Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Pharma MCM Brand Planning Methodology

4 256 vues

Publié le

A clear methodology to help pharma brand managers ensure that multi-channel marketing is integrated successfully into their brand planning.

Publié dans : Marketing
  • Identifiez-vous pour voir les commentaires

Pharma MCM Brand Planning Methodology

  1. 1. PHARMA MCM BRAND PLANNING METHODOLOGY. DISCOVER Insights, Situation & Options ● Category, Patient & Customer Research and Insight ● Market Segmentation ● Account Segmentation ● SWOT DEFINE Strategic Choices ● Opportunity Scoping ● Brand Positioning ● Brand Idea / Strapline ● Messaging ● Brand Identity & TOV ● Brand Guidelines DESIGN Brand & Customer Experience ● Personas & Journey Mapping e.g. Channels, Devices, Triggers & Moments of Truth ● Customer & Patient Experience Design DEVELOP Multi-channel Marketing Plan ● Pull vs Push Mix ● Paid, Owned & Earned Media Mix ● Distinctive Assets, Content & Collateral ● Budgets & KPIs STRATEGYOBJECTIVE PLAN DIVERGENT THINKING CONVERGENT THINKING www.owenhealth.co.uk © Owen Health Feel free to print it, share it and embed on your website with appropriate credit. DIVERGENT THINKING CONVERGENT THINKING

×