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Side Actor To Centre Stage: How Pharma Is Transforming Its Global Content Supply Chain

 
• By Anju Ghangurde

Executives from GlaxoSmithKline, Boehringer Ingelheim, Novo Nordisk, Eli Lilly and Ipsen outline at a recent summit pharma’s efforts to meet the growing demands on content for personalized marketing across markets. Delivering "glocal' content at scale, a master versus modular strategy, creative studios and the role of the digital production factory were some of the key talking points.

Pharma Plans To 'Glocalize' The Content Supply Chain • Source: Shutterstock

Content sits at the fulcrum of pharma’s commercialization strategy and industry experts discussed at a recent summit various efforts underway to “stretch the content dollar” and drive “glocalization” as industry strives to place personalized content at the core of the customer experience (CX).

Speaking at the Indegene Digital Summit 2022, GSK’s head of CX and content strategy, Margot O'Neil, indicated that the...

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