Case Study: CSL Behring has Built An Omnichannel Platform To Impact Its Business

Summary

Stuart Davis, Global Director of Marketing at CSL, shares insights on their journey to an orchestrated customer experience in the pharmaceutical industry. He discusses the importance of data integration, understanding customer preferences, and leveraging technology for personalized marketing. Davis highlights the implementation of platforms like Viva, On24, and Inmail to enhance communication and drive business growth. The presentation also covers CSL's future plans, including a digital factory for content creation and a centralized marketing system to optimize customer experience and ROI.

Takeaways

• 😀 Stuart Davis, Global Director of Marketing at CSL, has extensive experience in omnichannel marketing targeting various stakeholders including patients and healthcare professionals.
• 📈 Davis emphasizes the importance of using the right terminology in marketing to avoid confusion and ensure clear communication of strategies.
• 🔍 CSL's marketing strategy began with a focus on understanding customer data, including demographics and prescribing behaviors, to create an orchestrated customer experience.
• 🛠 The company implemented a CRM platform called Viva and later integrated additional marketing capabilities such as a virtual events platform called On24 and a DAM system for content sharing.
• 🤝 Integration of marketing platforms with sales tools, like Viva and Inmail, ensures that sales reps are informed about customer interactions, enhancing their ability to meet customer needs effectively.
• 📊 Measurement is a critical component of CSL's marketing approach, with regular assessments of content reuse, event participation, and email engagement to drive accountability and improvement.
• 🌐 CSL aims to build a data warehouse to consolidate information from 300 different sources globally, facilitating a better understanding of business operations and customer preferences.
• 📈 The company's future plans include a closed-loop marketing system, a digital factory for content creation, and a focus on maximizing product value through systematic new product launches.
• 🛑 Davis highlights the McKenzie study that suggests a well-executed omnichannel strategy can lead to significant business growth, cost savings, and improved customer satisfaction.
• 📝 The presentation concludes with a discussion of potential vendors and technologies that CSL is considering to further develop and implement their omnichannel marketing strategy.

Q & A

Who is Stuart Davis and what is his role at CSL?

Stuart Davis is the Global Director of Marketing at CSL, a company specializing in rare disease treatments. He has been involved in Omni-channel marketing for many years, targeting various audiences including patients and healthcare professionals.

What does CSL stand for and what is its focus?

CSL stands for Commonwealth Serum Laboratories, and it is a biopharmaceutical company focused on rare diseases, with a global presence in 40 affiliates across four operating regions.

What is an 'orchestrated customer experience' and why is it important?

An 'orchestrated customer experience' refers to a coordinated and personalized approach to engaging with customers across various channels. It is important because it helps to build a better understanding of customer preferences and behaviors, leading to more effective marketing strategies.

What is the significance of having a data warehouse in CSL's digital transformation strategy?

The data warehouse is crucial for consolidating data from 300 different sources worldwide. It enables a better understanding of the business and the creation of an orchestrated customer experience by analyzing demographics, prescribing behaviors, and preferred channels of customers.

How does the integration of the virtual events platform 'On24' with CSL's CRM system benefit the sales reps?

The integration allows sales reps to access data from customer registrations and attendance at events. They can see what questions were asked, survey responses, and content engagement, which helps them to better understand customer needs and accelerate demand growth.

What is the role of the DAM (Digital Asset Management) system in CSL's marketing strategy?

The DAM system is essential for sharing and reusing content globally. It addresses the issue of content silos by allowing affiliates to access and reuse content created in other regions, maximizing the value of the $50 million spent annually on content creation.

What are the key components of CSL's marketing platform foundation as outlined by Stuart Davis?

The key components include the CRM platform Viva, the virtual events platform On24, a global events agency for new customer acquisition, a DAM system for content sharing, and an email platform for integrated marketing and sales communication.

How does CSL measure the success of its marketing initiatives?

CSL measures success through various metrics such as content reuse rates, event participation, and the engagement of customers with marketing content. They also track the adoption of new marketing tools and the ROI of marketing campaigns.

