digital experience: guaranteeing optimal engagements - ci&t presentation from digital pharma...
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![Page 1: Digital Experience: Guaranteeing Optimal Engagements - Ci&T Presentation from Digital Pharma Europe](https://reader034.vdocuments.site/reader034/viewer/2022051610/5483e2af5806b595588b456c/html5/thumbnails/1.jpg)
Leonardo Mattiazzi, VP Europe and Aspac
Lucas Persona, Business Manager
Specially for Digital Pharma Europe
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Where we are going
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Where are we coming from?
• 10+ years working on Digital
Marketing specifically for pharma
companies
• 500+ web properties (desktop and
mobile) developed and maintained
• coordinating with dozens of agencies
worldwide
• 300+ people constantly working for
some of the largest pharma cos.
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High expectations
for digitalGrowing cost
pressures
What have we learned?
Markets
underserved
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Why?
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Digital Marketers still don't know:
Is it really a 'cost' issue?
who's reaching
them
if their efforts are
paying off
how do they fare
against competitors
what their potential
clients are looking for
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Each new property requires
upfront costs
regardless of results
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A closer look
Market Research
Personas
Science + Intuition
SEO
ADs
Integrated Campaigns
Analytics?
Can you act upon them?
Was it worth?
ASSUME
ENGAGE
HOPE FOR
THE BEST
Pay Big Bucks
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Project-based engagements
must have a defined end
KNOWLEDGE IS LOST
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Metrics are not
actionable
What are the shortcomings?
Model is inherently
discontinuous
Information is
kept in silos
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Easy to
understandComparative
(competition
and baseline)
What are actionable metrics?
Economic
denominator
$
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The next state
Does individuals behavior
match the personas?
Actionable metricsContinuous improvement
ASSUME
ENGAGE
CHECKADAPT
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Imagine a truly
customer centric
approach
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Technology
Insight
Pharma-native
Optimal Experience
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Technology
Insight
Pharma-native
• Customer centric
• Multi-channel
• Social Media
• Accessibility
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Technology Pharma-native
• SEO optimization
• Audience Analysis
• Competitive Analysis
• UX optimization
• Customer centric
• Multi-channel
• Social Media
• Accessibility
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• SEO optimization
• Audience Analysis
• Competitive Analysis
• UX optimization
• Customer centric
• Multi-channel
• Social Media
• Accessibility
Technology
• M/L/R Compliance
• Country specific
• Crisis Management
• Content Licensing
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• Scalable Hosting
• Content Management
• Security & Compliance
• Active Monitoring
• Customer centric
• Multi-channel
• Social Media
• Accessibility
• SEO optimization
• Audience Analysis
• Competitive Analysis
• UX optimization
• M/L/R Compliance
• Country specific
• Crisis Management
• Content Licensing
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Pay for Performance
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We transform sites into multi-device,
manage content at the regional and
country level, speed up change on the
pharma regulated environment, host it
and improve outcomes based on
actionable metrics.
pharmanext.ciandt.com
What participants are getting:
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PharmaNext Survey:
bit.ly/pharmanext
(help define priorities for PharmaNext)
New "Digital Barometer" Survey:
a-cross.com/health
(help understand market in general)
Contact info:
Leonardo Mattiazzi, [email protected]
Lucas Persona, [email protected]
Paulo Seixas, [email protected]
Thank You!