Enabling Omnichannel Pharma Communication through Modular Content
Together, We Craft Value
INNOVATION FUELED BY CREATIVITY
Example of modularity
From a 90"
Video
WhatsApp / Email
Direct delivery of the 90-second core video to registered KOLs and HCPs with a personalized message:
eDetailing (Veeva Engage)
Same visual module reused with interactive hotspots during remote or face-to-face visits. Tracks HCP interactions and viewing behavior.
Segmented LinkedIn Ads
Microtargeted short clips (15–30s) delivered to gastroenterologists. Each ad redirects to an on-demand microsite.
LMS / Virtual Congress
Content repurposed in an asynchronous learning session. Includes quiz-based knowledge validation and optional CME certification.
Microsite / On-demand Hub
Mobile-optimized landing page with full video, downloadable infographic, and two key articles. Login required and tracked.
INNOVATION FUELED BY CREATIVITY
From a 90" video
Phase
Purpose
Typical Channels
Modular Assets
Deployed CTA ➜ Next Phase
Core KPIs
Capture attention of HCPs who don’t know us yet
• LinkedIn Ads (15-30 s)
• YouTube/ teasers
• Sponsored articles
Short clips, micro-animations, teaser infographics (all cut from a 90-s “hero” video)
“Learn more” → Microsite / Landing
Impressions, CTR, view-through rate, SoMe engagement
1 · Awareness
Collect opt-in data and begin personalisation
• Microsite with gated video
• Email nurture
• WhatsApp (post-consent)
Full hero video, downloadable PDF, short KOL testimonial clips, personalised email snippets
“Request personalised content” / “Book a remote demo” → eDetailing / Virtual visit
Leads captured, form completion, email open & click rates, dwell time on microsite
2 · Interest
Deep scientific exploration & Q&A
• Veeva Engage sessions
• Interactive booth demos
• Live/virtual webinars
Interactive slides with hotspots, dynamic case studies
“Download full study” / “Access clinical hub” → Medical Hub / LMS
Time in session, hotspot clicks, assets downloaded, webinar attendance
3 · Consideration
The HCP Journey – Omnichannel Map
INNOVATION FUELED BY CREATIVITY
Phase
Purpose
Typical Channels
Modular Assets
Deployed CTA ➜ Next Phase
Core KPIs
Move HCP to concrete next step (materials, trial, Rx)
• Medical microsite / app • 1-to-1 rep follow-up
Full infographics, patient-education variants
“Start e-learning module” / “Begin case-based workshop” → LMS / Virtual congress
Materials downloaded, meeting requests, sample / starter kit requests, initial prescriptions*
4 · Action
Provide accredited learning; reinforce trust
LMS with CME quiz
• Virtual congress sessions
• On-demand hub
Interactive quiz, simulation modules, slide deck
“Share your experience” / “Join speaker panel” → Advocacy
Quiz completion, CME certificates issued, repeat log-ins, time-on-platform
5 · Education & Loyalty
Turn satisfied HCP into brand/science advocate
• Peer-to-peer webinars
• Social media testimonials
• Local speaker programmes
HCP testimonial clips, modular case stories localised by market, co-created content
Loop: Advocates seed new Awareness audiences
Shares/mentions, KOL recruitment, referral traffic, newcomer leads generated
6 · Advocacy
INNOVATION FUELED BY CREATIVITY
Where Content Meets Engagement
Strategic touchpoints for scientific communication
The HCP Journey – Omnichannel Map
1. Awareness
2. Interest
3. Consideration
LinkedIn Ads
(15–30s video cuts)
Sponsored Articles
Social Media
Thought-leadership animations
WhatsApp/Email campaigns
with personalized capsules
KOL Testimonial Clips
Interactive eDetailing slides
(Veeva) with hotspots and tracking
Booth experiences
(VR, 3D, Holograms)
INNOVATION FUELED BY CREATIVITY
Where Content Meets Engagement
Strategic touchpoints for scientific communication
The HCP Journey – Omnichannel Map
4. Action
5. Education & Loyalty
6. Advocacy
Microsite / Medical
Hub on Demand
LMS integration
with CME quizzes
Repurposed assets
for virtual congress sessions
Testimonials, case studies
modular content adapted for global rollouts
INNOVATION FUELED BY CREATIVITY
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