When Review Teams are Business Partners, Internal ROI Increases
When promotional review teams partner with marketing professionals early in the development of digital tools, a company greatly enhances its internal ROI. Internal ROI reflects the efficient use of time and money spent internally preparing a digital tactic for use externally. Money and time are lost if a company realizes too late that a new tool can’t be supported but the investment has already been made.
There are a number of fundamental requirements for promotional review teams when evaluating proposed digital tactics.
Reviewers must:
Understand the digital platform (e.g., Web page, Twitter, Facebook, app) and its risks and requirements
Evaluate case studies from which to draw best practices and regulatory history
Involve appropriate stakeholders in the concept review and/or development of the digital tactic (e.g., Medical Info/Medical Affairs, IT, PR)
Have internal standard operating procedures in place for producing this type of digital tactic
Understand the goal of the tactic and the intended audience or end user, and ensure content is fairly balanced, truthful and accurate
Early concept reviews for digital initiatives now occur more frequently within companies. These provide reviewers and marketing teams a built-in opportunity to collaboratively address a series of targeted questions before the formal review process begins.
Are we clear on the digital tactic’s purpose?
Does it improve informed decision-making among HCPs and patients?
Does it help patients increase adherence? Facilitate access to providers or supportive care resources?
Are we confident that the digital solution addresses unmet needs or adds value to the end user?
Does the team fully understand the medical, regulatory, and legal implications for this tactic, as well as the time investment that will be required to ensure compliance?
Who will be responsible for monitoring any two-way communication or social posting that results from the use of this digital tactic?
Do we need to consider whether and how it will work across a variety of digital platforms/social media in our review of the tactic?