In the realm of Life Sciences, delivering seamless omnichannel experiences to healthcare professionals (HCPs) is paramount. To explore this critical need, we are thrilled to present an interview with Jürgen Konrad, Partner at Primus Consulting Group. With Jürgen's extensive expertise, we'll uncover insights into enhancing HCP engagement through digital omnichannel content creation. Join us to learn how Life Sciences companies can elevate their strategies and meet HCP expectations in today's dynamic landscape.
Karsten: Thanks for your time for this interview, Jürgen. Let´s get started with a tough question right from the beginning: Why Digital Content Creation?
Jürgen: Thank you, Karsten, for having me here.
The short answer is: Because its effective and efficient.
We analysed settings in multiple pharmaceutical and Life Science companies and among others we found the following core challenges:
Highly limited re-use of content across affiliates and content development in silos. Companies are re-inventing wheels with the respective budget implications
Fragmented end-to-end process in content-planning, -creation and evaluation across affiliates
Heterogeneity in Omnichannel Customer Engagement (OCE)) capability between affiliates in terms of closed loop marketing, channel and campaign management
Multiple IT-tools that are not integrated and lead to high content/campaign management efforts during content ideation, approval, publishing and tracking
The solution to meet all the above challenges is based on three pillars:
Creating content from an atomic level (modules) and share it across affiliates for re-use
Synchronizing the content creation process in central, user-friendly platform along the end-to-end process. The Digital Content Factory.
Integrating the Digital Content Factory with the existing IT landscape to support all needed end-to-end steps including Medical, Legal and Regulatory (MLR) approval, publishing and tracking.
All above pillars can be covered in a Digital Content Factory. The Content Factories we created so far generated the following benefits for our clients:
Faster planning and execution of customer journeys including OCE orchestration with defined standards
Transparent and continuous best practice sharing among affiliates and global organizations, resulting in content re-use increase from 5% to 80% with ongoing double-digit budget savings each year
Simplification of the end-to-end process while integrating all partners like creative- production- and translation agencies
Illustration: Digital Content Factory – Developing Impactful Content At Scale
Karsten: When dealing with global, regional, and local functions, how can Life Sciences companies effectively develop a strategic roadmap for Digital Content Creation that ensures alignment and synergy across these diverse levels?
Jürgen: It all starts with the corporate company vision aiming to provide superior omnichannel experience to their customers and stakeholders.
When it comes to bringing the vision to life, we often see that Global, Regional and Local functions share the same objectives on the one hand but differ a lot in the question “how to reach these objectives”.
Thus, based on the corporate OCE vision it is about consolidation of requirements and benefits on all levels.
At the end it is about co-creation and integration to approach the topic in a successful way. Very good experiences are made when setting up work groups where all levels/stakeholder groups are represented and are able to provide their insights, requirements and expectations.
And such an integrative approach is the cornerstone for generating a successful roadmap for:
Processes - Our way of working to reach OCE objectives/vision
People - Needed capabilities, skills and change
Platform(s) - Supporting technology
Karsten: Could you share insights on defining an end-to-end Digital Content Creation process that not only enhances operational efficiency but also guarantees a seamless flow from ideation to delivery, meeting the demands of today's dynamic landscape?
Jürgen: In general, the end-to-end process for content creation still follows the classical steps (given the central input parameters from the Brand Plan, e.g., target group, segmentation, messaging etc.:
Briefing -> Build -> Review -> MLR-Approval -> Deployment -> Publishing -> Tracking/Monitoring
Crucial for a seamless flow are aspects like:
Easy to use interface to support the daily work
Integration of all stakeholders along the process from start to finish. Global to Local cross-functional Brand Teams, external partners (creative agencies, translation agencies etc.), MLR, etc.
Efficiency between subsequent and within end-to-end steps: Easier and speedy content creation results in more content per time frame and in increased effort for MLR approval, which then often is a bottleneck in the comprehensive process. Automated flagging of already approved content modules reduces the time needed for approval per content asset.
Aggregation of analytics
Karsten: Prior to implementing a Digital Content Creation platform, what key technical factors should organizations consider to ensure a successful deployment and integration with existing systems?
Jürgen: The good news is: The objective and core benefit of a Digital Content Factory is to integrate existing platforms and data sources, not to replace them. It aggregates and consolidates existing information and processes to a user-friendly interface avoiding double work and changing IT-tools while working on content creation. Obviously prior to this a short assessment of the existing infrastructure and potential interfaces needs to be conducted.
Karsten: Where do strategic brand plans fit within the broader context of Digital Content Creation, and how can they be harmonized to ensure consistent messaging and engagement across various channels?
Jürgen: Global and Local Brand Plans are the foundation for content creation in Commercial and Medical areas and therefore the central source for content creation. When it comes to Digital Content Creation, all relevant (customer) data like speciality, behavioural segmentation, channel requirement directly need to be linked in the integrative content creation platform.
Karsten: What organizational capabilities should Life Sciences companies foster to facilitate the adoption of new processes and tools by digital content creators, promoting a culture of innovation and adaptability?
Jürgen: Bringing the company’s OCE vision to life will address development and improvements in the fields already mentioned above: Processes, People and Platforms. To setup and execute the respective roadmap in this context, the department responsible for enablement, capabilities and digital transformation should be in the driving seat. Obviously directly connected with internal IT, Change and Training teams.
Karsten: When working with external partners such as creative or translation agencies, how can these entities be seamlessly integrated into the overarching Digital Content Creation process to ensure a cohesive and efficient workflow?
Jürgen: This is one of the major benefits of a Digital Content Factory. All external partners can be integrated according to their role in the end-to-end process of content creation. The big advantage for partners and the company is an increased efficiency during the whole process. Including all interactions and iterations in a transparent and structured way. No ongoing exchange of emails with multiple attachments anymore.
Karsten: What key performance indicators and metrics should Life Sciences organizations track to gauge the effectiveness and success of their Digital Content Creation process, reflecting both engagement quality and strategic alignment?
Jürgen: Overall, the success of a Digital Content Factory can be measured in terms of external and internal KPIs. External KPIs obviously are helping to track and measure the quality and quantity of customer-based effects. How effective is the content we are producing from customer perspective?
Internal KPIs are more focusing on efficiency criteria like degree of content re-usage, “time to market” in the content creation process and budget implications.
In combination this provides the full picture that is needed for ongoing improvement and continued tailoring OCE efforts.
Karsten: Thank you, Jürgen, for sharing your valuable expertise and insights during this interview. Your contributions are greatly appreciated and will undoubtedly benefit our audience in the Life Sciences industry.
In summary we can say that Digital Content Creation is essential due to its proven efficiency and effectiveness in addressing challenges such as limited content reuse and fragmented processes. Aligning global, regional, and local functions is crucial for success, and it requires co-creation and integration of strategies.Tracking key performance indicators is necessary for evaluating the effectiveness and progress of Digital Content Creation efforts which ultimately should lead to a superior omnichannel experience of HCPs.
Xeleratio Consulting GmbH
We help Life Sciences executives improve sales performance with innovative best-in-class Business Excellence tools and methodologies . Expertise in Business Excellence has been gained with over 12 years of working in different global and regional roles in the Life Sciences industry.
Feel free to reach out if you'd like to discuss this or any other topics related to Commercial Excellence. See all articles on Xeleratio Consulting Blog
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