{"id":61540,"date":"2022-01-06T07:51:08","date_gmt":"2022-01-06T06:51:08","guid":{"rendered":"http:\/\/www.veeva.com\/eu\/?post_type=resources&p=61540"},"modified":"2026-08-01T02:06:47","modified_gmt":"2026-08-01T00:06:47","slug":"how-emerging-pharma-can-launch-and-scale-content-faster","status":"publish","type":"resources","link":"https:\/\/pantheon.veeva.com\/eu\/resources\/how-emerging-pharma-can-launch-and-scale-content-faster\/","title":{"rendered":"How Emerging Biopharma Can Launch
and Scale Content Faster"},"content":{"rendered":"

Four best practices to creating a commercial content foundation from medical,
\nlegal and regulatory (MLR) review to delivery across channels<\/p>\n

The rapid creation, review, and approval of promotional assets can be a key competitive advantage
\nfor pre-commercial companies. The quality of the foundation you lay for your content workflow now,
\nincluding the medical, legal, and regulatory (MLR) review process, will help your company to secure
\nthat competitive edge and scale more efficiently in the future. <\/h4>\n

One of the unexpected benefits of healthcare professional (HCP) engagement going digital was the opportunity for reps to spend more quality time with doctors.<\/p>\n

\n
\n

\n \"\"
\n Virtual meetings extended the amount of time
\nHCPs were able to meet with reps from an average
\nof three minutes to 19 minutes, when compared
\nto traditional, face-to-face meetings.<\/div>\n<\/p><\/div>\n
\n

\n \"\"
\n Rep-sent email also drove significant engagement,
\nwith an average open rate of 36%.<\/div>\n<\/p><\/div>\n<\/div>\n

While the chance to engage in more meaningful conversation has certainly been a positive thing for field teams, it\u2019s also created a greater need
\nfor marketers to produce more content, faster. Establishing the right content model early on is key for emerging biopharma companies looking to
\nenable and sustain rapid content creation at scale.<\/p>\n

The first step is to clearly outline how your organization will manage its assets through each stage of the content lifecycle. From creation,
\nreview, and approval, to distribution and delivery, think about how your content will ultimately make its way to the hands of doctors and patients
\nin the most efficient\u2014and compliant\u2014way possible. The following best practices can help get the ball rolling and ensure that you\u2019re building a
\nlong-term content foundation that can scale with your business. <\/p>\n

\n“We wanted a system that was suitable for every country but didn\u2019t have to be overly
\ncustomized. Veeva PromoMats gives us the global collaboration and automated audit
\ntrails we need, while gaining the flexibility to adapt to edge cases as they arise.”
\nAgn\u00e8s Keltie, Norgine<\/span>\n<\/p><\/blockquote>\n

1. Establish a single source of truth for all content stakeholders<\/h2>\n

\"\"<\/p>\n

Before the content creation process begins, your commercial team and agency
\npartners will want to establish a comprehensive launch strategy as far in advance
\nas possible. This strategy should include a content plan with key assets to be
\ncreated, as well as early concepts that they can share with the medical, legal,
\nand regulatory (MLR) review team before content development begins. Ensuring
\nall stakeholders are working and commenting on the same content will reduce
\ninefficiencies and accelerate content to market.<\/p>\n

Make sure that anticipated launch dates are continuously communicated so the
\nmarketing team has enough time to include an initial round of concept review
\nahead of content creation. Not only will this help reduce the number of iterations
\nand review cycles the team has to go through later on, but it will ensure final
\nassets are approved and ready to go as soon as your product has been cleared
\nby regulatory authorities.<\/p>\n

2. Fast-track MLR reviews with automation<\/h2>\n

\"\"<\/p>\n

Once content plans are approved and assets are drafted, the next phase of the
\ncontent lifecycle is review and approval. Marketing will need to route all assets
\nto necessary stakeholders to ensure that they are compliant and ready for
\ndistribution\u2014a process that can quickly become complicated.<\/p>\n

