One of the objectives for the pharmaceutical industry this year is to achieve excellence in digital content in each process that is carried out, especially in the use of all the channels available to them in different places.
Veeva’s Content Innovation Executive Council discussed the challenges and opportunities that exist to achieve excellence in digital content creation. In this debate there were four points that stood out:
1. 90% of the contents will be digital by the year 2027.
2. 75% of organizations have separated the creation and production of content.
3. It is expected that 50% of the contents will be modular.
4. 50% of organizations do not have the ability to measure content performance.
What is important to take into account?
The generation of digital content is very important, innovation and improvement are often required. However, we must bear in mind that there must be a balance between innovating and putting into practice, since the most important thing is to build a good ecosystem supported by the appropriate technology, talent and necessary operating models.
What definitely remains constant is the way in which the content is generated because now consumers want everything to be fast, so we must think about:
1. Generate omnichannel experiences to offer relevant content through the channels preferred by the consumer.
2. Offer personalized experiences without complications.
3. Greater content with little budget.
4. Easy and simple experience.
It must also be considered that the content must be clearly defined, since there is now a wide variety of digital channels and health professionals can be involved in them.
Last and most important is customer satisfaction. Let’s not forget that all content must be designed to drive quality and obtain the desired results.
Sources:
Veeva