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Here are four of the most important things to consider if you want to set yourself up for success and ensure consistent and on-brand omnichannel customer experiences.
Your content authoring solution should become central to everyone’s workflows — from internal brand teams to local markets and agencies. To get the full value, it should become second nature for everyone. For that to happen, it must support not just one or two channels but everything that people need — eDetailing, Self-Detailing, Approved Email, Websites and Social Media.
Activator supports content authoring in all the main channels pharma uses to engage HCPs. Unlike other solutions, Activator is based on built-in “Brand Design Systems” that allow users to easily apply fully responsive themes and templates across channels like eDetailing, rep-triggered emails, web/landing pages and social media. We also continually add more options.
For example, Anthill has been championing 'self-detailing’ which provides the on-demand information that HCPs have been asking for — with the engagement and interaction that they know from detailing meetings. Self-detailing as a new channel is already supported by Activator. This continual development means that Activator meets all your use cases. And that makes it the essential go-to tool for all marketing teams.
Veeva Vault is your central content repository. It’s where the latest version of any asset should be stored and easily found. Consequently, your content authoring tool must integrate deeply — enabling content to be created, edited and managed in Vault. Otherwise, you can have a situation in which multiple versions of assets are created and saved in different locations e.g., local agency servers
As a Veeva Technology Partner, Anthill built Activator to extend the functionality of Vault in accordance with the best practices defined by Veeva. For example, Activator’s integration encompasses the generation of Veeva analytics data without the need for additional coding.
The result of this deep integration is that Activator ensures that Veeva Vault is the single source of truth for all marketing content. Your content always remains secure and accessible in Vault.
Many pharma companies are adapting their content production to enable modular content. This is a new approach to content creation. Modular content works like ‘building blocks’, which can be assembled in different combinations to rapidly create assets. This approach also speeds MLR approvals because modules are approved once but can be used multiple times — avoiding the duplication of work of repeatedly reviewing roughly similar assets.
Activator’s content authoring is fully integrated with the ModCon system in Veeva Vault, linking all content modules and MLR reports. This enables modular content to be used by everyone across the organisation — HQ, local markets and brand teams.
All modular content and business rules changes are automatically highlighted in MLR reports — resulting in faster approvals and you delivering more content, faster than ever before and thus speeding content time-to-market.
HCP expectations are constantly changing. To stay relevant, it’s key for pharma to have the tools to adjust to future HCP and rep needs. With HCPs becoming increasingly digital savvy, they expect pharma support in digital channels from which they can easily pull relevant information.
Right now, self-detailing, intelligent/AI chatbots, and self-guided customer journeys are in higher demand. When you’re selecting a content authoring partner, look for a company that knows pharma AND has an innovative technology mindset.
Did you know?
Source: Reuters white paper: The Evolution of a New Era of Digital Engagement, McKinsey survey results, 2022.
Anthill is 100% focused on serving the life sciences industry. As a hybrid agency, consultancy, and technology company, we understand the multiple needs of pharma companies and design solutions that meet these realities.
Activator was built to enable companies get the full value from their Veeva investments. It was developed in close collaboration with Grünenthal, Novo Nordisk and other leading pharma companies.
Besides Activator, Anthill provides technologies that support pharma in delivering exceptional customer experiences. These technologies include Amplify, a new self-detailing solution that enables you to create on-demand experiences for HCPs more easily.
If you’re working on specifying your content authoring needs, you might want to consider what others are finding critical. We’ve put together a cheat sheet that can help you specify what you need for your content authoring platform.
Others
Brand Design Systems that allow theming and templating using modular layouts across channels
Creations of Omnichannel Content, including Approved Emails, Templates, Fragments, Slides & Creative Briefs
Modular Content "MLR Report" to enable Risk Based MLR review processes
Content lives in Veeva Vault and authoring enabled directly in Promomats to maintain Veeva as the single source of truth
Supports Veeva Modular Content in every channel
Users and permissions managed directly from Promomats
Seamless integration with Veeva Promomats via API
Interactive comparisons between local and global versions of content
Automatic tracking of "Where Used" data for all media in your content
Built in Translation and Localisation Features aligned with Agency Workflows
Automatic MLR and Risk-based MLR Document Generation
Fully support of Veeva Single Sign-on and permissions
= Partial Support
Learn how Activator enabled a leading pharma company to simplify their approved email content creation process, reduce costs and work in a more agile way.
Discover how Activator was used by a leading pharma company to speed up their content creation, respond faster to market needs, and be more innovative.
Learn how Activator enabled a leading pharmaceutical company to implement a centralised content approach and ensure better brand consistency across markets.