What is the future plan for CSL's marketing strategy as mentioned by Stuart Davis?

The future plan includes developing a closed-loop marketing system, enhancing marketing competencies, piloting next best action with Salesforce, modularizing content for efficiency, and potentially building a digital factory to streamline content creation and distribution.

How does CSL plan to optimize and scale its marketing efforts?

CSL plans to optimize and scale by defining a clear roadmap for marketing, creating a centralized marketing strategy housed within an OCE platform, and leveraging technology and data to make informed decisions about content creation and distribution.

What is the concept of a 'digital factory' in the context of CSL's marketing strategy?

A 'digital factory' is a closed-loop system that streamlines content creation, approval, modularization, and delivery through a global media agency. It measures the effectiveness of content in persuading customers and generating product demand, allowing for continuous optimization.

Outlines

00:00

📈 Introduction to Omni-Channel Marketing at CSL Behring

Stuart Davis, Global Director of Marketing at CSL Behring, introduces the concept of Omni-Channel marketing, emphasizing the importance of targeted marketing to various stakeholders including patients, healthcare professionals, and others. He outlines the journey of CSL Behring's digital transformation, the challenges faced, and the foundational steps taken to integrate marketing capabilities with customer-facing functions. Stuart also highlights the significance of the term 'orchestrated customer experience' over 'Omni-Channel' to avoid confusion and sets the stage for a discussion on measurement, results, and future plans.

05:00

🛠 Building the Foundation for an Orchestrated Customer Experience

The second paragraph delves into the specifics of CSL Behring's approach to creating an orchestrated customer experience. It discusses the initial steps taken, such as connecting the company's digital transformation strategy to commercial needs, building a data warehouse to consolidate global data sources, and establishing an orchestrated customer experience. The paragraph also covers the integration of various platforms like CRM, virtual events, and digital asset management to streamline marketing efforts and enhance customer engagement. The focus is on understanding customer preferences, serving relevant content, and measuring the effectiveness of these efforts to drive business growth.

10:01

📊 Measuring Success and Driving Adoption in Marketing Initiatives

In this segment, the emphasis is on the importance of measurement in marketing to ensure accountability and to drive the adoption of new marketing platforms and strategies. The company's approach to incentivizing the use of marketing tools by measuring and publicizing the performance of different regions and teams is discussed. The benefits of using integrated platforms like on24 for event management and inmail for email marketing are highlighted, showing how these tools contribute to cost savings and increased customer engagement. The paragraph also outlines the early results and uptake of these initiatives, indicating a positive trend in the right direction.

15:02

🚀 Future Plans for Enhancing Marketing Capabilities and Business Growth

The fourth paragraph outlines CSL Behring's future plans to further enhance their marketing capabilities and drive business growth. It discusses the intention to create a closed-loop marketing system, the importance of having a unified approach to segmenting and understanding customer behavior, and the plan to pilot an orchestrated customer experience platform. The paragraph also touches on the need for a roadmap to identify gaps and set clear goals for the marketing team, the exploration of next best action with Salesforce, and the consideration of modular content to optimize costs and speed of distribution.

20:02

🤝 Integrating Sales and Marketing for Optimal Customer Experience

The final paragraph focuses on the integration of sales and marketing efforts to maximize customer experience and ROI. It discusses the importance of understanding the customer journey from awareness to adoption and the role of persuasive content in this process. The paragraph also highlights the company's intention to build a digital factory to streamline content creation and distribution, the plan to define clear roles for all stakeholders, and the development of a three-year plan to scale people, processes, and technology effectively. The potential vendors and technologies being considered for these initiatives are also mentioned, providing a glimpse into the strategic direction of CSL Behring's marketing efforts.

Keywords

💡Omni Channel

Omni Channel refers to the integration of multiple customer touchpoints into a seamless and unified experience across different platforms and devices. In the video, Stuart Davis emphasizes the importance of an orchestrated customer experience over the term Omni Channel due to the potential for confusion. The concept is central to the video's theme of enhancing marketing strategies to better serve customers and healthcare professionals (HCPs).

