{"id":77580,"date":"2024-05-28T20:30:55","date_gmt":"2024-05-28T18:30:55","guid":{"rendered":"https:\/\/www.veeva.com\/eu\/?post_type=resources&#038;p=77580"},"modified":"2026-01-27T14:21:12","modified_gmt":"2026-01-27T13:21:12","slug":"6-guidelines-for-preparing-teams-to-scale-modular-content","status":"publish","type":"resources","link":"https:\/\/www.veeva.com\/eu\/resources\/6-guidelines-for-preparing-teams-to-scale-modular-content\/","title":{"rendered":"6 Guidelines for Preparing Teams<br> to Scale Modular Content"},"content":{"rendered":"<p>\nNo matter why you join the modular content movement, scaling it requires a<br \/>\nchange management plan to gauge stakeholders\u2019 readiness and lay the foundation<br \/>\nfor success. Before creating your first module, use the following six guidelines to<br \/>\npave the way for new modular processes and, potentially, <a href=\"\/eu\/products\/veeva-promomats\/\">new technology<\/a>.\n<\/p>\n<p>\nOne vice president of content says, \u201cWe were facing an enormous and fast-growing amount of content that required us to establish new ways of working<br \/>\nto achieve our business goals.\u201d She and her team anticipated that a modular<br \/>\napproach to content would provide the agility they needed.\n<\/p>\n<p>\nBioMarin wanted to analyze content flow to <a href=\"\/eu\/customer-stories\/prepping-for-omnichannel-success-with-a-scalable-content-model\/\">prepare for omnichannel<\/a> and map<br \/>\na modular strategy. Tom Zito, associate director of global content management<br \/>\noperations, says, \u201cWe have a chance to re-engineer our content model, configure<br \/>\nthings around what we want to measure, and to measure right.\u201d His team got<br \/>\nthe ball rolling by identifying metrics around content reuse and review within<br \/>\nand across regions.\n<\/p>\n<h4>GUIDELINE 01<\/h4>\n<h2>Communicate your<br \/>\n\u2018why\u2019 to promote buy-in<\/h2>\n<p>\nModular content personalizes HCP engagement, helping them get the right<br \/>\ninformation to patients faster. That powerful message aligns with biopharma\u2019s<br \/>\nmission, making it an excellent baseline for stakeholder education and buy-in.<br \/>\nWhen identifying and communicating your why, consider sharing other<br \/>\nmeasurable outcomes of modular content use as well, including its ability to:<\/p>\n<ul>\n<li><strong>Deliver savings and efficiencies<\/strong> <br \/>\nA modular content approach helps one customer <a href=\"\/eu\/resources\/modular-content-powers-omnichannel-engagement-at-speed-and-scale\/\">reduce time to market<\/a>by more than 50% and boosts content reuse by 40%.\n<\/li>\n<li><strong>Prepare for a digital model<\/strong> <br \/>\nEstimates reflect that 90% of content will be digital in 2027.<br \/>\nModular\u2019s efficiency lays the foundation for faster content production at scale.\n<\/li>\n<li><strong>Safeguard regulatory compliance<\/strong> <br \/>\nUsing multiple versions of similar content makes it difficult for reps to<br \/>\n<a href=\"\/eu\/resources\/veeva-hcp-360-trends-report\/\">know what assets to use<\/a>, risking compliance. Modular content helps avoid<br \/>\nversion control issues and ensures brand consistency.\n<\/li>\n<li><strong>Reach HCPs and patients faster<\/strong> <br \/>\n<a href=\"\/eu\/resources\/veeva-pulse-field-trends-report-4q22\/\">Patient starts are 2.5 times<\/a> more likely when reps provide content in meetings.<br \/>\nField teams can be more confident sharing content when the messages appeal<br \/>\nto an individual HCP on their roster.\n<\/li>\n<\/ul>\n<p>\nIt\u2019s never too early to align with stakeholders about the reasons for your<br \/>\ninitiative. Communicate anticipated roles, potential timelines, and preliminary<br \/>\nmeasures of modular content success from each stakeholder\u2019s point<br \/>\nof view. At the organizational level and for senior leaders, connect your<br \/>\nproposed modular strategy directly to key business objectives. At the team<br \/>\nand individual stakeholder levels, help others embrace change based on<br \/>\ndepartment- and<br \/>\nrole-based goals and motivations.\n<\/p>\n<p>\nRemember that you\u2019ll identify and designate change champions within your<br \/>\nstakeholder groups as you go.\n<\/p>\n<h4>GUIDELINE 02<\/h4>\n<h2>Prep MLR teams, especially<\/h2>\n<p>\nMuch of the preparation for modular content adoption focuses on medical, legal,<br \/>\nand regulatory (MLR). After all, the MLR team is responsible for signing off on<br \/>\nthe final version of content. Dr. Tim Patel, U.K. medical director at Astellas, says,<br \/>\n\u201cThere\u2019s a real advantage in having modular content, and medical needs to get<br \/>\ninvolved a lot earlier to get the foundation right.