Meet information demands through modular content

Adopting a modular content strategy allows pharmaceutical companies to reuse and adapt information, speeding up content creation cycles without risking personalization.

  • Companies should build customer-centric key performance indicators (KPIs) to understand the needs of customer segments: Third-party management software can help with content planning to meet target audience needs  
  • A shift in company mindset is needed to successfully implement a modular content strategy: Streamlining existing content strategies should be done first, followed by skill-building and technology upgrades that support modular content  

  • Internal approval processes can slow down content delivery: Modules can be pre-approved to accelerate the review process. The content generation team should collaborate with medical, legal, and regulatory departments to address delivery bottlenecks  

Pharma companies can adopt a modular content strategy to quickly address and personalize answers to the public’s medical questions. This approach entails the creation of small, manageable information building blocks that can be assembled to rapidly create and deliver fresh and targeted content. Efficient content creation and delivery allow companies to compete with unverified information online.  

Modular content can personalize content and its delivery. By grouping customers into different segments and establishing customer centric KPIs, individual needs and preferences of different target audiences can be addressed. Management software can help plan content in line with customer preferences. 

Developing content scores to measure content quality, along with various factors like readability, semantic density, and sentiment can ensure modular content meets individual customer expectations and needs. Content should be accessible through a broad range of channels. Delivery should be adaptable as technology advances and preferences shift over time. Content should be available on-demand and in a range of duration, and times to accommodate individual availability and learning preferences.  

To successfully shift towards a modular content strategy, the company mindset needs to be recalibrated. Reuters Events webinar attendees were polled on the key factors preventing their companies from incorporating modular content. Company mindset topped the list at 38%, followed by skillset (28%), technology (26%), and leadership (9%).  

To ease implementation, pharma companies should first streamline existing content processes before moving to a modular approach, according to Boehringer Ingelheim’s Asif Ali. Once ready for implementation, training company staff will be key for swift uptake. Medical, legal and regulatory teams should expect a steep learning curve.  

Individual modules can be pre-approved. But once assembled, content needs to be reviewed as a new, singular piece. Nevertheless, pre-approval of blocks can speed up the overall review process. Developing a labeling system where new content is classified depending on its use of pre-approved modules can accelerate reviews. Increased collaboration between content generation and review departments can lead to more efficient approval processes.  

To watch the full webinar click here

Industry Experts Who Contributed:    

  • Lizandra Marcondes, Head of Medical Affairs, Averitas Pharma 
  • Samuele Doratori, (formerly) Head of Cardiovascular, Global Medical, and Patient Affairs, Servier  
  • Asif Ali, Senior Associate Director, Digital Customer Engagement, Boehringer Ingelheim 
  • Eduardo Gomensoro, Cluster Medical Affairs Director, GSK Vaccines Europe 
  • Moderator: Matt Atkinson, Global Project Director, Pharma, Reuters Events