Automation vs. Human Touch: Scaling Personalized Content Creation

Emerging biopharmas like Moderna, Amylyx, and Sobi are increasingly recognizing that rapid commercialization necessitates producing more content, faster. But as content volume continues to rise, medicine is getting more precise, requiring more personalized communication within specialty markets.

“Everyone is talking about human touch campaigns that are highly personalized, since every patient is completely different,” said Jacci Lufkin, MLR review and marketing operations lead at Amylyx. “We’re trying to be specific to a certain audience, but this goal of ultimate personalization is challenging.”

So, how are content leaders at these companies balancing the need for rapid content creation while ensuring personalization and human touch?

Fortunately, it’s not an either/or question: automation can help you do both.

Empower the organization with automation capabilities

“Tech enablement is going to be the most impactful opportunity to emerging pharma,” according to Jason Benagh, director of global marketing operations at Moderna.

Content leaders like Benagh are exploring ways to incorporate automation into the content lifecycle for efficiency gains. For example:

• Automating tier-based MLR review as part of modular content. Tier-based review automatically categorizes and routes content for review to only the necessary stakeholders, depending on the level of content reuse and pre-approved modules included.
• Using Auto-Linking to automatically generate compliant reference links within an asset. Auto-Linking pulls from the claims library and automatically creates reference links within a document by recognizing the claims included in the document, which speeds content prep and review timelines.
• Leveraging DAM for automated image renditions and tagging to maintain a compliant single source of truth.

Use automation to enable personalization

Human touch will become even more important as life sciences companies seek to deliver the customer experience that is expected of them.

To address this, some biopharmas are exploring how AI and automation can support personalization, rather than sitting in contrast to it.

According to Richard Palizzolo, executive director, head of customer experience at Sobi, “We’ve been talking about AI as an enabler. Finding the right balance across both automation and human touch allows us to create those personalized relationships.”

This can include using AI to learn what’s resonating among certain customer personas, then tailoring content directly to that individual’s preferences. Modular content can help with this as well. In addition to creating content modules by asset and channel, you can create modules that appeal to your audience’s unique and varying preferences.

As you begin to implement automation, keep in mind that you can’t improve what you aren’t measuring. Ultimately, what you want to know is whether automation is speeding content, and if it is resonating with the right audiences. Establish internal processes to capture both internal metrics like content lifecycle durations, as well as external metrics like audience sentiment and reception.

Regardless of whether an emerging biopharma takes the plunge with AI, they should identify the right tech that will allow them to streamline content efficiencies and personalize content.