💡Orchestrated Customer Experience

An Orchestrated Customer Experience is a strategic approach to engaging customers by understanding their preferences and behaviors to deliver a personalized interaction across various channels. The video discusses this concept as a more comprehensive alternative to Omni Channel, with the goal of creating a more impactful and efficient marketing strategy, as exemplified by Davis's explanation of targeting specific customer segments and behaviors.

💡CRM Platform

A Customer Relationship Management (CRM) platform is a system used to manage a company's interactions with current and potential customers. In the script, Viva is mentioned as the chosen CRM platform for the company, highlighting its role in capturing and analyzing customer data to facilitate a more personalized customer experience.

💡Data Warehouse

A Data Warehouse is a large, centralized repository of data that is used for reporting and data analysis. In the video, the construction of a data warehouse is identified as a crucial step in the digital transformation strategy, allowing the company to consolidate information from 300 different data sources globally, which is essential for understanding customer behavior and preferences.

💡Digital Transformation Strategy

A Digital Transformation Strategy outlines how a company will use digital technologies to enhance its business offerings and engage with customers. The script describes the company's strategy to connect its digital transformation with its commercial goals, emphasizing the importance of building a data warehouse, orchestrating customer experiences, and maximizing product value.

💡Content Personalization

Content Personalization is the process of tailoring content to meet individual customer preferences and needs. The video discusses the importance of understanding customer demographics and prescribing behaviors to create a personalized experience. This is exemplified by the company's efforts to serve up content that informs and persuades customers to use their products more effectively.

💡Virtual Events Platform

A Virtual Events Platform is an online service that allows for the hosting of events, such as webinars and symposia, which can be accessed on-demand. The script mentions 'on24' as the platform chosen by the company to host global events, emphasizing its importance in reaching physicians who may not be able to attend live events and ensuring that they can access content at their convenience.

💡Digital Asset Management (DAM)

Digital Asset Management is the organization and optimization of digital assets or content using specialized software systems. The video highlights the implementation of a DAM system to facilitate the sharing of content globally, which was previously a challenge due to the inability to locate or reuse content created in different regions, thus improving efficiency and reducing costs.

💡Measurement

In the context of the video, Measurement refers to the process of evaluating the effectiveness of marketing strategies and initiatives. The script emphasizes the importance of measurement in driving adoption of new platforms and strategies, such as the use of Viva and on24, by holding teams accountable for their performance and encouraging competition between regions.

💡Modular Content

Modular Content is content that is designed in a way that it can be easily repurposed or reused across different marketing channels. The video discusses the benefits of creating modular content for efficiency and cost-effectiveness, as it allows for faster and cheaper distribution of approved content through various channels.

💡ROI (Return on Investment)

ROI is a measure used to evaluate the efficiency of an investment or compare the efficiency of different investments. In the script, ROI is discussed in the context of understanding the financial return from marketing efforts, such as the number of prescriptions generated from a specific marketing channel or the cost-effectiveness of different promotional methods.

Highlights

Stuart Davis, Global Director of Marketing at CSL, discusses the importance of an orchestrated customer experience in omnichannel marketing.

CSL's journey in omnichannel marketing began without marketing involvement, highlighting the need to build a strong foundation for digital transformation.

The necessity of connecting the company's digital transformation strategy to commercial needs is emphasized for a successful omnichannel approach.

Davis explains the three key components of CSL's strategy: building a data warehouse, orchestrating customer experiences, and maximizing product value.

Orchestrated customer experience is defined as understanding customer demographics, behaviors, preferred channels, and serving relevant content.

CSL's implementation of the CRM platform 'Viva' and its integration with other marketing tools to capture customer engagement data.

The introduction of a virtual events platform 'on24' to provide on-demand content for physicians and its integration with Viva for data capture.

The importance of digital asset management with the DAM project to share and reuse content globally, reducing costs and enhancing efficiency.

