Exploring Modular Creative: What Pharma Marketers Need to Know Now

In the US market alone, projected revenue for pharmaceuticals is expected to reach $636.9 billion in 2024. Looking ahead, the pharma market is expected to experience a steady 5.96% annual growth from 2024 to 2028, resulting in a US predicted market volume of $802.8 billion by 2028.

In response to the rapidly growing pharma market, pharmaceutical brands need to meet the demand for increased volumes of content while ensuring regulatory compliance, efficiency, and expediency to market. With equal urgency, content messaging must reach and resonate with HCPs (Healthcare Professionals) and consumers in various languages and locations. Is there a content production solution to equip pharma marketers with what they need to meet these marketing demands? Is there a new technology or process available?

Understanding Modular Creative

There is no one-size-fits-all answer to help pharmaceutical brands navigate today’s marketing complexities. However, there is a content production solution to help create effective, compliant content expediently and efficiently to reach and engage the right audience and expedite the go-to-market process: Modular Creative, an innovative approach to Modular Content - a reverse-engineered approach to content production, distinct from the traditional Modular Content method.

While Modular Content involves creating blocks of content first and then assembling them in predefined templates, Modular Creative focuses on creating duplicable, templatised designs first. These designs can then be quickly adapted with pre-approved, compliant, localised messaging, resulting in the ability to rapidly scale content across markets, channels, and audiences.

Comparatively, while Modular Content requires intensive development of a comprehensive modular content library, often significant upfront investment in technology and training, Modular Creative focuses on starting with adaptable templates first with little upfront investment to begin the process. This duplicatable, template-first approach streamlines the production process, making it faster and less expensive.

Advantages of Modular Creative

The primary advantage of Modular Creative is its flexibility and efficiency, which enables a quicker go-to-market process. By decreasing content production time, brands have more opportunities for creative, localised messaging, ultimately improving content efficiency and campaign efficacy. This is crucial in the pharmaceutical industry, where timely communication can have significant impacts.

A Tag Success Story

A pharmaceutical client needed to maximise their marketing spend, speed up time-to-market, and create standardised omnichannel content for a global vaccine campaign. Quickly leveraging a Modular Creative strategy and utilising Digital Interact (DI), Tag’s proprietary web-based campaign management platform, Tag designed creative modules, messaging maps, and templates across channels to create global masters that could quickly be localised and adapted to regional markets. Through a comprehensive Modular Creative approach and strategic use of DI, the team was able to facilitate management of the review and approval process in centralised and accessible dashboards, enabling real-time approvals, which resulted in the ability to finalise materials faster.

For the client’s urgent vaccine campaign, Tag turned around content in as little as 5-10 business days, compared to the typical six to eight weeks quoted by other agencies. The 'follow the sun' model - utilising global resources and leveraging time zone differences - also ensured continuous progress and support while maintaining brand consistency and quality.

Communication and Technology’s Role in Modular Creative

Effective and transparent communication is essential to keep all stakeholders informed and aligned, ensuring everyone is on the same page regarding timelines, deliverables, and changes. With regular updates and strategic discussions, and technology handling the logistics, teams can focus on creative and strategic tasks.

Technology underpins the entire logistical aspect of Modular Creative production. As with Tag’s DI platform, innovative and responsive technology helps track progress, manage resources, and maintain timelines efficiently. In addition, a technology platform for Modular Creative should enable easy access to reusable templates and content, ensuring agility in responding to new challenges and opportunities within the pharmaceutical industry.

Future of Modular Creative

Modular Creative is a transformative approach to content creation and distribution that empowers pharma marketers to be more agile, efficient, strategic, and consumer-centric, leading to more effective and impactful marketing campaigns. As the digital landscape evolves, its importance within the pharmaceutical industry will only grow. The blend of technology and human creativity within Modular Creative sets a new standard, ensuring businesses stay competitive and responsive to ever-changing market demands.

Want to know more about Modular Creative? Reach out here anytime.

Tag works with life sciences brands to create and deliver impactful content at speed and scale. From creative production and activation to strategic sourcing, delivery analytics, and subject matter expertise, we transcend digital and physical touchpoints to allow brand content and concepts to travel globally and connect locally through flexible, tech-enabled solutions.