“This data is often non-standardised, unstructured, and just too complex to process and extract valuable insights from,” explains Viseven CEO Nataliya Andreychuk. “When creating marketing campaigns, teams may struggle to find information in siloed content libraries, so they end up either creating duplicate content for diverse channels or investing a fair bit of time to write from scratch. And, when it is time to track campaign effectiveness, the lack of end-to-end visibility becomes evident. If marketers analyse the performance of eDetailers, emails, and social media posts patched together, it becomes difficult to discern what makes a campaign successful or a failure.”
With an advanced content experience platform, a pharmaceutical brand can make use of their data to craft engaging content that resonates with the audience on their preferred channels, all while trimming time and costs.
As Andreychuk explains, the beauty of content experience software is that it allows automating tasks, like writing fresh content from scratch, translating into a preferred language, and accelerating the previously time-consuming and costly medical legal regulatory (MLR) processes. Digital content platforms make approved high-quality content versatile, allowing swift adaptation for diverse channels and audiences.
Pharma companies often find themselves swamped with gigabytes and terabytes of data. An advanced artificial intelligence (AI)-powered content marketing platform allows users to automatically tag text, video, and audio content, structuring and organising all data into semantically categorised bite-sized chunks. This makes it easier for brands to find necessary assets and assemble them together to cater to a specific format, platform, channel, or audience.
The underlying principle, says Andreychuk, is based on the concept of maximising the use of each content piece. The modular approach boosts the team’s efficiency and uplifts campaign effectiveness, without requiring substantial resources.
Given the nature of the pharmaceutical industry, every content asset must comply with the rigorous MLR requirements for healthcare communications. While these procedures do minimise the risk of spreading misinformation and potentially harmful content, they tend to impede agile and dynamic interactions with patients, as each fresh content piece must be examined and approved separately.
In content experience platforms, metadata assigned to each content asset allows pharma marketers to track its approval status. Once the module is approved, pharma brands can safely repurpose and reuse it without resubmitting it for MLR review.
“Modular content has to be created and approved only once, which not only cuts spending by removing extra work for MLR teams and marketers, but also helps to get to the market faster. In this way, pharma can quickly deliver crucial information to healthcare providers (HCPs) and patients, contributing to the ultimate goal of saving lives,” highlights Andreychuk.
“Making decisions without data means leaning on intuition or subjective opinions. It is prone to biases, is risky, and is potentially costly. By contrast, when pharma companies use analytics, they can trace the performance of a reusable asset across diverse channels and make comprehensive revision based on evidence,” adds Andreychuk.
Additionally, marketers no longer need to spend considerable amounts of time updating modular content. When new data or regulations arise, users can simply change an asset without overhauling the whole document. For example, if there are changes in the contraindication guidelines, it is necessary to update only the relevant module.
While AI chatbots allow production of new content in practically no time, they often miss the mark when it comes to personalisation. This cannot but leave some in the C-Suite feeling sceptical about its consistent use. “Pharma and life sciences companies have their specialised jargon that is not always baked into the chatbot, leading to inaccuracies and lack of precision,” as Andreychuk points out.
“To address this challenge, certain content experience platforms, like our eWizard, have the integrated ChatGPT model directly linked to the clients’ databases. Since the solution relies on the company’s internal data, rather than only on the world wide web, the output results are relevant, accurate, and personalised”.
If a pharma company targets international markets, this tailored content can then be translated into a preferred language. AI algorithms store information from past translation results in a client’s separate memory server. For a pharma company, having its own memory server substantially improves the translation quality.
The MLR review can eat into the company’s budget and take a long time. According to Andreychuk, the downsides extend beyond the financial impact. Prolonged procedures may result in some chronically ill patients not accessing information about their treatment options in a timely manner, or individuals at risk of developing life-threatening diseases remaining uninformed and neglecting much-needed preventative care. The lack of evidence-based data could also mean that some patients endure a reduced quality of life for a longer period, as they are unaware of up-to-date strategies to manage their drug side effects or conditions.
Effective content experience platforms are designed to speed MLR, making sure that content summited for the initial review is of high quality. “Instead of waiting for content to shuttle back and forth between MLR teams and content creators, advanced solutions, such as eWizard, enable users to see the likelihood of content approval before undergoing the formal process. These tools show context mismatches and missed references as well as make suggestions for improvements,” Andreychuk says.
Tech solutions, like advanced content experience software, emerge as the key tools for gathering quality information and establishing a cohesive data layer across entire organisations. This capability is essential for staying agile and competitive in the face of challenges impeding communications with patients and HCPs.
Nataliya Andreychuk is the CEO and co-founder of Viseven, a global MarTech services provider for life sciences and pharma industries. She is one of the top experts in digital pharma marketing and digital content implementation and has more than 14 years of solid leadership behind her belt. Andreychuk is among the strongest female leaders in the marketing technology world. She has been contributing her vast expertise to developing smart digital solutions and software, which are now serving clients in over 70 global markets, delivering intelligent, personalised content across channels, platforms, and countries.
Viseven is a future-inspired global MarTech Services Provider for Pharma and Life Sciences industries with more than a decade of experience. Viseven’s digital transformation centre offers innovative solutions for companies of different sizes and digital maturity levels by merging marketing and digital technology expertise with innovation and strategic capabilities. The company’s solutions, products, and services are actively used by the TOP 100 Pharma and Life Sciences companies in more than 50 countries around the globe.
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