Case Study: CSL Behring has Built An Omnichannel Platform To Impact Its Business
Summary
TLDRStuart 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
📈 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.
🛠 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.
📊 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.
🚀 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.
🤝 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.
Mindmap
Keywords
💡Omni Channel
💡Orchestrated Customer Experience
💡CRM Platform
💡Data Warehouse
💡Digital Transformation Strategy
💡Content Personalization
💡Virtual Events Platform
💡Digital Asset Management (DAM)
💡Measurement
💡Modular Content
💡ROI (Return on Investment)
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
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