1. Crafting content with purpose

Creating content is fundamental. Everyone is doing it. But, in the pharmaceutical industry, it’s not just about producing content; it’s about making sure it’s personalised, relevant, and timely. Personalised content shows an understanding of your audience’s needs, relevant content addresses what they care about, and timely content ensures it’s delivered when it will have the most impact.

At EVERSANA INTOUCH, we talk about “pharmatising AI” – adapting advanced technology to meet the compliance standards of the life sciences sector. The benefits of generative AI (GenAI) are clear, but in this highly regulated field it’s not as simple as using a generic tool. Our industry requires compliant platforms tailored to brand guidelines, enabling scalable and personalised content creation.

A modular design approach is crucial for achieving content velocity and personalisation. By enabling low-code authoring, this approach streamlines creation, making it more cost-effective and scalable. When these content modules are paired with data, brands can deliver a tailored experience to each audience segment, enhancing both relevance and engagement.

2. Navigating the content approval process

Content review in pharma – often referred to as CMLR or med-legal or promotional review – is a critical process. It ensures content is accurate, appropriate, and compliant before it reaches the public, safeguarding patient safety, healthcare provider integrity, and brand reputation.

However, content review can be challenging. Multiple stakeholders need to review and approve content quickly and accurately, leading to potential bottlenecks. Collaboration and clarity are essential. Stakeholders must trust the process, understand their roles, and navigate the complexity with minimal confusion.

AI-powered solutions can streamline this process significantly. Automating up to 90% of the claims creation and management process using pre-approved sources reduces the need for manual input. This speeds up the review process and enhances accuracy by eliminating subjective bias. GenAI can further enhance efficiency by creating annotated references, linking them across materials, and generating live documents for real-time review.

3. Distributing content with precision

Effective content distribution is the final piece of the content velocity puzzle. Even the most efficiently created and reviewed content loses value if it’s not distributed effectively. The challenge is delivering the right content to the right audience at the right time, across multiple channels, while maintaining compliance and relevance.

Purpose-built, AI-driven solutions can transform the distribution process. By automating workflows and leveraging data analytics, these tools ensure content reaches its intended audience quickly and accurately. This maximises reach and enhances engagement by delivering content that resonates with individual preferences.

To maintain a competitive edge in the pharmaceutical industry, transforming the content supply chain is essential. This requires a comprehensive approach that addresses content creation, review, and distribution – all while ensuring relevance and compliance. This transformation begins within the organisation, but is often supported by partners with proven expertise in evolving these critical processes.

Pharmaceutical companies must navigate regulatory challenges, personalise content, adapt to digital trends, and manage operational complexities to maintain content velocity. Whether developing in-house capabilities or partnering with external experts, the journey toward content velocity demands a commitment to process change, behaviour adaptation, and ongoing training.

As the pharmaceutical industry continues to evolve, so too must its approach to content velocity. By embracing AI-driven solutions, fostering collaboration, and continually refining workflows, brands can achieve a new standard in content delivery. This not only ensures compliance and efficiency, but also enhances relevance and personalisation, driving greater impact in the marketplace.

In today’s fast-paced environment, content velocity is not just a goal; it’s a necessity. By mastering the pillars of creation, review, and distribution, brands can deliver more meaningful content to their audiences faster than ever, setting a new benchmark for success in the industry.