that, by responding to different profiles, are more relevant and engaging.

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For example, an HCP receives an approved email with information relevant to their specific interests. They then click a CTA to a website that has more detailed information. Later they receive an invitation to a remote detailing session. During this meeting, the rep invites the HCP to a webinar that presents the latest scientific data. In this way, the content and channels are all related but the story builds over time. This encourages HCPs to keep exploring.

One specific Arcane use case is using the power of generative AI to build modular content in high volumes. By removing production complexity modules become easy to create and, therefore, your communications can be even more targeted — precisely matching tightly defined HCP profiles.

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Anthill is also pioneering the next innovation: applying AI to assemble modular content into ready-to-use tactics. This innovation will make the benefits of modular content even more accessible by enabling natural and intuitive workflows. As a result, you can create high-quality, fully-specified tactics using everyday language.

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