\u201d\n<\/p>\n<p>\nAreas of focus in prepping the MLR team for modular content success include:<\/p>\n<ul>\n<li><strong>Analyzing submission guidelines and revising them as needed for modules<\/strong><\/li>\n<li><strong>Ensuring review teams are comfortable reviewing modular content<\/strong><\/li>\n<li><strong>Creating regulatory submission examples on how to submit variable and<br \/>\nmodular promotional content to the FDA compliantly<\/strong><\/li>\n<\/ul>\n<p>\nPartnering with MLR colleagues early in planning for modular content adoption<br \/>\ncan also drive strategic innovation. One customer evaluated MLR efficiency<br \/>\n during a modular content initiative by analyzing reviewer comments in<br \/>\n<a href=\"\/eu\/products\/veeva-promomats\/\">Veeva PromoMats<\/a>. The goal was to spot trends in materials from partner<br \/>\nagencies. For example, a medical team may flag anything from inaccuracies to<br \/>\ngrammar and spelling mistakes. Analyzing the comments in aggregate helps<br \/>\nidentify and remedy common hurdles to create accurate content faster.\n<\/p>\n<blockquote><p>\u201cThere\u2019s a real advantage in having modular content,<br \/>\nand medical needs to get involved a lot earlier to get<br \/>\nthe foundation right.\u201d<br \/>\n<span>&#8211; Dr. Tim Patel, U.K. Medical Director, Astellas<\/span>\n<\/p><\/blockquote>\n<h4>GUIDELINE 03<\/h4>\n<h2>Go it alone or choose<br \/>\nthe right partner<\/h2>\n<h3>Using internal resources<\/h3>\n<p>Modular content consists of all types and formats of pre-approved content components, from <a href=\"\/eu\/blog\/getting-started-with-modular-content\/\">thought leadership blogs<\/a> to email templates.<br \/>\nAs a result, the concept lends itself to starting small \u2014 e.g., a pilot \u2014 and then scaling.<\/p>\n<p><strong>Implementing modular, driving adoptions, and cementing new processes is possible using internal resources and by ensuring:<\/strong><\/p>\n<ul>\n<li>There is thorough planning and complete transparency of goals and roles<\/li>\n<li>Internal change champions help promote and embed the changes<\/li>\n<li>Stakeholders are kept aware of progress toward goals and potential roadblocks<\/li>\n<\/ul>\n<h3>Bringing on a partner<\/h3>\n<p>Biopharma commercial teams are used to taking<br \/>\ngreat care in allocating resources due to limited budgets. That can lead to a do-it-yourself mentality that costs more than hiring an expert. Modular content represents a significant change in how teams work, so transparency and alignment are critical. The right partner will bring deep, cross-industry experience. They will help you quickly identify the correct data, implement efficient processes, and advise your teams on marketing execution.<\/p>\n<p><strong>Seeking external help may make sense when you:<\/strong><\/p>\n<ul>\n<li>Anticipate resistance that could derail the project<\/li>\n<li>Lack internal resources<\/li>\n<li>Have a significant volume of content to convert to modular<\/li>\n<li>Have had compliance issues with content in the past<\/li>\n<\/ul>\n<p>\nIf your organization is weighing its options to use internal resources versus<br \/>\npartnering with a third party, know the pros and cons of each path, with some<br \/>\nhighlighted here.\n<\/p>\n<\/p>\n<h4>GUIDELINE 04<\/h4>\n<h2>Start small and learn fast<\/h2>\n<p>\nInternal change management is often the most challenging hurdle to overcome in<br \/>\nany business initiative. It requires alignment across stakeholders on a global level<br \/>\nand must also consider local teams\u2019 needs. Therefore, Veeva often recommends a<br \/>\npilot project to start small, learn fast, and then scale rapidly. The vice president of<br \/>\ncontent says, \u201cIf you set up the foundations correctly by starting slowly, you can<br \/>\ndemonstrate modular content\u2019s value, and the path gets much easier.\u201d\n<\/p>\n<p>\nIdentify an area of the business suited to drive change while limiting disruption or<br \/>\nrisk to other parts of the organization. For example, consider deploying modular<br \/>\ncontent for a new brand, channel, or indication, as Otsuka Europe did. Doing so<br \/>\neliminates the need to redo a mature product\u2019s long-standing content processes.\n<\/p>\n<p>\nTo deploy modular content for a more mature brand, start by auditing your existing<br \/>\ncontent. Determine which frequently used messages make sense to \u2018modularize.\u2019<br \/>\nKeep in mind, though, that not everything has to be a module \u2014 keep a focus on<br \/>\nthe primary elements where you hope to drive consistency and reuse.\n<\/p>\n<p>\nIt\u2019s advisable to implement processes (and potential technical changes) to ensure<br \/>\nthat teams can easily access the modular content library and that the review and<br \/>\ndistribution processes are modern to reap the benefits of using modular content.\n<\/p>\n<blockquote><p>\u201cIf you set up the foundations correctly by starting<br \/>\nslowly, you can demonstrate modular content\u2019s value,<br \/>\nand the path gets much easier.