1. 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
!
3. 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
•
Global and local web presence creation, CLM platform
development, online patients insights mining, social media
campaigns, performance campaigns, metrics and dashboards...
!3
6 years in the healthcare industry and global projects (Novartis,
Pfizer, NovoNordisk, Medtronic...)
Haider Alleg - Tweet with #FESFE and #Richter
/*Digital worker since 2003*/
4. About Gedeon Richter
A Pan-European specialty pharmaceutical company
A 112 year old company present in more than thirty countries
!
!
!4
Development of generic drugs and chemical processes as well
as biotechnology
An expanding product portfolio
!
Haider Alleg - Tweet with #FESFE and #Richter
11. Mapping the users’ journey
CRM
Type 1
User 1
Emotional vs
Scientific
User 2
User 3
User 4
!11
Type 2
Type 3
Type 4
Aware / user
Aware / non user
Non aware
Influence
score
A vs B vs C
12. Mapping the users’ journey
User X Type
Channel 1
Message 1
Timing/Events
Message 2
Message 3
Message 4
!12
Channel 2
Channel 3
Channel 4
Rules/Filters
Metrics
Relationships
18. 4 expected output
4 expected outputs
!18
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19. 4 expected output
4 outputs
!19
Make them
learn &
believe into
something
new
20. 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
23. Differentiation and added value
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)
!23
25. CRM - the brain in a multichannel world
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
!
!25
26. Question:
Do you think you are using tools at their full potential?
!
A. Yes, we do
B. Can be improved
C. Not at all
!26
31. How to create a cross-channel story?
Example of traditional user journey.
Paper
CRM
Your story
F2F
Mobile
Paper
Your story
CRM
F2F
Mobile
!31
32. How to create a cross-channel story?
Example of a personalized user journey.
Paper
Website
CRM
Events
CRM
F2F
Mobile
Your personalized story
CRM
eMail
Reflex /
Survey
!32
CRM
CRM
Remote
Edetailing
eMails
CRM
38. Websites?
You need a CRM
Personalized
experience
Services
User
generated
content
Push
content
!38
80%
39. Generating value for the users
Your budget
and effort
should be
reversed
Content and
services
Technology
!39
Haider Alleg - Tweet with #FESFE and #Richter
20%
80%
40. Generating value for the users
It is easy to
adapt content
and services if
we share the
same
technology.
!40
Haider Alleg - Tweet with #FESFE and #Richter
Content and
services
80%
20%
Technology
41. 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
!41
47. During the call?
Follow a
defined
scenario
30s elevator
pitch
Presentation
builder
!47
Objections
handling
Create
longer
quality calls
Share
materials
and deeper
info
Create
positive
emotions
Feed the
CRM
80%
Connect
with other
channels
48. CLM local roll-out
Deployment on the a local
Platform
(e.g. Agnitio, Cegedim)
IOS
Android
Option 1:
Translation of
the content
locally
Adaptation by
local agency
Deployment on the
global
Platform
IOS
Option2:
Adaptation by
global agency
Recommended path
!48
3rd Pharma eMarketing Congress (#FEeMKT) |
Haider Alleg
Android
49. Question:
Which departments are blocking us to move on and be more creative and
agile?
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A. Sales reps themselves
B. Management
C. Regulatory
D. IT
!49
52. Our cross-channel platform at Richter
Remote
Other
tools
Ipad
Android
Website
Translations
Web services
Images
Text
HMTL
5.0
factory
CRM
Optimized
story
PPT, PDF
Language
Market
53. 4 expected output
« It is simple so far, but I am using 80% of it
rather than 10% like I used to do before with
similar tool »
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Susanne, Sales rep, Austria
!53
56. One language to measure digital
impact globally
Facebook
metrics
CLM
Google
Analytics
Google
Adwords
!56
eMails
Display ads
3rd Pharma eMarketing Congress (#FEeMKT) |
Haider Alleg
Local
dashboard
Global
dashboard
59. Social media
stakeholders
Marketing / Company objectives
Digital strategy and goals, KPIs
Social media strategy and goals, KPIs…
Listening
Presence
Engage
Stimulate
Online
Research
Account
creation
One-to-one
Advertising
(e.g. customer
care)
(e.g. Facebook
ads)
KOLs
One-tomany
Buzz
marketing
Online
Monitoring
(e.g. push of posts)
Partnerships
Tracking, optimisation, continuous improvements and adjustments of the strategy
!59
3rd Pharma eMarketing Congress (#FEeMKT) |
Haider Alleg
76. 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
!
!76
Haider Alleg - Tweet with #FESFE and #Richter
77. Think conversation,
not campaign...
•
•
Haider Alleg - Tweet with #FESFE and #Richter
Global projects must be a tool to
kick-starts local initiatives
•
!77
Sales reps initiate a conversation
that can be continued on digital
channels
Involving people internally is key
to the cultural change of the
company
