In the fast-paced world of life sciences, content is a critical driver for engaging healthcare professionals (HCPs), meeting regulatory standards, and ensuring accurate communication. Organisations face increasing demand for personalised, omnichannel, and compliant content. Addressing these demands requires more than just tools—it calls for a transformative approach supported by an integrated Content Authoring Solution (CAS) or content authoring tools. Such solutions provide the framework for streamlined workflows and sustainable content excellence.
Before diving into the process of selecting the right CAS, it’s essential to understand its holistic capabilities and why it’s indispensable in modern content workflows.
What is a Content Authoring Solution?
A Content Authoring Solution (CAS), sometimes referred to as content authoring tools, goes beyond being a single tool. It’s a comprehensive platform designed to integrate content creation, localisation, and management processes seamlessly. CAS platforms are tailored to industries with strict regulatory requirements, such as life sciences, and enable organisations to:
Create content at scale: Automate repetitive tasks like HTML production and localisation.
Ensure compliance: Align with Medical, Legal, and Regulatory (MLR) standards through built-in review workflows.
Enhance collaboration: Foster synergy between global and local teams.
Support personalisation: Deliver content that resonates with specific audiences across diverse channels.
Streamline processes: Minimise manual efforts, saving time and resources.
The ultimate goal of a CAS is to empower organisations with tools and strategies that promote content excellence, compliance, and scalability.
Transformation Through Partnership
Selecting a CAS is not just about technology—it’s about embracing a partnership for organisational transformation. To have a successful adoption you need to make sure to:
- Assess Content Excellence Maturity: Evaluate the organisation’s current capabilities and identify gaps.
- Enable Transformation: Focus on three key pillars:
- Content Systems: Create standardised templates, workflows, and reusable components.
- Technology: Integrate seamless solutions that simplify processes.
- Behavioural Change: Equip teams with the knowledge and tools to adapt effectively.
- Define Measurable Goals: Identify milestones in content maturity and establish KPIs to track progress.
This approach ensures organisations are not just adopting a tool but embarking on a journey to optimise their entire content ecosystem.
The Role of CAS in Modern Content Workflows
The life sciences industry has undergone a seismic shift towards digital engagement. Between 2020 and 2023, the life sciences sector saw a significant increase in digital engagement metrics. According to reports from Veeva Systems, there was a 40% rise in approved digital assets and a sixfold increase in rep-sent emails, reflecting the industry's accelerating shift towards personalised and omnichannel strategies. This explosion in content production has exposed inefficiencies in traditional workflows:
- Long approval cycles: MLR reviews can take up to three weeks, delaying time-to-market.
- Content irrelevance: Studies show that 77% of pharma marketing content is rarely or never used by sales teams.
- Budget constraints: Tight financial controls make it challenging to outsource large-scale content production.
A CAS addresses these challenges by introducing automation, modular content systems, and integration capabilities. It enables LSOs to create content that is not only compliant but also localised and tailored to the unique needs of different markets.
Consider this: One of Shaman’s customers, a top-five pharmaceutical company, implemented a tailored CAS and achieved remarkable results. Within six months, they onboarded 175 teams across 45 countries, saw a 94% reduction in time-to-market for CLM presentations, and slashed email production costs by 84%. These results demonstrate the transformative potential of adopting an advanced CAS.
Additionally, with the increase in HCPs embracing digital channels, the ability to deliver highly personalised and localised content at scale has become a competitive advantage for organisations looking to build trust and foster engagement.
Steps Before Selecting a CAS
Identify Your Biggest Challenges and Content Needs
Before choosing a CAS, organisations must first evaluate their content strategy and production model. Ask yourself the following questions:
1- What are your biggest challenges and gaps? Address issues in MLR review cycles, localisation needs, and the use of global templates.
2- What have you tried and learned? Reflect on previous strategies, successes, and obstacles.
3- What are your local content needs? Determine the volume of content required and the specific needs of each market.
4- Which channels do you want to support? Identify the platforms that align with your engagement goals.
5- How can global teams or AORs provide support? Explore how templates, reusable components, and best practices can simplify workflows.
