Digital Experience: Guaranteeing Optimal Engagements - Ci&T Presentation from Digital Pharma Europe

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Digital Experience: Guaranteeing Optimal Engagements - Ci&T Presentation from Digital Pharma Europe

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  • 1. Leonardo Mattiazzi, VP Europe and Aspac Lucas Persona, Business Manager Specially for Digital Pharma Europe
  • 2. Where we are going
  • 3. Where are we coming from? • 10+ years working on Digital Marketing specifically for pharma companies • 500+ web properties (desktop and mobile) developed and maintained • coordinating with dozens of agencies worldwide • 300+ people constantly working for some of the largest pharma cos.
  • 4. What have we learned?High expectations Growing cost Markets for digital pressures underserved
  • 5. Why?
  • 6. Is it really a cost issue?Digital Marketers still dont know: whos reaching what their potential them clients are looking for how do they fare if their efforts are against competitors paying off
  • 7. Each new property requires upfront costs regardless of results
  • 8. A closer look Market Research ASSUME Personas Science + Intuition SEO ENGAGE ADs Integrated Campaigns HOPE FOR Analytics? THE BEST Can you act upon them? Was it worth?Pay Big Bucks
  • 9. Project-based engagements must have a defined end KNOWLEDGE IS LOST
  • 10. What are the shortcomings?Metrics are not Model is inherently Information is actionable discontinuous kept in silos
  • 11. What are actionable metrics? $ Easy to Comparative Economic understand (competition denominator and baseline)
  • 12. The next state ASSUME Does individuals behavior ENGAGE match the personas? ADAPT CHECK Actionable metricsContinuous improvement
  • 13. Imagine a trulycustomer centricapproach
  • 14. Optimal Experience Insight Technology Pharma-native
  • 15. • Customer centric• Multi-channel• Social Media Insight• Accessibility Technology Pharma-native
  • 16. • Customer centric • SEO optimization• Multi-channel • Audience Analysis• Social Media • Competitive Analysis• Accessibility • UX optimization Technology Pharma-native
  • 17. • Customer centric • SEO optimization• Multi-channel • Audience Analysis• Social Media • Competitive Analysis• Accessibility • UX optimization • M/L/R Compliance • Country specific Technology • Crisis Management • Content Licensing
  • 18. • Customer centric • SEO optimization• Multi-channel • Audience Analysis• Social Media • Competitive Analysis• Accessibility • UX optimization• Scalable Hosting • M/L/R Compliance• Content Management • Country specific• Security & Compliance • Crisis Management• Active Monitoring • Content Licensing
  • 19. Pay for Performance
  • 20. We can not do it alone!To sign up:• E-mail pharmanext@ciandt.com• Register at pharmanext.ciandt.com
  • 21. What participants are getting:We transform sites into multi-device,manage content at the regional andcountry level, speed up change on thepharma regulated environment, host itand improve outcomes based onactionable metrics. pharmanext.ciandt.com
  • 22. Thank You!PharmaNext Survey:bit.ly/pharmanext(help define priorities for PharmaNext)New "Digital Barometer" Survey:a-cross.com/health(help understand market in general)Contact info:Leonardo Mattiazzi, leonardo@ciandt.comLucas Persona, persona@ciandt.comPaulo Seixas, pseixas@ciandt.com