Amy Walker, Head of Growth at Cognitives, and Kat Brown, Global Social Media Content Manager at Soho Flordis International, presented on Scaling Content Operations in Healthcare at Mumbrella’s Health Marketing Summit.

1. Scaling Content
Operations
in Healthcare
Kate
Brown
Global Social Media &
Content Manager
Amy
Walker
Head of Growth
Streamlining the Production of Regulated Content

2. The Complexity of Marketing
Content is Outpacing
Available Resources
Content
Resources
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3. Marketers have focused 90% of
Martech investment on customer
facing technology.
Content Operations
Heavily reliant on manual processes such as email and excel.
Customer Engagement
90% of current martech investment.
Plan Collaborate Create Approve Distribute
Marketing
Automation
Store
Customer
Personalisation
Audience
Sentiment
Insights &
Analytics

4. Smarter Content Operations
Get visibility and
control over your
marketing
content.

5. Smarter Content Operations
Centralise your
processes,
management,
approvals and
workflows.

6. Kate
Brown
Global Social Media &
Content Manager

7. “We aim to change
the way people
consider natural
healthcare.”
Our vision is to become the first global natural medicine company.

8. Challenge: Multiple Brands and Products
One parent, three
brands, multiple
products; equals
complexity.

9. Challenge: Getting Buy-in for the Broader Vision
SFI needs to
transform the way
we do business – by
putting digital at
the centre.

10. Challenge: Lack of Resource
As a global brand
both people and
budgets are
spread thinly.

11. Challenge: Lack of Brand Consistency
Multiple marketing
teams running their
own versions of
brand plan.

12. Challenge: Highly Regulated Market
Manual approval
processes and a
lack of visibility
resulted in limited
control.

13. Challenge: Under Resourced Distributors
Lack of
technology, and
small budgets for
amplification.

14. “We needed a global
content strategy,
and an engine to
drive it.”
We had identified the challenges, now we needed a solution.

15. Provide
Consistency
Increase
Efficiency
Reduce
Duplication
Enable
Collaboration
The solution needed to:
For SFI Health time is precious. Increasing efficiency and reducing duplication means
that local marketing teams have more budget for content and amplification.

16. Solution: Reviewing Platforms
Nothing ticks all
of the boxes. We
looked for the
best fit in the
long-term.

17. Solution: Choosing Cognitives
With Cognitives
we were getting
a Partner, not
just a Platform.

18. Solution: Starting Small
We started with
one brand, and a
broad idea of what
we were after.

19. Solution: Getting Global Buy-in
We kicked off with
a global workshop
to ensure team
alignment.

20. Content
Priorities
Content
Plan
Content
Pillars
Content
Strategy
Our 5 day global workshop resulted in:
Team
Buy-In
Team
Contribution
Team
Training
Partner
Alignment

21. Solution: Build a Plan
Set priorities,
collate content
ideas. Build an
evergreen
content plan.

22. Solution: Bringing in a Content Agency
Leverage
evergreen content
plan to find the
right agency
partner.

23. Solution: Connecting Your Partners
Building
alignment
between our
agency and
Cognitives.

24. Solution: Mapping Your Processes
Define and
streamline team
processes, from
global to local.

25. Solution: Plugging Everything Together
Structure the
platform to
execute on our
global strategy.

26. “Nine months in we
have progress, but
still have a long way
to go.”
So where are we in the journey?

27. Current State: Global Team Visibility & Collaboration
“We wish we’d had
this sooner” local
teams now get to
work as one team.

28. Cognitives gives us a clear line of sight.
Streamlined processes
enable us to see the
whole strategy, implement
cost savings, and identify
new opportunities.

29. “Look for long-term
Partners who align
to your values.”
Takeaway #1

30. “Sell the vision early
to high-level
stakeholders.”
Takeaway #2

31. “Get buy-in from
those that will be
doing the work.”
Takeaway #3

32. “Don’t be afraid to
go for opportunities
you identify.”
Takeaway #4

33. Smarter Content Operations
It’s about
managing the
complexity of
people, processes
and content.

34. Smarter Content Operations
Streamlining
content creation;
removing manual
processes and
reducing admin.

35. Smarter Content Operations
Getting better
visibility and
control over
branded content
production.

36. Free Guides
Bulletproof your
content operations
7 Steps to Ensuring Stakeholder Buy-in and
Success
get.cognitives.io/bulletproof-content-operations