How ‘thinking modular’ might ease digital content overload in pharma

Overview

In today’s digital world it is increasingly hard for pharmaceutical companies to successfully differentiate new brands based on their target product profile alone.

Instead, the key factor now is often the quality of customer engagement, which more and more healthcare professionals (HCPs) appear to value.

It’s enabled by a multichannel marketing (MCM) approach, but traditional MCM strategies require a much higher level of content than pharma is used to producing and approving – the answer to this is a modular approach.

Such modular content allows pharma to meet HCPs’ information demands by leveraging content assets across multiple channels and in many different combinations, at the same time providing superior targeting and tracking.

This pharmaphorum webinar, held in association with Anthill, took place on Tuesday 17 March from 13:00 to 14:00 (GMT)/14:00 to 15:00 (CET) and looked at how the use of modular content in pharma can ease some digital worries.

Focus

Our expert panel discussed:

• The most common challenges in the digital content creation process
• Aligning content creation tactics with the multichannel marketing strategy
• How to activate your existing content to maximise existing resource for the greatest HCP reach
• Making the customer experience a key differentiator

To view the debate on demand, please click here or on the button above or below.

Our Panel

Morten Kruse Sørensen, Global Director Multichannel Excellence and Operations, Novo Nordisk

Morten Kruse Sørensen is Director of Multichannel Excellence at Novo Nordisk. His team is responsible for building worldwide capabilities for efficient content supply chain, digital execution and analytics. Before joining Novo Nordisk, Morten has worked for Biogen, MSD and several digital agencies.

Florent Edouard, SVP, Global Head of Commercial Excellence, Grünenthal Group

Florent is Global Head of Commercial Excellence at Grünethal, where he is a member of the CCO Leadership team, and Digital Commercial Transformation Leader. He is accountable for defining and implementing all commercial processes, including brand planning, launch excellence, and insights and market research. Florent is a senior pharma executive with vast experience in leadership roles at IQVIA, AstraZeneca, and Grünenthal.

Huw Jenkins, Director, DAM Strategy, Veeva

Huw Jenkins is Veeva’s Director of Strategy in Digital Asset Management. Huw has 20 years’ experience consulting on marketing technology solutions.  Over the past 5 years with Veeva and Zinc Ahead Huw has been focused on Digital Asset Management in Life Sciences.  Prior to his time at Veeva Huw has a background with digital agencies specialised in content production and localisation working across verticals helping global and local marketing teams deliver more effective content.

Kasper Jerlang, Head of Global Digital Marketing and Engagement, LEO Pharma

Kasper is an experienced marketeer with a strong digital DNA. He has lived and worked across the world driving change to the pharma companies he has worked with during the last 20 years in the business of helping patients. Currently Kasper is pushing LEO Pharma’s Global Digital Marketing and Engagement to the next level.

Tor Kristensen, CTO, Anthill Agency

Tor is Anthill's Chief Technical Officer, working with complex processes and standards across multiple platforms and devices. He has been with Anthill for six years. Tor helps keep Anthill  at the cutting edge of development practices while identifying and promoting techniques and libraries across creative and development groups that improve our ability to tell our clients' stories. Tor attended the Savannah College of Art & Design, majoring in Computer Arts. He moved to Denmark, where he helped found what became the largest Danish web bureau. There he helped major Scandinavian and global brands build their online presence. No stranger to dynamic environments, he has experience as CTO of a start-up and is an advisor to several emerging companies.

Dominic Tyer, Creative and Editorial Director, pharmaphorum [moderator]

Dominic Tyer is a trained journalist and editor with 19 years of pharmaceutical and healthcare publishing experience. He serves as a contributing editor at pharmaphorum media, which facilitates productive engagement for pharma, bringing healthcare together to drive medical innovation. He is also creative director at the company’s specialist healthcare content consultancy, pharmaphorum connect.