A top 5 pharma company invested millions of dollars and several years into a trailblazing modular content ecosystem to manage their commercial marketing content — and enable bulk review and approval and true personalizion at a scale unheard of in pharma circles.
I partnered with Adobe developers to architect a customized instance of Adobe Experience Manager (AEM) that gave brand teams the ability to develop content once and use it everywhere — while offering meaninful personalization.
By developing the modular content structure (such as types and parts of modules), automation, taxonomy, metadata, governance documentation, and more, we created a system that allowed medical, legal, and regulatory teams to review content in bulk, decreasing and sometimes eliminating the need for multiple review cycles of similar content. Bulk review became a reality. This is huge.
And by integrating the AEM instance with Veeva Vault Promo Mats and Salesforce Marketing Cloud, to name a few, we were able to streamline processes and work within the platforms and systems already deeply ingrained in the commercial marketing ecosystem.
My favorite part, as a writer who loathes the repetitiveness of proofreading important safety information ad nauseum and moving reference cues/changing reference order, was automating those mind numbing, time consuming tasks to free up the creatives’ time and energy for the things they do best (and most like to do).
If all this wasn’t enough, the results brought the ROI like nobody’s business.
- Speed to market increased from five weeks or more to less than a week
- Content spend decreased by fifty percent
- Review cycles decreated in number and in time from first review to final approval
And the content?
Pilot brands open rates increased as did click throughs from the very first email.