Reaching New Levels of Personalization with Modular Content
With telehealth adoption rising to levels 38x higher than before the pandemic,1 healthcare professionals (HCP) have grown much more comfortable using technology than they have previously. Now, nearly 70% are digital natives.2 In their personal lives as well, HCPs are used to instant virtual interactions and remote purchasing, creating the need for relevant information across a mix of channels.
As habits and engagement patterns evolve, it’s essential to reassess HCP preferences to deliver content that supports new digital needs. Several leading marketing agencies see how modular content is key in not only filling this gap so reps can connect with HCPs more meaningfully, but also accelerating review cycles to deliver timely information. Bringing in third party perspectives, here’s why a modular approach to content creation is a must in today’s on-demand digital world.
Custom content, fit for any channel
To make the best impression on HCPs, content needs to be tailored to their preferences and the patients they are seeing. “But as an industry, we still aren’t grasping the full extent of what it means to personalize the customer experience,” says Adam Hirsch, practice leader of digital experience at Real Chemistry. While patterns in channel use or message resonance provide critical insight into HCP behavior, every person is different and delivering content that meets these idiosyncrasies can determine how well a brand stands out.
Modular content allows you to move beyond simple segmentation by mixing pre-approved assets and matching them to the needs of the individual. It helps you stand in their shoes and speak to them exactly where and how they want. “Modular content lets us reach the people behind those generic personas,” said Hirsch. “It pushes us to think deeply about who they are and customize the content, messaging, and channel strategies right for them.”
This level of hyper-personalization is now expected with the shift towards hybrid engagement. As noted by Vikki Ward, European content delivery lead at Havas Health & You, “the days of having a hundred slides and physical pamphlets are long gone. HCPs want information that’s highly relevant and easily digestible across the slew of channels at their disposal.” Whether it be a video call on an iPad or an email exchange over mobile, modular content enables creators to form a library of pre-approved content and mold them to different people and channels for smaller, bespoke interactions.
Faster MLR reviews for content that is always up to date
As the industry becomes more digital, companies want teams to maximize efficiency while maintaining the same standard of compliance and personalization. This is difficult as organizations service more brands in the market than ever before, using no additional resources.
“By adopting a modular workflow, marketers won’t have to worry about building content from scratch or losing time retagging the same assets over again,” said Jennifer Ma, SVP and director of integrated production at AREA 23, an IPG Health Network Company. “Instead, they can automatically link images or texts to an approved reference or claim, driving message accuracy and consistency.” While this fast-tracks the medical, legal, and regulatory (MLR) review process, it also becomes easier to repurpose existing materials and speed the creation of finalized assets.
In a world where HCPs are bombarded with content on any given day, faster reviews help content make it to them within the small window of time the message stays relevant. Creators are then empowered to look closely at who they want to reach and their core values, rather than solely on how to get it through an approval faster. Ultimately, it enables companies to be more creative without risking speed or compliance.
Get started with modular content
This new world of digital maturity calls for a scalable and agile approach to content creation. Before diving head-first into modular content, lay the right foundation with these four steps.
- Conduct a content audit across your brands
- Build a framework of content standards
- Equip key stakeholders with fundamental tools
- Align cross-functional and regional teams
While modular content can be straightforward, adopting a new way of working takes time and collaboration. “With innovation always comes the risk of inertia,” says Ma. Aligning teams on the purpose of modular content and educating them on their role will take attention at the start. But a phased approach to implementation makes all the difference.
What types of content are you currently producing? David Windhausen, executive vice president at Intouch Group, recommends identifying upfront how much content you’re reusing and if there are any patterns in the content being created. This helps determine where you can focus your efforts and resources to streamline the creation process.
Next, look for similarities across these content fragments and what you can label as modular pieces. Can you create standard design systems across the organization? “This will give teams the structure they need to be more creative and easily move content from development to review,” said Windhausen.
Once you have standards in place, create a core content and claims library accessible by creative agencies, developers, and regulatory teams. By using a digital asset management system (DAM) you can easily search for content across markets and keep track of pre-approved references.
“Without a thorough claims library or a DAM, teams can find themselves taking precious time to search for specific images or references,” said Lydia Jani, director of regulatory operations at AREA 23 an IPG Health Network Company. “It can add hours or even days to the content creation and submission process.”
Build stronger relationships in the world of modern marketing
With the volume of content increasing in today’s virtual world and more of it competing for HCPs’ attention, commercial teams must anticipate HCPs’ needs to stay ahead of the competition. Timely content that answers the pain points of individual customers will be a differentiator.
With a modular content approach, not only can teams deliver more personalized assets across a variety of channels, but also speed through reviews for content that is always up to date. Doing so will position field reps as trusted partners for the industry, sparking more meaningful relationships that break away from the crowd.
For more on how to get started with modular content, read highlights from a conversation with leading life sciences marketing agencies.
1 Mckinsey & Company, “Telehealth: A quarter-trillion-dollar post-COVID-19 reality?,” July 2021
2 Veeva, “Guide to Digital HCP Engagement,” 2021