Modular Content: How to Use It Effectively to Accelerate Pharma Launches and Drive HCP Behavior Change
May 24, 2023
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Noah Workman, an expert in content strategy and activation, discusses the benefits of modular content for international pharma launches, the power of video in driving HCP behavior change, and AI technologies that can accelerate content development. The podcast also explores the value of curiosity in the healthcare content industry and the role of modular content in understanding emotions.
Modular content allows for the creation of tailored and adaptable content experiences, delivering relevant information quickly and efficiently.
Artificial Intelligence (AI) plays a crucial role in optimizing modular content, automating MLR review processes, and ensuring compliance.
Deep dives
Modular content: Education, process, and delivery of adaptable elements
Modular content refers to the creation and delivery of distinct adaptable video elements, images, or text that facilitate customized viewing and content experiences. It allows for different audiences to receive tailored content based on their needs, preferences, and language requirements. Modular content offers the opportunity to optimize messaging over time and provides a more personalized approach to communication. By breaking down content into shorter, targeted pieces, it becomes easier to deliver relevant information quickly and efficiently, enhancing engagement and understanding.
Benefits of modular content: Flexibility, scalability, and cost efficiency
Modular content brings a range of benefits to content creation and distribution. It allows for greater flexibility and scalability, enabling content to be repurposed and adapted for different channels and audiences. By utilizing modular content, organizations can efficiently produce and distribute targeted pieces of content and optimize messaging for different regions or countries. This scalability also leads to cost efficiency, as the same content can be used across multiple regions, reducing the need for unique, localized content creation. Additionally, modular content enhances MLR (Medical, Legal, Regulatory) review processes by minimizing the need for extensive reviews of longer videos, streamlining the approval process.
Modular content and AI: Enhancing personalization and efficiency
Artificial Intelligence (AI) plays a crucial role in the development and implementation of modular content. Machine learning algorithms assist in analyzing audience behaviors, identifying patterns, and personalizing content delivery. AI enables the localization of content by adapting language, captions, and subtitles for different regions and cultures. It also aids in the optimization of content, making it more relevant and engaging for viewers. AI-driven tools can significantly improve efficiency, automate the MLR review process, ensure compliance, and accelerate the delivery of content across various channels.
The importance of curiosity in healthcare content creation
A key trait for content creators in the healthcare industry is curiosity. Given the rapid changes in technology, communication channels, and evolving audience preferences, curiosity drives continuous learning and exploration. Curiosity allows content creators to adapt to new platforms, optimize messaging, and find innovative ways to communicate with healthcare professionals and patients effectively. By embracing curiosity, content creators can stay ahead of trends, make use of emerging technologies, and ensure their messaging remains relevant and engaging in an ever-evolving healthcare landscape.
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In this episode, Bozidar is joined by Noah Workman, Associate Managing Director of Content Strategy and Activation at Havas Health & You.
They cover:
How can modular content help with international launches, faster and more cost-effective MLR review, as well as a higher impact for each channel?
Where should a pharma executive even start when thinking of developing a new piece of content?
Why is video a great format for driving new HCP behavior and product adoption?
What are the three AI-related technologies that can unlock exponential growth in content developed by the pharma industry?
“Pharma Launch Secrets” is a podcast by Evermed and hosted by CEO Bozidar Jovicevic. We host direct, actionable conversations with world-leading pharma launch experts and help you stay up-to-date with the latest trends and strategies to help you launch your product successfully.