In my discussions with executives and brand directors, we can often have great vision for what a dynamic, data-driven program can be, but as we all know, when it gets down to execution, barriers can come up.
We’ve adapted new approaches to working with the medical, regulatory, and legal (med/reg/leg) review teams because variable content is new to some pharma companies. It can be quite a surprise for some reviewers, we’ve found, especially in the digital space, to look for the first time at dynamically-generated content, and personalized, variable messaging.
And in the med/reg/leg review setting, surprises can cause contractions, with approvals shrinking back and out of view. There’s nothing that can lead to extended timelines faster. We’ve heard:
- “So this piece addressing Doctor So-and-so will ONLY go to Doctor So-and-so, right?”
- “How does this e-mail ‘know’ where HCPs live? Did they opt-in or something?”
- “These two pieces look the same, but have totally different headlines and messages in them. What’s going on?”
When brands are so eager to move forward with our programs, gaining traction with the review team becomes paramount. Our goal of bringing reviewers up to speed quickly has led to some simple best practices that brands and NPP vendors can collaboratively keep in mind:
- Speak – Openly. I cannot say enough about the power of reiterating a message. Brand teams that walk their review teams through variable NPP multiple times, explaining along the way, will find their time investment well worth it. Comprehension goes up, efficiencies are developed, and the “oh-I-get-it” factor shoots through the roof. And onsite account managers or directors from the vendor side go a long way in helping review teams understand the complex nature of dynamic NPP programs.
- Touch – Early. With typical marketing campaigns, having a hardcopy promotional piece in reviewer’s hands is powerful. But for NPP, it is necessary. And the earlier a mock-up can be secured, the better. Brand managers can more simply walk review teams through the pieces by segment. With physical mock-ups, it is easy to see the calls to action, the offers, and the variable messaging different segments will receive.
- Listen – Honestly. Both brand teams and vendor teams need to really listen well to the reviewers. After all, the production timeline is absolutely contingent upon the reviewers understanding dynamic or variable NPP. If you don’t want the timelines blown, listen to the reviewers’ input, concern, and feedback. Make the necessary changes. And if any vendors are reading this…don’t hold on too tightly to your concept. Be open to constructive criticism.
I know. Simple. But sometimes the simplest and most obvious rules of thumb make the biggest difference. Getting review teams on board with NPP doesn’t have to be so laborious, and it doesn’t have to include approval contractions. Gain traction by speaking, touching, and listening.
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