Personalized Digital Content Creation

Most of us have at least heard about personalized medicine, but personalized content creation- in this industry???

Rest easy, we’re not talking about omnichannel marketing today.

Yet, there are still opportunities for us as biopharma communicators to personalize the types of content we do manage.

A 2021 McKinsey report found that “71% of consumers expect companies to deliver personalized interactions. And 76% get frustrated when this doesn’t happen.”

Although these stats don’t exactly apply to most of us on the corporate communications and PR side, there’s definitely something to it.

In 2022, UC San Diego researchers reported that the average American consumes about 34 GB of information every day.

With that much coming at any given audience and the demand for hyper-personalization, we have to make every effort to tailor our materials as much as possible.

So, what ARE easy ways that we can create personalized experiences through corp affairs-driven content?

Common AI tools like ChatGPT are actually powered by Natural Language Processing, or NLP.

This doesn’t mean that every output sounds completely natural – we all know that’s not the case… yet.

But we can still take advantage of the way these types of tools work to adapt the same content for investors, or patients, or the media, or any given group.

And we can even pressure test customized messaging for each audience BEFORE it’s deployed by prompting these tools to have the same context and priorities as those actual groups.

That may even mean creating your own knowledge base for training data, including examples of past materials and any metrics you’ve used to assess success.

Then, once you’ve decided whatever you’re working on is as good as it’s going to get and actually deploy it, you can go BACK in with these AI tools again to help analyze how it landed.

So we keep going through this feedback cycle.

What does your own feedback cycle look like for personalized digital content nowadays?