\u201d<br \/>\n<span> &#8211; Vice President of Content at one biopharma<\/span>\n<\/p><\/blockquote>\n<h4>GUIDELINE 05<\/h4>\n<h2>Find and focus on efficiency gains<\/h2>\n<p>\nStakeholders at all levels of your organization<br \/>\nwill want to know what content stages are most<br \/>\nlikely to show efficiency gains and the \u2018payoff\u2019 of<br \/>\nthe changes. With modular content, performance<br \/>\nimprovements will vary within and between<br \/>\nbiopharmas. For some, the advantage will come in<br \/>\nthe content creation phase, enabling a centralized<br \/>\nproduction model or bringing some content creation<br \/>\ncapabilities in-house, thus saving on agency spend.<br \/>\nOthers will see a more streamlined and linked-in<br \/>\nMLR process, team, or both, resulting in getting<br \/>\nmore personalized content to market faster.\n<\/p>\n<p>\nWhen communicating about anticipated efficiencies<br \/>\ngained (and, later in the process, realized<br \/>\nadvancements), the most critical takeaway is to<br \/>\nbe transparent: Keep reporting and showing progress<br \/>\nand opportunities to improve. To begin thinking<br \/>\nabout measures, consider that:\n<\/p>\n<p>\nThe proper measures start with a clear objective<\/p>\n<ul>\n<li><strong>The factors explicit in the objective are:<\/strong>\n<ul>\n<li>You align it to business goals<\/li>\n<li>Stakeholders know what success looks like<\/li>\n<li>You map it to the product phase<\/li>\n<\/ul>\n<\/li>\n<li><strong>KPIs drive progress and show what\u2019s working:<\/strong>\n<ul>\n<li>Leading indicators show progress<\/li>\n<li>Impact KPIs show whether the objective is working<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>\nDefining and requesting critiques on leading<br \/>\nindicators for success and impact opportunities<br \/>\nmay be beneficial. The input could come from<br \/>\nyour industry partners, technology provider, and<br \/>\ninternal stakeholders. At the outset, consider<br \/>\nmetrics such as:\n<\/p>\n<p><img decoding=\"async\" style=\"border-radius: 25px;\" class=\"img-responsive\" width=500 height=700 alt=\"\" src=\"\/wp-content\/uploads\/2024\/11\/Commercial-WP-Img-7.png\"><\/p>\n<p><\/p>\n<h4>GUIDELINE 06<\/h4>\n<h2>Prepare to answer tough questions<\/h2>\n<p>\nDeploying modular may require you to debunk myths and navigate tough<br \/>\nquestions from internal and external stakeholders, including the following:\n<\/p>\n<p><strong> Q: Does creating personalized content mean creating more new content?<\/strong><\/p>\n<p><strong>A:<\/strong> Modular content strategy is a significant departure from creating one-off assets, so<br \/>\nstrategy leaders should prepare to educate stakeholders and guide them through changes.<br \/>\nWith planning, you can implement new processes for creating, reviewing, and distributing<br \/>\ncontent with minimal disruption and without jeopardizing compliance. Technology can<br \/>\nassist with streamlining reviews, for example, so you don&#8217;t see a spike in content volume.\n<\/p>\n<p><strong>Q: Is modular content designed only for global enterprises that have a lot of content?<\/strong><\/p>\n<p><strong>A:<\/strong> Modular content can benefit an organization of any size if the goals and KPIs align.<br \/>\nWhile large organizations may look to achieve shifts in the content production model to create<br \/>\na large-scale content \u2018factory,\u2019 smaller organizations can benefit from the ability to do more<br \/>\nwith less by creating modular content from their first brand launch.\n<\/p>\n<\/p>\n<p>\nFaster speed to market, more tailored HCP messaging, streamlined MLR<br \/>\nworkflows: Modular content\u2019s advantages are made possible through its ability<br \/>\nto produce pre-approved content for use across channels and regions. Get<br \/>\nready to launch your modular content change management plan on any scale \u2014<br \/>\nfrom a pilot test to a global brand launch campaign.\n<\/p>\n<p>\nLearn how <a href=\"\/eu\/services\/business-consulting-services\/\">Veeva Business Consulting<\/a> can help your marketing organization be more agile by delivering actionable data, timely and relevant insights, and content strategy support.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Scale modular content with change management tips that prepare teams and give stakeholders reasons to become change champions. <\/p>\n","protected":false},"featured_media":77581,"parent":0,"template":"","class_list":["post-77580","resources","type-resources","status-publish","has-post-thumbnail","hentry","resource-area-20-commercial","resource-product-20-commercial-content-promomats","resource-type-white-papers"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/resources\/77580"}],"collection":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/resources"}],"about":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/types\/resources"}],"version-history":[{"count":1,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/resources\/77580\/revisions"}],"predecessor-version":[{"id":84116,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/resources\/77580\/revisions\/84116"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/media\/77581"}],"wp:attachment":[{"href":"https:\/\/www.veeva.com\/eu\/wp-json\/wp\/v2\/media?parent=77580"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}