Pharma marketing is a whirlwind – a constant race to deliver impactful messages on a global scale, all while navigating the ever-present labyrinth of regulations. Recent digital trends are screaming for a change. We need to move beyond traditional, siloed content creation, and enter the age of “shoot-once-use-many-times.” Imagine churning out high-quality, compliant content that resonates across various markets – that’s the dream, right?
The struggle? The sheer volume of content needed, coupled with the time-consuming regulatory hurdles that threaten to strangle your content calendar in its crib.
The solution? A powerful strategy that utilizes pre-approved materials and elements. This ingenious approach acts as your escape pod from the content creation black hole. By leveraging pre-approved building blocks, you can bypass the repetitive regulatory gauntlet, saving precious time and resources.
The result? Modular content strategy leverages the power of artificial intelligence (AI) to enhance efficiency, personalization, and compliance. A content creation process that’s efficient, compliant, and lets you conquer the global market with a consistent brand voice.
This blog explores how AI is revolutionizing modular content strategy in pharma, providing a detailed look at its benefits, implementation, and future prospects.
Understanding modular content
Imagine a situation where pre-approved, high-quality content components magically assemble themselves into targeted marketing materials. Website copy? Patient brochures? Social media posts? Consider it done. That’s the beauty of modular content – think Legos for grown-ups (because, let’s be honest, Legos are timeless).
Modular content strategy involves breaking down content into smaller, reusable modules or components. These modules can be independently created, managed, and distributed across various channels and platforms, allowing for greater flexibility and consistency in messaging.
How can pharma marketers leverage modular content?
If you are aiming to find a solution to how pharmaceutical companies can keep up with the fast-paced demands of content creation and distribution? Modular content offers a solution by breaking information into smaller, reusable pieces. This approach brings flexibility and efficiency, allowing companies to quickly update and repurpose content across various platforms.
Modular content ensures all information meets regulatory standards, reducing the risk of errors and inconsistencies. With modular content, tailored messages can be created to address the unique needs of different audience segments, enhancing engagement and relevance.
Ultimately, modular content helps pharma companies provide timely, accurate, and consistent information to healthcare professionals, patients, and other stakeholders, leading to better outcomes and stronger relationships.
Why should you care about this modular marvel? Let’s break it down
- Start is the most difficult part, don’t get stuck: Never start from scratch again! Modular content lets you focus on crafting approved content that can be easily adapted and reused across various channels. Think of it as a content buffet – you create the core dishes, and the modular system allows you to serve them up in different ways for different audiences. This approach not only saves time but also ensures consistency and compliance in all your communications. With modular content, you can streamline your content creation process, reduce redundancies, and focus on delivering impactful messages tailored to each audience segment. So, don’t get stuck at the starting line – let modular content pave the way for efficient and effective communication.
- Get your content faster to the market: With AI-powered modular content, you can accelerate your content creation process dramatically. Imagine generating content tailored to your target audience and communication goals in a fraction of the time it used to take. This reduces the heavy reliance on writers to produce detailed pharma and scientific content. Gen AI leverages your existing, pre-approved content library, (content, text, icons) allowing you to create high-quality materials in record time, keeping your content creation entirely in-house. Say goodbye to those painfully slow content creation cycles that are bogged down by creative approvals and MLR review delays. Modular content eliminates these roadblocks. AI can swiftly generate promotional content modules, which can be assembled into marketing materials at lightning speed. This ensures your message reaches the market faster, giving you a competitive edge. By leveraging AI, you can get your content out there before your competitors even begin their review cycles.
- Achieve consistency across channels: Modular content ensures consistent messaging across all your marketing touchpoints – website, social media, email campaigns, the whole shebang. Your brand voice will resonate like a perfectly tuned orchestra, no matter where your target audience encounters it. Because the suggested content is pre-approved, you can rest assured it adheres to your brand guidelines. AI can even act as a brand guardian, highlighting potential deviations from your brand voice, ensuring your messaging stays on point. Building trust with healthcare professionals (HCPs) and patients requires a unified brand image. Modular content eliminates the risk of mixed messaging, ensuring your brand speaks with one clear, consistent voice.
- Navigate the regulatory maze: Pre-approved content acts as a guardrail for your AI, keeping its creative spark focused on delivering impactful messaging within the boundaries of regulatory compliance. This translates to less time spent cleaning up AI misfires and more time getting your high-quality, compliant content out to the world.
