Healthcare

Streamlining Content Operations

Global natural medicine company Soho Flordis International (SFI) needed a system to centralise its content operations, provide visibility over all marketing activities, and ensure global brand consistency. Today, Cognitives is SFI’s single source of truth for all content, from planning to production and publishing to reporting.

Getting More Visibility

With decentralised marketing teams spread across the globe, and complex regulatory requirements on healthcare content, obtaining visibility over all marketing activities at a global level was pivotal to executing on their new global content strategy.

The Cognitives platform gives SFI a central reference point, letting them know what content is being produced, who’s using it, and where it’s being used – across all teams, channels and regions.

Improving Collaboration

Since transforming their content operations with Cognitives, SFI has been able to facilitate an increase in team collaboration – across global and local markets, and across regions.

The Cognitives platform now helps the global brand team identify best-in-class content that local marketing teams are using, and feed that content back-up into global and across different markets and regions, using collaboration to get maximum value from each piece of content.

Streamlining Content Creation

The platform has enabled the global brand team to establish standardised workflows and approval processes, critical to the creation of content at scale in a highly regulated market like natural healthcare. Content can be created and approved at a global level, then made accessible to relevant local teams for amplification into their respective markets.

This streamlined process provides local teams with a ‘one-stop-shop’ to run all campaigns and marketing activities, with access to relevant content that is aligned to global brand priorities.

Getting Better Results

At the start of their new content strategy journey, SFI’s focus is on internal metrics for the first 12 months. However, as the volume of content that their audience engages with grows, their attribution modelling will ensure the global team knows what content customers want to see.

And to SFI it’s not just about measuring the ROI of their content. The visibility and insight that they have achieved through centralising their content operations has enabled SFI to identify new opportunities in how their content and the Cognitives platform can potentially be packaged and monetised across markets in the future, an opportunity not available to the organisation prior to their transformation.

Scale Up Your Content Operations

Our Co-Founder and Head of Growth Amy Walker spoke with Kate Brown, Global Social & Content Marketing Manager from Soho Flordis International (SFI) at the Marketing Transformation Summit in Sydney, Australia.

Kate dives into how SFI has transformed the way their marketing team works with content globally, and how they have leveraged the right technologies and partners to manage content at scale and realise their global content strategy.

“Cognitives gives us that holistic view, that vision of ‘this is working, this isn’t working’ and the ability to move quickly and stick to our strategy. Our end result is far greater than what I set out thinking it was going to be.”

Kate Brown, Global Social and Content Marketing Manager
Soho Flordis International (SFI)

“Cognitives gives us that holistic view, that vision of ‘this is working, this isn’t working’ and the ability to move quickly and stick to our strategy. Our end result is far greater than what I set out thinking it was going to be.”

Kate Brown, Global Social and Content Marketing Manager
Soho Flordis International (SFI)

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