"Sometimes we buy new clothes not because the old clothes are not good enough, but because they are buried at the bottom of the closet and cannot be found, or because we do not know how to match them anymore.
I suddenly feel that content management is a lot like buying clothes.
With automated tags, when we want to buy new clothes, we hope the system can first tell us which item we bought in which month of which year that would already match today."
-- A mysterious client, Deputy Procurement Director at a pharmaceutical company
In the era of digital intelligence, content is a major challenge for the life sciences industry, and content management itself also faces many challenges. Today's story begins here.
01 Enterprise-Level Next-Generation Content Management Center
The enterprise-level next-generation content management center was built based on MeDomino's long-term deep cultivation of life sciences industry needs. Around the full process of enterprise content management, it automatically applies tags, enables batch content production, and ultimately supports personalized distribution at scale.
02 Great Buildings Start from the Ground: Automated Tags Are the Foundation
Every BU in an enterprise has a lot of content. Our first step is to upload all existing content to the content management center and automatically apply tags. Once this foundation is in place, many forms of empowerment become possible:
- If the medical department has an expert meeting next week, the content platform can quickly find previous company materials or content published by that expert and efficiently generate a first draft for expert discussion.
- If the marketing department needs an external vendor to create a Mid-Autumn Festival gift, it can quickly find previous gift key visuals for vendor reference and efficiently produce a new design.
- If the sales department needs to face physicians across multiple departments, it can quickly find support materials suitable for physicians in different departments, and so on.
The next-generation content management center supports one-click upload of multimodal content data. Whether PDF, video, poster, or other formats, it can automatically extract text, convert it into written content, and apply corresponding tags to the text.
Relying on the large amount of professional data accumulated by MeDomino over many years, automated generation of professional tags in the life sciences vertical has already been achieved.
In addition, because each paragraph has different core content, some focus on safety, while others focus on epidemiology. With paragraph-level tags, when users search for "epidemiology," they can quickly find corresponding data and content and reuse it directly.
As shown, COPD has many aliases, and the system can automatically normalize tags.
Speaking of multimodal content, we have to mention a very common scenario today: archiving meeting audio and video content.
A meeting usually has multiple speakers, and the full audio or video file may last two to three hours. The next-generation content management center can use voiceprint recognition to quickly distinguish each speaker's content, split it into separate segments, and then automatically convert audio/video to text and apply tags.
It is worth mentioning that the article you are reading was created by using MeDomino Content Hub, the next-generation content management center, to transcribe and recognize the audio of Jane's speech at the Life Sciences Digital Intelligence Marketing Seminar on September 15, 2023, followed by human polishing.
03 Key Information Extraction and Intelligent Q&A
Tags help us retrieve and extract content better. Is there a more intelligent way to extract content?
Yes: intelligent Q&A.
We can ask questions directly and let the system extract the author, title, institution, patient types mentioned, inclusion and exclusion criteria, and other information from the content.
Here is a real example. I uploaded a PPT and directly asked the platform: "How many months did XXXX (a drug name) second-line treatment perform PFS?" I even mistyped "extend" as "perform," but the platform still combined it with the content and answered: "extended to 10.1 months."
In the future, we can use digital intelligence to empower frontline representatives more. When physicians ask about the content of a specific material, we can quickly answer them and even automatically generate corresponding content.
04 HCP Tags x Content Tags Enable Personalization at Scale
Tags are not the goal. They exist to achieve the best matching strategy between HCPs and content, which is what we often call personalization at scale.
We know that each brand may have different strategies for different departments:
- First, we need to understand what HCPs care about through HCP insight and apply different tags to them.
- Correspondingly, we also apply different tag information to content.
- Finally, we combine HCP tags and content tags to build content matching paths.
We can even build content matching paths based on physicians' relationship networks. HCPs with similar profiles, or HCPs in the same circle, may be more willing to see similar content, while HCPs with very distant networks may care about different content. Therefore, combining content tags with HCP tags, interests, relationship networks, and more enables more refined distribution. Then representative behavior and HCP behavior can feed back into the distribution strategy, creating a continuous improvement loop.
05 Conclusion
Now let us return to the story at the beginning.
We can think of the enterprise-level next-generation content management center as an intelligent wardrobe. Every time I pick clothes, it can tell me:
"You should wear this piece when meeting Mike today."
"You have lost weight again; that dress from last year should be altered smaller."
"This hat goes best with the new coat you bought this year."
Your outfit today looks pretty good.
*This article is based on remarks by MeDomino partner Guo Wenping (Jane) and a mysterious client at the September 15 seminar. It represents only the guests' personal views and not the position of any company.