The role of measurement in driving adoption of new marketing platforms and the competitive aspect it introduces among different regions.

Davis shares early results of CSL's omnichannel marketing efforts, showing promising uptake and engagement with the new systems.

The future plan includes a closed-loop marketing system, a standardized approach to segmenting and behavior change across all affiliates.

CSL's intention to pilot an OCE platform in Europe due to the region's complexity and potential for learning and scalability.

The concept of a digital factory in marketing to streamline content creation, approval, and distribution for global use.

The importance of understanding and leveraging digital affinity in customer segments for more effective digital communication.

The potential for a 10% growth, 20% savings, and 10% increase in customer satisfaction through effective omnichannel marketing.

The six-step marketing process outlined by Davis, from prioritizing segments to maximizing demand and ROI.

The importance of measuring customer engagement with content as a proxy for increased customer experience.

A discussion on the potential for personalization and customization in marketing strategies, focusing on the most lucrative customer segments.

Transcripts

from it we have Stuart Davis who's the

global director of marketing at CSL

bearing he has been doing Omni channel

for many years targeting not only uh

patients but H hcps uh and and others at

Proctor and Gamble at Nova Nordisk at

bris BR Bristol Meers squib and at copi

please welcome

[Applause]

Stuart good all right good morning um

thank you for the 30 minutes of your

life um My Hope Is that you uh take away

a nugget or two of what we've learned in

our journey on Omni Channel um I put my

email up here because I've learned I've

learned a great deal from you uh and

I've learned from other colleagues and

I'm actually learning a lot this morning

uh from May all the presenters um and if

I can be of any help to you in your

journey I'm happy to do so so feel free

to reach out if you need to so let me

give you uh kind of an overview of the

discussion today uh I'll give you some

background uh where we started our

journey um the term orchestrated

customer experience what that means we

don't use Omni channel for some of the

reasons that I heard from their previous

presenter Jennifer um it's really

important you get the words right

because people get confused if you don't

um and so I'll Define what we mean by

that we'll talk a little bit about our

measurement since our launch uh you'll

see that we had a lot of catching up to

do at our company I'm sure many of you

can relate to that in terms of the

marketing capabilities You're Building

uh we also had that issue but we'll talk

about the the we launch kind of our

platform in July we'll talk about some

of the results that we're seeing uh and

then we'll talk about our future plan uh

which I think is very exciting uh where

I think we're going to really unleash

significant commercial value for our

company uh CSL bearing is a rare disease

organization hopefully you've never

heard of our company because that means

you may be a patient that's a derable

thing to be uh by the way but we are in

40 Affiliates around the world in four

operating regions and so when we went

back and started this journey it wasn't

marketing was wasn't included we were

out of scope the only thing we did was

actually launched all the customer

facing function capabilities sales msls

when we launched viva viva was our

chosen CRM platform but marketing had

nothing to do with it we didn't have a

seat at the table and I say that because

wherever you are in your journey you can

catch up you have to build the right

foundation which we'll get into but I

think there's opportunity to really get

to where you need to be and show value

very quickly so what did we do well the

first thing we did and I'm sure every

company has a digital transformation

strategy right we all everyone's doing

something digital we connected that

strategy of our company to what we need

to do commercially and there were three

things one we need to build a data

warehouse we had 300 different data

sources around the world how do we put

this together so people can understand

their business better how do we then put

an orchestrated customer experience in

place we'll get into that what that

means and then lastly how do we maximize

product value every company I'm sure in

this uh in this room has new products

for launching how do you do it in a more

systematic way to leverage all the

learnings that you're getting over time

and that's what we're in the process of

building as well so what is orchestrated

customer experience it's really not that

complicated and whether you're a patient

or a physician the same is true right

we're starting with the physician

because that's a common denominator

across the globe we all Market to

physicians in our company across all of

our 40 Affiliates so that's where we

started but we're going to do this for

patients as well right and it all starts

with better understanding that data

warehouse for a physician what are their

demographics what are their prescribing

behaviors you need to understand that to

have a good experience for any brand and

any affiliate you need to know you also

