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Revolutionizing Content Strategy in the Life Sciences Industry: The Impact of AI

Seán Carroll discusses his role as the leader of the life sciences content team at Accenture Song and the impact of generative AI on content strategy.

Currently serving as the head of the life sciences content team at Accenture Song, part of Accenture’s tech-powered creative division, Seán Carroll advises global pharmaceutical companies on content strategy and creation, collaborating with colleagues worldwide. With over 15 years of experience in life sciences agencies in the UK and Denmark, Carroll has been with Accenture for five years.

The primary focus of their current work involves guiding clients on understanding how content contributes to their customer experience (CX) and omnichannel strategies, emphasizing personalization and modular content strategy.

Challenges in Creating Content for Global Pharma Clients:

Navigating the heavily regulated pharmaceutical industry poses significant challenges in content creation and dissemination speed. Variances in regulations across different countries add complexity to meeting diverse content requirements globally. Personalization, while crucial, introduces the challenge of creating more content efficiently to keep pace with evolving healthcare professional needs. Additionally, infusing a human touch into content based on scientific or medical data remains a key challenge.

Balancing Personalization with Regulatory Compliance:

Harmonizing personalized content with stringent regulatory demands is a critical industry challenge. The constant influx of new medical data coupled with slow content creation and approval processes necessitates innovative strategies like modular content creation. The integration of generative AI is anticipated to facilitate personalization efforts in the future.

Utilizing Technology and AI in Content Creation:

While generative AI is a focal point, its integration into global workflows is still in the early stages. The anticipated benefits include enhancing existing content creation processes for speed and efficiency and enabling the creation of new content types or personalized content. Collaborative tools like Figma support a modular content approach alongside AI technologies.

Addressing Concerns About Generative AI:

Ensuring accuracy and mitigating biases in medical content creation using generative AI is paramount. Educating clients on realistic expectations of AI capabilities and maintaining human oversight in the content creation process are crucial strategies to address concerns about accuracy, biases, and plagiarism.

Evolution of Content Strategists with AI Advancements:

As generative AI reshapes content creation processes, content strategists must adapt by expanding their knowledge and understanding of AI capabilities, limitations, and biases. While technology evolves, the core skills of a content strategist, such as understanding customers and crafting personalized, engaging content, remain fundamental. The future role of content strategists will involve leveraging AI tools to produce more content efficiently while maintaining a focus on relevance and engagement for healthcare professionals.

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