Tor Kristensen

Tor Kristensen

Chief Technical Officer

Research from Salesforce shows that 75% of consumers expect a consistent experience wherever they engage with brands – be it through social media, mobile, or even in person. And 64% of consumers expect companies to interact with them without delay. 

These expectations apply to all industries, including healthcare. As a result we see increased investment in content creation across the industry. Those that truly understand the needs and interests of their customers and the trends in their behavior see increasing returns from personalised and data driven marketing that provide an effective advantage over their competitors.

So how are we in pharma doing? Well, according to Accenture, 78% of marketeers in pharma and biotech say their organisation is producing a moderate to an enormous amount of digital content and assets, but only 13% of marketeers feel they are leveraging that content well.

So despite our increased investments it seems like it the healthcare industry as a hole is still struggling leveraging content well and in a way that does not put an undue burden on already brand teams. This is a problem and a testament to the fact that if you don’t have the right strategy or tools, it can be challenging to activate your content and live up to customers' expectations.

This is why digital asset management (DAM) is so important – and why having a clear digital content strategy is essential. Not sure what is required? Keep reading for five crucial elements to consider. 

1. Know what your customers expect from you

Firstly, it’s important to understand that business results are driven by improving your customer’s experiences. You need to think beyond the product and see communications as less about pushing messages and more about providing services. Your customers want simple, connected, and focused experiences that address their needs.

2. Learn the true value of DAM

DAM isn’t just about organising content but rather activating it. To create the experiences that will resonate well with your customers, it’s crucial that you don’t keep your content siloed in various tactics that serve as content repositories. Instead, leverage DAM to drive dynamic digital tools that both serve your strategic and tactical goals. The true value of DAM is demonstrated when you use it to adapt to customers and channels.

3. Make content modular

Modular content is designed, created and delivered as discrete components within the content whole. Creating a content strategy that organises your content modularly, appropriately tagged in your DAM system, allows you to respond to change customer in an ongoing, interactive and personalised way.

4. Reduce, reuse, recycle

Modular content works like Lego bricks. It allows you to be more flexible because your content can be arranged in a variety of ways to best suit the given conditions. And this doesn’t just apply to an email template or an eDetail slide – it applies to all your digital assets. In effect, it allows you to make existing content go further. It also can make it easier to approve and adapt content when needed for markets, or for a faster reaction time to new customer needs.

5. Deploy new technologies

There are exciting technologies that can leverage DAM and your modular content. One example is a ‘chatbot’ that uses AI to deliver your approved modular content in a very user-friendly way – and in the channels of your choice. AI is able to solve customers’ requests faster and more efficiently than a human ever could and so is a great way to become more patient-centric and deliver improved customer experiences.

Activating your content

DAM isn’t just about organising content but rather activating it. To create the experiences that will resonate well with your customers, it’s crucial that you don’t keep your content siloed in various tactics that serve as content repositories. Instead, leverage DAM to drive dynamic digital tools that both serve your strategic and tactical goals. The true value of DAM is demonstrated when you use it to adapt to customers and channels.

anthill logo small We are always ready to talk.

Reach out and let's discuss challenges your facing and how we might be able to help. Exchanging ideas and being open is a part of who we are.

Write us