19 Jul Why is DAM the pharmaceutical industry’s best friend?
The pharmaceutical industry’s marketing challenges and needs are very specific, and for good reason – it’s one of the most regulated sectors out there. Marketing content must comply with market rules and the various authorities that govern publications in this industry. We refer in particular to the rules of the FDA in the U.S., the ANSM in France and the BfArM in Germany, to name but a few. For brands in this industry, the issue of “Brand Safety” is critical. This article presents the main benefits of DAM for the pharmaceutical industry, particularly in terms of compliance with regulations, consistency, and protecting your brand image.
How can you support the production of content and marketing visuals and organize the work of teams spread around the world?
How can you simplify sharing and make sure its use is secure? How can we streamline the asset approval process? How can you ensure technical and regulatory compliance of all the content created? And inevitably, how can you ensure optimal distribution?
Frequently equipped with slow, poorly optimized and not very user-friendly tools, marketers often struggle to effectively organize the communication and marketing strategy for their products. These difficulties can quickly translate into a loss of competitiveness on the market, and ultimately a drop in sales.
DAM for the pharmaceutical industry answer your needs in terms of regulation
This is one of the most highly regulated sectors; the pharmaceutical industry must communicate according to very precise rules from one country to another. Depending on the country and the medicinal product, the line between promotion and information must be strictly respected. With a very clear consequence; each marketing or communication asset is subject to a rigorous approval cycle.
DAM is therefore eagerly awaited in this domain. Content segmentation with fine-grained management of authorizations, customized workflows based on multiple rules (nature of products, regulations, content typology and media), affiliation of content to master documents that contain validated scientific information, the use of electronic signatures to authenticate stakeholders, etc. Everything must be done to guarantee content integrity and traceability of revisions.
This is an additional complexity that must be reconciled with a large volume of content, as documentation is available in many different forms. Distributed marketing, the DAM’s playground, requires both empowering employees (through the provision of templates), but also defining precisely what they can and cannot modify within a document.
“Brand safety” is a major concern for this sector of activity. For example, video content shared on third-party platforms should not be displayed alongside other non-compliant content. Here again, DAM is a welcome addition to secure diffusion right up to the video player.
DAM as the Single Source of Truth in your company
For these companies, DAM therefore provides the key function of a “Single Source of Truth“. This means that the DAM makes references to the assets that the teams can work with confidently: images, videos, marketing documents with finely tuned modification rights to facilitate localization without distorting the brand.
You are then assured that all your teams are working with the most recent versions of your digital assets and that the consistency of your group’s communication will be maintained.
The use of artificial intelligence makes it easy to generate content variations, in particular to test their impact on the different stages of the purchasing process, from an email to a product page. Integrated into the information system, the enterprise DAM also becomes the “media referent” for the various PIMs and CMSs that coexist in large organizations.
More than in any other sector, the key role of DAM’s “Single Source of Truth” makes sense here, as the integrity of each piece of content must be ensured. DAM is essential to ensure rigorous content lifecycle management, but also agile to help control time-to-market.
An enormous productivity gain with DAM for the pharmaceutical industry
On this scale, there’s no way we’re going to let everyone wander around for hours looking for a visual. Content categorization and search functions should allow quick access to product packshots, campaign visuals, etc.
Thanks to advanced search functionalities (full text, faceted, Artificial Intelligence…), your teams will be able to find the content they need very quickly. The considerable time saving generated by the use of the Wedia DAM allows teams to gain in productivity and thus allocate more time to different tasks.
Productivity is also guaranteed by integrating DAM with existing PIM (Product Information Management) solutions as well as with brand or retailer e-commerce sites. In addition, DAM allows you to categorize and search for your content according to your company’s operating and organizational rules.
Wedia, a SaaS software publisher, offers cloud-based, content-centric marketing software that helps large companies unleash the full potential of their media and deliver the best possible experience across all channels.
DAM in the pharmaceutical industry supports marketing teams by helping them overcome the challenges they face. Wedia supports global brands in enhancing their marketing content from creation to distribution, with the primary objectives of increasing awareness and ultimately boosting sales.