.svg)
.svg)
Posted by Hexagone team |
October 21, 2020
Achieving the degree of common brand identity of Coca-Cola® consumer brand global campaigns, a dream for Pharma global marketing managers?
Pharma companies have been moving back and forth from an operating model to another continuously.
The centralized model is usually the most wanted. Global teams agree on it and tend to stick to it. But sometimes, being centrally orchestrated involves a heavy global governance that can quickly become overwhelming and the decision is eventually left to whatever sounds like working.
In fact, a centralized model is difficult to manage over time leading to uncoordinated initiatives and efforts resulting in decentralization. A decentralized model is often the lack of an efficient global to local operating model.
Moreover, one of the several reasons why a decentralized model eventually sticks around is because affiliates want more flexibility in their local brand initiatives to meet their local markets’ needs.
Note: of course, a decentralized model applies de facto to exclusively local brands.
In the first post of this series we will try to find an operating model providing a win-win situation from global to local. Does it make sense to centralize, and to what extent? But most importantly how to do it efficiently?
However, to be efficient enough in finding the right answers, we should take the subject the other way around and start with the following question:
What Pharma companies need to achieve by centralizing when delivering marketing campaigns across geographies?
However, in a global market, agility and time to market are also high priorities to keep pace with the competition. Speed of delivery matters. In top of that, reducing costs is on every Pharma companies’ lips.
These are the real challenges Pharma companies are facing in their digital marketing operations. The right operating model must help any global and local teams achieve that.
So, we must think what is the key to my operating model to meet my objectives? One that doesn’t deliver against the company’s strategy.
Managing a brand’s equity on a global scale is becoming an imperative rather than an option. Content localization is critical to success in a worldwide marketplace, where everything from language to the Regulation’s rules can vary widely. Pharma company’s local teams take content creation into their own hands — sometimes in ways that aren’t aligned with the company’s overall branding and messaging. Finding the right balance between complete flexibility for affiliates (leading to poor brand consistency) and less flexibility (leading to less market agility) is difficult.
The key, therefore, is to develop a framework in which the global team can optimize content for local markets without undoing all of the work they put into building a brand (not to mention running afoul of regulatory requirements — all while losing time and money).
As a global, regional or local marketing manager you may think there is no real solution, but we think there is: add a technology to create a more efficient and effortless centralized operating model.
By experience they are three key components of a successful global content framework:
1. Deciding how much brand equity your business needs;
2. Defining both global imperatives and opportunities for localization;
3. Determining ownership structure (monitoring local initiatives).
All three should originate from the centralized digital operating model in place.
It’s a fact that local affiliates are in need of outsourcing support for digital marketing initiatives. Developing digital marketing content for individual markets can range from simply translating content created for the home market to customizing every detail to reflect and accommodate local regulations, preferences and cultures.
The objective to global brand recognition is to keep tight control over brand identity while remaining sensitive to local preferences. Those types of efforts might include the following elements: logos, medical marketing messaging, brand guidelines, etc., would be determined on a global level and would have to be used on all digital brand’s assets, regardless of geographic location.
In addition, all content would have to reflect the brand’s values and support any current campaign messaging. Language, images, packaging, etc., would be localized, allowing each market to optimize content for the local market.
The content authoring tool is the solution that embed everything necessary for a successful global to local strategy.
Having global and local brand teams online and onboard in the same place yet geographically apart can dramatically speed up the time to market, improve brand consistency, and reduce costs and time for developing digital content.
It allows global teams to retain control of the most important branding decisions while encouraging their affiliates to create content adapted for their particular markets. The technology combines the pros and cons of each of the centralized and decentralized models to turn them into strengths and opportunities rather than weaknesses and threats for Pharma companies’ businesses. It plays the role of a facilitator or a mediator between the two.
Having an efficient centralized model is possible thanks to the content authoring tool.
Digital assets are designed like global approved materials, presenting information in a fair and balanced manner according to local markets’ needs.
It allows local marketing teams to consider the content authoring tool they’ve inherited as a canvas of sorts built to ease the process of master to localization, with a fantastic and consistent foundation laid out for them to adapt.
Bringing close coordination with the vision and goals of HQ avoiding dispersed operations leading to consistency issues but also wasting resources, time (in compliance work) and money that local affiliates struggle to afford. This can then result into an inefficient organizational system even it started as centralized.
Conducting an audit of all existing digital content across all company’s affiliates
Using the results of that content audit to prioritize high-risk issues that need immediate attention
Writing policies that address the global rules that all content must follow, regardless of location
Creating guidelines and training materials to help affiliates adapt or create content that’s optimized for their particular markets
Developing a two-way workflow that provides local affiliates with content they can use and establishes a conduit for local affiliates to share issues and suggestions back to the global team
Developing a monitoring program to track compliance
Providing regular updates on the status of the brand’s digital content
Involving the local teams in the design of global campaigns.
In every brand’s messaging there are common content such as a situation describing patient unmet needs, mechanism of action, efficacy, safety, and tolerability following the selling process.
Therefore, at global level it is possible to define templates using the common content to lead local affiliates towards the most consistent and compliant way of creating or adapting their digital assets while developing content in line with their respective markets’ needs.
The reuse of the templates by brands allows tremendous savings up to 75% at local and global level and accelerate time to market of local initiatives. The global governance is balanced with the flexibility given to local affiliates to create their own brands’ campaigns within the templates aligned with the global brand identity.
1. 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.).
2. 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.
This was the first episode of the series about Pharma global to local digital marketing strategy.
STAY TUNED for the next episode.
Feel free to reach out to us at contact[at]hexagone.life.
.svg){kind=small}
Read more on Multichannel marketing for Life Sciences.
Be up to date with our news and tips for a better digital marketing strategy.
.svg){kind=icon}
