flemming europe ha - sfe

Refining the way of reaching customers

a right message on the right channel at the right time for the right audience !!!Haider Alleg Global eMarketing Manager !

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Who am I?

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About me

Global eMarketing Manager (based in Geneva)

• Started coding at 14, first start-up (eCommerce) at 16, digital agency background in the US and Switzerland and entrepreneur

• 2 master degrees: Web Engineering + Global Marketing Strategies

• 6 years in the healthcare industry and global projects (Novartis, Pfizer, NovoNordisk, Medtronic...)

• Global and local web presence creation, CLM platform development, online patients insights mining, social media campaigns, performance campaigns, metrics and dashboards...

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/*Digital worker since 2003*/

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About Gedeon Richter

A Pan-European specialty pharmaceutical company

A 112 year old company present in more than thirty countries

!!

Development of generic drugs and chemical processes as well as biotechnology

An expanding product portfolio

!

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People

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Customers

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Sales force

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Your boss (this is not my real boss)

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Question: Who should be your priority target when launching a multi-channel project? !A. HCPs, customers in general B. Sales force C. Management

4 expected output

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What should you not miss?

Mapping the users’ journey

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CRM Type 1 Type 2 Type 3 Type 4

User 1 Emotional vs Scientific

User 2Aware / user

Aware / non user Non aware

User 3 Influence score

User 4 A vs B vs C

Mapping the users’ journey

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User X Type Channel 1 Channel 2 Channel 3 Channel 4

Message 1 Timing/Events

Message 2 Rules/Filters

Message 3 Metrics

Message 4 Relationships

This is not what a CRM should be.

Build a knowledge place.

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Messages

4 expected output

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Why we do it?

Story telling

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Storytelling

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4 expected output

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4 expected outputs

4 expected output

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4 outputs

Make them learn & believe into something new

Impress

President Barack Obama jokingly mimics U.S. Olympic gymnast McKayla Maroney's "not impressed" look while greeting members of the 2012 U.S. Olympic gymnastics

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Connect

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Care and Help (services)

Differentiation and added value

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To achieve one or more of the identified outputs, you will need: !

• A clear understanding of who is in front of you (#CRM)

• A clear anticipation of what they need (#content automation, agile content

marketing, services)

• A metrics system to optimise your channels and feed the system with fresh data

• A connected way to retrieve the information (real time marketing, CLM)

• An optimized way to connect and share the information (website, email, eDetail)

• Innovative way to deliver your messages (new technologies, events, f2f)

• Trained and motivated team (eLearning and gamification)

Transforming the OSI model

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CRM / BI

Content and services

Channels

CRM - the brain in a multichannel world

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A good preparation of your needs is key to better use the potential of a CRM !

• Identify segmentation trees (who is your target, who are your users)

• Identify dataset to collect and manipulate (sales, marketing, PR, medical, events)

• Identify events that triggers updates in each dataset (loop back from channels)

• Identify static queries/filter for daily usage

• Identify alerts

• Identify BI queries to explore untapped potential or reveal new customization

• Identify how data should be reported (level 1 report, management dashboard, metrics and

KPIs)

• Identify connectors for channels

!

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Question: Do you think you are using tools at their full potential? !A. Yes, we do B. Can be improved C. Not at all

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Channels

How to create a cross-channel story?

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Website

eMails

Mobile

Vis Aid

Events

F2FYour Brand Story

CRM

Social media

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COPY/PASTE is bad

Personalize the experience

Your story

How to create a cross-channel story? Example of traditional user journey.

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Mobile

Paper

F2FCRM

Your story

Mobile

Paper

F2F CRM

Your personalized story

How to create a cross-channel story? Example of a personalized user journey.

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Website

eMails

Mobile

Paper

F2FCRM

Remote Edetailing CRMCRM

CRM

Events CRM

eMail Reflex / Survey

CRM

4 expected output

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Seems complicated…

Technology made easy

3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg

One CMS, several use

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3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg

One CMS, several use

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Content is king

Websites?

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80%

Push content

Services

Personalized experience

User generated content

You need a CRM

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Generating value for the users

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Content and services

20%

80%Technology

Your budget and effort should be reversed

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Generating value for the users

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Content and services

80%

20%Technology

It is easy to adapt content and services if we share the same technology.

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Question: Is your marketing department agile? !A. They anticipate our needs and produce content regularly B. They do well but can be improved C. They are very slow and disconnected from the field

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Sales reps

4 expected output

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What we do for our reps?

Prepare the visits

Digital briefcase

Continuous education

During the call?

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80%

Follow a defined scenario Create

longer quality calls

Feed the CRM

Objections handling

Share materials

and deeper info

Create positive

emotions

30s - elevator

pitch

Presentation builder

Connect with other channels

3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg

CLM local roll-out

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Android IOS

Android IOS

Translation of the content

locally

Option2:

Adaptation by global agency

Option 1:

Adaptation by local agency

Deployment on the global

Platform

Deployment on the a local Platform

(e.g. Agnitio, Cegedim)

Recommended path

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Question: Which departments are blocking us to move on and be more creative and agile? !A. Sales reps themselves B. Management C. Regulatory D. IT

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At Richter…

4 expected output

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Global, local, languages, regulations…

Our cross-channel platform at Richter

CRM

Ipad

AndroidWebsite

Remote

Images

Text

Translations

PPT, PDF

HMTL 5.0

factory

Optimized story

LanguageMarket

Other tools

Web services

4 expected output

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« It is simple so far, but I am using 80% of it rather than 10% like I used to do before with

similar tool » !

Susanne, Sales rep, Austria

Decisions made simple

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Connect metrics to the business

3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg

One language to measure digital impact globally

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Global dashboard

Facebook metrics

Google Analytics

Google Adwords

CLM

eMails

Display ads

Local dashboard

Gamification

Gamification

3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg

Social media stakeholders

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Tracking, optimisation, continuous improvements and adjustments of the strategy

Listening Presence Engage Stimulate

Social media strategy and goals, KPIs…

Digital strategy and goals, KPIs

Marketing / Company objectives

Online Research

Online Monitoring

Account creation

KOLs

One-to-one (e.g. customer

care)

Partnerships

One-to-many

(e.g. push of posts)

Advertising (e.g. Facebook

ads)

Buzz marketing

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Listening online can be a game changer.

3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg

Listening to diagnostic and build the e-strategy

E-insights mining (qualitative)

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!

!

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E-monitoring (quantitative)

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!

!

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In a nutshell…

3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg

Your Business Goal

KPI 2

KPI 1

KPI 3

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Where are you going?

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What are you expecting?

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You can be surprised on what is delivered…

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And you might feel like this…

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They are not the only ones to please.

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Project’s success is defined by the field.

Show the way

Don’t leave projects vegetating

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Fuel your machine

We are not wizards.

Is it not cheap to build the ROI positive machine.

Stop micro-testing in tubes.

Take the next digital train…

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Digital must be

• performance oriented, impacting sales directly or indirectly

• content oriented rather than channel/tool oriented

• linked though a global concept to the offline channel (360°)

• agile, quick integration and quick deployment

• measurable, through metrics and KPIs to generate ROI

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Think conversation, not campaign...

• Sales reps initiate a conversation that can be continued on digital channels

• Global projects must be a tool to kick-starts local initiatives

• Involving people internally is key to the cultural change of the company

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Thank You!

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• Twitter: @haider_alleg

• LinkedIN: Haider Alleg

• Digital marketing blog: treatmybrand.com

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Questions