CASE STUDY
Maximizing Content with AI and Modularization for Global Pharma Leader
Healthcare marketing teams are at an inflection point. Medical innovation continues to accelerate. People’s expectations for digital engagement keep rising. Channels keep multiplying. And regulatory requirements remain as rigorous as ever.
For marketing teams, that means adapting approved messaging across formats quickly and responding to new data and market opportunities, all while managing costs effectively. Speed and agility matter just as much as accuracy and compliance.
For our client, a global pharmaceutical leader, this reality meant transforming how they created, managed and deployed marketing content. Here’s how Cella partnered with them to make it happen and leverage industry-leading capabilities.
The Client Need
Our client stood at the cusp of necessary change. Their brand teams were caught in a cycle of recreating content for different channels, with each iteration requiring full regulatory and medical review, even when the underlying message remained unchanged.
The challenges were adding up:
Production was inefficient: Manual recreation, reformatting and repeated full review cycles for what was effectively the same content meant duplication across brands and teams.
Time-to-market was dragging: Multiple review rounds and manual processes slowed launches and adaptations.
Costs were climbing: Content creation hours, project management overhead and delays accumulated quickly.
Compliance was getting messier: Maintaining claim consistency, references and audit trails became harder as content volume grew.
No room for agility: The organization wasn’t positioned to respond quickly to market changes, new data or competitive dynamics.
The client needed a fundamental transformation. They were aware of what solutions like modular content and AI tools could achieve in theory.
The gap?
Taking those concepts and implementing them within their actual workflows and regulatory constraints.
Our Solution
Building a Strategic Framework
As always, Cella’s approach started with deep listening. Comprehensive stakeholder workshops brought marketing, regulatory and medical teams together to map content goals, content workflows, current approaches to reviewing and approving derivative content, compliance requirements and friction points.
Rather than imposing generic solutions, the team evaluated existing technology investments and established processes. The goal? Ensuring new capabilities would integrate seamlessly.
Modular Content Architecture
Cella translated the discovery work into a modular content framework grounded in the client’s actual operational needs. The team defined:
- Principles for how modular content would be structured
- How master assets, reusable components, supporting references and variant layers would function together
- What required fresh review versus what could be reused from approved modules
- How to maintain flexibility for future expansion across brands and markets
The result was a blueprint for modularization that aligned capabilities with real-world workflows.
A Tailored Technology Strategy
Track 1
Maximize Existing Technology for Modular Content
Instead of forcing new technology into an established ecosystem, Cella enhanced what was already in place. The team:
- Built a scalable claims and content database within native platform capabilities
- Defined how modular components would flow through review and approval
- Mapped technical features to real operational needs to enable faster reuse
Track 2
Innovate with a Custom AI Content Repurposing Tool
For advanced content automation, the client opted for a proprietary AI solution. Cella served as the connective tissue between developers and stakeholders by:
- Translating marketing and regulatory workflows into technical requirements
- Guiding how the platform structures, assembles and layouts content
- Ensuring compliance controls were built in, not bolted on later
Cella also led:
- Integration planning: Embedding the tool into existing systems and review processes
- Enablement staffing: Providing trained designers and medical specialists to accelerate adoption and support continuous enhancement
A Phased, Thoughtful Rollout
Here’s what Cella didn’t do when it came to implementation: push for immediate organization-wide transformation. Instead, the team designed a controlled and learning-driven rollout and established ongoing support infrastructure to capture feedback and translate it for technology partners.
Phase 1
Start Smart with a Pilot Brand
- Identified the brand with the highest potential benefit
- Cataloged derivative content and associated references
- Trained marketers, regulatory and medical reviewers directly
- Operated in test-and-learn mode to refine workflows and build confidence
Phase 2
Expand to Multiple Brands
- Applied validated learnings to three additional brands
- Adapted operational procedures based on feedback from each unique team
- Continued to measure efficiency gains and identify optimization opportunities
Phase 3
Scale Enterprise-Wide
- Standardized approval rules for derivative vs net-new content
- Established a repeatable onboarding framework for future therapeutic areas
- Strengthened governance and measurement to protect consistency as adoption grew
This approach managed risk while building organizational buy-in. After all, people trust what they’ve seen work.
The Differentiator
In this case, Cella’s team members were embedded within the organization, working day-to-day alongside stakeholders. That meant they possessed cultural intelligence, process intimacy and established trust across functions. Solutions were designed from operational reality rather than theoretical best practices.
But the real differentiator was Cella’s pharmaceutical marketing expertise. The team knows how to uncover how an organization actually works, identify where technology can solve real problems, and implement solutions that stick. They knew the organization. They knew pharma. They knew what would actually work.
The Results The transformation delivered real value, both immediate and long-term.
Accelerated speed to market Brand teams can now repurpose approved content across multiple formats in days rather than weeks. Consistency without the manual slog.
Decreased review burden Clear frameworks for derivative versus new content reduced regulatory and medical review loads. Teams can confidently deploy variations while reserving intensive review for truly new claims.
Improved accuracy Modular content architecture ensures approved claims and messaging remain consistent across all materials. Updates to core content automatically flow through to derivative pieces.
Increased agility The company can now respond to market opportunities with dramatically improved speed. Campaign adaptations that once took months now deploy in a fraction of the time.
Long-term value As adoption deepens, the client expects substantial cost savings from more efficient resource use, competitive advantage from faster deployment and strengthened compliance through systemized content management.
Conclusion
The bottom line? Healthcare marketing can be both fast and compliant. By embedding modular content and AI into actual workflows, Cella helped the client build the infrastructure for sustained competitive advantage. The result: a marketing organization that moves at market speed while maintaining healthcare’s non-negotiable standards. Speed and rigor, together.
If you’re looking to scale content, reduce review burden and compete on speed, we can help you get there.
