Скачать или смотреть Modular Content – Creating Value Opportunities | PharmaFuture Digital Council Leader Interview Ep 04

Watch the 4th episode on "Modular Content – Creating Value Opportunities" in our PharmaFuture Digital Council Leader Interview series. The interview video features senior life sciences commercial and digital leaders who share insights on opportunities to create value through modular content in pharma’s content supply chain:

Raakhi K Sippy - Global Head of Marketing Operations & 3rd Party Partnerships, GSK
Tara Stewart – Worldwide Head, Multi-Channel Hub, Bristol-Myers Squibb
Uwe Dalichow - Head of Global Marketing Operations, Bayer
Thomas Thestrup-Terp - Vice President, Commercial Operations, Novo Nordisk
John McCarthy, Principal Consultant, DT Consulting

RAAKHI KHERA SIPPY
it’s really important that we start to create modular, fragments, and nuggets of content that can be easily consumed by our customers and be leveraged across various channels to deliver on an exceptional customer experience.

TARA STEWART
The value is in being able to get it to them (patients & HCPs) in the timeliness and the speed. Unfortunately some of the indications that we are responsible for driving communications in, Time matters. The time from diagnose to the time to treatment is often very swift, because of the criticality of it. The emotion behind that, right, you also have to be able to do it in a way that demonstrates empathy cause People are consuming a lot of different disparate information sources at the same time.
And then most importantly you can’t make it hard, right! It’s got to be rally easy to be able to access.

UWE DALICHOW
So what you really need is modular content that you can adjust very quickly, basically on-the-fly and to the insights that you’re generating and to the data that you’re collecting. That is an absolute requirement if you wanna engage with customers, again, at their terms 24x7.
At the same time you also have to look at the organizational side of the house. And I think here you need to be very clear moving forward what content do we wanna own and what content do we wanna outsource and be generated by external parties, for example.

THOMAS THESTRUP-TERP
This is not about disrupting the way we work with agencies on the strategy and the core visual aids etcetera. But this is about doing things and producing content where it matters most and is also most effective. And we need to start increasingly decoupling the strategy process from the actual content production process. We are, as many others, working with that right now.

JOHN MCCARTHY
So if I really apply supply chain thinking to the content stream, I think there is probably five steps you can think about as part of your execution.
1st would be decoupling the creative process from the production process that allows you to optimize on both sides. Step 2 would be to change the ownership of production. Too often it has been the marketing team and the marketing agencies. And there are simply better choices out there today.
And when it comes to the creative side, I think there is a step about identifying the redundancy of what’s your agencies are creating for you on a global basis.
And what you have done that allows you I think gives you the license to centralize that content creation. And by centralizing that you now have 2 clear hubs, 1 for content creation, 1 for content production. You can really optimize both in that way.
And then the 5th step is simply measurement. Like, it’s not something we have done a good job of measuring what has happened. What has changed, in the way we deliver content.
So those are the five steps for me that are fundamental. Many across pharma are working on them or on individual components of it, there is always a way to improve on those 5 steps.

THOMAS THESTRUP-TERP
For me it’s about 6 KPIs. It’s about the cost of the production. It’s about time-to-market of the content asset. It’s about the quality of course. It’s about the Use of the asset and it’s about the Reuse of the asset. And finally and not least, it’s about engagement, that the asset brings with our users or the customers.

TARA STEWART
So really shifting about how you create and curate the content agnostic of the actual channel is where things are shifting to. And how you can drive much more relevancy and personalization.