Make the Most of Your Time and Money by Collaborating Early

Achieving a high return on investment (ROI) is a holy grail of digital marketing campaigns. That’s why I talk to my clients about internal ROI. Internal ROI reflects the efficient use of time and money spent internally preparing a digital tactic for use externally. When commercial review teams partner with marketing professionals early in the development of digital tools, a company greatly enhances its internal ROI.

In order to save your company time and money, work together more effectively earlier in the review process before a tactic is presented for consideration. Promote fluid internal collaboration in as close to real-time as possible across all verticals. Build in opportunities to collaborate before formal reviews begin by asking one another targeted questions, such as:

• Are we clear on the purpose of the digital tactic?
• Does it improve informed decision making among HCPs and patients?
• Does it help patients increase adherence? Does it facilitate access to providers or supportive care resources?
• Are we confident that the digital solution addresses unmet needs or adds value to the end user?
• Does the team fully understand the medical, regulatory, and legal implications for this tactic, as well as the time investment that will be required to ensure compliance?
• Who will be responsible for monitoring any two-way communication or social posting that results from use of this digital tactic?
• Do we need to consider whether and how it will work across a variety of digital platforms/social media in our review of the tactic?

Thanks to advanced technologies such as streaming video, flash animation, and downloaded programs that interact instantly with the user, digital assets can be incorporated into nearly every marketing communication, from product images, promotional video clips, advertising, white papers, abstracts, presentations, posters, multimedia graphics, and more.

Every digital asset must be reviewed for compliance in every market. This requires a well-oiled commercial review process where companies take practical steps to deliver compliant and compelling commercial content and campaigns in different markets. Professionals utilizing digital media must have a baseline of regulatory competency; be able to filter out non-compliant, non-negotiable elements from originated content; and prevent any un-cleared materials from ever being published.  

To learn more about how to effectively facilitate the central control of assets approved for compliance via a commercial content management system, click here.

Ilyssa Levins is president and founder of Center for Communication Compliance (CCC). Ilyssa helps manufacturers and their promotional agencies save time, money and manage risk, when promoting drugs and devices. She combines her regulatory compliance, marketing communications, and change management expertise to help clients achieve their goals. Read more about internal ROI on PM360 Online.