Watch the 4th episode on "Modular Content – Creating Value Opportunities" in our PharmaFuture Digital Council Leader Interview series. The interview video features senior life sciences commercial and digital leaders who share insights on opportunities to create value through modular content in pharma’s content supply chain: Raakhi K Sippy - Global Head of Marketing Operations & 3rd Party Partnerships, GSK Tara Stewart – Worldwide Head, Multi-Channel Hub, Bristol-Myers Squibb Uwe Dalichow - Head of Global Marketing Operations, Bayer Thomas Thestrup-Terp - Vice President, Commercial Operations, Novo Nordisk John McCarthy, Principal Consultant, DT Consulting RAAKHI KHERA SIPPY it’s really important that we start to create modular, fragments, and nuggets of content that can be easily consumed by our customers and be leveraged across various channels to deliver on an exceptional customer experience. TARA STEWART The value is in being able to get it to them (patients & HCPs) in the timeliness and the speed. Unfortunately some of the indications that we are responsible for driving communications in, Time matters. The time from diagnose to the time to treatment is often very swift, because of the criticality of it. The emotion behind that, right, you also have to be able to do it in a way that demonstrates empathy cause People are consuming a lot of different disparate information sources at the same time. And then most importantly you can’t make it hard, right! It’s got to be rally easy to be able to access. UWE DALICHOW So what you really need is modular content that you can adjust very quickly, basically on-the-fly and to the insights that you’re generating and to the data that you’re collecting. That is an absolute requirement if you wanna engage with customers, again, at their terms 24x7. At the same time you also have to look at the organizational side of the house. And I think here you need to be very clear moving forward what content do we wanna own and what content do we wanna outsource and be generated by external parties, for example. THOMAS THESTRUP-TERP This is not about disrupting the way we work with agencies on the strategy and the core visual aids etcetera. But this is about doing things and producing content where it matters most and is also most effective. And we need to start increasingly decoupling the strategy process from the actual content production process. We are, as many others, working with that right now. JOHN MCCARTHY So if I really apply supply chain thinking to the content stream, I think there is probably five steps you can think about as part of your execution. 1st would be decoupling the creative process from the production process that allows you to optimize on both sides. Step 2 would be to change the ownership of production. Too often it has been the marketing team and the marketing agencies. And there are simply better choices out there today. And when it comes to the creative side, I think there is a step about identifying the redundancy of what’s your agencies are creating for you on a global basis. And what you have done that allows you I think gives you the license to centralize that content creation. And by centralizing that you now have 2 clear hubs, 1 for content creation, 1 for content production. You can really optimize both in that way. And then the 5th step is simply measurement. Like, it’s not something we have done a good job of measuring what has happened. What has changed, in the way we deliver content. So those are the five steps for me that are fundamental. Many across pharma are working on them or on individual components of it, there is always a way to improve on those 5 steps. THOMAS THESTRUP-TERP For me it’s about 6 KPIs. It’s about the cost of the production. It’s about time-to-market of the content asset. It’s about the quality of course. It’s about the Use of the asset and it’s about the Reuse of the asset. And finally and not least, it’s about engagement, that the asset brings with our users or the customers. TARA STEWART So really shifting about how you create and curate the content agnostic of the actual channel is where things are shifting to. And how you can drive much more relevancy and personalization.

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.

PharmaFuture Digital Council just wrapped up its 1st roundtable meeting in NYC on Sep 4, 2018. This documentary contains an argumentative story on digital transformation across industries from different vantage points for life sciences digital leaders and marketers. It was showcased as a thought-starter and an ice-breaker at the opening reception of the council meeting. Subscribe to Digital Council events and statements, as they happen at: https://www.digitalcouncil.pharmafuture.org/ Source Credits: The film combines short excerpts from following source materials: Digital transformation: are you ready for exponential change? Futurist Gerd Leonhard, TFAStudios - https://www.youtube.com/watch?v=ystdF6jN7hc The digital transformation journey - https://www.youtube.com/watch?v=Vus4ekcOrRI Digital Disruption is a human thing | Steve Vamos | TEDxMelbourne - https://www.youtube.com/watch?v=lQUt-EKwa94 Microsoft's Vision for Digital Transformation in Health - https://www.youtube.com/watch?v=GxUq53zqGJA The Digital Mindset - https://www.youtube.com/watch?v=_lriyifTZ2o An Insider's Look into the Future of Digital Marketing - https://www.youtube.com/watch?v=hohKSbwSBBE Connecting an Industry: Digital in Healthcare - https://www.youtube.com/watch?v=nJdEhsnJKXw

A huge thanks to all of our attendees, speakers, Team Indegene, and staff for making the Indegene Digital Summit a success in 2019! We deeply appreciate the passion and energy everyone shared to really shift the industry’s focus from blockbuster drugs to blockbuster customer experience! Please like and subscribe to get notified on soon-to-release session videos from this year. To learn more about the event and to join us next year please visit https://digitalsummit.indegene.com/. About Indegene Digital Summit: Held on October 16 this year in Philadelphia, this is a first-of-its-kind, vendor-free, industry-only symposium about digital transformation and customer experience in life sciences. The agenda focused on customer experience transformation, future of digital content supply chain, next-gen capabilities, and limitless potential of data & analytics.