From a traditional digital content creation to the digital content authoring manager.

Multichannel marketing execution in Life Sciences is at its highest peak nowadays. Building an effective omnichannel experience for HCPs is on every mouth. Especially since we have no choice but to take the digital leap. But we need to feed channels with content.

There’s a widespread belief in the Pharma industry that digital content development is time consuming and involve quite a budget. We give you an alternative perspective to increase your business agility and guide you through digital transformation.

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Traditional content development involves several agencies from the creative to the technical development parts. More often they are digital or creative agencies taking care of all the process hiring third parties on the background to do the development part or having their own technical development teams in house. Or sometimes a Pharma company goes itself with their creative artworks to a pure development agency. And it works.

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This is how most of Pharma companies get their digital content ready for the 3 main communication channels: face to face eDetailing (not available now), remote detailing (currently on high demand), and emails.

The common thing on the traditional workflow is CODING.

Well, some of you might not care at all as long as it is done, right? But we often hear that Brand teams are overloaded with content and it is becoming more and more difficult to manage it all¹. Because we need to produce more valuable content:

• To feed more channels
• For more personalized interactions with HCPs
• To keep up with the competition
• Etc.

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On top of that the content should come right in time. Timing is crucial. If I need to take 3 months to develop a remote detailing presentation of 20 interactive screens, then I probably missed the window to make an impact.

In a recent McKinsey article²: Ready for launch: Reshaping pharma’s strategy in the next normal, one of the five success factors to consider for a launch strategy is Rapidly personalized content.

‍Of course, the customer centric approach to marketing in Pharma is becoming an imperative to catch HCPs’ attention by providing more added value content they expect. The value of any interaction an HCP will have with a Pharma company rely on prioritizing their needs and interests.

They also state that “To reduce development cycles, content creation and review processes need to be streamlined and simplified.”²

In order to do that, content need to be created and produced in a way that will facilitate the customer centric strategy’s execution: shorter, simpler and even cheaper. Otherwise, content creation will somehow stand as a blocker to your strategy.

That article concludes: “Adopting an agile operating model with processes that support cross-functional collaboration enables launch teams to rapidly create campaigns to address shifting customer needs.”²

The shift is happening.

“During and after the recovery, efficient approaches to content development and management will be crucial.” As cited in another recent article from McKinsey.³

In other words, it is clear now that Pharma needs to review their traditional digital content development model to increase agility and become more efficient to be able to refresh marketing campaigns as much as necessary, address HCPs needs, and moving as fast as data does.

So, coming back to the common thing on the traditional process: C O D I N G.

Why it matters?

Because coding is the piece of the cake that takes the longest time. Imagine a developer has to code every page individually after it went through several steps to validate the design, the type of animations and interactivities, then describing them to the developer, etc. All that is done manually!

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Another point is that Brand teams are often unaware of the whole process and sometimes are losing patience when they are being told: “we need 2 more weeks to make that small change your medical is asking”. How is it possible to become more agile when losing complete control on your own content somehow?

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To keep your digital strategy in tune with the ever-changing world environment, ensuring speed, efficiency and quality, implies Pharma marketing teams to leverage solutions that will free the development process from coding. And that is the time to consider NO CODE platforms.

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No code platforms leverage intelligent automation to drive efficiency, agility and performance. No coding is the solution to access the required transformation Pharma companies are drawn into.

It cut that coding phase that makes all stakeholders struggling to get content ready: from a brand manager who’s asking to launch their campaign rapidly, to the digital agency team that needs to swing back and forth between the development team and the customer going through a numerous of amending and testing phases etc.

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How would it feel for a Brand team to get their content ready in time, be able to make any last changes by themselves or quicker with support of their agency while still empowering their creative agencies to create more outstanding designs for their marketing campaigns?

JOIN THE NO CODE MOVEMENT.

To know more checkout our content authoring solution: https://www.hexagone.life

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