{"id":25879,"date":"2019-11-18T23:54:08","date_gmt":"2019-11-18T22:54:08","guid":{"rendered":"http:\/\/www.veeva.com\/eu\/?post_type=resources&p=25879"},"modified":"2026-08-26T14:37:10","modified_gmt":"2026-08-26T12:37:10","slug":"uncovering-your-contents-hidden-insights-ebook","status":"publish","type":"resources","link":"https:\/\/www.veeva.com\/eu\/resources\/uncovering-your-contents-hidden-insights-ebook\/","title":{"rendered":"Uncovering Your Content’s Hidden Insights"},"content":{"rendered":"

PART 1:<\/h3>\n

Why You Need a
\nDigital Supply Chain<\/h2>\n

\nThe content lifecycle isn\u2019t a new concept for life sciences marketers.
\nRigorous review cycles have always been crucial for ensuring only compliant
\nbrand messages reach doctors and consumers.\n<\/p>\n

\"\"<\/p>\n

\nBut while the core objective of this process still stands, technology
\nis creating new possibilities. 93% of life sciences companies are
\ndeveloping more content than they were 2 years ago.* This influx
\nof promotional materials is changing the healthcare marketing
\nlandscape, from the type of assets produced to the systems managing
\nthese materials.\n<\/p>\n

\nHaving a central location for assets gives global teams access to the
\nsame materials and makes it easy to share content all over the world.
\nThe cloud also enables better compliance by automating important
\ntasks — like linking claims to their reference documents \u2013 and providing
\nmore detailed tracking processes \u2013 like review times and reuse.\n<\/p>\n

\nThis technology-enabled content journey \u2013 the digital supply chain \u2013
\nis how promotional materials move through the full lifecycle. Starting
\nwith creation, review, and approval, materials then travel through
\ndifferent channels like web, email, and the field before ultimately
\narriving in the hands of doctors and consumers.\n<\/p>\n

\n\"\"\n<\/div>\n

Why the Digital Supply Chain is Unique<\/h2>\n

\nWhat\u2019s unique about the life sciences digital supply chain is the way it brings
\nstakeholders across the content development process (marketers, ops, agencies,
\nmedical, legal, regulatory, and the field) together in a single place. This gives
\nmarketing teams a full picture of their promotional materials so they can
\ndetermine how to refine their strategy and produce more valuable assets, faster.\n<\/p>\n

Digital Supply Chain Components<\/h2>\n

\nBut before diving deep into how to measure content to produce more
\npersonalized materials, it\u2019s important to understand the components
\nof the digital supply chain:\n<\/p>\n

\"\"<\/p>\n

Creative collaboration<\/h3>\n

\nLike the traditional content journey, the digital
\nsupply chain begins with creative collaboration.
\nThis can take many forms – collaboration across
\nyour marketing team, with agencies, or even
\nbetween regions.\n<\/p>\n

\nWhether you produce content in-house or
\npartner with external vendors, creating compelling,
\nbrand-aligned content sets the digital supply chain
\nin motion.\n<\/p>\n

Review and approval<\/h3>\n

\nNext is review and approval. Companies call this
\nprocess different things: MLR, LMR, PLC, POP, etc.
\nRegardless of the acronym, the goal is the same:
\nget the necessary stakeholders to review and
\napprove content quickly so it\u2019s compliant and
\nready for distribution.\n<\/p>\n

\nBringing together three different teams on one
\nworkflow is complex. But managing these cycles
\nthrough the cloud has simplified this process now
\nthat each group accesses assets on the same
\ncentral system.\n<\/p>\n

Content sharing and reuse<\/h3>\n

\nAfter content is approved, it\u2019s time to spread
\nthe word to your colleagues. There are many ways to
\nshare content \u2013 here are some common examples:\n<\/p>\n

    \n
  • With other regions:<\/strong> save your global teams the
    \nhassle of recreating existing assets from scratch.
    \nLet them know when materials are ready, so they
    \ncan localize or modify them for their needs.\n<\/li>\n
  • With other brand teams:<\/strong> keep other brands
    \ninformed of your latest assets. They may find
    \ninspiration from your content or uncover messages
    \nand materials that also apply to their audiences.<\/li>\n
  • With the field:<\/strong> share materials – like detail aids
    \nand iPad presentations – with your reps to ensure
    \nthey\u2019re using the most recent, approved assets.<\/li>\n<\/ul>\n

