LEO Pharma: Accelerating Content Creation through Integrated Platforms

This video provides an in-depth exploration of LEO Pharma’s successful strategy for accelerating digital content creation and delivery by integrating key enterprise platforms. Prompted by the pandemic, which necessitated a rapid shift to digital channels, LEO Pharma focused on creating a unified, global platform architecture where Veeva systems serve as a critical cornerstone alongside their web platform and Salesforce Marketing Cloud. The core objective was to move beyond siloed content creation to enable rapid repurposing of high-value assets across various engagement channels, thereby maximizing content investment and enhancing the customer experience for healthcare professionals (HCPs).

The presentation highlights the rapid implementation of Veeva Engage, which was accelerated and completed across the company in a matter of weeks, demonstrating organizational agility in response to market demands. This technical acceleration was paired with a strategic effort to repurpose existing face-to-face content for digital engagement formats, including Veeva CRM Approved Emails. This integrated approach led to a significant "uptick" in platform utilization across all components—Marketing Cloud, corporate websites, and Veeva Approved Email—validating the strategy of providing seamless, compliant digital pathways for commercial and medical teams.

A central theme is the vision for digital asset management (DAM), leveraging Veeva Vault PromoMats to its full capacity. LEO Pharma aims to treat costly content pieces as reusable assets that can be easily pulled down and deployed across any channel—whether email, web, face-to-face interactions, or engaged meetings. This standardization of content usage yields a secondary, crucial benefit: the ability to track individual content pieces and compare performance across disparate channels. This cross-channel tracking is essential for harvesting richer data, allowing marketeers and medical affairs teams to understand consumption patterns, performance across geographies and segments, and ultimately, utilize this data for a closed-loop feedback mechanism.

The long-term goal of this integrated platform strategy is twofold: to drastically improve the customer experience by serving HCPs with content tailored to their needs, and to significantly reduce operational costs. By maximizing the reuse and repurposing of compliant content through Vault PromoMats, the company reduces the need for redundant content creation. The savings and efficiency gains are then reinvested, allowing the organization to allocate budget toward creating even higher-quality, impactful content pieces in the future, ensuring a continuous cycle of improvement driven by performance data.

Key Takeaways: • Pandemic-Driven Acceleration: The necessity imposed by the pandemic served as a catalyst for LEO Pharma to rapidly accelerate planned digital initiatives, including the quick, company-wide implementation of Veeva Engage within weeks. • Integrated Global Platform Architecture: The strategic foundation for digital success rests on a tripartite platform integration, positioning Veeva (specifically Approved Emails and Engage) as one cornerstone, complemented by the web platform and Salesforce Marketing Cloud for marketing automation. • Content Repurposing as a Core Strategy: The vision for digital asset management (DAM) is centered on the ability to take high-cost content pieces originally designed for one channel (e.g., face-to-face) and easily repurpose them across all digital channels (email, web, engaged meetings). • Maximizing Vault PromoMats Utilization: LEO Pharma aims to utilize Vault PromoMats' full capacity to manage and compare content performance, enabling teams to understand which assets are performing well and how they are consumed across different segments and geographies. • Enabling Cross-Channel Tracking and Comparison: Standardizing and reusing content across the integrated platform allows for robust tracking of individual content pieces, facilitating comparison of performance metrics across email, web, and face-to-face channels. • Closed-Loop Data Utilization: The ultimate goal is to establish a closed-loop system where data harvested from content performance tracking informs the marketeers and medical affairs teams, enabling them to iteratively create better, more effective content and customer experiences. • Cost Reduction Through Reuse: A significant operational benefit of the strategy is cost reduction; the more content that can be reused and repurposed compliant assets, the less budget is needed for redundant creation, freeing up resources for higher-quality future content. • Focus on Customer Needs: The entire content strategy is driven by the desire to better understand customer needs (HCPs) through data, ensuring that future content creation is highly targeted and relevant, thereby improving engagement and satisfaction. • Operational Insight for Medical Affairs: The integration ensures that medical affairs teams receive crucial feedback on how their content is being consumed and performing in the field, allowing them to refine their educational and informational strategies.

Tools/Resources Mentioned:

• Veeva Engage: Used for accelerating digital engagement initiatives.
• Veeva CRM Approved Emails: Utilized for compliant, personalized email communication with HCPs.
• Veeva Vault PromoMats: The designated digital asset management (DAM) platform used for content storage, compliance, and cross-channel repurposing.
• Salesforce Marketing Cloud: Used alongside Veeva for marketing automation and broader digital campaign execution.

Key Concepts:

• Digital Asset Management (DAM): The strategic process of organizing, storing, and retrieving rich media assets, with the specific goal here being the compliant reuse and repurposing of pharmaceutical content across multiple channels.
• Closed-Loop Marketing (CLM): A process where data gathered from customer interactions (e.g., email opens, web views) is fed back to the content creators and commercial teams to continuously refine and improve future marketing and medical communications efforts.