As a pharma company, you are constantly evolving your health care products or building on your existing product line. Once you have the product in hand, you need to market it to your end customers, in the case of pharma, these include doctors, health service providers (HSPs), and health care providers (HCPs). The marketing would consist of content in various formats, such as brochures, videos, PPTs, product information, lab reports, and compliance reports among others. In fact, content marketing would begin earlier to set the stage for the launch. In the highly competitive pharma industry, to survive, you not only have to create high-quality content but also have a cohesive content distribution plan for all stakeholders. This is where unified content distribution management comes in.
Consider a scenario where you have created content in different formats and uploaded it on different channels. For instance, you have posted a product demo on YouTube, shared a PPT on its features with your sales team, and another on its benefits to the customer care team. The problem is that in case of your teams want to refer to additional information, apart from what they have, they would have to refer to multiple channels. In such cases, they would waste precious time and sometimes not even find the information they need to support the job performance or crucial decision-making.
So what you need is a unified content distribution process. Here, in this article, we provide 5 tips for creating a unified product content management process.
Store all your content in a unified content management platform:
Instead of employing multiple channels to distribute your content, the better idea is to leverage a content distribution platform that allows you to store all your digital assets in one location. The ideal solution is a cloud-based service that will host your content on a cloud. In the case of pharma sales, you will have your sales teams in different cities, and even across geographies. With a content distribution platform, you can provide authenticated access to all your sales teams, who can access crucial information while making a sales pitch to the HCPs.
It is generally seen that HCPs are extremely busy people. It is not going to help if you manage an appointment and the official asks for some supporting documents and you are left fumbling for an answer. With a unified content management process in place, you can log in to the platform and immediately share data, as required to support your pitch.
Share all content formats from a single platform:
Another aspect to consider as part of your unified content management process is that you should be able to distribute all content formats from the unified content platform. The platform should support multiple format types. For instance, the end-user should be able to listen to an audio file, read brochures, or watch a video. To understand the benefit of this, let us say that your potential client is too busy to go through your supporting documents during the appointment but wants to view them at leisure after their official activities are over. In this case, you can group relevant content on the platform and provide access to your potential clients who can view all content formats on the platform itself. So they don’t have to listen to an audio file on a separate player – no matter what your content type, make sure that your platform provides seamless access to all types of content.
Group end-users into different categories:
It is not just important that you have all your product information on a single unified platform. The platform should also allow you to group the content for different user types. To illustrate this with an example, when you launch a new healthcare product, you would need to provide training to the relevant teams. Similarly, the sales and marketing team will need specific content types, such as research reports and lab studies to support their pitch. The customer care team would need another set of content to address and satisfy customer queries. In a unified product content management process, you also need to ensure that you can group your content under different categories to satisfy the needs of different stakeholders.
Ensure content is secure:
In the cut-throat pharma industry, you have much to lose if you lose control over your sensitive data. In any unified content management process, you have to ensure that your content is encrypted and DRM-protected; only authorized people can log in to gain access. Further, the content distribution platform you use should be able to guarantee complete confidentiality and peace of mind. As sales reps, you will need to provide access to the HCPs to access the content. Since all your content is uploaded in one location, this could be risky unless you take steps to safeguard against download, copy and share. In case your data is downloaded and shared irresponsibly, you will stand to lose your reputation and revenue, and even invite the wrath of the regulators. Therefore, it is very important to ensure that your unified content management process for B2B pharma is secure.
Easy content upload:
Finally, to create a unified content distribution process, ensure that you choose a platform that allows you to easily upload content. The content will constantly need to be updated, which means you don’t want to spend time uploading. Then again, it should give you access to tools to update the content whenever there is any upgrade to an existing healthcare product or you launch a new one.
In conclusion:
In a connected world, nothing works in silos. To succeed in this era of information overload, you can get your message across through effective storytelling, in which all the individual pieces of the puzzle come together to provide one clear unified message. To tell a story and sell an experience, you need a unified content distribution process. Kytes, an intuitive content distribution platform, allows you just that. You can use its drag and drop features to store all your content on the cloud. Once done, you can distribute content under different categories, making it is easy to search and access. You can also create secure distributed lists to distribute content from one single platform, Kytes supports multi-content support, which means you that you can watch videos, listen to audio files and read research reports from this platform. Kytes adds DRM protection to your content ensuring that only authorized people can access it. As a pharma company targeting B2B customers, Kytes will be your ideal partner to curate, update and distribute your content from a single platform
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