HOW TO GET BEYOND THE
HYPE AND CREATE REAL
ENGAGEMENT?
B2B MARKETING CONFERENCE
NOVEMBER 2013
FRÉDÉRIC BAFFOU
BRANDING & M...
IT IS LIKE MOVING INTO THE RAINFOREST

(c) www.fotosearch.comc
REED ELSEVIER IS A GLOBAL LEADING B2B BUSINESS

Scientific, Technical and
Medical

Legal & Risk Solutions

€ 7.5 bio
reven...
Find and
characterise
targets

Discovery

Understand
Pathways
and MoA

Characterize
and discover
molecules

Pre-clinical

...
HOWEVER, WE HAD A COUPLE OF CRITICAL
CHALLENGES…

 A more advanced competition
 A cultural change to conduct
internally
...
…AND ASSETS

 A solid business and scientific
momentum
 Appropriate resources
 A group of motivated people for taking
d...
FROM A ‘PRODUCT STRATEGY’ TOWARDS A
HOLISTIC CUSTOMER-CENTRIC BUSINESS STRATEGY
From a building block approach

To an inte...
OUR VIEW WAS FIRST TO UNDERSTAND CUSTOMER
DYNAMICS BEFORE THINKING ABOUT CONTENT

With customers
 Articulate a clear posi...
OUR VIEW WAS FIRST TO UNDERSTAND CUSTOMER
DYNAMICS BEFORE THINKING ABOUT CONTENT

Internally
 Involve and align Senior
ma...
WE IDENTIFIED SOME CRITICAL DIMENSIONS
RELEVANT AND PERTINENT FOR OUR CUSTOMERS

Transparent &
flexible
business
models
Hi...
ELSEVIER LIFE SCIENCE SOLUTIONS – COMMUNICATION
PLATFORM 2012
New branding and communication platform
WE ESTABLISHED OUR CONTENT STRATEGY ON 2
PILLARS…

(c) www.fotosearch.comc
A VALUE STORY - NAVIGATING AN OCEAN OF DATA…

ONTOLOGIES: STRUCTURING THE DELUGE OF DATA
Facts

Facts

Facts

Knowledge

P...
MODELING MOLECULAR AND PHARMACOKINETIC BEHAVIOR

Facts

Predictions

Success

TOWARDS BETTER HEALTH ECONOMICS AND RELATIVE...
…AND THE THOUGHT LEADERSHIP FUNNEL

Target audiences and
communities

Scientific topic or
them which will
trigger interest...
KEY LEARNING'S

 Internal champions are key for buy-in
and successful deployment
 Establish solid decision making
criter...
THANK YOU

Frédéric Baffou
Branding & Marketing Director
frederic.baffou@reedelsevier.ch
+41.78.600.35.75

(c) www.fotosea...
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'Content and customer-centricity - how to get beyond the hype and create real engagement' - Frédéric Baffou, Branding & Marketing Director, Reed Elsevier International (11:40 - 12:25)

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A large part of our organizations claims that we are customer-centric. Is it the truth or a buzz word?

This talk aims at sharing learning’s about a major shift in content development strategy from a focus on individual products to an integrated portfolio proposition. We needed to articulate a more strategic proposition according to customers’ value drivers in order to build a more effective differentiation vs. competition.

Published in: Marketing, Business, Education
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  • But first let me present who is Reed Elsevier…
  • 'Content and customer-centricity - how to get beyond the hype and create real engagement' - Frédéric Baffou, Branding & Marketing Director, Reed Elsevier International (11:40 - 12:25)

