Download - 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