The role of modular content in omnichannel marketing

In consumer marketing, ensuring a seamless customer experience across all touch points is a necessity. For pharmaceutical brands, however, the shift towards a true omnichannel strategy has trailed behind successful consumer brands. That’s often because of the complex regulatory landscape in pharma.

It's becoming essential for pharmaceutical brands to adopt a more customer-centric approach; and there are huge rewards waiting for the companies that get the approach right. A key element to activating a true omnichannel approach is a sound content strategy and thinking through the entire content supply chain - from creation through delivery to segmented audiences. Today, there are a few tech solutions that streamline the entire content supply chain process, integrating with a client’s DAM (digital asset management) such as Veeva Vault.

Why omnichannel marketing is essential for pharmaceutical brands

Digital media has permanently raised the informational expectations of patients and professionals alike. Information access must now be timely, if not instant, it should also have a level of personalization, and the overall experience should be seamless across all channels; from websites and emails to social media and in-person consultations. Only a well thought out and executed omnichannel strategy can meet these expectations—delivering messages whenever and wherever they are most effective.

Adopting an omnichannel strategy should be one that delivers to patients and professionals consistent, relevant messaging regardless of channel. For marketers, an omnichannel approach should focus on efficiency and ROI by leveraging resources across channels and collecting data for insights and personalization, further driving impact with omnichannel delivery.

Challenges in adopting omnichannel marketing in pharma

Several obvious challenges hinder the adoption of omnichannel marketing in the pharmaceutical sector. Accurate and compliant messaging across all channels is price of entry. But healthcare companies large and small struggle to satisfy their internal quality assurance requirements AND keep up an omnichannel-level content cadence. Essentially, pharma companies need to scale their content production without comprimising quality.

Leveraging a modular content system

Enter the modular content system—a method of managing content in reusable "modules.” Paired with marketing platforms like Veeva, a modular content model offers several advantages:

1.    Scalability: Modular content can be created at scale, efficiently producing a large amount of content without starting from scratch each time.

2.    Consistency: Using the same modules across different pieces of content ensures a consistent message and brand voice, AND helps maintain compliance.

3.    Flexibility: A modular content system is adaptable to different formats or platforms, increasing QA committee confidence in approving content as it shifts from channel to channel.

4.    Efficiency: Reducing repetitive content creation tasks, a modular content system saves creative time and resources. Clients have reported a substantial cost avoidance with implementing content supply chain software.

5.    Personalization: By mixing and matching different modules, content can be tailored to specific audiences or individual users.

We all know adopting an omnichannel approach is top of mind for any marketing executive managing pharmaceutical brands. A strategy leveraging a modular content system offers accelerated content development and delivery at scale. As the pharmaceutical industry continues to evolve in the digital age, implementing marketing tech and process that consumer brands have been quick to adapt will give first adopters a significant—and lasting—advantage.