Communications
In a rapidly evolving digital ecosystem, the pharmaceutical industry’s relationship with content is undergoing a seismic shift. At the recent Reuters Pharma event in Barcelona, Dr. Namrata, Founder of Turacoz, led a thought-provoking panel discussion titled ‘Content’s Industrial Revolution’. The dialogue explored how content in pharma is undergoing a transformation driven by technology, collaboration, and an evolving mindset.
This transformation isn’t just about producing more content – it’s about producing smarter content that is personalized, compliant, and delivered at speed and scale. Here are the key takeaways that highlight how pharma companies can adapt to this revolution.
From linear to circular: Rethinking the content supply chain
Traditionally, the content supply chain in pharma has been linear – ideation, creation, review, and deployment. But the industry is waking up to a powerful realization: a circular content supply chain is the way forward. This means insights from content consumption must loop back into content creation.
It’s about listening, learning, and evolving continuously. When feedback and performance metrics inform the next content iteration, the result is more relevant, targeted, and effective communication.
Upfront partnerships: Shifting left in the review process
Another game-changing approach discussed in the panel was the concept of “shifting left” – engaging reviewers early in the content lifecycle. Instead of waiting until the end of the process for medical, legal, and regulatory (MLR) reviews, involving them upfront leads to fewer iterations and a higher rate of getting content right the first time. “Involving reviewers early and leveraging AI is no longer optional—it’s the only way to create content that’s both fast and flawless,” noted Dr. Namrata during the panel. This proactive alignment improves efficiency, saves time, and ensures clarity from the start.
AI and GenAI in Action: Smarter, Faster, Compliant
Nearly 80% of pharma companies are now embedding AI into their content workflows.1 The path forward lies in industrialization—standardizing content processes to eliminate duplication and reduce costs. This includes:
- Tiered review systems based on content similarity
- Modular content structures for reuse and recycling
- AI-led automation for reference linking and claims validation
These innovations reduce manual effort and error, speed up reviews and improve compliance and traceability.
Reduce, reuse, recycle: Sustainable content practices
Content sustainability is now a business imperative. Strategies like modular content creation, centralized digital libraries, and approved content recycling help reduce production time and content fatigue—while ensuring consistency across global teams.
Let’s break down what reduce, reuse, and recycle means in the pharma content world:
- Reduce
Minimize duplication by avoiding the creation of redundant content. Use centralized libraries and templates to streamline creation and approval processes. - Reuse
Build modular content blocks that can be repurposed across different channels, regions, and campaigns. One approved module (e.g., a product description) can be reused in emails, websites, and brochures. - Recycle
Refresh and repackage existing high-performing content instead of always starting from scratch. This ensures content stays relevant and reduces production time.
These sustainable practices improve efficiency, maintain global consistency, and cut down costs.
Mindset, toolset, and skillset: The three pillars of change
Technology is only part of the equation. To truly embrace this revolution, organizations need the right:
- Mindset: Be curious, open to learning, and willing to fail fast
- Toolset: Adopt tech that enables agility without sacrificing compliance
- Skillset: Invest in training and upskilling teams for the future of content
Internal and external collaboration will be the glue that holds these pillars together ensuring that strategy, execution, and innovation move in sync.
Human + Machine: A balanced equation
While technology is a powerful enabler, the human touch remains irreplaceable. Keeping humans in the loop ensures contextual accuracy, emotional intelligence, and ethical responsibility especially critical in healthcare communications. The goal is to strike the right balance between automation and human oversight.
Final thoughts
As the content landscape shifts from volume to value, pharma companies need to focus on crafting impactful content that resonates with the audience. This means not just doing things faster but doing them better – with clarity, compliance, and compassion.
At Turacoz, we are proud to be at the forefront of this transformation, driving change that empowers our clients to communicate with precision and purpose. The content revolution is here—and we’re ready to lead it.
Ready to transform your content strategy? Connect with Turacoz to explore how we can help you scale smarter.
Reference:
Kudumala A, Konersmann T, Israel A, Miranda W. Biopharma digital transformation: Gain an edge with leapfrog digital innovation. Deloitte Insights. 2021 Dec 8. Available from: https://www2.deloitte.com/us/en/insights/industry/life-sciences/biopharma-digital-transformation.html
