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Safic-Alcan
30 May 2024

Managing a global
pharmaceutical company’s

French content production

A global pharmaceutical company

 
A global pharmaceutical company

My client was a pharmaceutical company with European roots and a global presence, employing more than 80,000 people in 70 countries.

Putting an end to rather
frantic content production

When I started working on this project as an editorial director (as part of an editorial agency team), the client was dealing with a multitude of subjects, provided by its various business units and the global team.
The internal and external communications teams for France were happy to work as part of a single editorial committee; this made it possible to address the various subjects from both perspectives and share the efforts involved. However, they felt overwhelmed by the incredibly fast pace of editorial production and wanted to take back control.

Ensuring a consistent
editorial line

It was my job to help the client to regain control, both in terms of their editorial line and their content publishing frequency.
After redeveloping their production decision-making structures, workflow and dashboard, we worked together closely to manage their various content platforms. I was also asked to produce recommendations for specific campaigns.
At an operational level, I was also responsible for the editorial direction of audiovisual and editorial media (drafting scripts and articles’ outlines, framing social media operations, etc.).

Establishing
a proactive approach

From brainstorming and finding the right angle for each story to coaching interviewees and getting to know the ins and outs of drug development and production, I enjoyed every part of this one-year project!

‘I appreciated Loreleï's analytical insights into different angles and the way she managed various subjects. It was all very smooth and efficient! Loreleï was a natural with interviewees, successfully creating a sense of trust to get the best out of them.'

S. I., Head of Editorial for my client

Reaching
a larger audience

I’d been working with Imfusio on projects related to influence and social media for two years when they decided to build a platform to make their transformation resources available to a larger audience. The platform includes a resource centre for clients and an open-source library, available to anyone who visits Imfusio’s website.

Tools to ensure
consistency

For the library’s launch, we decided to provide a first batch of information sheets, each describing a facilitation technique or a tool from a practical angle. The platform was designed to be updated with new content on a regular basis. Reflecting Imfusio’s commitment to individual empowerment, I did my best to provide tools to ensure autonomous and consistent content production over time.

Tone of voice, editorial guidelines and glossary

The first step in this project was to formalise Imfusio’s tone of voice in a document and list the characteristics and constraints specific to the platform. This ever-evolving document was designed to be updated on a regular basis; I was able to amend it after Matters, the UX design agency which developed the platform, tested the interface’s microcopy on real users.

Conscious that the platform would be translated into English, I suggested developing a glossary from the start of the project; it was used and updated later by the translation agency.

Creating a glossary for Imfusio

Rewriting information sheets for the open-source library

The next step involved compiling existing material, asking (plenty of) questions and rewriting the content to reflect the template designed by Imfusio. As a fresh pair of eyes, I was able to standardise the information sheets while making sure the concepts and techniques would be easily understood by an audience with little experience of facilitation.

Rewriting information sheets for Imfusio

Imfusio also hired a specialist to write additional gated long-form content: at every step of the project, I worked closely with Anne-Sylvie to ensure our work formed a coherent and complementary whole.

Working on better taxonomy

The next step involved compiling existing material, asking (plenty of) questions and rewriting the content to reflect the template designed by Imfusio. As a fresh pair of eyes, I was able to standardise the information sheets while making sure the concepts and techniques would be easily understood by an audience with little experience of facilitation.

A continuous process

The reception to the first batch of information sheets was very positive and we’re already working on new content to further enhance the library.

More importantly, we’ve ensured everybody within the organisation, both now and in the future, will be able to create new content which is consistent with previously published information sheets.

First batch reception

Thank you Imfusio! Great library. Although I’ve already used some of these tools (from the Facilit’Hacker training [provided by Imfusio]), these information sheets are very useful and concise and I can’t stop reading them. Share them with other people to develop collective intelligence.

‘Loreleï helped us perfect our editorial tone and ensured our documents and our jargon were accessible and appealing to a wide audience. She quickly understood our approach, our needs and our values: she now anticipates our questions and reactions and makes excellent suggestions. She adapted to our way of working and our particular need for flexibility and she was unfailingly enthusiastic :)’

Marie Beriot O’Connell, transformation designer at Imfusio

 
 
 
 
 
 
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