8 Steps for Pharma Marketers to Advance Modular Content Production

To stay ahead in today’s evolving digital world, marketers face pressure to produce greater volumes of content faster. This is true even in highly regulated industries, such as financial services and pharmaceuticals.

In this context, the modular content approach provides tools to increase efficiency and extend reach while maintaining content quality and compliance. 

At Reuters Pharma USA 2021, Tag shared insights for building modular content systems within the pharmaceutical industry. Before sharing some of the highlights, let’s begin with a definition of terms.


What is modular content?
 

Stephanie Lee-Pang, Global Operations Lead for Life Sciences, describes modular content as “a combination of processes, systems, rules, guidelines, and platforms that efficiently and consistently create, update, localize, organize, and scale brand campaign assets and tactics.” 

When asked how this works, Stephanie says, “Original content is broken down into its distinct components with associated business rules. Then, marketers use the components as building blocks to assemble new composite content that is customized for specific channels and audiences while maintaining brand consistency.”


What are the benefits of modular content?
 

A modular content system provides pharmaceutical marketers with a competitive edge through the following: 

  • Improved speed to market
     
  • Cost efficiencies
     
  • Increased content relevance and engagement
     
  • Creative governance and brand standardization
     
  • Reuse of approved content 


At its best, a modular content system enables tracking at the modular level and within the final composite piece, measuring engagement and results to optimize performance over time.  

Results aren’t instantaneous; a shift toward modular content requires upfront work. However, the value of this approach increases over time.


How to build a modular content model 

Whether you are starting from scratch or scaling an existing modular content system, consider these key elements: 

1. Assess the current state of brand consistency. This baseline information will enable you to craft your modular content model in a way that aligns branding across markets.

2. Identify which tactics are best suited for modular content. Not all tactic types lend themselves to a modular approach. Modular and traditional content creation can and will coexist. Understanding which tactics are most optimized for modular content will drive efficient reuse of content across your organization.

3. Create templates to facilitate effective reuse of content modules. Once a template is designed and approved, marketers can insert appropriate modules, allowing for variance between brands or adaptation across campaigns.

4. Improve systems for maintaining relevant asset metadata. Clear tagging processes and metadata naming conventions will help ensure that marketers easily find fit-for-purpose assets within a data asset management tool

5. Build a business case to garner buy-in from stakeholders, including agencies. Articulate the benefits of a modular content system for agencies of record, as they may see it as a threat to their bottom line or even as a barrier to creativity. You can emphasize that this speeds time to market (for which agencies bear some responsibility) and takes the grunt work off their plates

6. Select a partner experienced in the production aspect of a modular framework. A partner with a strong track record of modular content production and adaptation within the Life Sciences vertical will understand your unique needs. 

7. Execute an effective change management strategy. According to Robb DeFilippis, Tag’s Managing Director of Life Sciences, “Change management is an often under-emphasized but critical element in the success of the transformation. Each stakeholder along the path will experience a change to the way content is planned, conceived, and produced. Without top-down buy-in and support, the effort is going to fall short.

8. Address MLR-related factors from the start of content development. “The most efficient and successful way to shepherd modular content through the entire end-to-end MLR workflow is to engage regulatory considerations early and throughout the process,” says Jeremy Richter, Tag’s Global Director of Regulatory Affairs.
Commenting on the necessity of building a customized company-specific modular content system, Robb notes, “It’s important to realize that there’s no one off-the-shelf solution for modular content. It means different things to different organizations, and one size definitely does not fit all.” 

He adds that “there are many independent factors across your marketing supply chain that will have their own nuances to consider as you put together responsibility assignment matrixes (RACIs), build workflows, and mesh together tech platforms to craft a solution that is bespoke to you.”

Are you ready to dive deeper? Watch highlights from the workshop or the entire session to learn more about how to create systems that leverage master assets and templates to produce fresh materials of all tactic types across every channel, allowing for exponential growth and reach. 

To take the next step, contact us and discover how we can help you develop or improve a modular content production model tailored to your unique needs.