need to know what are their preferred

channels right I may like emails you may

like text we need to communicate in the

channels that our customers prefer and

then we need to serve up content that

hopefully informs and eventually

persuades them to use our product more

this is what orchestrated customer

experience is for us and we're very

focused on doing this in the right way

we started as I mentioned with Viva rept

triggered emails RTE right um our engage

platform we captures all the virtual and

live calls that we place with our

customers so we started there but we

wanted to now add additional marketing

capabilities the first one we added was

a virtual events platform it's called on

24 it means it's on 24 hours that's why

it's called on 24 and that's important

because Physicians don't come always at

your live event sometimes they go later

and they want to see it on demand so

every symposia webinar we do around the

globe we put on this platform and

importantly we integrate it with Viva

why is that important well when a

customer registers and or attends we

capture all of the data and pass it to

the sales rep that's responsible for

that customer right so we know what

questions do they ask in the program

what was their response to surveys

how engaged were they you know what

content did they click on all of that's

captured and passed to the sales rep so

they can accelerate demand growth now

they know what their customer did and

what their questions they have that's

going to help for a better detail the

next time they're in the office and so

we built that and also added another

component which is to add new customers

so everywhere around the world you can

do non-personal promotional tactics you

want to do paid search in Hungary we can

do it for you we have a global events

agency that goes along with with this to

drive new customer acquisition and we

pass that new customer to the

responsible sales rep that's the whole

idea it's integrated with what we

already have that all of our customer

facing functions are familiar with we've

also launched a dam my favorite acronym

that Dam project right digital Asset

Management very important sharing

content around the globe you need one of

these right before we actually launched

the 2019 believe it or not we couldn't

even find content from one country to

another like if you were in in Japan you

couldn't see what the US was doing and

you couldn't reuse their content either

well we spent about $50 million creating

content every year I bet you your

organization if you go ask your sourcing

colleagues how much you're spending it's

a lot right so what we tried to do is

share content so people can reuse it

versus create it on their own we've also

implemented a marketing trigal email

platform called inmail it doesn't matter

which one you use there's many of them

out there but it's integrated so now the

sales rep knows when marketing sends an

email to their customer what the

customer did right and vice versa that

wasn't happening before so that

communication with marketing and sales

or msls very very important that's the

platform that we've used this was our

foundation we launched in July as I

mentioned only about you know six seven

months of of results but we're seeing

some good uptake and um I wanted to

share that with you now but again this

is our foundation you could choose

something different we thought these

channels and this content sharing was

the most important thing for us to focus

on and we were choiceful in the very

very beginning so how are we doing well

like real estate it's all about location

location location marketing it's about

measurement measurement measurement

because once you measure people agencies

they tend to do the things that they

should be doing all these platforms are

optional no one forces any company or

any uh country or Market or brand to use

these things these are all optional

things for our Affiliates to use so we

have to incentivize them doing it right

how do we do that well we measure

everyone so if you're creating content I

know you're creating content as a

marketer I also know what agencies

aren't reusing content when they should

be we post that every month we let

everyone know who's on the happy list

and who's on the opportunity list right

and that's a way to get adoption because

people want to be congratulated for the

great work that we're doing Viva would

tell you on that 50 million spend if we

get 30% in year three we save 8 million

in six months we're at 15% why because

we're measuring it's not because I'm

some magician it's because people know

they're going to be held accountable and

they measure me allows them to do that

and we actually get little competition

between our regions wow look at Asia

they're killing it why isn't the US

doing that right and so people as

marketers we competitive right it's a

great way to instill that competition to

do the right thing and people are doing

it also on 24 a great event platform we

have a global events agency um that can

speak any language you have in any part

of the world to do these events but

we're actually not only finding the

Integrations helpful we're saving money

why because a lot of these local event

platforms are housed by agencies that

cost a lot of money an on24 platform is

actually free if you do it yourself so

