Modular Content for Pharma Marketing: A Need of the Hour?
As we are speaking a new version of AI and a new version of a virus have probably evolved. This is how fast the world is evolving and nobody can afford to be slow, so we need a shortcut for everything. Modular content for pharma marketing is one shortcut that can spare time and effort.
What is Modular Content?
Content is necessary for any brand to educate and inform people about its services and to gain visibility across communication channels, both traditional and digital. And to ensure that potential customers engage with the content, brands choose to personalize them using insights from segmented data. Though AI has made it easier to personalize and generate pharma-oriented content, it still takes time and effort to create new content required to serve the demands of marketing strategies. This is where modular content comes in.
Modular content for pharma marketing includes creating reusable content blocks or modules that can be reused by assembling the blocks in various combinations to produce tailored marketing content that suits the preferred communication medium. Each module or block has a specific piece of information like product benefit, patient story, etc. By using these predefined modules, marketers can easily develop new content that is compliant and aligned with their brand messaging.
Benefits of Modular Content for Pharma Marketing
Enhances the efficiency and time for content creation as it recycles from content that is extensively peer-reviewed and approved, the new content created from the pre-approved blocks can be swiftly combined and recombined to create new materials, thus reducing the time required to market and enables quick response to market needs.
1. Consistency and Compliance
The Brand’s voice and identity should be consistent in the content, whether published via Instagram or email marketing to maintain trust and credibility. It is also important to ensure compliance of the content distributed with industry and advertising regulations.
2. Adaptation and Localization
As pharma brands are expanding globally, the need for localization of content based on regulations and consumer needs becomes important. Modular Content allows easy adaptation and localisation to cater for a diverse market without starting from scratch every time.
3. Enhanced Engagement
Personalized content is more likely to warrant an action/engagement from customers because it resonates with HCPs and Patients. Modular content makes content personalisation easy by selecting the most pertinent modules for different audience segments.
How to Implement Modular Content Strategies?
Step 1: Identify key messages, and data points that will form the basis of the content modules. Thoroughly review and approve to make future content creation easy.
Step 2: Develop a centralized system that includes CMS(WordPress, Contentful) or EMS(Zoho, OpenText), CRM tools, DAM, etc to store and manage your content modules. Ensure that everybody in the concerned team has access to this centralized system.
Step 3: Leverage AI-driven solutions like Multiplier AIs HCP IQ or Patient IQ to optimize the process of creating modular content. The mentioned tools can help by providing insights and analytics that can be used to create modular blocks.
Step 4: Train your marketing team on the benefits and the process of creating modular content.
In conclusion, though there are challenges, modular content for pharma marketing is not just a trend to hope on but is an effective strategy that helps to save time and effort while enhancing efficiency, consistency, and engagement in pharma marketing.