Modular content is an established practice among digital and content marketers in industries such as FMCG and retail, who are facing a growing demand for additional content and the creation of personalized content to meet customer needs. requests from their customers. This is a newer concept for pharmaceutical marketers, who are now turning to modular solutions in response to accelerating demand for content over the past year.
Robb DeFilippis, Managing Director, Life Sciences, for a Global Creative Production and End-to-End Sourcing Partner Label in the Americas agrees.
“The marketing content mix for the pharmaceutical industry is changing and pharmaceutical marketers are eager to find ways to produce more content, quickly, while reducing inefficiencies and generating savings,” says Robb. “Modular content and standardization of processes, platforms and workflows – while not the answer to all content creation, will provide marketers with a very efficient and cost effective way to get derivative content based on creating the main campaign in the marketplace, while generating savings that can be applied to additional tactics or channels. “
But, as Robb notes, while the actual architecture required to achieve this will vary from company to company, it is a transition that will involve all stakeholders in the marketing content workflow.
“With a modular content ecosystem, a central repository of brand assets, claims, references, etc. combined with the approved tactical models, creating additional content takes minutes rather than weeks. ”
Do more in the digital space
Modular content, or “atomic” design as it is sometimes called, is the process of creating modules of content to be put together the way the user wants. It can be used for sales, marketing and patient communication materials, in print or digital form.
It can encompass such things as headlines, body copy, images, calls to action, legal copy, and logos, and the content can then be used as a frame for posts. This means that the designs can be done in a more model-based way than they are today and feature a shift from marketing as usual.
“The traditional approach has included a waterfall-type methodology where it is very linear; content is created and delivered, but it is not often shared within the organization. We’ve even seen cases where assets weren’t shared between the same brand teams, ”says Robb. “This leads to inefficiencies, including additional, duplicate, or derivative content that has to be created from scratch due to the lack of a modular content ecosystem. With a modular content ecosystem, a central repository of brand assets, claims, referrals, and more, combined with the approved tactical templates, creating additional content takes minutes rather than weeks. “
One of the downsides of focusing on immediate needs, as opposed to how assets might be reused in the future, is that it can often lead to unnecessary inefficiencies and somewhat production methodologies and workflows. bulky, but that’s changing.
“We are seeing huge initiatives from our clients to globalize content, where appropriate, so that it can be used across cultural or regulatory differences and there is a movement to be much more modular and out of the box. silos doing this, ”says Robb.
A modular content ecosystem
The need to escape traditional pharma methods to approach marketing content is becoming increasingly clear as the impact of the digital transformation of pharma and healthcare unfolds in 2020.
“The focus is now more on reusing existing assets, ‘pull once over and over.’ The global pandemic has stifled many content production and live content creation shoots. The last 14 months have highlighted the need for greater volumes of ready-to-use assets. Robb said.
“Pharmaceutical marketers are continually challenged to optimize and deliver content on a global scale, exposing the need for a higher volume of assets that will pass quickly through regulation and can quickly be used to successfully and effectively create a higher volume of quality marketing materials that are expressed in a cohesive brand voice. “
One of the ways to overcome these challenges is to align pre-approved materials and elements. That way, it reduces the need to keep jumping through the same old regulation hoops for the same content, which can all too easily stop the process.
“All stakeholders along the content delivery journey need to make it a priority to be efficient where they can. Regulatory teams, who have a very important and high-risk role in the process – and a very necessary role – must also be innovative in their approach, in order to reduce the downtime of what is traditionally the most important part. slow process. the workflow, ”says Robb.
But it is clear that the model-based approach required by modular content must not stifle innovation.
“We’re all trying to find ways to automate. One of the main lessons we’ve learned is that it’s all about collaboration. Success depends on openness and the collaboration of internal teams in the pharmaceutical industry to speed up the process. “
“Content developers realize they need to be flexible in their approach. The modular content workflow is a bit more rigid and can lend itself to creating large volumes of content in a more formulated way, but you can still create an amazing creation in a modular and template-based way. “
In the face of this need to think creatively about creativity, there are many different degrees and elements of effectiveness that can be achieved if, as Robb notes, “all make modular content success a priority.”
Change management: the key to modular success
However, the successful use of modular content in the pharmaceutical industry won’t happen without a series of adjustments, and it’s not just traditional marketing approaches that need to change.
“The key and most critical part of moving into this type of ecosystem for pharmaceutical marketers is change management,” says Robb. “Every touchpoint on the journey of content creation and production is going to experience some level of change.”
In the midst of these adjustments, it will be essential to ensure that the marketing, sales and regulatory teams are all working closely together.
He adds: “One of the main lessons we’ve learned is that it’s all about collaboration. Success depends on openness and the collaboration of internal teams in the pharmaceutical industry to speed up the process. It has to be a top-led change management effort within the organization and all parties really need to work together. Marketing teams, sales teams, regulatory teams – all must accept that internal and external silos must be broken down to ensure that this critical piece of the pharmaceutical marketing ecosystem is optimized. “
About the interviewee
Robb DeFilippis is an accomplished Director of Marketing Operations, with 25 years of experience leading organizations and clients towards more efficient, profitable and innovative creative production, sourcing and business process excellence. Robb has held leadership roles in major advertising agency networks including Omnicom, WPP, Publicis and IPG in industries such as CPG, health and beauty, finance, automotive and fashion. He has dedicated the last 10 years of his career to serving the life sciences industry and continues to serve this industry. For Tag, Robb’s focus is on building creative, highly functional, customer-centric delivery teams that execute all media and regulatory tactics, including digital, print, outdoor, video, social media, broadcasting, MLR submissions and packaging – serving an audience of healthcare professionals, patients, sales and point of service.
About the tag
Label your partners with pharmaceutical companies to help them communicate effectively with healthcare professionals and patients, increasing marketing effectiveness, accelerating time to market and ensuring excellence in launch and delivery. regulation. As the primary creative production partner of brands and agencies, Tag offers a complementary skill set for internal teams and advertising agencies to bring creative ideas to life, extend and deploy.