Veeva Systems > 实例探究 > 在制药业采用模块化内容：默克案例研究

Adopting Modular Content in Pharma: A Case Study of Merck

适用功能

产品研发

挑战

默克是一家领先的制药公司，其传统的内容创建流程面临着挑战。该公司从头开始创建个人内容资产，由于行业动态的变化，这种方法变得越来越不可持续。该过程不仅耗时，而且缺乏效率和一致性。该公司还面临着为每个营销活动（尤其是电子邮件营销活动）创建新内容所需的高昂成本。显然，我们需要一个更可持续、更高效、更具成本效益的内容创建流程。

关于客户

默克是一家全球医疗保健公司，专注于处方药、疫苗、生物疗法和动物保健产品。该公司致力于改善世界各地的健康和福祉。从开发治疗和预防疾病的新疗法到帮助有需要的人，默克公司的使命是发现、开发和提供拯救和改善生命的创新产品和服务。该公司决定采用模块化内容方法是因为需要更可持续、更高效且更具成本效益的内容创建流程。

解决方案

默克决定采用模块化内容方法，这种方法允许以更加简化和高效的方式创建、审查和批准内容。该公司将标准化技术与 Veeva Vault PromoMats 集成，以简化内部用户和外部创意机构的流程。模块化内容方法涉及创建“故事卡”，即表达单一想法的原子级组件，可以在不同的活动中重复使用。这种方法不仅加快了审核过程，还确保了品牌一致性。此外，默克还开发了一种专有工具来跟踪内容重用、节省、点击率、电子邮件打开等，从而提供有价值的数据以进一步优化其内容策略。

运营影响

The adoption of modular content has brought about significant operational benefits for Merck. The company has been able to maintain brand consistency across different campaigns by disconnecting the layout from the content. This has also led to cost savings as the agency is not creating multiple website screens and emails for the same content. The modular content approach has also enabled Merck to create more relevant content based on data, thereby enhancing the effectiveness of their campaigns. Furthermore, the company has been able to reduce agency costs and repurpose content without additional payment to the agency. The modular content approach has also paved the way for the future evolution of hyperpersonalized content.

数量效益

Adopting modular content allowed Merck to double the amount of email they could create.
The time difference between creating a Story Card versus a complete iPad or even an email is much shorter, leading to significant time savings.
Merck saw a 15% increase in click-throughs after adopting the modular content approach.

Adopting Modular Content in Pharma: A Case Study of Merck

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