Uncorking the compliance bottlenecks in digital

Making compliance processes fit for the digital age quickly moved from being merely an important problem to a mission critical one this year. In the massive and almost overnight shift to digital engagement since pandemic lockdowns began, the demand for digital content has soared.  The marketeers ’ challenge of supplying content in the quantities and formats HCPs require just when they want it, is matched by the challenge of passing it all through the medical legal review (MLR) process that pharma was only beginning to reconfigure for the new digital realities before the pandemic struck. “MLR as a process has been viewed in isolation more than it should have been,” says Chetak Buaria, Global Head of Customer Engagement& Channel Evolution, Biopharma Global, Merck. “It has been treated like a box to be checked, as a tunnel you have to go through somehow from creation to execution. It worked before, it was manageable but there is a strong sense of urgency now to look at things differently.”  The use of new platforms for distributing content, the variety of new formats, consumed in different contexts all challenge a process set up for a slower-paced review process more suited to printed collateral and slowly evolving website content.    The reuse of content in particular is another pressing issue, adds Buaria. “It has become critical that we optimise content reuse. For us that is a super big challenge.”  These are not the only problems either. The sudde...
Source: EyeForPharma - Category: Pharmaceuticals Authors: Source Type: news