Enabling life sciences organizations to deliver a personalized experience through an end-to-end digitization of the content supply chain

Each customer is dynamic and multidimensional; they do not shy away from experiencing new forms of engagement. They expect to be engaged where they are (channels) with the information (content) they need and at a time (cadence) of their convenience. Content strategies on the other hand have remained static, unidimensional, and constrained by archaic processes and systems. As a result, they have failed to fully satisfy the omnichannel expectations of customers.

Life sciences organizations have mainly focused on honing relationships with healthcare providers (HCPs). They have heavily relied on HCPs to provide insights regarding patient preferences and challenges. However, with a surge in patients consuming medical content through numerous health-focused digital platforms, they have now become active participants in their health journeys. They want to form direct relationships with life sciences organizations and wish to be actively engaged by them. Yet, life sciences organizations have so far failed to deliver.

Payers play a critical role in ensuring that innovative therapies reach patients who need them. Yet, to date, life sciences companies have shied away from engaging them beyond the standard account manager and medical science liaison-driven reach outs. To strengthen their relationship with the payer community and to gain their trust, life sciences organizations need to rethink their payer engagement models. They need to leverage relevant communication channels to demonstrate the value of their drug and communicate their indisputable focus on improving patient outcomes.

These disruptive changes have put tremendous pressure on life sciences’ traditional and human-dependent content supply chain to provide personalized content across channels and geographies. Although several forward-thinking organizations have managed to build capabilities to streamline and scale their content operations, several others have found it hard to keep up, and here’s why.

These challenges have resulted in content redundancies, duplication of effort, significant cost inefficiencies, and, also, negatively impacted the CX delivered. Limited access to data-driven insights to optimize content performance have also prevented marketers from making changes on the go.

So, how can life sciences companies adopt a fast, efficient, and cost-effective approach to deliver personalized content at scale? The answer lies in a technology-led and innovative content supply chain that can keep up with the volume, variety, and velocity of content required to service the diverse channels.

Over the last ten years, Veeva and Indegene have supported numerous life sciences organizations to strengthen their content operations and add value to customer interactions. Their integrated solutions enable the end-to-end digitization of the content supply chain and empower life sciences organizations in their pursuit to provide a personalized experience at scale.

By combining Veeva’s Vault PromoMats for medical, legal, and regulatory (MLR) review, digital asset management (DAM), and modular content with Indegene’s NEXT technology platforms for automated modular content creation, organizations can improve content reuse, accelerate their speed to market for campaigns and drive significant cost savings in the long run.