Accenture research has revealed that life sciences marketers are challenged by content overload, and that companies are struggling with leveraging content. But the research also unveils some crucial ways to solve the issue, from rethinking content strategy to streamlining day-to-day operations.
Although content is very much on the radar screen of the C-Suite—CEOs in particular for pharma and biotech companies—companies are struggling to leverage content effectively. Possibly this is because content strategy and objectives are not clear to most marketers in life sciences.
Only 4 percent of survey respondents in med tech companies and 11 percent in pharma/biotech report that they have a clearly documented content strategy that meets their current and future needs (compared to 42 percent across all industries). And only 6 percent of med tech marketers and 9 percent of pharma/biotech marketers feel their objectives are clearly laid out (compared to 19 percent across all industries).
However, pharmaceutical, biotech and med tech marketers are using a multitude of activities to tackle the growing volume of content. Respondents say they are actively working toward:
Better integration of technology, tools and processes.
Better digital asset archiving, tagging and retrieval.
More in-house talent.
Better digital production and asset re-use.
Better software and tools.
Better content publishing and delivery.
Better technology and platforms.
Better alignment and interaction between content marketing and IT.
But without a clear strategy and objectives, companies that pursue these activities independently will struggle to overcome operational challenges and improve the way they engage with their customers.
To successfully manage content in this complex environment, pharma, biotech and med tech companies must:
Define a content strategy.
Establish clear objectives and measurements.
Create an organizational structure (including people, processes, technology and tools) that can deliver the stated objectives and achieve the overall strategy.
With a content strategy, clear objectives and the appropriate organizational structure in place, companies can truly take advantage of their valuable digital content to improve both patient outcomes and their bottom line, now and in the future.
Download the full survey: The state of content survey for Life Sciences