we are we have a relationship now that

any affiliate if in Hungary you don't

have a lot of money it's okay we have a

self-service option for you you can do

an event for free and get that data for

your customers to pass on to your

Salesforce inkks smill is the same thing

we're seeing a lot of good uptick in

Europe and we're seeing customers

actually come and say I want to learn

let me opt in particularly in Germany

and Austria so we're seeing good uptake

again it's only six months not a lot of

data yet but initially we're seeing some

good update with our foundation but we

don't want to stop there this is really

the most important slide we talk about

remembering one thing this is the thing

you want to remember the McKenzie study

that shows what this is worth right

we're not doing this for an academic

reasons we're doing it to drive business

and if we do this right 10% growth 20%

savings 10% customer satisfaction should

happen it's happening for other

companies and the good news is there are

platforms out there that can help you

unleash this we'll go through that in a

few moments but this is really what

we're going to focus on next how do we

make this happen so let me give you the

marketing oneone class right there's

only six steps and all marketers you

know these steps but I'm just going to

review them with you so you understand

how it's going to come to life with an

example on the next several slides right

the first step is let's prioritize our

segments and what Behavior change we

want to go after right having a real

defined way to do that is very important

we want to identify the journey from

awareness to adoption right we want to

persuade we want to use content to

persuade and then modularize it so we

can distribute it faster and cheaper and

we want to communicate in their

preferred channels and then Max demand

and Roi that's the six steps that we're

doing and we're going to have a platform

hopefully in a few uh months that helps

us do this so that any brand any

affiliate can do it themselves so how

does it work well again content channels

Services same idea and in this case the

first step is an important one why it's

not just prioritizing your segments but

understanding their digital Affinity the

more digital Affinity a physician or a

patient has the better it's cheaper to

communicate digitally than it is with a

person right so understanding and there

are there are companies out here that

will tell you in the US you don't have

to you don't have to get the data they

have it for you you can buy it you can

use that to guide your efforts

non-personal promotion that complements

your personal

promotion you also want to then plot

that from awareness to adoption right

and what's the important step it's

consideration what consideration in the

US when you write a sample Because by

the doctor when you write a sample you

write a prescription right so that's the

measurement that we're trying to focus

on how do we get to that prescription

the fastest well the next step in this

process is to make sure that we actually

have a set of persuasive content that

we've modulized this is just an example

but it's typical you a pivotal study

they got an M video they have you know

I'm seeing some nods everyone's doing

this right we have uh patient

testimonial and then we have a sample

form that someone now physician is ready

to write a product they're going to

write a sample and the prescription so

we want to make sure we understand kind

of how that works in this example

segment one it took four touch points

these are the pieces of the cont content

and these are the preferred channels for

that segment this is just a madeup

example some segments are going to have

three some are going to have five it

doesn't matter but being formulaic about

it is really the help right the next

step is say great it took four steps to

get that

prescription that's really important

because that's the goal we want to get

them to write their first prescription

and then we want to understand how each

of those four steps contributed to that

one prescription because the more you

understand that the more you can

optimize the number of Step to get to

that one prescription right and this is

regression analysis this data is kind of

available on these platforms that helps

you do this so you can understand how do

I get to my demand the fastest that's

also true for Roi in this example four

steps it was a 4:1 Roi right because you

can measure how much you spent in those

channels to get to that one prescription

but we're not done here because the four

step had a rep delivering the sample is

that the only way to get a customer to

sign a sample form probably not there's

external sales organizations that use

the phone that are much cheaper and you

can drive RI behind nonpersonal

promotional channels in this case an

external sales rep to drive that Roi to

six to1 this is the idea that we're

going to you know put this in a box so

to speak and give it to our Affiliates

to help manage their business smarter

than they've been

before so let's talk a little bit about

our executive summary this is the future

plan which is where we're going right

the first step is to make sure we have a

Clos Loop Marketing System what do I

mean by that well today I if you went to

