In pharma marketing, content must undergo the tedious medical, legal, and regulatory (MLR) review process before it reaches the audience. Most companies spend three weeks, on average, to get fresh digital assets out to the market. Statistics show that it takes approximately six days for them to draft content, followed by about two weeks for the MLR team to give their feedback. And if the MLR team discovers any missed references, context mismatches, or aggressive images (to name a few), content creators end up back at square one, investing more time and money into revising the entire submission.
Modular content is designed to break this vicious circle. Instead of going through the MLR review every time new content is created, marketers can break it down to get approval for each separate content module. These modules include a variety of elements, from texts and calls to action to audio and infographics, each conveying a specific message and tone of voice. Afterward, marketers can mix and match already approved modules to quickly deliver a wide range of polished assets.
Yet, the list of the benefits of this approach does not end with reduced content time-to-market. Here are some major payoffs modular content brings to the pharma’s table in 2023:
Creating every personalized message from scratch and subjecting it to MLR is a massive undertaking. Therefore, pharma businesses have scrambled to implement a one-size-fits-all approach, which, as experience has shown, does not contribute to high engagement rates.
Modular content has emerged as a game-changer, allowing marketing teams to meet the needs of a specific audience without fearing time-consuming approvals. All they need to do is choose pre-approved modules that resonate the most with the target audience. Pharma marketers can evaluate performance of separate modules to fine-tune their messaging and focus on what works best for a particular target group. If the customer preferences rapidly shift, companies using this approach can quickly adapt by assembling content modules on the fly.
Adaptability to different platforms
The pharma audience is diverse, encompassing both healthcare providers (HCPs) and patients. As a result, platforms used to engage with these target groups also differ. The modular approach helps pharma brands to align content with different platforms (websites, social media, emails, etc.), while preserving consistent messaging and brand voice.
For instance, a pharma company may include downloadable whitepapers and related infographics on their website’s blog for better engagement. Provided that the brand has an active profile on LinkedIn, they can make a series of social media posts, using content snippets with powerful quotes from the whitepapers or key takeaways from the blog articles. Additionally, infographics can be incorporated in email newsletters in the form of clickable, attention-grabbing images that would lead prospects to the full whitepaper.
By recycling approved content blocks, pharma brands considerably trim their expenses. Not only do they eliminate the need for the expensive full-scale MLR, but also reduce costs for marketers’ work, as they require less time to complete their tasks.
Modular content empowers marketers to experiment with content production without pouring in substantial resources. Rather than creating dozens of variants of the same email, why not test several content blocks and leverage data to create several compelling messages that truly connect with the audience?
Modularity = enhanced efficiency
The use of modular content creates opportunities to improve content supply chain by driving customer engagements while drastically cutting down marketing costs. It can also exponentially enhance the “3V” (value, variety, and volume) of the digital campaigns. With that said, modularity opens avenues for more creative and customer-focused marketing strategies that not only drive conversions but also build strong brand loyalty.
eWizard powered by Viseven is an advanced content experience platform that allows pharma companies to easily modularize, plan, build, translate, approve, and analyze their digital content. The solution reduces businesses’ spending while also allowing them to create personalized, platform-agnostic content that engages and sells. In the best-case scenario, eWizard lets users lower costs by up to 55% and speed up content time-to-market by 45%.