Deliver Compliant Content Faster

Josh Hopkins, Marketing Manager Analytics & Digital Marketing at Roche Diagnostics

Both pharma and medical devices and diagnostics companies share similar marketing hurdles, and pressure around regulatory challenges. Though these two segments of the life sciences industry differ in many ways, at the end of the day, everyone is dedicated to putting the patient first.

What are the content management and distribution challenges we face in our industry? Firstly, keeping up with our growth. A growing number of products means the complexity of your business may require additional content for each piece of the business. Managing and distributing all of this content, while remaining compliant, can be difficult. But, shouldn’t the solution be simple?

Where Do We Start?

First, it’s essential to create a project team who is responsible for the ongoing success of your organization’s content. Next, identify procedural gaps. Map out and define who is responsible for posting, removing, and updating content. Finally, standardize your procedure with a quality process and set clear accountability for how content is distributed and managed outside of your content management system.

The Three R’s of Content

The three R’s of content are key principles and ways that you can eliminate content waste and protect your marketing investment.

Reduce
One of the first steps in looking at ways you can maximize content is to remove the clutter. If you can’t identify the purpose of a piece of content, stop investing in it. Be sure to have proper metrics in place so that you can analyze your content’s performance to determine what moves the proverbial content needle and what doesn’t.

Reuse
Reusing content does not simply mean republishing verbatim. One of the most critical concepts of maximizing the return and life span of your content is identifying opportunities to update, enhance, or repackage existing content. According to Jay Baer, a leading marketing expert, there are four primary content marketing metrics you should be paying attention to: consumption, sharing, lead gen, and sales.

Recycle
Think of recycling as a way to creatively repackage an existing piece of content at the end of its lifecycle. Make sure you’re repurposing high-priority assets into multiple formats to expand marketing opportunities. You can break down large content into smaller pieces, or combine small pieces of content into something bigger.

Keep in mind that recycling content is more than just creating a new format. When strategically planned and mapped across the customer journey, be sure you are creating the right amount of content for each stage of the funnel.

Tying it All Together

When working to deliver tailored content faster, be sure you perform content audits on a regular basis to identify where potential gaps exist. If you aren’t actively checking for version changes and control, then you’ll most likely still have outdated, promoted content that isn’t in compliance with your MLR process. Create compliance procedures and processes by establishing a team, clear accountability, and set defined procedures.

Finally, remember the 3 R’s of content – reduce, reuse, and recycle your content.
Repackaging, repurposing, and recycling content is one of the only ways to make content marketing scalable at no extra cost. These compliance standards and processes can help your organization deliver content faster in a more compliant way.