    Multichannel distribution and delivery<\/h3>\n

    \nArmed with approved content, your teams are ready to share
    \nmessages with the market. Companies can use a variety of
    \ndifferent channels depending on their audiences\u2019 preferences:\n<\/p>\n

      \n
    • In-person<\/li>\n
    • Web social media<\/li>\n
    • Marketing newsletters<\/li>\n
    • Webinars<\/li>\n
    • Events<\/li>\n<\/ul>\n

      Customer engagement and insights<\/h3>\n

      \nGetting your content in the hands of the customer is a great
      \nmilestone. But it\u2019s not the final step. It\u2019s also important to know
      \nif materials resonate with your audience, whether that\u2019s
      \npatients on your website or doctors in an office.\n<\/p>\n

      \nYou can measure customer reaction to and engagement
      \nwith assets using tools like tracking links, social metrics,
      \nand content sentiment, all of which should flow back into
      \nthe centralized system. It\u2019s also a good idea to ask for
      \nfeedback directly – especially if you\u2019re meeting with
      \ncustomers in person.\n<\/p>\n

      \nOnce you gather data on asset performance, you can
      \nsee your results and use these findings to adjust your
      \nmarketing strategy.\n<\/p>\n

      \n

      PART 2:<\/h3>\n

      Measuring Content Performance<\/h2>\n

      \nEach step of the digital supply chain can offer endless insights for improving
      \nyour content program \u2013 as long as you\u2019re asking the right questions at the right
      \nstage. Getting granular with your analysis is the best way to learn which metrics
      \nfit your goals.\n<\/p>\n

      \"\"<\/p>\n

      01 CREATIVE COLLABORATION<\/h3>\n

      Goal: determine the best way to
      \nproduce valuable content<\/strong><\/p>\n

        \n
      • How much do different content types cost to produce?<\/li>\n
      • How many iterations do we go through before submitting content for review?<\/li>\n
      • Does working with an agency speed or slow content development?<\/li>\n<\/ul>\n

        02 REVIEW AND APPROVAL<\/h3>\n

        Goal: get content approved quickly
        \nwhile ensuring compliance<\/strong><\/p>\n

          \n
        • How much time do MLR teams spend reviewing content?<\/li>\n
        • How much extra money does it cost per day in MLR review?<\/li>\n
        • How many review cycles does content go through?<\/li>\n<\/ul>\n

          03 CONTENT SHARING AND REUSE<\/h3>\n

          Goal: drive global content reuse to
          \navoid duplicating efforts<\/strong><\/p>\n

            \n
          • What percentage of content is reused, and by which region?<\/li>\n
          • What are the different ways we\u2019re sharing content? Global-to-local? Local-to-local? Cross-brand?<\/li>\n
          • How much money do we save by reusing content?*<\/li>\n<\/ul>\n

            04 MULTICHANNEL DISTRIBUTION
            \nAND CONTENT DELIVERY<\/h3>\n

            Goal: understand how content
            \nis performing in each channel<\/strong><\/p>\n

              \n
            • How much content is being used?<\/li>\n
            • Is this channel the best way to deliver that type of content?<\/li>\n
            • How current is this piece of content and its messaging?<\/li>\n<\/ul>\n

              05 CUSTOMER ENGAGEMENT
              \nAND INSIGHTS<\/h3>\n

              Goal: create more valuable content<\/strong><\/p>\n

                \n
              • Is our intended audience consuming our content?<\/li>\n
              • What are our top-performing pieces? Our lowest-performing pieces?<\/li>\n
              • Based on usage, should we reapprove this content?<\/li>\n<\/ul>\n

                \nIdentifying questions by stage is important for analyzing each step in isolation. But understanding how these
                \ncategories interact uncovers the deeper story of how well your content strategy fulfills your content goals.\n<\/p>\n

                \n\"\"\n<\/div>\n

                \nThe lower the quality, the longer it
                \nwill take.<\/strong> And more time in review
                \nmeans expensive resources like
                \nlegal and regulatory are spending
                \nvaluable hours on just one asset.\n<\/p>\n

                \nIt also means that materials won\u2019t get to
                \nmarket as quickly.<\/strong> This can affect how
                \nmany reps or regional marketing teams
                \nuse and reuse the materials. If they have to
                \nwait months after a piece of content was
                \npromised, they may find other assets to
                \npromote in the meantime or produce it
                \nthemselves.\n<\/p>\n

