Achieving commercial excellence with streamlined and compliant content management
Apr 28, 2024 |
Lai Teng Teh
As the pharmaceutical landscape grows more dynamic and competitive, life sciences companies are increasingly expected to develop more innovative brand launches, whilst juggling more complexity in marketing and interactions with healthcare professionals (HCPs).
At the very center of every successful brand launch and marketing strategy is the use of compelling content to complement interactions with customers and ensure consistent messaging and relevance to the audience. This is especially important as sales channels grow more diverse, offering new opportunities for a differentiated customer experience and more educational content, but also posing a greater challenge for marketing teams with greater demands and shorter lead times.
In parallel with accelerated brand launches, there comes a need to make the medical, legal, and regulatory (MLR) review process more efficient and streamlined, so that marketers can scale up content production effectively to meet the needs of a fast-evolving channel preferences to better meet the growing demands from HCPs.
The use of content management applications like Veeva Vault PromoMats can help to support the full lifecycle of promotional content, enabling marketing, legal and regulatory teams to streamline the creation, review, and distribution of compliant content at scale.
Adopting good digital asset management (DAM) practices through taxonomy
The journey to implementing a robust digital content strategy is two fold – investing in innovative content formats, new processes and the right people to do the job is important, but even more critical to this is having the right system to support digital asset management (DAM).
With a huge repository of content to manage across global and local functions, content needs to be organized in a way that makes sense for the teams, down to the descriptive, structural and administrative definition of an asset. This is known as Metadata, which is data about your data. It is helpful to classify information with similar characteristics into groups or classes, which is known as taxonomy. Having a well thought-out taxonomy will help representatives, and other colleagues across global markets, find the right content for the right purpose easily.
Producing personalized content effectively and at scale
Many biopharmas also operate across time zones and cultures, meaning that content needs to be localized and personalized to meet the different needs for different regions. Keeping geography and language in mind when developing content for local teams — as well as what HCPs want and need in each market, is key in ensuring a differentiated customer experience.
To build personalized content more efficiently, a modular content approach is crucial. This means using pre-approved modules in the approval process to create new content in an efficient manner.
Content in the healthcare industry is subject to MLR approvals, and ensuring MLR integration with commercial strategy is crucial. When the MLR process is built into the way the business is run, it helps with getting relevant buy-ins, especially when it comes to ensuring efficiency.
Driving content and commercial excellence with industry benchmarks
In order to build a robust content creation strategy and streamline ways of working for marketers, it is critical that teams drive performance using industry benchmarks. Setting benchmarks helps teams understand where they are currently at and where they want to be, which is foundational in building out pathways and a blueprint towards improvement. This includes reviewing current metrics such as the duration of review cycles, approvals, and current processes to draw insights and identify opportunities for improvement.
By reviewing ways of working and measuring performance against industry benchmarks, teams can help set up standard operating procedures that can be followed as a process roadmap. It is also important that in the process, teams are equipped with the right guardrails to move quickly, with the appropriate adjustments that are unique to their market needs.
Highlights from recent releases on Veeva Vault PromoMats
New updates to Veeva Vault PromoMats have been designed to make the content process much more intuitive, personalized and streamlined.
An intuitive, fresh new look to Brand Portals
With the new Brand Portals user interface, users can curate and collaborate more easily with teams on a simplified interface, with a modernized look and feel. Curated content now displays the most relevant material to users, enabling content creators to find their content quicker, with added enhancements such as multi-document select, rich text support and further customization options.
Leveraging Content Modules for quicker content creation
Content creators will now also be able to download all Content Modules within a document at once. The downloaded file will include an Excel file containing all metadata, text assets, and rules for Content Modules and Content Module Assets. This will help make the content creation process simpler and more intuitive.
As the single source of truth for all your content needs, Vault PromoMats can empower marketers in the content marketing journey, streamlining content creation in parallel with rapid commercialization in the life sciences industry and delivering more personalized, compliant assets within specialty markets.
