The global marketing arm of a biotech company was struggling with content that sat lonely and unused in their Veeva digital asset management system (DAM).
The content was great, so why weren’t the local affiliates using it? Why were they spending so much of their own budgets to recreate a very expensive wheel?
Through interviews and anonymous surveys, we uncovered the problems: while the content was solid, it didn’t work in their markets. Either the regulatory environments were just too different or the meaning was lost in translation. Or both.
Plus, the local market affiliates felt like Global was being prescriptive rather than collaborative.
And the DAM? It was a bit of an unorganized mess. Even if the local markets wanted to re-use Global’s content, they didn’t always know it existed or where to find it.
So we developed new processes that involved the local markets in campaign planning, created governance regarding content development, translation, and delivery processes, and picked the brains of sales representatives across markets to gather insights regarding the content that worked (and didn’t) and why.
The results were a more collaborative campaign and content development process, unified rollouts of new content, and a taxonomy, tagging, and metadata structure that minimized the frustration of finding and sharing content. And all of that led to an increase in Global-to-Local content sharing, a decrease in content spend across markets, and a more cohesive Global campaign.