    1. 1. HOW TO GET BEYOND THE HYPE AND CREATE REAL ENGAGEMENT? B2B MARKETING CONFERENCE NOVEMBER 2013 FRÉDÉRIC BAFFOU BRANDING & MARKETING DIRECTOR 1
    2. 2. IT IS LIKE MOVING INTO THE RAINFOREST (c) www.fotosearch.comc
    3. 3. REED ELSEVIER IS A GLOBAL LEADING B2B BUSINESS Scientific, Technical and Medical Legal & Risk Solutions € 7.5 bio revenue Source – Annual Report 2012 Exhibitions Business Information 63% of Reed Elsevier revenue is generated through digital media & content
    4. 4. Find and characterise targets Discovery Understand Pathways and MoA Characterize and discover molecules Pre-clinical Learn/act on pre-clinical &clinical data (translational Post market tracking, Pharmacovigilan ce Clinical Organize and manage scientific literature
    5. 5. HOWEVER, WE HAD A COUPLE OF CRITICAL CHALLENGES…  A more advanced competition  A cultural change to conduct internally  A very complex organization  Not a clear view about our target audiences’ expectations  ...and time pressure
    6. 6. …AND ASSETS  A solid business and scientific momentum  Appropriate resources  A group of motivated people for taking decisions  The right partners
    7. 7. FROM A ‘PRODUCT STRATEGY’ TOWARDS A HOLISTIC CUSTOMER-CENTRIC BUSINESS STRATEGY From a building block approach To an integrated strategy Growth Value Engagement & relationships Branding & Marketing Product Product Pricing Customer Go to Market Strategy Customer engagement Branding & marketing Loyalty Differentiation
    8. 8. OUR VIEW WAS FIRST TO UNDERSTAND CUSTOMER DYNAMICS BEFORE THINKING ABOUT CONTENT With customers  Articulate a clear positioning  Build-up awareness  Engage and contribute on “value” and not “selling”  Establish selected contact with core target audiences (c) www.fotosearch.comc
    9. 9. OUR VIEW WAS FIRST TO UNDERSTAND CUSTOMER DYNAMICS BEFORE THINKING ABOUT CONTENT Internally  Involve and align Senior management  Educate  Give confidence to sales  Drive internal ownership and buyin (c) www.fotosearch.comc
    10. 10. WE IDENTIFIED SOME CRITICAL DIMENSIONS RELEVANT AND PERTINENT FOR OUR CUSTOMERS Transparent & flexible business models High quality solutions Contribute to improve efficiency (c) www.fotosearch.com Domain expertise and knowledge Credible, open, reliable partner
    11. 11. ELSEVIER LIFE SCIENCE SOLUTIONS – COMMUNICATION PLATFORM 2012
    12. 12. New branding and communication platform
    13. 13. WE ESTABLISHED OUR CONTENT STRATEGY ON 2 PILLARS… (c) www.fotosearch.comc
    14. 14. A VALUE STORY - NAVIGATING AN OCEAN OF DATA… ONTOLOGIES: STRUCTURING THE DELUGE OF DATA Facts Facts Facts Knowledge Productivity Relationships Insight CONNECTING DATA: UNDERSTANDING FUNCTIONAL CONTEXT Predictions A WORLD IN-SILICO: MODELING MOLECULAR AND PHARMACOKINETIC BEHAVIOR Success KEEPING WATCH: TOOLS FOR PHARMACOVIGILANCE Facts Reporting Risk Mitigation THE FUTURE: OUR GENOMES, DECIPHERED
    15. 15. MODELING MOLECULAR AND PHARMACOKINETIC BEHAVIOR Facts Predictions Success TOWARDS BETTER HEALTH ECONOMICS AND RELATIVE EFFICACY Establishing the relative efficacy of candidate drugs is becoming more important as payers weigh in to redefine the cost-benefit equation in healthcare. Utilizing resources that help compare drug candidates to standard-of-care (SOC) therapies early in the drug development process can mitigate potential delays in product reimbursement. Elsevier Life Science Solutions provides resources to help companies assess, for any given therapeutic area and indication, current standard of care therapeutics and their pharmacokinetics/toxicity parameters as well as reported adverse events. These tools help to avoid launching “me-too” therapies that will face diminished prospects in a cost-conscious environment, and promote passage of those which have greatest chance of demonstrating relative efficacy. For more on how Elsevier tools can help overcome an increasingly stringent regulatory and payer environment, visit us at http://www.elsevier.com/onlinetools/corporate/life-science-solutions 1 Use EMBASE to search current standard of care therapeutics by therapeutic area, indication, and mechanism of action. Set up alerts for developments on pipeline and newly launched therapies. Embase Pharmapendium Reaxys 3 Use REAXYS/REAXYS MEDICINAL CHEMISTRY to search for related compounds to pursue 2 Use PHARMAPENDIUM to evaluate PK/toxicity data for launched drugs of interest (including SOC therapies) as well as to retrieve efficacy data
    16. 16. …AND THE THOUGHT LEADERSHIP FUNNEL Target audiences and communities Scientific topic or them which will trigger interest among core audiences Programs Sources of relevant content or dedicated opportunities for direct engagement Activities Communication activities to promote the content Channels Communication or engagement channels
    17. 17. KEY LEARNING'S  Internal champions are key for buy-in and successful deployment  Establish solid decision making criteria  The right solutions do not come first  Engagement strategy is based on 3 principles:  Foundations  Building momentum  State-of-the-Art (c) www.fotosearch.comc
    18. 18. THANK YOU Frédéric Baffou Branding & Marketing Director frederic.baffou@reedelsevier.ch +41.78.600.35.75 (c) www.fotosearch.com www.fotosearch.comc
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