Personalized Content for Diverse Markets: How AI is Redefining the Future of Pharma Localization

Artificial intelligence has already reshaped the world of pharma marketing, and we seem to be past the initial hype. But this is not the end of the story yet, as AI will continue to disrupt the industry, and we must be prepared to timely capitalize on its emerging capabilities.

One of the areas of pharma marketing most impacted by AI is content localization. Some experts I meet and work with are positive that the technology will transform the process as we know it. Others believe AI-powered localization won't lead to any substantial changes.

By the way, recently Katie Lewis and I (being definitely in the first group of tech fans) got together for a webinar on enhancing global content for local impact; you can check the recording here: Webinar, AI-powered localization

And today, I want to dive deeper into this topic and argue that the true potential of AI-driven localization and personalization strategy is yet to be revealed.

What is Personalized Content?

Personalized content caters to specific groups of consumers. Content personalization is the process of crafting tailored content based on consumer data. Compared to other industries, personalization has yet to become a widespread strategy. Currently, only 20% of healthcare professionals receive personalized experiences, meaning that around 80% of industry workers are not getting the information that matches their needs and goals.

Why Do Pharma Companies Need to Localize Their Content?

Pharmaceutical translations and localization require considerable preparation, resources, and time. This is why many companies approach the localization process in pharma with caution. However, there are many benefits to localizing most, if not all, pharmaceutical marketing efforts, such as:

Reaching global audiences faster

On average, it takes a business at least a few months of preparation to launch a campaign in a foreign country. Localization often requires at least a few translations and reviews to ensure everything is in place, accurate, and lawful. Artificial intelligence allows us to complete this process much faster, helping companies reach worldwide audiences quicker.?

Higher volumes of localized content in a shorter time

Localization can take months to complete; it's not just about translating content but also about adhering to local regulations, retargeting ads, and learning about the local sentiments. However, AI can significantly speed up this process, as AI models like ChatGPT can translate a few hundred words in under one minute. Of course, it’s still crucial for a human translator to review and proofread translations completed by a machine, but it’s still a significant boost.

Improved communication with customers worldwide

Language barriers are among the biggest reasons why some people decide not to use certain services or products. What’s the point of talking to a business representative you don’t understand and who does not understand you? AI-powered solutions can help customers and businesses overcome this obstacle by providing environments where both sides can have an open conversation.

Increased personalization

According to CSA research conducted in 29 countries, 76% of consumers worldwide would rather buy on websites in their native language, and 40% would never buy from retailers with websites in other languages. One of the ways to personalize content is to offer it in the user's language. While it might be hard to do manually, AI can make it possible. Instead of making a customer browse your website in English or any other "global" language, offer automatic translations to the preferred language, conversions to a local currency, and, if possible, dynamic price adjustments for a fully personalized experience.

A competitive advantage

Whenever you enter a new market, you end up having twice as much competition: 50% are businesses that are also trying to enter the same market, and 50% are local companies, some of which have already won the hearts of many. When you localize your company’s content, you level the playing field and increase your chances of attracting and retaining customers.

How AI Enhances Personalized Content Creation

If you are ready to take AI-powered solutions to the next level and personalize your content even more, here is how you can use artificial intelligence and machine learning in pharma to create a unique customer journey:

Real-time personalization

AI-powered tools can analyze behavioral data in real time, immediately providing users with personalized content. For example, if a potential customer is currently reading an article from your website blog, an AI assistant can offer other blog content, products, and services based on what the reader is currently interested in.

Website personalization

One of the ways to deliver personalized content is to start right at the beginning, as soon as a customer visits your website. First, ensure that your landing page offers just the right thing for a person who sees it for the first time. Consider your target audience's age, needs, and possible pain points, and create a landing page based on this information.

The second step should be personalizing other sections of your website. For example, if you offer a catalog of products or services, you can implement a dynamic personalization based on what the individual has already clicked on. Another thing you could do is offer a mini questionnaire about what the potential customer could be looking for and tailor your product recommendations based on their responses.

User profiling

By gathering and analyzing vast amounts of data, artificial intelligence can determine the target audience for your brand and help you create a better customer experience based on this analysis. AI-powered algorithms used in the analysis software enable a better understanding of users' interests and needs, making it possible for you as a brand to offer better ads and more personalized content.

Localization

Language translation technology has improved so much that it takes almost no time for AI to translate any text into any language and ease the process of localizing content. AI-powered localization enhances communication with individual customers, significantly reducing the risk of misunderstandings. Moreover, as businesses adapt to local market regulations and conditions, AI-driven solutions can make it easier to communicate with new audiences and personalize content for them much faster.

Overcoming Regulatory Challenges with AI

Artificial intelligence can be used as more than just a personalization tool; it also serves as an effective solution for addressing compliance issues and mitigating related risks:

Enhanced assessment of regulatory compliance in pharma

It takes a lot of time to ensure compliance with all regulations, especially when business is present in multiple countries. Artificial intelligence shortens the time needed to assess the current state of compliance, reducing the need for manual labor and helping companies remain compliant at all times.

Changes implementation

In the pharmaceutical industry, regulations change regularly. Hesitation to implement changes can result in catastrophic consequences, causing organizations to lose stakeholder trust and potentially harm their reputation. To avoid such situations, companies can use AI to quickly update their multilingual content without spending extra time and money on research, translations, and reviews, ensuring compliance with all new regulations.

Reduced costs

Being compliant requires a lot of resources at all times. Every document must be reviewed, and all processes must be regularly monitored. Compliance is expensive, and small and medium-sized companies often struggle to keep up with the cost of its maintenance while also having enough budget to provide personalized content and localize it.

Summing Up: How AI is Redefining the Future of Pharma Localization

Artificial intelligence gets better at generating and translating content every year. The wave of AI-driven innovation is reshaping the pharma industry, and to make the most of it, it's better to join the trend now and undergo the healthcare digital transformation as soon as possible. If you are ready to unleash the full potential of AI in healthcare marketing, start working on implementing it into your personalization and localization strategies right now, and you will see the positive results much sooner than you expect.