High-quality, optimized, and customer appropriate content is a top priority
Majority of life sciences organizations do not have a well-established system to centrally organize and manage a large volume of digital assets. Therefore, they end up losing out on efficiency gains and achieve very low returns on investments across content creation, storage, usage, and distribution infrastructure. A centralized DAM system allows these organizations to smoothen out the entire content supply chain and its distribution across several geographies and brands.
DAM creates the following efficiencies right from content storage, repurposing, creation, and distribution:
It allows users to control how assets are listed, organized, and accessed within a centralized repository
The connected workflow and centralized access empower cross-functional teams to search, organize, share, or reuse assets required for content generation
Retrieval and storage of digital assets are faster and more efficient with auto-tagging (metadata management across brands and functions)
Pre-approved rules enable medical, legal, and regulatory review for quicker content repurposing
Workflow and project management solutions embedded into DAM systems or other solutions leverage taxonomies to allow marketing and creative teams to deliver against accelerating development cycles with transparency and efficiency
DAM empowers cross functional teams through distinct features
Single customized place to store all brand content in standardized ways
Enable global to local/regional marketing
Enable local brand teams to deliver tailored marketing communications with global brand standards
Ease of content distribution by providing custom views of marketing collaterals
Identification of required and relevant brand content with tags
Cross-utilization of content with images, brand messaging, logos, and regional bundling
Life sciences marketers often waste time and money recreating unused or missing assets while managing communications across regions and brands. With effective DAM, organizations can store, organize, and govern every digital file in their content ecosystem. Moreover, by offering secure and permissions-based access to digital content as well as digital rights' management controls, DAM eliminates content problems such as publication of outdated, off-brand, or unlicensed creative assets.
A pharmaceutical firm was facing content bottlenecks in its oncology marketing function and needed a secure and central repository to store approved content - so that cross-functional teams could be empowered to quickly access content and create campaigns. With DAM, the firm was able to create a single repository for all digital content and enabled its Product Information Management, brand marketing, and creative teams to collaborate seamlessly.
Enable global to local/regional marketing
Life sciences marketers have to work across regional and local regulatory compliance frameworks while creating marketing assets such as brochures, email communications, and websites. With DAM, life sciences content can be used to quickly create tailored marketing materials for regional efforts as it enables geographic tags and auto-approval regulatory processes within which collaterals can be created.
A biopharmaceutical company focused on human healthcare and research, with a large product portfolio was struggling with local language capabilities and regulatory landscape challenges for its marketing execution. Using DAM, the firm was able to improve accuracy, operational efficiencies, and compliance for labels across their APAC product portfolio – thereby executing localized marketing actions rapidly and with relevance.
To streamline asset creation and consistency across products and channels, DAM helps generate tags or filters attached to various content components. For example, images, logos, banners, key marketing messages are all defined as differentiated parts – which can be broken down and re-assembled for quick asset creation. Using these part components, graphic content and design teams can work on assets across different media types easily.
A top 10 pharmaceutical firm was struggling with siloed information across several brand marketing teams resulting in high costs and effort duplication. With DAM and its inherent tagging of content, the firm was able to achieve improved content retrievability and reassembly across 50+ assets, 10+ brands, 200 business teams, and 3 marketing channels.
Content as metadata
DAM supports asset retrieval and marketing activation by integrating with digital publishing and distribution platforms. Using this, brands can publish an approved campaign asset to a content management system or social media pages. Therefore, efficiencies are achieved by reducing the time taken for marketing launches and operational costs.
A global pharmaceutical firm with 8 brands was losing out on time to launch due to slow content approvals and publishing onto their content management systems. Within the first year of DAM implementation, the firm achieved 43% asset reuse, resulting in an overall reduction in time to market and integration with the publishing platform for its major brands. Overall migration time and ongoing operations' cost were both reduced by 60%.
DAM enables efficiency and quality in the asset creation process, especially in rendering and transforming assets into new forms. Using transcoding, different formats can be extracted from existing assets and re-purposed into newer versions. With standardized and pre-approved components, assets can be reused across brands, functions, and outputs, thereby enabling brand standardization and process efficiencies.
A pharmaceutical company headquartered in Germany achieved operational efficiencies in the artwork (photos, images, and visuals) for Patient Information Leaflets (PILs). With DAM, a proprietary automation tool helped the firm standardize label descriptions and photos, and repurpose them for creating marketing assets for other brands. Overall, the company reduced the time required for creation and delivery of PILs by 75% and 60%, respectively.