different countries around the world

they would Divine segments Behavior

changes um their Journeys all

differently right that's a problem

because if we can't get on the same page

how do we know how to do it and how do

we measure it right in in a systematic

way so we're going to spend some time

defining what is the right you know

brand strategy template so to speak

right and importantly we're going to

house that inside that oce platform and

then we're going to make sure we have

the right Market marketing competency

support as Jennifer mentioned not

everyone understands digital marketing I

certainly didn't a few years ago I've

learned a great deal and I'm sure we're

all learning right a lot of our

marketers around the world they don't

have the same knowledge yet we want to

make sure they have the important

knowledge sets to enable this we're also

going to Pilot a number of things and

some of these things are already been

mentioned but the first is really

important one which is a road map we're

going to ask all of our marketing

leaders and marketers what do you want

marketing to be three years from now

what should we go for and where are our

gaps

we need a road map because if we don't

have our gaps identified we're not going

to get to what we want to be right so

that's the first step in this and we're

actively starting that conversation I'm

going to show you the vendors that we're

considering the next step will be an oce

pilot right that template I took you

through we're going to pil it probably

in Europe why Europe because that's the

hardest well the US is a lot easier um

that maybe not the hardest but it it's

it's a harder Market to actually do this

because the data is not as rich as in as

in the US and important we're going to

leverage some learnings that we're

getting in the US behind next best

action we're about to conduct a pilot to

understand how do we get that

salesperson involved to make them more

effective right we don't want to hamper

their business but we want to grow it

how do we do that and hand things off to

them in the right way and then lastly we

are going to hopefully build a digital

Factory um that's a hope because you

know we're we're actually building

websites around the world but we're not

doing it in the probably the most

optimal way and we have some thoughts on

how we're going to actually pilot that

as well which get into this is the oce

in a box as we build our operating model

this is going to be the model what I

just took you through we're going to

give to our Affiliates so they can

leverage it on whatever Brands they want

to market right this is the operating

model that we're going to use and we're

going to complement that with a digital

Factory we'll get into this slide but

the idea of creating content again we

spend 50 million it's a lot of money we

can become much smarter and let the

marketers spend more time on growing

their business not creating content and

so that's why we're gonna hopefully

enable a digital Factory to maximize the

impact we're also going to make sure as

we scale every stakeholder knows their

role what's the agency do what's the

marketer do what does mlr do right all

those things are important so the

marketers spend less time on content and

more time growing their business and

then lastly we're going to build

probably a three-year plan that

identifies people processes and

technology so that we can in fact have a

very uh robust plan that allows us to

get to what we want to do in the right

time and in the right order so let me

take you through a little bit about the

the details on this I wanted to share

these slides with you in case you need

vendors these are the vendors we're

considering and not to say that they're

the right ones but there're certainly

options right so this OC roadmap this

whole idea of what we want to do these

are the vendors that we're considering

to make sure we have a detailed road map

defin that identifies our gaps the oce

platform there are many companies on

this slide um we don't know who the

choice is going to be uh that we'll

pilot with but again that whole OC in a

box that platform is an important part

of this solution that we need to figure

out who they are and pilot with them um

in the coming years we also want to make

sure we optimize and scale appropriately

what are we doing well Salesforce that

next best action that's a very important

piece I heard Jennifer talk about that

very important I don't we know what we

don't know yet because we haven't

started this yet but the handoff with

our sales that the most highly invested

asset our companies have it's really

important right we got to make sure we

do that well so we're going to learn a

great deal on that pilot and these are

the vendors that we're considering and

then modular content another important

piece of that 50 million I talked about

Viva would tell you we save another

eight with modular it's cheaper if you

can get something approved once and

distribute in multiple channels it

becomes a lot cheaper and faster um and

I think there's ways that we're going to

learn in a pilot to understand what does

mlr really need to do is the same

approval process for every piece of

content I don't think so and I think

that's what we'll learn in that

pilot this is a a rather detailed slide

in case people interested in knowing