Implementing AI-enabled modular content strategy
- Assessing needs and objectives: Before implementing an AI-enabled modular content strategy, it is crucial to assess the specific needs and objectives of your organization. Identify key areas where AI can add value and set clear goals for the initiative.
- Choosing the right AI tools: Select AI tools that align with your content strategy goals. This may include AI-powered content creation platforms, CMS with AI capabilities, and analytics tools that provide insights into content performance and audience engagement.
- Training and integration: Ensure that your team is well-versed in using AI tools and integrating them into existing workflows. Provide training and support to help them understand the benefits and functionalities of these tools.
- Monitoring and optimization: Continuously monitor the performance of your AI-enabled modular content strategy. Use analytics to track key metrics and identify areas for improvement. Regularly update and optimize your strategy to ensure it remains effective and aligned with your objectives.
Pharma specific use case examples
- Build content fragments to your repository: Imagine you’re managing content for a pharmaceutical company. With modular content, you can maintain a dynamic library of content modules sourced from an approved knowledge base. This means you won’t have to rely so heavily on external agencies to repurpose content. These pre-approved modules can be easily assembled and customized into various promotional materials, like brochures, flyers, and educational materials for both patients and healthcare professionals (HCPs). By integrating AI into this process, you can streamline the review cycle, ensuring that your content is always compliant and accurate without the need for extensive back-and-forth with agencies. This not only speeds up production but also saves costs associated with multiple iterations. Essentially, you’re making your content management more efficient and cost-effective, freeing up resources to focus on other critical areas of your marketing strategy.
- Perfect content puzzle kit for Rep Triggered Email: Think about how often your sales reps need to send personalized emails to healthcare professionals (HCPs). With modular content, this process becomes a lot easier and more efficient. Instead of crafting each email from scratch, reps can pull from a library of pre-approved content modules. These modules can be quickly assembled and customized to fit the specific needs of each recipient. This not only ensures that every email is accurate and compliant with regulatory standards but also reduces the risk of mistakes. Plus, if we integrate AI into managing this content library, reps always have the latest information at their fingertips, enabling them to provide the most timely and relevant responses. Using modular content streamlines the whole process. It saves time and effort, meaning your reps can send out these emails much faster. This efficiency not only boosts the speed and effectiveness of communication but also frees up your marketing or content creation teams from constantly having to create new materials. As a result, your reps can spend more time building relationships and providing real value to HCPs
Ariya, An AI tool to support pharma in their content lifecycle management
Ariya Content Wizard by phamax, an AI-powered platform exemplifies the magic of modular content creation. The system is built to customize your content with your pre-approved brand assets, approved content and information which are compliant and not possible with off the selves solutions.
Traditional content workflow
Content workflow with Ariya Content Wizard
Ariya’s AI engine then gets to work, analyzing this wealth of information and automatically generating modular content snippets perfectly tailored for various marketing needs. These snippets can then be stitched together to generate the final output. The true strength of Ariya’s AI engine lies in its flexibility. Marketers can easily select and stitch together these modular snippets to create a cohesive final output. This modular approach not only saves time but also allows for high customization. Marketers can quickly adapt the content for different audiences, channels, and formats, ensuring that each piece of communication is perfectly tailored to its intended purpose.
Need a brochure on a specific therapy area? Ariya can scan your library and suggest the most relevant pre-approved content fragments to build it. Struggling with crafting a rep email? Simply tell Ariya your target audience and the message you want to convey, and the system can recommend suitable pre-approved modules to craft a compliant and impactful message.
The benefits are clear:
By leveraging Ariya (or a similar AI system), you can:
- Reduce time to market: No more waiting weeks for approvals. Ariya helps you assemble compliant content at lightning speed, getting your message out to healthcare professionals and patients faster than ever.
- Reduce reliance on external agencies: Bring content creation back in-house. Ariya empowers your team to create high-quality materials without relying on external agencies.
- Streamline the approval process: Pre-approved content modules act as pre-vetted building blocks, minimizing the need for lengthy MLR review cycles.
Let’s embrace the change with AI for faster and convenient content management
The pharmaceutical marketing landscape is evolving, and modular content is the future. By leveraging AI, you can streamline and personalize your content creation process, ensuring your brand stays ahead. The right message will reach the right audience at the right time.
Embrace the modular revolution and leave your competitors behind. With AI, you’ll quickly become a modular content expert. However, remember that creative storytelling and human expertise remain crucial. Modular content is the foundation, but the human touch transforms it into something truly impactful and resonant.