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.