There can be no doubt, world events have firmly thrust the digital age in pharma upon us with alarming speed. Medical communication using open access science matters to the life sciences and pharma industry. Life sciences and pharma companies need to deliver the same key messages in multiple formats and via multiple channels to reach and inform patients, healthcare professionals (HCPs) and their own non specialist staff. This practice of producing multiple versions of the same theme, known as content atomisation, heralds a new approach to content development. It relies on evidence-based storytelling to effectively convey a key message or theme across multiple channels by strategically remixing, refreshing and repeating content. Open access science is a key factor in achieving this. But it is not only the adaptability of the content that matters, it is the quality as well. Until now, much of the conversation on content has centred on how to measure its impact through the use of new tracking technologies and methods. In parallel, companies have developed strategies to gain deeper insights into what their target audiences want and need. Medical education and awareness campaigns are then designed and refined based on these audience and impact insights. Regardless of how campaigns are evaluated, effective physician learning continues to rely first and foremost on the development of quality content in the form of compelling digital stories
