Commercial teams within life sciences organizations are seeing an increase in content volume, marketing tactics, and field teams. Pharmaceuticals, medical device, and biotech organizations should be actively thinking about how marketing content is being delivered to the field and whether the current method of content delivery is enabling an increase in speed to market.  

Before adding all the bells and whistles of new technologies that pride themselves on being AI-enabled and seamlessly integrated, we encourage organizations to take a step back to understand and evaluate their commercial content management strategy and if it is sufficient to support evolving business needs while staying compliant.  

3 Considerations for your Commercial Content Management Strategy  

When it comes to content management, here are the top three things that you should be incorporating into your strategy:  

1. Process Efficiency 
2. Cross-Functional Collaboration  
3. Analytics and Data-Driven Decision Making 

Process Efficiency 

When it comes to content management, organizations often focus on getting content approved. However, it’s critical to remember that issues delivering approved content to the field can have as much impact on speed to market.  

It’s imperative that strategic goals of brand leads and marketers are being enforced by streamlined processes. A system should simply be the tool to enable an already well-defined process. Questions you should be asking yourself include:  

• Is your process aligned across all field groups and marketing teams?  
• Is there a one-stop shop for users to access content?  
• Are you limiting downloading content to prevent outdated content usage risks?  
• Are your processes enabling data capture? 
• Are your current content delivery and access methods compliant? 
• Is there a feedback loop in place for field teams to connect with marketing on what content is working with customers versus not? 

Cross-Functional Collaboration 

There are four key players that the content management process often touches cross functionally: Marketing, Field, IT, and Marketing Operations. As such, it’s important that an organization’s commercial content management strategy reinforces strategic goals of each business function.   

Feedback from the field on content performance and usage should guide marketing priorities toward core business needs. Marketing Operations must partner closely with Marketing to measure progress against KPIs aligned to brand strategy and collaborate with IT to ensure the tech stack is fully leveraged, using the right capabilities to activate the brand strategy and enable accurate KPI tracking. 

Analytics and Data Driven Decision-Making  

Valuable data capture and digestible analytics are key to ensuring organizations are agile and continuing to evolve their content management approach while protecting customer data. Tying key metrics across all teams – 1) content utilization from Field; 2) content performance from Marketing; 3) interaction capture from IT – will empower Marketing Operations to continue to enhance ways of working to meet the business needs of tomorrow. Driving field team utilization of these tools will create the necessary feedback loop to support data- driven decision- making across the commercial organization.  

Final Thoughts  

Think critically and strategically when it comes to content management for your organization. Ease of content access and searchability will empower your field teams to seamlessly access and leverage content for customer interactions. This can improve the success of those interactions and build confidence in the relationship between the field and the customer. Incorporating processes, collaboration, and data metrics will keep the internal cycle of content development and management lean and effective cross-functionally.  

To chat more about your commercial content management strategy, reach out to our team today.