4 Content Management Tips for Emerging Life Sciences Companies
This past year, reps spent more time sending emails and meeting with HCPs virtually, increasing the volume of digital and email content produced in life sciences by fourfold1. This has made content a crucial part of the customer experience and created a greater need for emerging companies to engage effectively with HCPs long term.
Establishing the right content model before launch will help emerging companies create medical and commercial content faster while driving more mileage from each asset. Here are four tips to help your organization start laying the groundwork for effective content management.
1. Create content faster with a one-stop-shop for all your assets
Marketers and agency partners need a fast and organized way to collaborate on content plans, as well as early concepts they can share with the medical, legal, and regulatory (MLR) review team before content development begins.
Having a single source of truth for all of your materials, enables you to share, edit, and approve all documents in one place. Whether it’s messaging templates, website wireframes, or video storyboards, a digital asset management (DAM) system can help store content, collect feedback, and provide visibility into all associated files. This shortens review times and ensures final assets are ready to go the minute your product has been cleared by authorities.
“We’ve been creating more content now than ever. Having one place for all our content has ensured that we look at the latest, most accurate version of our materials.” —Tiago Caria, Senior Manager, Digital and Innovation, Shionogi
2. Shorten time to market with compliant workflows
Getting to market faster means little if your medical and commercial assets aren’t compliant. From delayed product launches to lost revenue, failure to meet regulatory requirements can have damaging effects on your business. Yet this can be difficult when teams are relying on manual, outdated processes, such as email and spreadsheets, to track and share content.
Using a cloud-based platform for your MLR review process can help streamline workflows and approve materials faster. It provides a comprehensive audit trail confirming your team is using the correct version of each piece of content throughout the process. This allows important parties to manage approval queues and marketers to submit assets to the right officials promptly, avoiding costly holdups.
“Good housekeeping is fundamental. A simple process people can adhere to makes the regulatory process easier.” —Rina Newton, Managing Director, CompliMed
3. Easily share and reuse content through multichannel delivery
Faster approval and regulatory review cycles alone won’t guarantee your content succeeds with HCPs. Companies also need to determine how their materials travel to customers across channels and regions.
As commercial teams ramp up the production of creative assets, more content will need to get pushed through various platforms, each targeting different audiences. Consider not just in-person meetings, but also your website, social media, newsletters, webinars, and online events, as content distribution channels.
From creation and approval to distribution and reuse, a cloud-based content management system helps you ensure brand consistency across various platforms. It gives you control over your assets, allowing only approved materials to make it to market and enabling rapid updates across all channels. More importantly, it offers the flexibility to repurpose content for local and global audiences while ensuring all messaging remains compliant.
“Having a single platform that provides one way of driving content throughout our different digital channels has been essential. It’s made it easier to reuse and deliver content.” —Vicky LaLumiere, Director, Head of Global Digital Platforms & Analytics, Lundbeck
4. Tailor the content journey with powerful insights
Understanding which materials resonate with HCPs and through which platforms will ultimately help marketers engage more meaningfully with customers. Tools like tracking links, social metrics, and content sentiment, give your team greater visibility into each customers’ reaction to and engagement with assets.
By continuously tracking and measuring content impact using these tools, commercial teams can adjust content strategies for future engagements. This helps companies stay relevant in the competitive landscape with more personalized content to address customers’ unique pain points. In the long run, greater insights will make sure you share the right content, at the right time, through the right channel.
“Learning how previous content performed with content insights has helped us improve our messaging, capture preferences, and be more relevant.” —Tiago Caria, Senior Manager, Digital and Innovation, Shionogi
Start planning for future success
With digital engagement increasing time with HCPs—and, in turn, the need for more content— the ability to rapidly create compliant materials is becoming a crucial step to success. By implementing these four tips into your content operating model, you’ll be able to support the team’s launch efforts with more speed and efficiency, while boosting customer engagement and your competitive edge moving forward.
To learn how to launch and scale your content production faster, read our latest eBook.
1. Veeva Pulse Trends, Global Market, February 2021.