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Monday, April 15, 2024

Why Your Healthcare & Life Sciences Brand Needs a Content Supply Chain

Woman using telehealth on her tablet next to baby
Why Your Healthcare & Life Sciences Brand Needs a Content Supply Chain
Woman using telehealth on her tablet next to baby

The growing demand for healthcare and life sciences (HLS) content is clear. Nearly 60% of American adults use the internet to look up medical information, and 50% of people say they spend more time researching health conditions online since the pandemic.

In addition, half of healthcare marketers say that producing content offers the biggest opportunity to improve their marketing strategy. Almost 90% of brands have experienced a massive increase in content demand over the past two years (two times the demand before 2021). Despite so many people researching HLS matters every day, and the potential for this content to help companies reach a broader audience, many HLS companies fail to recognize the full value of their content.

Just 28% of healthcare marketers have a “clearly documented” content marketing strategy, and 87% of all organizations say they struggle to manage content throughout the lifecycle.

Even more alarming is that 70% of content marketers’ time is spent managing “non-core work,” and 21% of creatives say bottlenecks hinder their ability to create engaging digital experiences.

Meet the content supply chain

Here’s where the content supply chain comes in. At its core, a content supply chain is a collection of efficient processes and systems that help manage content from creation to publishing.

As with a traditional supply chain, an optimized content supply chain requires agility, efficiency, and strong communication between departments and stakeholders.

When a content supply chain is running smoothly, it allows HLS brands to deliver more high-quality content at a faster rate.

When coupled with AI, a content supply chain can help further enhance the speed and effectiveness of each step in the content management process. For example, AI can help with brainstorming topics, creating or sourcing graphics, writing, or analyzing performance data, giving HLS marketers more time for strategic value-adding activities.

How can a content supply chain benefit HLS brands?

A content supply chain can help HLS brands swiftly deliver more relevant, accurate, and engaging content. Its role becomes especially important as HLS profit margins and headcounts dwindle and more organizations struggle to push content to market on time.

Here are a few ways a content supply chain benefits HLS brands:

Efficient content production: Streamlines the process of content creation, allowing brands to produce high-quality content quickly and at a lower cost.

Quality control: Increases accuracy by ensuring content reflects the latest scientific findings.

Compliance and regulatory adherence: Helps brands meet all relevant laws, regulations, and industry guidelines.

Personalization and targeting: Enables brands to personalize content by gathering and analyzing data about their target audience.

Streamlined collaboration: Fosters collaboration by providing a centralized hub for communication, document sharing, and task management.

The unique landscape of HLS content

In a world where “call-out culture” is the new normal, HLS brands face heightened pressure to publish accurate, relevant content that’s also diverse, equitable, inclusive, and sensitive to the latest global and social issues. Not only that — they must also adhere to industry-specific regulatory requirements, ethical standards, and legal considerations.

Here are some of the top content supply chain concerns unique to the HLS industry.

Regulatory compliance: Content must adhere to regulatory standards set by agencies like the FDA.

Scientific accuracy and integrity: All concepts and data must go through rigorous fact-checking processes throughout the content supply chain.

Ethical considerations: Content should incorporate protocols for handling sensitive information, especially regarding patient testimonials or case studies.

Specialized formats: HLS content may include medical journals, clinical trial reports, educational materials, and more — each with its unique requirements for structure and style.

Longer approval processes: Regulations may require longer, more time-intensive approval processes for content involving multiple stakeholders across legal and medical teams.

Risk management: HLS brands face higher risks when it comes to publishing content, especially when it comes to liability and misinformation.

In short, content management can be especially complex for HLS brands, which is why it’s so vital to create an efficient, well-designed content supply chain.

Implementing a content supply chain: 3 tips for success

With so much at stake, HLS brands must take great care to build a content supply chain that avoids silos and bottlenecks. Here are three steps to ensure optimized processes at every level:

Invest in technology

Every optimized content supply chain starts with an optimized work management solution. The ideal software should allow teams to connect across departments and gain visibility into every stage of the content lifecycle. Work management software should be tied to an organized digital asset management system that makes it easy to store, locate, and update content.

Optimize workflows

Once you have the right tools, it’s vital to create streamlined workflows that allow you to seamlessly repeat processes at scale. Any repetitive manual tasks should be automated so teams have more time to create high-quality, engaging content. AI can help optimize workflows to the highest level, offering insights on how to continuously improve content for greater appeal.

Measure success

The most effective content supply chains don’t come to a stop once content is published. The system should also incorporate data analysis, reporting, and iteration so teams can access content for reuse and repurposing. Teams should be able to leverage reports to make data-driven decisions about future content.

Deliver content at scale

Healthcare consumers are demanding more content than ever before. As HLS brands strive to meet these demands, the content supply chain plays an increasingly important role in streamlining workflows and ensuring the steady, timely delivery of quality content.

If you’re looking for help managing content throughout its lifecycle, get in touch with Rightpoint. Our solution harnesses the power of AI to help HLS marketers easily find, create, and store content at scale. Contact us now to find out how we can help your HLS brand produce engaging content that meets customer expectations.