Build a Strong Foundation for Content Creation and Reuse
If you’re responsible for content creation and distribution in pharma, you need to build a solid foundation to understand content performance. That way, you can make better decisions about which content to continue to create or reuse across markets. To make this approach successful in your organization, get back to the basics and create a global taxonomy that works for all of your local markets.
One leading global healthcare company began its medical, legal, and regulatory (MLR) review journey several years ago when it migrated to Veeva Vault PromoMats. Vault PromoMats, integrated with MLR, was a selling point or an enhancement as the company thought about digital asset management (DAM). After its initial success and putting standards in place, the company began encouraging the local markets to use Vault PromoMats as their DAM while allowing them the flexibility to make some choices about workflows, fields, and values.
Building a solid content foundation
Standard content taxonomy and tagging are essential for building a solid content foundation. The organization established an initiative to tag and track content throughout its entire lifecycle, from planning to creation. The team uses Vault PromoMats for approval, and then content moves into its delivery channels.
A cross-functional team, including operations, individuals from local markets, IT, data, and analytics, is looking at building a global taxonomy to improve content tracking and search and improve its data.
They will use this data to decide the best approach to engage with customers and provide personalized content moving forward. Data is vital to drive better content strategy and maximize content reuse.
Scaling content reuse
When it comes to content reuse and tracing, it’s essential to tag your content correctly so you can find it. Once you locate the content you want to reuse, you need to find the source files.
Many people rely on agencies but haven’t built ownership of source files into the content process. Nothing is more frustrating than not having the source files for a piece of content you want to repurpose. If you own your files, you can store them in Vault PromoMats as a single source of truth. Agencies can upload the source files into Vault PromoMats. In markets where agencies don’t have access, they can provide you with the files before submitting the final invoice.
Some markets don’t have the resources to use a DAM as well as others, but you can make it easier for them by introducing automation to upload files to Vault PromoMats. It’s helpful to start small with launch brands, key brands, or your core resources. You might focus on one or two resources, such as your key detail aid source files. Over time, people become more knowledgeable about the benefits of uploading source files into Vault PromoMats. Using a DAM to store core resource files helps reuse content and save time and money.
DAM training fundamentals
As more markets use the DAM, training becomes integral to your content operations. Even if you’ve conducted a training program on your technology and processes, it’s important to educate key stakeholders on the evolving technology, retain and share knowledge as new stakeholders join, and reinforce your content strategy.
Because every organization has user turnover, with job owners and approvers coming in and out of the organization, along with agency turnover, ongoing training helps ensure business continuity. In addition, as Veeva introduces new Vault PromoMats functionality, you need to ensure people know how to use it correctly.
Regular training sessions enable you to reinforce essential practices, such as filling out metadata fields accurately. That way, your teams can avoid errors that would result in incorrect metrics at the end of the day. Empowering your teams with the tools, resources, and training helps you get the most out of your Vault PromoMats investment.
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