6- How important is personalisation? Gauge the role of tailored content in meeting HCP expectations.
7- What other systems must align? Review your MLR processes, Digital Asset Management (DAM) tools, publishing workflows, and analytics capabilities.
By thoroughly assessing these aspects, you can determine the right starting point for your CAS adoption.
Transformation strategy
Achieving content excellence requires more than implementing a tool. It necessitates a collaborative transformation strategy that focuses on:
1- Assessing Organisational Readiness: Evaluating the maturity of current content processes and identifying gaps.
2- Building a Shared Vision: Partnering with stakeholders to align goals for content excellence.
3- Enabling Transformation:
People: Providing training and support to empower teams.
Process: Simplifying workflows and ensuring alignment across departments.
Technology: Leveraging CAS as a tool to drive efficiency and collaboration.
This approach ensures that organisations are not just adopting a technology but embarking on a transformative journey towards content excellence.
What to Consider for Choosing the Right CAS
Once you’ve evaluated your needs, the next step is to identify the features and capabilities that matter most in a CAS. Here are the top considerations:
1. Global Content Strategy Support
A CAS should enable both global and local teams to collaborate effectively. Look for features such as:
- Centralised storage of global assets.
- Automated localisation tools.
- Pre-approved modular content templates.
These capabilities ensure content consistency while allowing for local adaptations that resonate with regional audiences.
2. User-Friendliness
Adoption is key to the success of any software. A user-friendly CAS should include:
- Intuitive drag-and-drop editors.
- Minimal learning curves for local teams.
- Accessible training and support resources.
For instance, the Shaman CAS simplifies the process by offering pre-designed brand assets and advanced machine-learning localisation tools, empowering teams to take charge from day one with minimal onboarding.
3. Integration with Existing Workflows
A CAS must seamlessly integrate with tools like Veeva Vault, the backbone of many life sciences content workflows. Look for features such as:
- Automatic syncing of content with Veeva.
- Support for status and version updates.
- Customisable workflows for expiring approved content.
4. Content Tracking and Insights
Effective content management requires visibility. Choose a CAS with robust tracking and analytics tools, such as:
- Tagging systems for lifecycle management.
- Auto-generated reports on content usage and performance.
- Insights into HCP engagement to inform strategy improvements.
Recent industry data highlights that organisations using data-driven CAS solutions see a 40% improvement in content accuracy and a 25% increase in HCP engagement rates. These insights not only streamline workflows but also enhance content impact.
5. Agency Compatibility
For organisations that work with external agencies, a CAS should facilitate collaboration through:
- User-friendly templates.
- Flexible permissions for editing and localising content.
- Tailored training and support for agency users.
Benefits of Implementing the Right CAS
Adopting a CAS can revolutionise content workflows in the life sciences industry. Key benefits include:
Faster Time-to-Market: Automate localisation and approvals to reduce production cycles from weeks to hours.
Cost Savings: Minimise reliance on costly external agencies and manual processes.
Enhanced Personalisation: Use modular content systems to tailor messages for different HCP audiences.
Improved Compliance: Align with MLR standards through built-in review and approval features.
Scalability: Create and manage content at scale, supporting both global campaigns and local initiatives.
One customer case study illustrates the impact: Shaman helped a top pharmaceutical company cut CLM presentation delivery times by 94% and email production costs by 84%, all while improving adoption rates among 80% of active users across 45 countries. This demonstrates how a CAS can empower organisations to achieve their content goals while fostering efficiency and engagement.
Additionally, by leveraging insights from HCP interactions, organisations can continually refine their content strategies to stay ahead in an increasingly competitive market.
Conclusion
In today’s competitive and highly regulated life sciences industry, choosing the right Content Authoring Solution is a strategic imperative. By taking the time to understand what a CAS is, evaluating your content needs, and prioritising features that align with your goals, you can transform your content production process.
From streamlining workflows to enhancing collaboration and ensuring compliance, a CAS empowers organisations to create impactful, personalised content that resonates with HCPs and drives engagement. The journey to content excellence begins with the right tools — and the right questions. Choose wisely, and set the foundation for a future of efficient, effective, and compliant content creation.
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