From ‘Wow’ to ‘How’: Agile Content Creation and Modular Strategies

Where format comes into play is understanding that credible, authoritative content can be tailored to the needs of HCPs who have different learning styles and prefer to consume their content in different ways. As Jörg Corsten, Senior Digital Transformation and Innovation Director at Roche, told SciencePOD in an interview: ‘It is important to realise that our customers are not a monolith, and tailoring content serves to keep the information relevant and appealing for each type of customer across the various channels.’

Traditional content creation approaches in Medical Affairs, however, often hinder this goal. These approaches are inefficient, involving recreation of content for different channels and duplication of efforts, leading to inconsistencies and difficulties in updating content across assets.

To overcome these challenges and deliver the content HCPs truly need, Medical Affairs teams should invest in agile content creation approaches that enable efficient production of compliant, evidence-based content tailored to different HCP audiences and channels.

Modular content strategies, which use pre-approved blocks of content or ‘modules’ that can be used to create various medical assets, offer a promising solution. Modular content reduces duplication, streamlines content creation, allows content to be updated consistently across channels, and enables personalisation.

Adopting modular content strategies requires investing in the right technology and processes, including content planning, development platforms tailored for scientific content, and well-organised content management. Michael Kurr of Boehringer Ingelheim explores this in a grander approach to scalable custom content through a digital content factory. These investments enable the agile creation and delivery of high-quality content at scale. Is this feasible for all pharma companies? Likely not all at once, but agile approaches and modular content can be assimilated at a feasible pace.