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Get ready for omnichannel with content excellence

Why omnichannel impacts the content supply chain

Many life science companies are switching their digital strategy from multichannel to omnichannel to increase the effectiveness of their marketing and provide a better experience for healthcare professionals (HCPs) — who increasingly favour more personalised and relevant information.

While effective, the move from multichannel to omnichannel strains the traditional supply chain because more content is required. Instead of providing the same message across channels, omnichannel requires content tailored to different profiles and channels. While the strategy is right, in practice companies struggle to implement omnichannel because internal processes cannot cope with content volume for which they were never designed.

As a result of increase content volume, costs can rise exponentially. And MLR can become a bottleneck, slowing time-to-market, because each asset is approved individually. Ultimately, this prevents you from fully realising the benefits of omnichannel.

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Omnichannel for different profiles
Omnichannel, by definition, requires more content because HCP engagements are more personalised

How content excellence speeds omnichannel content

A ‘content excellence’ programme re-engineers your content supply chain for the digital world — enabling you to implement an omnichannel strategy without raising costs or stressing your organisation. In fact, a content excellence programme should reduce people’s workload while enabling them to be more productive in all kinds of marketing activities.

Content excellence means establishing the right processes to speed up content creation and handling. This is done is a number of ways. For example, it enables colleagues in MLR to work more efficiently, removing unnecessary duplication of work. Content excellence also re-engineers the content creation process for increased efficiency — enabling agencies to produce more and simplifying localisation for affiliates. A good example is the introduction of modular content.

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Modular content is a new form of reusable content. It works like building blocks, enabling you to combine modules in different ways. That is a major benefit in omnichannel marketing because you can quickly build assets for different profiles. It also simplifies MLR processes because it moves content review from the individual asset level to the content level. In effect, modular content is approved once but used multiple times. (You can learn more about modular content and its role in omnichannel marketing in our in-depth guide.)

Taken together, these best practices, processes and systems unlock the potential of omnichannel by making content easier to create, manage, approve and distribute. If you’re planning to introduce an omnichannel marketing strategy, content excellence will be it easier and enable you to scale your activities as required.

Cost control: More efficient content creation
Time-to-market: Content available sooner in markets
Approval speed: Deceased complexity of MLR
Customer experience: More consistent and relevant content

Learn more about Anthill's content excellence services

Learn more about content excellence

Read our whitepaper on content excellence which explains why life science companies are re-engineering their content processes

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Learn more about omnichannel

Download our in-depth guide to omnichannel marketing in pharma, which includes an explanation on the role of modular content