A leading biotech organization faced mounting pressure to streamline its marketing content execution while meeting ambitious goals around cost reduction, faster time-to-market, and enhanced personalization. The company’s reliance on a fragmented content creation model, involving numerous external agencies, made it impossible to deliver consistent, compliant, and reusable content at scale.
To address these challenges, the biotech partnered with Point B to implement a comprehensive transformation of its marketing content capabilities. Through a phased, multi-year collaboration, Point B introduced modern tools, processes, and strategies to consolidate resources, enable modular content management, and prepare for the integration of generative AI (GenAI). This partnership has already led to significant cost savings. It is expected to heavily reduce time-to-market, while empowering our customer’s marketing team to unlock personalization opportunities while meeting regulatory requirements.
The Problem
Our customer’s traditional content management strategy was a significant barrier to progressing toward the organization’s 2030 cost reduction and faster time-to-market goals. Key challenges included:
- Fragmented Content Storage: Marketing assets were scattered across multiple vendors, with no centralized library, resulting in duplication, inefficiency, and unnecessary costs.
- Excessive Agency Dependency: More than 50 third-party agencies were involved in creating marketing and medical content, driving costs and lengthening approval timelines.
- Slow Regulatory Processes: Highly manual approval workflows delayed content delivery, increasing costs and the risk of non-compliance.
- Limited Personalization Capabilities: The absence of modular content structures and metadata consistency made it nearly impossible to deliver tailored experiences at scale. Our customer lacked a strategic roadmap to achieve true personalization, making it difficult to identify necessary actions to achieve personalization capabilities.
These issues underscored the urgent need to modernize the organization’s infrastructure, optimize processes, and shift ways of working to position our customer to scale marketing operations effectively.
The Solution
To address these challenges and achieve sustainable transformation, Point B deployed a phased and strategic approach over 3 years. The collaboration focused on building foundational capabilities while driving adoption through change management, largely impacting how the biotech approached marketing strategy and execution.
Centralized Content Library and Modular Content Development
Point B partnered with our customer to optimize their existing Digital Asset Management (DAM) platform to better serve as a centralized repository for marketing assets. This consolidation allowed our customer to reduce the number of partnered agencies by over 90%.
By introducing modularized marketing components—such as a library of approved medical claims, text snippets, images, and videos—our customer could now create or easily reuse compliant assets efficiently. The content was organized with a multi-level taxonomy, making assets easily searchable and reusable.
Personalization Enablement
We partnered closely with our customer's marketing and strategy teams to perform a variety of operational capability assessments spanning technology, processes, and workforce, to develop a strategic roadmap for personalization. This roadmap outlined critical investments in data, processes, and technology, ensuring alignment with long-term business objectives. With modular content now integrated into the DAM, the biotech was able to deliver targeted messaging across digital channels efficiently.
Change Management and Collaboration
Change management was integral to the initiative's success. By prioritizing flexibility and adaptability, we worked hand-in-hand with our customer’s to ensure alignment with organizational readiness. Robust governance processes and change management strategies engaged stakeholders and drove adoption of new ways of working.
Opportunities to Streamline Regulatory Processes
We helped our customer implement a structured metadata framework and identify appropriate automation tools to streamline regulatory approval processes. This assessment identified multiple opportunities to significantly reduce manual intervention and further shorten time-to-market for marketing campaigns while maintaining compliance.
Preparing for Generative AI
Recognizing the need for innovation, Point B helped position our customer to adopt scalable GenAI capabilities. By embedding modular content standards and establishing metadata practices, the organization is now poised to harness AI for accelerated content creation and advanced personalization in 2025.
Through a trusted and collaborative partnership, Point B enabled our customer to modernize its content creation and management capabilities.
The Results
Our partnership delivered measurable improvements, empowering the biotech to modernize marketing operations and unlock new opportunities for innovation:
- Empowered Marketing: Enabling modular content capabilities required a shift in how our customer's Marketing team operated. Our team implemented tailored governance processes and operating strategies to ensure the modernized marketing execution remained a sustainable and scalable priority.
- Cost Optimization: Consolidating agencies and optimizing the centralized DAM platform significantly reduced marketing costs. The streamlined asset management has cut production expenses and allows marketing to reuse and repurpose content effectively.
- Faster Time-to-Market: Modular content and structured metadata have enabled faster launches across brands, while automation tools to reduce regulatory approval timelines have been identified for future implementation.
- Personalization at Scale: With a modular content framework and personalization strategy, our customer began delivering tailored marketing experiences, increasing engagement with patients and healthcare providers.
- Foundation for Innovation: The biotech is now positioned to scale modular content across its entire portfolio, with plans to integrate GenAI for content creation and regulatory processes in 2025.
- Strategic Scalability: Point B developed a high-level roadmap spanning the next three years, addressing key considerations across our customer's strategic vision, data/process/technology integration, change management, and data education to ensure future success.
Through a trusted and collaborative partnership, Point B enabled our customer to modernize its content creation and management capabilities. By addressing critical challenges around cost, efficiency, and regulatory complexity, the solutions delivered immediate operational benefits while opening the door to personalization at scale.
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