According to a 2021 report from Veeva, pharmaceutical companies are now producing three-and-a-half times more digital content than print, and the demand for such content is growing. Because it can take an average of three weeks – or longer – to produce and approve pharma content for use, the need for a more efficient content creation and approval system is no longer optional. Now, it’s a must for companies that want to remain top of mind by providing relevant, valuable information when and where their audiences need it. While this may sound unachievable, or something to put off for later, it isn’t. A recent whitepaper from Veeva, Intouch, and a few other agencies, titled “Getting Ready for Modular Content: An Agency Perspective,” explains how: by using modular content.
What’s modular content and why should pharma marketers care?
Think of modular content like Legos — building blocks that you can reconfigure in a variety of ways to create new and different “structures.” As the whitepaper explains, modular content is, “pre-approved content blocks (also known as ‘modules’) that marketers can quickly and easily recombine into a variety of polished assets” to create compliant, omnichannel content at scale. Components of these modules include things like graphics, images, claims, and copy that can stand at the ready to be mixed and matched, thereby simplifying and shortening the content creation and approval process.
What’s involved in creating modular content?
Along with making the whole process more efficient, modular content allows agencies to test, learn, and optimize messaging to see what works best for which audiences. When developing modular content, the whitepaper suggests the following steps:
- Create a comprehensive content strategy for each key message and theme.
- Build channel-specific templates and use marketing automation to gather and publish content.
- Asses existing content and determine what can be repurposed.
- Use automation for things like gathering and publishing content, and speeding up the review and approval process.
To learn more about modular content and how to create it, get the complete whitepaper here. You can also reach out to your Intouch B2D rep for more information!