Accelerate, Scale, Analyze: Streamlining Pharma Brand Management on a Unified Platform
Brand managers play an important role in driving effective product launches. They manage the full marketing life cycle, from developing and implementing brand strategies, to promoting and positioning the brand for sales effectiveness. With the adoption of digital solutions becoming the new norm, it is becoming increasingly important for brand managers to leverage effective solutions to simplify and accelerate content lifecycles to maximise marketing and sales outcomes.
Understanding key barriers
When a new product is due to go to market, brand managers often face challenges due to limited resources and budget constraints. Ensuring consistent messaging as they scale across different touchpoints and channels, while meeting the increasing demand for engaging content adds on another layer of complexity to an already challenging job. Hence, it is important to have a targeted approach to create better and more engaging content to drive business objectives.
Brand managers need to engage with different internal stakeholders like the medical, regulatory, and legal teams, as well as external stakeholders like Healthcare Professionals (HCPs) and agency partners. Without the right tools and software, this can be a long-drawn and complicated process. Solutions like Veeva’s Vault PromoMats help brand managers to develop content strategically, in a more efficient way, and on a larger scale.
The launch of a new product to market typically occurs in three stages:
- Strategizing and collaborating with key stakeholders at scale. The first part of the process involves reviewing key insights and data from markets where the product has already been launched. By using Vault PromoMats, brand managers can access and analyze content performance via the insights dashboard. Here, they will be able to review information about the approval process, analyze usage rates for the content produced and gain insights to the different types of content that teams could potentially reuse. This helps with more accurate decision-making when creating content.
Another useful functionality is the Brand Portal, which provides a simple, intuitive interface to promote and organize content, making it easier and faster for marketers to browse, access, and use assets. Vault PromoMats has a well-established integration approach, enabling easier integration with other systems, including those commonly used by content creators such as Adobe Experience Manager and Getty Images. This creates a seamless process for authoring, publishing and more. In addition, the Auto Claims Linking feature helps to speed up the overall review process, making it more efficient for brand managers to prepare the materials for medical, legal, and regulatory (MLR) review. - Approving and adapting content quickly. The approval process for content often involves various iterations and revisions before it can be used by sales teams. When it comes to reviews by MLR stakeholders, integrations with software like Office 365 make the process more efficient. Annotation tools enable reviewers to mark up and make changes where appropriate and categorize comments accordingly for stakeholders to address. Previews are also enabled for brand managers to assess its final form. The content can be tracked in a timeline as it goes along its journey of approval.
- Leveraging insights to deliver and optimize content effectively. Learning how a piece of content performs can help teams to better tailor their marketing approach. Brand managers can access such insights from the content metrics function in Vault PromoMats, to understand how the assets they have created help different affiliates, and how frequently each asset has been reused. These insights can also be compared against industry benchmarks to better understand its performance. With these data and insights, brand managers can make informed decisions to improve their content strategy, drive efficiencies and optimize their workflow to get content to market faster.
Leveraging Vault PromoMats can help solve the three key challenges that a brand manager faces – speed, scale and insights needed for a strategic approach. Vault PromoMats enables an integrated content supply chain, from briefing to performance analytics. This is essential to improve the speed of content production and its resulting iterations.
Field teams are also increasingly realizing the importance of leveraging content – especially digital content, in their interactions with HCPs. Looking ahead, teams should consider adopting a modular content strategy to efficiently create highly personalized commercial content for HCP’s digital engagement at scale.
It is also important to leverage the tools we already have to better engage with HCPs, using insights derived from analytics to equip field teams to have more meaningful conversations.
Get in touch with us today to find out how one can unlock the value of digital engagement.