One of the problems Pharma and Life Science organisations face is the inability to scale the production of personalised content, a necessary feature to implement a proper omnichannel engagement process. At the root of this problem lay a rigidly siloed operating model and too little investment in content value chain technology.
Indeed, for years Life Sciences CIOs underestimated and neglected investment in content production, largely because marketers continued to prefer the production of monolithic static content delivered primarily by sales reps. As HCPs have changed their preferences, favouring digital content, Life Science marketers find themselves lagging behind and having to race to meet their customers’ demands to deliver personalised and relevant content.
According to this Gartner report(1), “This research helps CIOs revamp technology capabilities to deliver modularized content optimized for reuse”. The modular content approach suggested by the report requires four foundational capabilities to ensure success: Asset Management; Integration; Medical, legal, regulatory review; Tagging.
Hyntelo (ex Sixth Sense), with its Lyriko product, is recognized as a Representative Vendor in the report. Lyriko is an AI-based solution that provides advanced decision support and content journey orchestration, with a pioneering auto-tagging feature.
As the report explains, Tagging “Enables a more precise way of organizing atomic content and a more sophisticated classification framework. Precise tagging is essential to facilitate the accurate searching, reusing, assembling and monitoring of content elements. Tagging also enables identification of what a piece of content is to how it can be used. For example, with the specific persona or journey phase for that component.”
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(1) Gartner, Quick Answer: How Life Science CIOs Can Revitalize Content IT Systems to Deliver Modular Content, 2022, Animesh Gandhi, 25 February 2022.
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