Pharma’s Content Supply Chain - PharmaFuture Digital Council Leader Interview Ep 03
Watch the 3rd episode on "Pharma’s Content Supply Chain" in our PharmaFuture Digital Council Leader Interview series. The interview video features senior life sciences commercial and digital leaders who share insights on how pharma organizations can approach their content supply chain:
Uwe Dalichow - Head of Global Marketing Operations, Bayer
Tara Stewart – Worldwide Head, Multi-Channel Hub, Bristol-Myers Squibb
Raakhi K Sippy - Global Head of Marketing Operations & 3rd Party Partnerships, GSK
John McCarthy, Principal Consultant, DT Consulting
Marc A. Valdiviezo – VP Strategy & Applied Digital Transformation
UWE DALICHOW
To me, number 1 is that we understand that our current model is broken and we cannot continue the way we develop content and deliver to our customers making sure our message has been heard and received.
We need to clearly understand how our customers want to consume information and therefore we need to embrace completely new ways of creating content and delivering that content to the customers the way they expect us to deliver information to them.
TARA STEWART
We need to move out of that tactical mindset, right! Much of pharma, and they’re shifting out of this as you well know but, is really making sure that we think of the content first. Think of who we’re trying to engage with, and I’ll use Customer loosely, right, patient, payors, HCPs etcetera, understanding what the purpose or the value of that information is. There will be monetary value, and then value in terms of relevancy and importance to them. And then lastly, it’s creating that information agnostic of where you may distribute it.
RAAKHI KHERA SIPPY
We need to be truly dynamic like a content factory creating relevant content for our customers, monthly if not weekly, and move away from these annual content creation cycles.
JOHN MCCARTHY
So it’s about the right content piece being served up at the right time to the audience and kind of hitting them in the right interest level. I think the same methodology is going to be extended to patients more and more as we look forward.
And you know there’s a lot of evidence in the world that’s around our medicines and I think that’s got to be the basis of that interaction. Cause that’s gonna put us in better sync with payors and the message that they are sending to the same audience.
Marc V
The goal is to have more, and more varied content that can drive customer experience instead of having that one efficacy graph or that one message to express an end point from a clinical trial.
And so instead of repeating the exact same message over and over again you may have six or seven different variation of that same message to address different segments of customers and communication styles. And that ultimately live better in a certain context or certain channel.
TARA STEWART
So I think the opportunity is more about driving content in one central way for HCPs or patients to access, right! So if you look at some of the disruptions that’re happening, right, they are the places where the content is actually residing anyway, right? So it’s how do we get there and tap into it! The biggest challenge people have, and we’re competing to say, “come to us, not our competitor, come to us, not our competitor,” pharma has got a destination, right?
And if we take ourselves out of the pharmaceutical mindset and put it in the customer, I think there is more opportunity to really look at, how you put content in a syndicated way in one location, and I’ll use location loosely right now. But that they have the opportunity to gain access. Cause again, we’re all having our own individual company hats on, right, trying to get the information out there, not necessarily realizing all the challenges that they have, cause they have a lot of places to go.