Modular Content: It's Time to Brush Up on Your Block Building!

Building a modular content strategy involves commitment to a bigger picture approach to content lifecycle management, which includes the concept of reusability as a benefit for both corporate brand consistency and data generation.?The content blocks or components that can be combined in a variety of ways to create separate topic modules make up new complete assets or composites. Not only can this approach help to streamline the Medical Legal and Regulatory material review process (MLR) in the pharmaceutical industry by reducing the amount of time and effort required to create and review new composite materials, but it also provides the ability to test a variety of copy and track audience response in real time.

First, if you're unfamiliar with modular content I'd recommend thinking of it as building blocks, but…definitions.?Any single component is a complete topic or graphic - fully approved on it's own and with it's own references and business guidelines for use.?Those business guidelines will detail out what's allowed i.e.) If Component #1 is in MOA module #2 it MUST pair with Safety module #1.?Makes sense, makes use easy. However, in addition to being a completely approved item, that component is ALSO part of a whole or a module.?The component will be approved to only be used with certain others to create an accurate and complete message or module. Carefully following MLR approved business guidelines, components are stacked on top of other components - like building blocks - to create a composite.?

Traditionally, the MLR process for new content directed at patients or healthcare professionals (HCP) is a lengthy one and oftentimes it can be a cumbersome one. Content must be created and reviewed by multiple departments (hence the M, the L, and the R), before it can be published and for some materials, submitted to regulatory agencies by the date of intended first use. This process can take weeks or even months, depending on the material type and the content within it, which can delay the launch of new products and services if internal and federal guidances aren't followed.?The MLR of yester-year was broken into reviewing core or derivative content and in some instances despite taking time to identify the difference, they followed the exact same path and no efficiencies were actually gained.?Eventually, we picked up on the intent of core vs. derivative and created abbreviated reviews for the latter but it…took…time to get there.?Really.

So now we're at a new more advanced crossroads and the old timers, **COUGH,COUGH*** like me, need to embrace the new ways.?And modular content is one that is here to stay and thank goodness it is, because it can help to speed up the MLR process by reducing the amount of content that needs to be reviewed.?I know.?I'm sure you're asking yourself - are you telling me that in the year of more we're still gaining efficiencies? Hold on to your pearls, y'all because instead of reviewing each new content asset from scratch, the MLR team now only needs to focus on reviewing the combination of content modules that make up the composite, with the understanding that each individual content module has been reviewed and approved in current state previously. I repeat, the content modules were already reviewed/approved before and they DO NOT GO BACK TO THEM AGAIN (unless warranted).?This is music to my ears. Don't go back to them? Oh my stars! This is a novel concept for some. And depending on the clarity of the business rules associated with the components' original review this can (read, will - unless you overengineer your process) significantly reduce the time required for the MLR review process.?

In addition, modular content can help to improve the consistency of content across different channels, audiences, regions, departments, or localities. By using pre-approved content modules, companies can ensure that all of their content is accurate, compliant, and on-brand. This can help to build trust with patients and healthcare professionals, and it can also help to reduce the risk of regulatory fines.?Who doesn't like fast AND compliant??We'd recommend your global marketing team be responsible for modular content and the regions/countries are responsible for localization and review through their local MLR.

Overall, modular content can be a valuable tool for streamlining the MLR process. By reducing the time and effort required to create and review new content, modular content can help to bring new products, messages, and services to market faster.

Here are some additional benefits of modular content:

* Increased speed to market: Modular content can help create and publish new content faster by reducing the time and effort required to create and review content.

* Reduced costs: Modular content can help reduce the costs associated with creating and publishing content by leveraging existing content assets globally.

* Improved access to data: Modular content can provide more information on the copy being tested faster than ever before.

* Increased consistency: Modular content can help increase the consistency of your content across different channels and target audiences by using pre-approved and pre-packaged content modules.

* Improved quality: Modular content can help improve the quality of your content by ensuring that all content is accurate, compliant, and on-brand.

* Increased agility: Modular content can help increase the agility of your content marketing by making it easier to adapt to changes in the market.

Modular content is an exciting area with a lot of room to impact the efficiency of your MLR team. Interested but not sure where to start? Shoot over a message to [email protected] and we'll reach out to set up a discovery call.

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