what is what is a digital Factory right

and this is ours this is what we think

is going to work it's a closed loop

system that starts with a local a

creating content getting it approved

modular and delivering it through a

global media agency that measures the

persuasion and a resulting product

demand and so if we learn they're

responding to display ads or they're

responding to social that media agency

is doing it globally and we're spreading

those learnings across the world this is

the tech stack in case you're interested

I'm not a old techie but uh in case you

need to know how to go about this these

are the technologies that you need you

need a master design system you need a

Content authoring tool right and you

need to have your agencies following it

so and those tools could vary by Channel

and then you want to feed into an agency

that delivers that media in a in a in a

very um measured media plan so you

understand how to optimize

demand this is um the centralization

idea right because I think again digital

Factory uh we're hoping that we're going

to create content in a in a better way

than we're doing today we're going to

start with websites and Viva content as

well as social and once we figure out

how we do that well we'll then brought

into all of our digital channels but

we're going to start there and then the

last slide is really just our plan this

is what I think we'll do I have no idea

if we'll do it uh but this is kind of

our thoughts right so the road mapap

First Step our oce solution second step

with Salesforce coordination we may we

may decide to scale that if we have that

figured out properly we may want to wait

and drive more efficiencies through

modular content and also a digital

Factory so that's it um just want to

open up for any questions steuart thank

you so much you're a you're a man after

my own heart you pack a lot into a small

space you do a great do a great job any

other any questions for St

yeah

thank

you hi um go sayin with the clinic by

Cleveland Clinic my question SL comment

is not related to what I do currently

but I'm very

curious um a couple jobs ago I worked at

an organization where I had the great

opportunity to conduct a true 8020 on

our hcp customer base

um through 8020 if you guys everybody

familiar 8020 so 80% of our profits was

generated by 16% of our clients uh sorry

82% of our profits were generated by 16%

of the

36,000 clients

only under 2,000 of them made real

impact on our business that allowed us

to change everything that we do from

marketing to sales to customer service

to product Innovation to everything um I

was at the executive team there so had

the opportunity to influence all

executive management and it's not big

Pharma so it's a $250 million company so

it was easier to get things done if you

will um in that in that um capacity but

um I've always been curious like big

Pharma or small farma a lot of people

over here um I see a lot of work around

optimizing customizing for the whole

audience there seems to be great

opportunities to optimize and customize

personalize individualized for a smaller

much more lucrative audience existing or

prospective client if you will what do

you do in that respect is that in within

your strategic planning great question

and yes uh and that's comes down to the

segments that I was showing you those

prioritized segments in your example uh

the 20% that should be Priority One one

right that segments uh assuming they're

all similar that's where the focus

should be and the others don't really

matter as much and and I think that's

what we're going to probably do the same

thing we now know better our customer

base than we've ever have before um and

I think we can brze that and that

typically would be the first segment you

start with because they're the most

important not to say the other 8as isn't

important but I'd start with so yes is

the answer and it's going to be our

segment one example thank

you

hi um you're a man after my own heart I

loved this question for you related to

and Jennifer T again from UCB um so when

you talked about the impact that this

could have one of the things was 5 to

10% increasing customer experience I'm

curious exactly what you'll use to

measure that is it like truly increase

in NPS or do you have a proxy for

customer experience because we're

exploring the same so yeah it's a good

question the sure answer is I don't yet

but I think the the answer answer will

be are they engaged in your content did

they click on the link that you wanted

them to click on to indicate they

actually were persuaded by the content

you've given them to me is how I think

we'll see it um you know I think there's

surveys that we'll probably conduct as

well I mean if you're communicating I

don't know I'm a big text guy but I

don't really read what but if you

communicate with text I'm responsive my

email I'm going to store and I think

that would be another measurement which

is how quick do they engage if they if

it's three weeks later well it's

probably not that effective of a channel

so I think be multiple measures of

content and channels that help address

that and we're going to move to Round

Table about two minutes where you can

engage St directly there thank you once

again that was a great presentation

thanks so much