Learn more about how you can make the most of Vault PromoMats here.
At the very center of every successful brand launch and marketing strategy is the use of compelling content to complement interactions with customers and ensure consistent messaging and relevance to the audience. This is especially important as sales channels grow more diverse, offering new opportunities for a differentiated customer experience and more educational content, but also posing a greater challenge for marketing teams with greater demands and shorter lead times.
In parallel with accelerated brand launches, there comes a need to make the medical, legal, and regulatory (MLR) review process more efficient and streamlined, so that marketers can scale up content production effectively to meet the needs of a fast-evolving channel preferences to better meet the growing demands from HCPs.
The use of content management applications like Veeva Vault PromoMats can help to support the full lifecycle of promotional content, enabling marketing, legal and regulatory teams to streamline the creation, review, and distribution of compliant content at scale.
Adopting good digital asset management (DAM) practices through taxonomy
The journey to implementing a robust digital content strategy is two fold – investing in innovative content formats, new processes and the right people to do the job is important, but even more critical to this is having the right system to support digital asset management (DAM).
With a huge repository of content to manage across global and local functions, content needs to be organized in a way that makes sense for the teams, down to the descriptive, structural and administrative definition of an asset. This is known as Metadata, which is data about your data. It is helpful to classify information with similar characteristics into groups or classes, which is known as taxonomy. Having a well thought-out taxonomy will help representatives, and other colleagues across global markets, find the right content for the right purpose easily.
Producing personalized content effectively and at scale
Many biopharmas also operate across time zones and cultures, meaning that content needs to be localized and personalized to meet the different needs for different regions. Keeping geography and language in mind when developing content for local teams — as well as what HCPs want and need in each market, is key in ensuring a differentiated customer experience.
To build personalized content more efficiently, a modular content approach is crucial. This means using pre-approved modules in the approval process to create new content in an efficient manner.
Content in the healthcare industry is subject to MLR approvals, and ensuring MLR integration with commercial strategy is crucial. When the MLR process is built into the way the business is run, it helps with getting relevant buy-ins, especially when it comes to ensuring efficiency.
Driving content and commercial excellence with industry benchmarks
In order to build a robust content creation strategy and streamline ways of working for marketers, it is critical that teams drive performance using industry benchmarks. Setting benchmarks helps teams understand where they are currently at and where they want to be, which is foundational in building out pathways and a blueprint towards improvement. This includes reviewing current metrics such as the duration of review cycles, approvals, and current processes to draw insights and identify opportunities for improvement.
By reviewing ways of working and measuring performance against industry benchmarks, teams can help set up standard operating procedures that can be followed as a process roadmap. It is also important that in the process, teams are equipped with the right guardrails to move quickly, with the appropriate adjustments that are unique to their market needs.
Highlights from recent releases on Veeva Vault PromoMats
New updates to Veeva Vault PromoMats have been designed to make the content process much more intuitive, personalized and streamlined.
An intuitive, fresh new look to Brand Portals
With the new Brand Portals user interface, users can curate and collaborate more easily with teams on a simplified interface, with a modernized look and feel. Curated content now displays the most relevant material to users, enabling content creators to find their content quicker, with added enhancements such as multi-document select, rich text support and further customization options.
Veeva Vault PromoMats’s new Brand Portal user interface
Leveraging Content Modules for quicker content creation
Content creators will now also be able to download all Content Modules within a document at once. The downloaded file will include an Excel file containing all metadata, text assets, and rules for Content Modules and Content Module Assets. This will help make the content creation process simpler and more intuitive.
Pre-approved assets, metadata and rules are now downloadable with Content Modules to make reusing content much simpler, even for users without Content Authoring tools
As the single source of truth for all your content needs, Vault PromoMats can empower marketers in the content marketing journey, streamlining content creation in parallel with rapid commercialization in the life sciences industry and delivering more personalized, compliant assets within specialty markets.
Learn more about how you can make the most of Vault PromoMats here.