Email and spreadsheets are often a starting point for emerging companies.
\nHowever, they need to be managed and manually updated constantly, making it
\neasy to lose track of where assets are in the review process. The result is a loss
\nof precious time and money, as well as an increase in compliance risk.<\/p>\n

A simpler and more sustainable option is to automate these cycles through a
\ncloud-based MLR review system. With review and approval being tracked in one
\nplace, stakeholders will have an easier time managing approval queues while also
\ngaining visibility into what\u2019s coming down the pipeline. Meanwhile, marketing
\nand commercial operations teams will be quickly able to spot any bottlenecks in
\nthe process and ensure that assets are not only approved but submitted to the
\nappropriate regulatory bodies in a timely manner.<\/p>\n

\n“To deliver great customer experiences with content, we should be able to provide
\nwhat the customer wants when they want it, and where they want it. We have set out
\nto replace the traditional \u2018push to consumer\u2019 content model with a customer-centric
\nengagement one.”
\nMubasher Hassan, Gr\u00fcnenthal<\/span>\n<\/p><\/blockquote>\n

3. Optimize channel mix for maximum impact<\/h2>\n

\"\"<\/p>\n

After content has been approved, it\u2019s now time for the commercial team to
\neducate the market with brand-compliant messaging and materials. The volume
\nof your content will only grow as it gets pushed through more channels across
\nmultiple audiences, so make sure the team has an easy way to manage channel
\ncontent distribution and delivery.<\/p>\n

In addition to in-person meetings, consider a variety of digital channels such as
\nyour website, social media, newsletters, webinars, and even an online event to
\ndistribute content. Most cloud-based content management solutions will let you
\ncreate, approve, and distribute content all from the same platform, while also
\nhelping with content withdrawal when needed.<\/p>\n

Label changes or new drug studies will require rapid updates to all promotional
\nand medical content, typically within a three- to six-month timeframe. To avoid
\nbeing penalized, make sure you have visibility into all content and all channels that
\nthe assets are being distributed from. Leverage your content system to ensure
\nthat only approved materials make it out to market and maintain control of assets
\nwith instant withdrawal, controlled updates, and automatic expiration.<\/p>\n

4. Measure performance and adjust content strategy as needed<\/h2>\n

\"\"<\/p>\n

Getting your content in the hands of your customer is a great milestone, but it\u2019s
\nnot the final step. The marketing team will need to understand which materials
\nare resonating with your audience and through which channels, whether that\u2019s
\npatients on your website or doctors in an office.<\/p>\n

Measure customer reaction to and engagement with assets using tools like
\ntracking links, social metrics, and content sentiment, all of which should flow
\nback into and inform your centralized content strategy. It\u2019s also a good idea for
\nreps to ask for feedback directly, especially when meeting with HCPs in person.<\/p>\n

Once you gather data on asset performance, you can analyze your results and
\nuse these findings to adjust your marketing tactics moving forward.<\/p>\n

Planning for the future<\/h2>\n

The rapid creation and management of promotional and medical assets is a key competitive advantage for pre-commercial companies.
\nThe efficiencies you build into your content workflow now will help your company scale more efficiently using new approaches like modular
\ncontent, now or in the future.<\/p>\n

A modular content approach reassembles existing, pre-approved content blocks, or modules, into a variety of assets that can be used in
\ndifferent channels and regions. It can be particularly useful for fast-tracking content creation and approval, in addition to achieving the ultimate
\ngoal of personalized content.<\/p>\n

MODULAR CONTENT<\/h3>\n

\"A<\/p>\n

\n“My advice to companies looking for a commercial content solution is,
\nset it up early, and leverage all the best practices so you can hit the ground
\nrunning and have a scalable solution for the future.”
\nDarran White, Upsher-Smith Laboratories<\/span>\n<\/p><\/blockquote>\n

Are you an emerging biopharma preparing for commercial launch? Learn more<\/a>.<\/p>\n