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Posted by Hexagone team |
October 6, 2020
Multichannel marketing (MCM) strategy involves the creation of content for each communication channel of the defined channel mix. As an example, we would need digital presentations, aka CLM presentations for face to face e-detailing (in a better world) or for remote e-detailing and emails.
As mentioned in our second post of this series, a comprehensive MCM project management is key. We shared our communication channel design mind map that provides a 360° picture of what to think of, gather and prepare to successfully design and manage each of the communication channel.
One part of the work to be done is the content management. After defining all the strategic aspects of the MCM strategy with content strategy, campaign management and Customer experience map, comes the time of creation and development. That’s the phase of the MCM project where things get a little bit complicated since the traditional way involves dealing with several tasks, and steps to design, produce and deliver one piece of content.
It is what it is.
However, the growing need for Pharma marketing teams to develop, update or adapt several pieces of content – planned in the customer experience map – makes it difficult to handle each time a long process (meaning more time and money) at a higher frequency.
Therefore, to be able to manage the design and development of as many materials as they need, the MCM strategy should also include a way to streamline those long and painful processes.
The first step is to rely on a robust content development process in order to produce and manage multiple types of marketing materials being delivered in multiple formats for different communication channels.
How?
You might have heard of it already: a content authoring tool designed for Life Sciences.
A content authoring tool is a content development application that is used for creating digital content such as HTML5 presentations or emails. It has capabilities to simplify and ease the development process of digital assets compared to the way it is traditionally done by digital agencies.
With such a tool, marketing teams take control on every piece of content they produce (e.g. updating content on their own in minutes with no third parties involved or being requested).
Many pharmaceutical companies have made significant changes on their road to digital marketing transformation. However, the current content development model includes time-consuming steps, using too much resources while spending money and increasing the time to market with complicated workflows, multiple vendors to handle.
As previously said, moving from a dozen or so steps to few like 2 or 3 becomes almost a non- negotiable requirement to implement a multichannel marketing strategy.
A content authoring tool reduces the time and costs for content development by 60% (avg.).
What does it mean for a Pharma marketing team?
More time to dedicate to added value phases such as the content strategy, the pharma campaign management etc.
Less money spent on steps you can do without
Less human resources to mobilize
Less third-party vendors to handle or communicate with
Less back and forth calls and meetings
Less risk of delays
And consequently, more content produced by spending less time and less money which means better meeting healthcare professionals (HCP) needs providing more tailored and customized content
You no longer need to make compromises in the amount or type of content you planned in your MCM strategy. We often see brand teams especially in emerging markets that have to compromise by using interactive PDFs instead of proper CLM presentations because of the development cost.
Maintaining a continuous MCM strategy bring value to HCPs and enhance their omnichannel experience. Update at a higher and faster frequency. Many Pharma companies fail to refresh their MCM brand campaigns as competitors expand their voice, and new ones enter the market.
Not only it will help any Marketing team to keep pace with trends in their markets and regulations it will also:
Adapt a Global material to Local market at a faster speed. Improved content management through a single platform can promote localization of Global materials by affiliates. It allows managing information and monitoring the usage of Global materials meaning more brand consistency across the whole organization, establishing global internal standards with unified design codes/guidance.
Increase responsiveness and impact through more frequent content re-use and adaptation.
Moving toward purchasing a technology platform is essential to run a CONTINUOUS AND UP-TO-DATE effective MCM strategy.
1. A cloud-based online platform with a WYSIWYG* interface (*What You See Is What You Get).
The user view what the end result will look like while the digital asset is being created. No more in between steps with drafts or pre-documents to prepare. Achieving digital capabilities powerful enough WITH NO CODING skills.
2. A complete and unique set of functionalities and features
Anyone can quickly and easily create, edit, update, share and localize HTML5 digital content for the main communication channels, e.g. face to face detailing, remote detailing or emails.
A built-in set guideline for CLM /MCM design offering a site-wide setting to customize once functions and in one place. It applies to all digital assets in a regulated environment from the start to finish and with full control.
It is designed to strengthen the power of Pharma digital assets and make content creation easier and pleasant. Add animations, interactive elements, HCPs’ surveys, manage references, etc.
3. 60% avg. up to 75% savings in time and money
By disrupting the traditional digital content creation process, it reduces costs and time spent by approximately 60% avg. (eliminates 100% programming costs and cuts steps in the design phase by 40% to 50 % avg.).
4. Global to local integrated process.
Integrated translation interface allowing Global team to share digital content and affiliates to localize them within a day instead of weeks.
CAM IS A SINGLE PLATFORM FROM DESIGN TO DELIVERY WITH NO CODING. CREATE DIGITAL ANIMATED CAMPAIGNS IN 2 STEPS.
Navigation is automatically coded by SPIDER™. It may include primary and secondary navigation bar.
Use native CRM datatracking system including surveys.
SPIDER™ creates digital assets compatible with IQVIA OCE, Nexxus MI, VEEVA CLM and CT Mobile.
SPIDER™ is connected with Veeva Vault PromoMats. The connection with ePromo is in progress.
Dedicated localization interface to quickly localize presentations.
Native Content Popin Management System enables HCP’s to focus on your key messages and not the small print.
Native references Management system. No need to manage the numbering of the references.
Digital assets are shared to local markets and easily localized with no pain.
At the end of the day your MCM strategy becomes more agile and more effective.
Thank you for following us on this series about multichannel marketing management.
STAY TUNED for new series on Digital Pharma Marketing.
Feel free to reach out to us at contact[at]hexagone.life.
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