Case Study

Content tagging: the first step toward a new way of managing content

Thanks to Lyriko, we have been enhancing our ability to orchestrate content and engage customers. We’re very satisfied and would suggest Lyriko’s services to anyone in need for help for tagging their promo materials.

Claudio Cipriani

Global Omnichannel Strategy Lead

Organon

The company

Organon is a global healthcare company with a portfolio of therapies and products in women’s health, biosimilars, and established medicines across a wide array of conditions and diseases. Organon’s vision is to create a better and healthier every day for every woman. Organon is one of the first healthcare companies to understand the strategic role of personalized content in engaging HPCs.

Pharma needs for content management

Organon partnered with Hyntelo to create a more efficient process for leveraging their CRM promotional materials to achieve three key objectives:

  • Easy keyword-based search of promotional content within Veeva PromoMats (the Digital Assets Management platform used by the company to manage promotional materials).
  • Monitoring of promotional content shared with healthcare professionals.
  • Improved orchestration of content and key messages by suggesting to Sales Reps the right material to share with HCPs.

To achieve these goals in a reasonable time frame, Organon needed an automated content tagging system that would overcome the limitations of a manual process that historically required a lot of time on the part of marketing and librarians.

Why choose the Automatic Content Tagging?

Organon chose the Lyriko Tagging module to enhance its content strategy globally, first because it is integrated with Veeva PromoMats and second because Lyriko is the most comprehensive tagging solution in the pharma market.

The pharma company’s choice was to structure the project on premise, starting with a PoC on selected countries and then scaling globally.

How does Lyriko Tagging work?

The Automatic Content Tagging module reads all the materials in the repository. Then, following a taxonomy model tailored to Organon’s specific needs, it uses artificial intelligence algorithms to automatically assign semantic tags to each piece of content. In addition, users have the option to set a tagging confidence score, which influences the number of tags associated with each document. At this point, authorized Organon users can access a simple and intuitive interface where they can view, confirm, modify, or add new tags to each document regardless of the format (pdf, doc, ppt, png, jpeg, mp4, mov…).

All tags are then automatically synchronized with Veeva PromoMats, making properly tagged materials available to all Sales Reps and the entire Veeva ecosystem.

What are the results of using an automatic tagging tool?

The solution has been operational since 2022 in more than 60 markets. Lyriko has automatically tagged over 30.000 promotional materials in different languages and formats with an impressive 98% accuracy rate, saving countless hours of manual labor.

This approach allows Organon’s marketing and commercial excellence teams to easily find promotional materials related to specific keywords and reuse the content in different markets. In addition, they can monitor content shared across channels and suggest and customize the most relevant materials for HCPs, aligning with a Next Best Action strategy.

My name is Claudio Cipriani, and I work in Organon as Global OmniChannel Strategy Lead.

In Organon, we were facing a challenge with our promo materials. 

We wanted: to make the content easy to find in Veeva PromoMats by using keywords; to monitor what we share with our customers, also from a qualitative perspective; to suggest and personalize content to HCPs. 

Unfortunately, our documents had inconsistent, incomplete and in some cases, no tags at all. In my experience, content tagging has been a time-consuming and labor-intensive activity. And that’s where Lyriko made a real difference. 

Lyriko’s tagging model, integrated with Veeva PromoMats, helped us to tag all our promo materials automatically. And also, to integrate manually structured and custom tags categories. To date, we tagged over 17,000 promo materials. 

Thanks to Lyriko, we have been enhancing our ability to orchestrate content and engage customers. We’re very satisfied with Lyriko’s services and we would suggest them to anyone in need of help for tagging promo materials.

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Lyriko is an AI-based platform that boosts commercial efficiency and content effectiveness with a data-driven approach.

Lyriko’s modular capabilities allow to pursue 360° customer engagement at any stage of the data maturity scale. The whole suite enables a full Omnichannel Content Orchestration.