The Impact of Modular Content on Pharma Marketing ROI

Pharmaceutical companies waste up to 60% of their content budget due to ineffectiveness in content creation and distribution. These inefficiencies are mainly due to the highly regulated nature of the industry, which demands lengthy approval processes and increases the risk of duplicated efforts, compliance issues, and delays in time-to-market. But what if there was a way to streamline this process and maximize ROI?

Enter modular content: A smarter way to create, manage, and distribute marketing assets. But what exactly does this mean for pharma brands? Let’s explore how modular content is improving pharma marketing for a better ROI.

Understanding Modular Approach in Marketing

What is Modular Content?

Modular content refers to already approved content blocks that can be assembled, reused, and adapted across various channels without any additional regulation reviews. Instead of reinventing the wheel, marketers can build campaigns faster while maintaining regulations. But how can it result in better ROI?

• Pre-approved content modules streamline regulatory compliance
• Easily adapt content for different audiences
• Ensure a unified message across all digital and offline platforms
• Maintain audit trails and reduce compliance risks

For a deeper understanding of how modular content can transform your pharma marketing strategy, check out our webinar: ‘How To Optimize Your Content Supply Chain’ in collaboration with Veeva.

How Regulatory Compliance Changes Are Shaping Pharma Marketing

Due to recent shifts in regulatory compliance policies, pharma companies are reshaping their approach to marketing. Potential restrictions on D2C pharmaceutical advertising are making marketers rely more on HCP-promoted content. In this situation, content optimization becomes vitally important for scalable, omnichannel engagement.

Government efforts to streamline regulatory approvals will make modular content even more important. By utilizing modular content platforms like Veeva Vault PromoMats and Adobe AEM, pharma companies can comply with regulatory readiness while maintaining agility.

With the possibility of a ban on traditional TV advertising, pharma marketers are centering toward personalized, omnichannel strategies that engage HCPs and patients through digital platforms. A modular approach enables this with rapid adaptation for different audiences, ensuring localized compliance without redundant content creation.

Why 85% of Pharma Marketers Are Moving On from Traditional Pharma Marketing

Let’s understand why traditional pharma marketing teams need to move on and incorporate a modular approach. 

85% of pharmaceutical companies have yet to achieve truly omnichannel engagement. Why? Because traditional content creation models are slow, expensive, and unproductive.

Regulatory and Compliance Hurdles

• Time-taking Approvals: Traditional pharma marketing requires comprehensive legal, medical, and regulatory reviews, which take time to get approved
• Inconsistencies in Messaging: Manually creating content for different regions increases compliance risks

Content Redundancy and Inefficiency

• Duplicate Efforts: Without a modular approach, marketing teams recreate content for different campaigns, regions, and stakeholders
• Wasted Resources: Studies show that 50% of pharma content never gets used due to inefficiencies

Slow Time-to-Market

• Extended Review Cycles: New campaigns require re-approval, slowing the content launch
• Limited Agility: Pharma brands struggle to respond quickly to market changes

Scalability Issues

• Brand Consistency Challenges: Ensuring compliance across multiple markets while keeping branding intact is a difficult and often under-prioritized effort.
• Localization Delays: Content localization often leads to compliance bottlenecks.

Here is a short comparison of modular content vs traditional pharma marketing:

Best Practices to Incorporate to Build Reusable Components

To fully leverage the power of modular content optimization and maximize its impact on pharma marketing ROI, here are some best practices for building reusable components:

1. Create Standardized Content Blocks: Ensure pre-approved modules for drug descriptions, indications, and side effects meet global regulatory requirements.

2. Use a Centralized Content Hub: Store and manage content efficiently in platforms like Adobe AEM or Veeva Vault PromoMats.

3. Enforce Compliance Rules: Implement structured review processes to maintain consistency across all assets.

Modular Approach + XpConnect®

Xpediant Digital has witnessed the transformation of pharma marketing firsthand. We help our clients overcome challenges by providing cutting-edge solutions for modular content management. That’s why we developed XpConnect®—a solution designed specifically to streamline and enhance modular content efforts. The benefits are endless, but some of the most popular ones are: 

• Reduces content creation time by 30-50% via reusable content modules across multiple campaigns.
• Integrating Adobe AEM and Veeva Vault PromoMats, XpConnect® eliminates 99% of manual workflows and speeds up execution.
• Audit-ready content with XpConnect®—every change is tracked for regulatory audits.
• Custom messaging for HCPs and patients using a modular approach.
• Multichannel adaptability to easily repurposed for email campaigns, websites, social media, and sales presentations.

Introducing Our Latest Feature: Seamless Omnichannel Execution

XpConnect® enables omnichannel execution by streamlining modular management. This latest feature upgrade allows:

• Automated Content Distribution across platforms
• Real-Time Compliance Monitoring to reduce approval times
• Faster Time-to-Market for new pharma products and campaigns

Conclusion

Pharma marketers can no longer afford slow, inefficient content strategies. By adopting modular content and leveraging XpConnect®, pharma companies can streamline content creation, enhance compliance, and maximize ROI.

Contact us today for a personalized demo and see how a modular approach can transform your marketing strategy.