The Digital Frontier: Why Pharma Must Master Modular Content to Stay Ahead

The demand for more dynamic and adaptable marketing strategies has never been higher, and innovative approaches are needed to streamline content creation while allowing for rapid adaptation and distribution across multiple channels. According to Veeva Systems, most pharma organizations take three weeks, on average, to deliver new content to market. Typical delays happen while content is in draft state (spending six days before review), followed by the actual review process itself, which takes an average of 15 days.

The challenge:

Modular content, also known as 'atomic' design, involves creating reusable content modules that can be assembled in various ways for different purposes, such as sales, marketing, and patient communication, in both print and digital formats.

This approach is revolutionizing how pharma companies create, adapt, and distribute content across multiple channels. Industry experts note a growing need for faster, cost-effective content production while minimizing inefficiencies. The consensus is clear: modular content and standardized processes, platforms, and workflows are key to efficiently creating derivative content from core campaign creatives.

The context:

Various sources illustrate that while traditional in-person interactions are still valued, there is a significant and growing preference for digital engagement methods, especially among younger healthcare professionals. Providing personalized and relevant content through multiple channels is key to successful HCP engagement in today’s healthcare landscape:

1. Avant Healthcare reports that HCPs show a strong preference for online educational content, with podcasts and on-demand learning modules gaining popularity. Preferences vary significantly by specialty, with younger HCPs favouring digital formats like podcasts and articles, while older generations prefer live, in-person interactions with KOLs.

2. IQVIA highlights that face-to-face interactions remain a preferred channel, but there is a notable increase in the use of digital channels. Their 2023 survey showed that virtual interactions are becoming more integrated into HCP engagement strategies, with digital tools being essential for maintaining relationships.

3. Healio Strategic Solutions emphasizes the importance of tailored content that meets HCPs' educational needs. The 2023 survey indicates that HCPs value content that supports their personal learning and professional development, with digital channels being crucial for delivering such content.

4. EPG Health, an IQVIA business discusses the shift towards omnichannel strategies, with an emphasis on providing non-promotional, independent content that HCPs trust. The report suggests that while HCPs appreciate disease-related content over product information, the industry still faces challenges in balancing promotional content with valuable scientific information.

5. Data Jukebox notes the rising acceptance of hybrid engagement models, which combine digital and face-to-face interactions. This approach is favoured for its efficiency and ability to cater to the diverse preferences of HCPs, ensuring personalized communication based on individual needs.

To optimize the modular content ecosystem, it's essential to break down both internal and external silos within the organization. This top-down-driven change management effort must ensure that all parties work in concert, fostering a collaborative environment for efficient content production and delivery.

According to three of the four specialties surveyed by Avant Healthcare, a self-guided, on-demand learning module is the best way to serve up content. As the pharmaceutical marketing landscape continues with the aims for omnichannel experiences and personalization, modular content stands out as a key strategy for companies looking to stay competitive, responsive, and efficient in their marketing efforts.

According to IQVIA's findings, while face-to-face interactions still hold a significant portion (41%) of overall channel preference in 2023, there has been a decline from 51% and 44% in the past two years. In-person conferences, ranking second at a 16% share in 2023, have seen a slight decrease from 18% in 2022 but remain higher than the 11% share in 2021. Email interactions maintain their position as the third preferred channel, holding a consistent 10% share in 2023 despite the pandemic-induced increase in digital communication. Interestingly, digital fatigue has not significantly affected HCPs' preference for emails. However, remote one-on-one video calls remain less favoured at 4%.

The way forward:

Leading digital content solution providers such as Indegene, Shaman, Viseven, Anthill Agency, Across Health, Aktana, Mavens - A Komodo Health Company, Graphite Digital and Tag have observed this significant shift in marketing strategies globally. Their expertise has shown that modular content is a game-changer, enabling companies to repurpose core campaign elements efficiently, from sales materials to patient communications.

Digital marketing specialists in the life sciences industry focus on creating flexible, reusable content modules that can be easily adapted for different markets, channels, and audiences. They understand the unique challenges faced by pharma marketers, including regulatory constraints and the need for rapid market entry.

Drawing upon insights from DT Consulting 's "The State of Customer Experience in the Global Pharmaceutical Industry, 2024: HCP Interactions," it becomes evident that focusing on digital affinity is key to meeting the evolving expectations and needs of HCPs. As the pharmaceutical industry continues to transform, companies must adapt their strategies to create more personalized and engaging experiences across both digital and non-digital channels. By prioritizing HCPs' preferences and investing in omnichannel transformation, businesses can improve CX and drive more effective engagement efforts.

Ongoing questions:

Boston Consulting Group (BCG) 's recent physician survey reveals a growing inclination towards a hybrid model that combines in-person and virtual interactions between physicians, patients, and pharmaceutical companies. As preferences continue to evolve across therapeutic areas, a significant majority of physicians (84%) express a desire to maintain or increase the proportion of virtual interactions with pharma companies, signalling a shift in engagement dynamics within the healthcare landscape.

Here are ten key implications for pharma companies:

1. Investment in Technology: Companies will need to invest in robust CRM systems and data analytics tools to effectively manage and analyse HCP engagement data.
2. Training and Skill Development: Sales representatives and marketing teams will need training to effectively use both face-to-face and virtual engagement methods.
3. Content Strategy: Companies will need to develop content that is suitable for both in-person and digital delivery, ensuring consistency across channels.
4. Compliance Considerations: With a hybrid model, companies must ensure that all engagement methods comply with industry regulations and data privacy laws.
5. Resource Allocation: Companies may need to reallocate resources to support a more diverse engagement model, potentially shifting from traditional field sales to digital marketing and virtual engagement tools.
6. Performance Metrics: New KPIs may need to be developed to accurately measure the effectiveness of a hybrid engagement model.
7. Customer Segmentation: More sophisticated segmentation strategies will be required to effectively personalize engagement approaches.
8. Partnerships: Pharma companies might need to partner with or acquire digital health companies to enhance their virtual engagement capabilities.
9. Change Management: Implementing these changes will require effective change management strategies to ensure buy-in from all levels of the organization.
10. Continuous Improvement: The emphasis on data collection and agility suggests a need for ongoing optimization of engagement strategies.

By addressing these implications, pharmaceutical companies can adapt to the new hybrid engagement model, potentially improving their relationships with HCPs and ultimately enhancing their market position.

From my side, two questions remain:

1. How can we ensure our content strategy aligns with patient support programs and other CX initiatives?

2. What are the KPIs we should track to evaluate the success of our content in enhancing CX?

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