                \nWhich leads to the one
                \nquestion all teams have
                \nin the back of their minds:
                \nwas developing this asset
                \nworth its overall cost?<\/strong>\n<\/p>\n

                \nOf course, answering this question requires more than just one metric. When you look at the
                \nentire content journey you can pinpoint what\u2019s working well and what needs fixing.\n<\/p>\n

                \n

                PART 3:<\/h3>\n

                Uncovering Your Content\u2019s Hidden Insights<\/h2>\n

                \nJust as there are many ways to ask questions, there are many ways to combine
                \nmetrics to get the full picture of your content performance.\n<\/p>\n

                \nTo avoid getting overwhelmed by the possibilities, consider two crucial factors:\n<\/p>\n

                  \n
                • What is the one aspect of our content program that we\u2019re trying to improve (overall goal)?<\/li>\n
                • Which metrics are necessary for analyzing this overall goal?<\/li>\n<\/ul>\n

                  \nIdentify a goal that\u2019s simple, straightforward, and measurable. For example:\n<\/p>\n

                    \n
                  • Get materials to market faster<\/li>\n
                  • Drive greater reuse across global teams<\/li>\n
                  • Reduce our reliance on agency support<\/li>\n
                  • Save money<\/li>\n
                  • Provide more valuable content to our customers<\/li>\n<\/ul>\n

                    You can then begin to chart how to measure progress.<\/h2>\n

                    \nLet\u2019s say your organization wants to drive greater reuse across the globe. The home office is concerned
                    \nthat regional teams are recreating existing materials. Take a look at how to uncover bottlenecks:\n<\/p>\n

                    \"\"<\/p>\n

                    Set the foundation<\/h3>\n

                    \nStart with core metrics around
                    \nreview speed by tracking how
                    \nlong it takes for content to go
                    \nthrough a typical MLR review.
                    \nMeasuring both global and
                    \nlocal review times in case
                    \nregional teams need to translate
                    \nmaterials and send them
                    \nthrough local review.\n<\/p>\n

                    Dig deeper into reuse<\/h3>\n

                    \nOnce you\u2019ve defined an average
                    \nMLR time by region, look at
                    \nwhether teams are actually
                    \nreusing materials. Identify trends
                    \n\u2013 when assets take longer to get
                    \nthrough MLR review, do fewer
                    \ngroups use these materials? Or,
                    \nare certain regions spending
                    \nmore time recreating existing
                    \ncontent?\n<\/p>\n

                    Measure value<\/h3>\n

                    \nSharing approved materials with
                    \nregional teams is only one side
                    \nof the coin. If your audience
                    \ndoesn\u2019t find your assets valuable,
                    \nit doesn\u2019t matter how high reuse
                    \nis. Continue to track content
                    \nonce teams distribute it. Once
                    \nyou know which messages
                    \nresonate – or fail – with your
                    \naudience, you can adjust your
                    \nmarketing strategy to create
                    \nmore personalized assets.\n<\/p>\n

                    Draw conclusions<\/h3>\n

                    \nImproving content reuse at your
                    \norganization will likely involve
                    \nmore than one answer. You may
                    \nneed to figure out why MLR
                    \nreview is slow as well as improve
                    \nthe quality of your content.
                    \nRealizing that these two pieces
                    \ncompose a more complete view
                    \nof reuse at your organization
                    \nis key to figuring out how to
                    \nimprove results.\n<\/p>\n

                    \n\"\"<\/p>\n<\/div>\n

                    FINAL CONSIDERATIONS<\/h3>\n

                    Evolving Your Digital Supply Chain<\/h2>\n

                    \nDriving a successful end-to-end content program requires more than just identifying the right metrics.
                    \nTeams need to be bought into the digital supply chain vision as well as understand the unique,
                    \nimportant role they play. Keeping everyone informed of your goals – whether it\u2019s increasing reuse or
                    \ncutting costs – will empower them to offer valuable feedback on how to improve processes. Like any
                    \nsuccessful strategy, a well-oiled digital supply chain must consistently evolve to meet the changing
                    \nneeds and goals of your organization.<\/p>\n","protected":false},"excerpt":{"rendered":"

                    Understand how to measure content performance and produce better materials.<\/p>\n","protected":false},"featured_media":25936,"parent":0,"template":"","class_list":["post-25879","resources","type-resources","status-publish","has-post-thumbnail","hentry","resource-html-content-yes","resource-area-20-commercial","resource-product-20-commercial-content-promomats","resource-type-white-papers"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t