life-sciences

Life Sciences
Case Studies

Content Management Capability Evolution

 Summary

Our team drove the reuse of marketing assets across brands and markets through the improvement of digital asset management (DAM) processes. Downloads of content from the DAM increased exponentially, signifying increased use of the system, and the new taxonomy and re-organized front-end enabled easier and simplified searching of assets and objects for brand stakeholders.

Challenge

  • A global pharmaceutical company was not effectively leveraging in-house technology platforms to drive reuse of marketing assets across the organization, resulting in cost inefficiencies, process bottlenecks and reduced speed to market
  • The metadata and taxonomy framework to search for content objects and assets was ineffective, resulting in apathy and indifference towards using the digital asset management (DAM) system
  • Management desired to create a model to better leverage content worldwide, creating  true global efficiencies

Approach

  • We first defined the current state metadata model and taxonomy, and interviewed stakeholders from brand teams (both US and global), the multi-channel org., marketing services, and global medical affairs  to understand how they managed content today
  • Once we had a baseline on the current state, we leveraged “areas of opportunity” from the interviews to define the future state strategy
  • Once all of the current and future state information was distilled, we were able to create the future state metadata model
  • We then selected and partnered with a taxonomy librarian to develop the future state taxonomy

Results

  • Due to a large change management and communication effort, the newly rebranded DAM and the processes surrounding it were embraced by the organization
  • Downloads of content from the DAM increased exponentially, signifying increased use of the system
  • The new taxonomy and reorganized front-end enabled for easier and simplified searching of assets and objects
  • Global feedback (anecdotally) has been extremely positive