0
Leonardo Mattiazzi, VP Europe and Aspac   Lucas Persona, Business Manager   Specially for Digital Pharma Europe
Where we are going
Where are we coming from?     •   10+ years working on Digital         Marketing specifically for pharma         companies...
What have we learned?High expectations   Growing cost     Markets     for digital      pressures    underserved
Why?
Is it really a cost issue?Digital Marketers still dont know:    whos reaching              what their potential        the...
Each new property requires      upfront costs   regardless of results
A closer look                      Market Research           ASSUME     Personas                      Science + Intuition ...
Project-based engagements must have a defined end        KNOWLEDGE IS LOST
What are the shortcomings?Metrics are not   Model is inherently   Information is   actionable      discontinuous          ...
What are actionable metrics?                                      $ Easy to         Comparative       Economic understand ...
The next state         ASSUME                                      Does individuals behavior                         ENGAG...
Imagine a trulycustomer centricapproach
Optimal Experience      Insight   Technology        Pharma-native
•   Customer centric•   Multi-channel•   Social Media          Insight•   Accessibility    Technology         Pharma-native
•   Customer centric   •   SEO optimization•   Multi-channel      •   Audience Analysis•   Social Media       •   Competit...
•   Customer centric       •   SEO optimization•   Multi-channel          •   Audience Analysis•   Social Media           ...
•   Customer centric            •   SEO optimization•   Multi-channel               •   Audience Analysis•   Social Media ...
Pay for Performance
We can not do it alone!To sign up:• E-mail pharmanext@ciandt.com• Register at pharmanext.ciandt.com
What participants are getting:We transform sites into   multi-device,manage   content at the regional andcountry level, sp...
Thank You!PharmaNext Survey:bit.ly/pharmanext(help define priorities for PharmaNext)New "Digital Barometer" Survey:a-cross...
Digital Experience: Guaranteeing Optimal Engagements - Ci&T Presentation from Digital Pharma Europe
Upcoming SlideShare
Loading in...5
×

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

670

Published on

Published in: Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
670
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
11
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

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

  1. 1. Leonardo Mattiazzi, VP Europe and Aspac Lucas Persona, Business Manager Specially for Digital Pharma Europe
  2. 2. Where we are going
  3. 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. 4. What have we learned?High expectations Growing cost Markets for digital pressures underserved
  5. 5. Why?
  6. 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. 7. Each new property requires upfront costs regardless of results
  8. 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. 9. Project-based engagements must have a defined end KNOWLEDGE IS LOST
  10. 10. What are the shortcomings?Metrics are not Model is inherently Information is actionable discontinuous kept in silos
  11. 11. What are actionable metrics? $ Easy to Comparative Economic understand (competition denominator and baseline)
  12. 12. The next state ASSUME Does individuals behavior ENGAGE match the personas? ADAPT CHECK Actionable metricsContinuous improvement
  13. 13. Imagine a trulycustomer centricapproach
  14. 14. Optimal Experience Insight Technology Pharma-native
  15. 15. • Customer centric• Multi-channel• Social Media Insight• Accessibility Technology Pharma-native
  16. 16. • Customer centric • SEO optimization• Multi-channel • Audience Analysis• Social Media • Competitive Analysis• Accessibility • UX optimization Technology Pharma-native
  17. 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. 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. 19. Pay for Performance
  20. 20. We can not do it alone!To sign up:• E-mail pharmanext@ciandt.com• Register at pharmanext.ciandt.com
  21. 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. 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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×