Content Management Strategies for Pharmaceutical Companies Navigating Omnichannel Marketing

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Overview of the omnichannel content management system

With the evolution of industry policies and the development of new technologies, establishing an omnichannel marketing system has become one of the key strategic initiatives for pharmaceutical companies to develop in the Chinese market. The omnichannel marketing system brings companies a more efficient, precise and agile model, enabling them to provide customers with a better interactive experience.

In the marketing system, content, as the final medium of interaction between the company and the customer, performs the tasks of implementing the company’s marketing strategy and delivering the desired message to the customer, which directly affects the interactive experience between the customer and the company. Therefore, how to build a content management system that can successfully serve the omnichannel characteristics and objectives is a key topic that every pharmaceutical company needs to think about.

We believe that the complete omnichannel content management system has five key layers (see Figure 1); the results of each layer determine the success of the company’s omnichannel content management and indirectly influence the effectiveness of the omnichannel marketing strategy implementation.

The Content Management Strategies for Pharmaceutical Companies Navigating Omnichannel Marketing whitepaper series will explore how pharmaceutical companies can realize marketing transformation and modernization by reinventing their content management systems in the artificial intelligence (AI) era. The series will be published in four parts:

• Part 1: Customer Centricity
• Part 2: Omnichannel Synergy
• Part 3: Data and Insights Driven Strategy
• Part 4: Agile Process Management

The topics will be discussed in terms of the four “shifts” and cover the following:

• Are there criteria for success? What are the specifics?
• What is the current status of most companies in the industry? What practices are worth learning from?
• What are the main gaps and barriers to implementation?
• What are the capability requirements for the organization?

Part 1: From ‘brand-centric’ to ‘customer-centric’

Understanding doctors’ preferences and needs is key to achieving a customer-centric approach. Starting from a comprehensive portrait of doctors, a company can provide an interactive model with personalized engagement timing, touchpoints, frequency and content from the perspective of doctors’ preferences and needs. At the same time, understanding doctors’ preferences and needs can help doctors turn from “passive” into “active” — from passively accepting the information we want to push to actively obtaining the information they want in a timely manner (see Figure 2).

Part 2: From ‘channel isolation’ to ‘channel synergy’

Maintaining consistency, increasing progressiveness’ and satisfying preferences are the key words for the future omnichannel engagement. Omnichannel is not about using ALL channels. Successful omnichannel marketing is more about synergy, i.e., improving the user experience through synergistic multichannel means (see Figure 3).

Part 3: From ‘experience driven’ to ‘data and insight driven’

Real-time, direct access to data is the first step toward insight-driven realization. Real-time data feedback is the starting point for enabling continuous mining of subsequent insights, leading to fast and effective iteration of content marketing plans. Closed-loop omnichannel insights can help pharmaceutical companies answer the question of “how to evaluate the effectiveness of omnichannel” and better establish a direct link between insights and strategy (see Figure 4).

Part 4: From ‘static management’ to ‘agile delivery’

Flexible content management and integrated agile organization are the necessary conditions for companies to achieve content diversification, refinement and personalization under the omnichannel marketing system. By establishing a content COE (center of excellence) to integrate the operational tasks of content management, and by bringing together the cross-functional people involved in the management process, companies can significantly shorten the content production cycle and improve the content quality to quickly meet the changing needs of customers (see Figure 5).

In this white paper, we will also look at the areas where AI and other technologies can be applied to the six key content management processes (see Figure 6), as well as related industry cases. 

1. Content acquisition: Apply semantic analysis and extract classification based on the collected content
2. Content production: Recognize creative intent and semantic analysis, content retrieval based on the vector database, automatic generation of prompt words and content, conversion of content into different formats and modalities
3. Content approval: Review content according to the enterprise standard operating procedures
4. Content optimization: Apply scenario-based embellishment of generated content 
5. Content distribution: Based on the analysis of the customer’s profile and internal content and resource availability, suggest next engagement action and recommend content 
6. Effectiveness forecast: According to the AI placement results analysis, large model outputs effect prediction, effect evaluation report and then reverse optimize the AI placement models

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