Research from Salesforce shows that 75% of consumers expect a consistent experience wherever they engage with brands – be it through social media, mobile, or even in person. And 64% of consumers expect companies to interact with them without delay.
These expectations apply to all industries, including pharma. Our customers are also customers of companies like Amazon who have raised everyone’s expectations. So how are we in pharma doing? Well, according to Accenture, 78% of marketeers in pharma and biotech say their organisation is producing a moderate to an enormous amount of digital content and assets, but only 13% of marketeers feel they are leveraging that content well. That's a problem. If you don’t have the right strategy or tools, it can be challenging to activate your content and live up to customers' expectations.
This is why digital asset management (DAM) is so important – and why having a clear digital content strategy is essential. Not sure what is required? Keep reading for five crucial elements to consider.
1. Know what your customers expect from you
Firstly, it’s important to understand that business results are driven by improving your customer’s experiences. You need to think beyond the product and see communications as less about pushing messages and more about providing services. Your customers want simple, connected, and focused experiences that address their needs.
2. Learn the true value of DAM
DAM isn’t just about organising content but rather activating it. To create the experiences that will resonate well with your customers, it’s crucial that you don’t keep your content siloed in various tactics that serve as content repositories. Instead, leverage DAM to drive dynamic digital tools that both serve your strategic and tactical goals. The true value of DAM is demonstrated when you use it to adapt to customers and channels.
3. Make content modular
Modular content is designed, created and delivered as discrete components within the content whole. Creating a content strategy that organises your content modularly, appropriately tagged in your DAM system, allows you to respond to change customer in an ongoing, interactive and personalised way.
4. Reduce, reuse, recycle
Modular content works like Lego bricks. It allows you to be more flexible because your content can be arranged in a variety of ways to best suit the given conditions. And this doesn’t just apply to an email template or an eDetail slide – it applies to all your digital assets. In effect, it allows you to make existing content go further. It also can make it easier to approve and adapt content when needed for markets, or for a faster reaction time to new customer needs.
5. Deploy new technologies
There are exciting technologies that can leverage DAM and your modular content. One example is a ‘chatbot’ that uses AI to deliver your approved modular content in a very user-friendly way – and in the channels of your choice. AI is able to solve customers’ requests faster and more efficiently than a human ever could and so is a great way to become more patient-centric and deliver improved customer experiences.
Activating your content
Integrating these five elements into your content strategy will positively impact your customer experience by enabling you to be more responsive to HCPs, patients, and other stakeholders – and it will greatly improve the ROI on the content investments that you have already made. Making your existing content modular, and then activating it with the right DAM system and channels releases a huge amount of untapped value.
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