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Mapping content strategies to pharma lifecycle management

In these tough economic times, we should be ramping up our pharma lifecycle management (LCM) strategies. These are well-established strategies for managing and extending the commercial value of products. So where exactly do content strategies sit in LCM and how can you map content to the lifecycle?

One of the key challenges facing LCM is when to develop the strategy. Should it be implemented at an early stage or is it better to wait to a later stage when the product is facing patent expiry and a greater threat from generics?  It is clear that whatever timing you take, it is vital that the strategy needs to be integrated. Some of the benefits of integration are:

  • Development of better insights
  • Increase in market share
  • Improved patient compliance
  • Increase in overall value
  • Timely intervention

How do you map your content to HCP needs?Firstly, we need to understand healthcare professional (HCP) behaviours when searching online. HCPs will have different information needs at different stages in their treatment cycle and this needs to be mapped to the LCM. Early in the disease diagnosis, HCPs will not be looking for specific information about a therapeutic. During the initial search they will be looking for disease information, trying to understand the best way to solve the issues they have in their local health economy. This phase we will call the awareness phase.After the disease specific information, the search will progress to focusing on an array of different products. This is the consideration phase.Once they have settled on a specific product, their needs change to justifying the therapeutic through ROI/health economic data analysis. This is the evaluation phase.After they have been able to prove internally that the therapeutic is necessary, they then move on to procuring the product. Mapping the journey and lifecycleThe approaches to mapping will differ for the stage of the product lifecycle. Regardless of the approach you take, you should include insights from all internal stakeholders to map the content, these departments include:

  • Sales
  • Marketing
  • Medical
  • Regulatory
One stakeholder that is often neglected is the actual customer themselves. It is of paramount importance that you use their insight, work with and involve them at every stage. The mapping process should take into account the following:

  • Initial triggers that lead to first contact
  • Steps the customers take (industry reports, published articles, reports and reviews, whitepapers etc.) and the conversations (conference booths, MSL, sales, etc.) they engage in to solve their problem and find a specific solution
  • Steps associated with the purchase and consumption (training, reimbursement purchasing processes, implementation etc.)
  • Ongoing experience and reaction to use of product (patient data etc.)
Once you've mapped the process and organised each step into the appropriate stage, you can begin to match content with the lifecycle journey.

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23rd June 2016



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