Each year, Vodori’s State of Promotional Review Benchmarks Report uncovers how life science companies manage and improve their MLR processes. The 2025 data tells a compelling story: teams that frequently iterate on their systems and workflows consistently achieve faster, more efficient reviews.
While many assume that technology alone drives improvement, the real differentiator is how often teams refine their MLR processes to keep pace with evolving business needs. The top performers aren’t necessarily the biggest organizations or those with the most advanced tools–they’re the ones that make continuous iteration part of their operating rhythm.
Iteration isn’t about constant change for change’s sake. It’s about intentional, data-driven updates that keep people, processes, and platforms aligned. When teams make process optimization a habit rather than a one-time project, efficiency compounds over time.
What we mean by “process enhancements”
In the 2025 Benchmarks Report, iteration is measured through a specific metric: system enhancements per quarter. Enhancements represent any adjustment made to the promotional review system that keeps MLR processes aligned with evolving business needs and compliance requirements.
Enhancements can take many forms, including:
- Introducing new workflows to support specific content types (e.g., social media, video, or events).
- Adjusting routing logic or reviewer assignments to reduce bottlenecks.
- Refining templates, metadata, or required fields to standardize submissions.
- Providing designation between suggested and mandatory feedback to clarify what must be fixed.
Each small change may seem incremental, but collectively, they signal a culture of continuous improvement; one where process iteration isn’t an afterthought but a strategic practice. Frequent iteration is a leading indicator of process maturity, agility, and long-term efficiency.
The data: Frequent iteration leads to a faster MLR process
The numbers make the case clear: teams that iterated on their MLR processes more often achieved measurably faster turnaround times.
- Organizations making fewer than one enhancement per quarter
- Average review duration: 12.9 days
- Median review duration: 9.9 days
- Organizations making more than five enhancements per quarter
- Average review duration: 9.3 days
- Median review duration: 5.5 days
That’s a 28% faster average review and a nearly 50% faster median review—a dramatic improvement driven by frequent, intentional updates.
Why does iteration make such a difference? Because MLR processes aren’t static. They evolve as your content mix, product portfolio, and regulatory environment change. Each enhancement, no matter how small, reduces friction, streamlines collaboration, and ensures the process reflects how your team actually works today.
Iteration also reduces friction between reviewers. When feedback loops, templates, and routing rules are regularly fine-tuned, reviewers spend less time navigating system quirks and more time focusing on the content itself. This consistency improves first-pass approval rates and reduces the number of review cycles needed to reach final approval.
Over time, iteration creates compounding efficiency. Teams that revisit and refine their workflows regularly prevent process drift, reduce rework, and strengthen collaboration across marketing, medical, regulatory, and legal functions.
Lessons from top MLR review teams
Top-performing teams don’t see MLR processes as fixed, they see them as evolving programs that deserve continuous attention. They pair Vodori’s validated platform enhancements with internal process refinements to stay ahead of the curve.
These organizations:
The mindset shift from maintenance to iteration transforms compliance operations from a necessary function into a true performance driver.
How to build a culture of continuous improvement
Improving your MLR processes doesn’t require an overhaul. The key is consistency and intentionality:
- Review performance data regularly. Look for patterns in review duration, first-pass approval rates, or reasons for recirculation.
- Use data to set goals and talk about them. Shared goals are vital for cohesive MLR teams and ensure clarity, accountability, and efficiency.
- Celebrate incremental wins. When cycle times drop or reviewer satisfaction improves, share those results widely. Celebrate as a team!
- Benchmark regularly. Use annual data to stay aligned with industry norms and track your progress over time.
Iteration is a muscle: the more you exercise it, the stronger your processes become.
Start benchmarking today!
Want to see how your MLR processes stack up against industry peers? Explore the full findings in the 2025 State of Promotional Review Benchmarks Report to uncover how iteration frequency, review duration, and approval rates connect across teams and industries.
Download the full 2025 Benchmarks Report to benchmark your process and find new opportunities to accelerate efficiency.
