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Fleming europe 3rd eMarketing congress #feEMkt - Barcelona 2013
 

Fleming europe 3rd eMarketing congress #feEMkt - Barcelona 2013

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Digital in the pharma industry is becoming more a course to the latest tech gadget than truly creating a new experience for the end users. This keynote is about value. This keynote is about creating ...

Digital in the pharma industry is becoming more a course to the latest tech gadget than truly creating a new experience for the end users. This keynote is about value. This keynote is about creating an emotional link kick-started by the digital channels. I approach as well the limitation of our industry and how to increase return on projects by enhancing productivity and global/local project management.

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    Fleming europe 3rd eMarketing congress #feEMkt - Barcelona 2013 Fleming europe 3rd eMarketing congress #feEMkt - Barcelona 2013 Presentation Transcript

    • Generating value through digital asset management A global challenge, a local reality. Haider Alleg Global eMarketing Manager
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 2 Introduction
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg About me Global eMarketing Manager (based in Geneva) • 28 years old, 10 years working in the digital industry • 2 master degrees: Web Engineering + Global Marketing Strategies • 6 years in the healthcare industry and global projects (Novartis, Pfizer, NovoNordisk, Medtronic...) • Global and local web presence creation, CLM platform development, online patients insights mining, social media campaigns, performance campaigns, metrics and dashboards... 3 /*Digital worker since 2003*/
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg About Gedeon Richter A Pan-European specialty pharmaceutical company A 112 year old company present in more than thirty countries Development of generic drugs and chemical processes as well as biotechnology An expanding product portfolio 4
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Context Gedeon Richter (GR) is re- structuring digital activities globally and locally • Listening to know where to act and which content strategy to adopt • Defining a process globally and improve our efficiency locally • Prepare an engagement in social media from a corporate, patients and doctors angle 5
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Context Esmya® digital strategy is a core DNA branch of the brand plan • Measuring Esmya@ brand impact on corporate image (Biotech drug vs. Generics) • Engaging with doctors (gynecologists, surgeons and pathologists) • Help patients put a name on a condition (disease awareness strategy) 6
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg About this presentation • Generating value through digital experiences and online services • Channels, personalization and local specificities - the risk of missing something is high • Strategic choices to take for ensuring timing, budget and value to the end users • Avoiding common pitfalls and including cultural and regulatory dimensions in your digital strategy • Questions & Answers 7
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 8 A digital journey...
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Your Business Goal KPI 2 KPI 1 KPI 3 9 Your digital strategy roadmap is setup to answer business goals
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 10 Your global team and your board are excited. The vision sounds fresh, exciting...
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 11 Of course, you have a limited budget for your pilot...
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 12 And you run on a tight deadline to show your first results... Deadline
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 13 Challenge accepted!
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 14 You put together the best digital team ever made...
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 15 They understood this.
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 16 Your project manager is still confident.
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 17 Change requests?
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 18 Finally, your prototype is ready to show-off.
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 19 Your bosses are impressed by the technology.
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 20 And your team is happy about a bunch of geek things you don’t even understand.
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 21 ...but wait...
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 22 Your VP of sales is not happy that your new solution can not be scaled to his sales forces.
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 23 Your global marketing manager is disappointed as the solution is too costly to adapt to other markets.
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 24 Your customer care manager was also hoping we can put best in class services within the platform.
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 25 Your quality manager doesn’t understand your metrics and KPIs in your dashboard.
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 26 Country managers share that they don’t have the infrastructure to host your strategy.
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 27 Finally, you learn that you need 10 times your budget to buy some advertising fuel to activate your strategy!
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 28 hum...let’s sum up a bit...
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 29 A superb tech tool, costly to build and run
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 30 And you are the only one to make it fly...
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 31 Value.
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Generating value 32 For the users Internally, to optimize the return of investment Value
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Generating value for the users 33 Content and services 20% 80%Technology Your budget and effort should be reversed
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Generating value for the users 34 Content and services 80% 20% Technology It is easy to adapt content and services if we share the same technology.
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Think global, act local 35 Centralised at the HQ Clustered Decentralised
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Generating value internally 36 HTML 5.0 can be the new engine supporting content and services globally and locally.
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 37 Listen.
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 38 Listen online to create the right answer for HCPs and patients
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Listening to diagnostic and build the e-strategy 39 Be a fly on the wall • Who is speaking? Profile of talkers. • Where are nodes of communication around the product, the disease? • Where are KOLs? • What is the reputation of the drug? The lab? Among patients? Among doctors? • What are the topics? Why? • How to engage with them? • Where are potential adverse events?
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Listening to diagnostic and build the e-strategy 40
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Monitoring tools market 41
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Listening to diagnostic and build the e-strategy E-insights mining (qualitative) 42 E-monitoring (quantitative)
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Roll-out a listening planlocally 43 German dashboard English dashboard Web mentions Global monitoring database English keywords Local language keywords Global mentions filtering & assignments Local mentions qualification Global monitoring dashboard Spanish dashboard 1. Each country can take the English verbatim as a basis to translate and adapt into their language in order to setup the tool. 2. Once translated, the global digital team setup the local verbatim in the monitoring tool. 3. Daily, the global digital team is assigning posts to markets for qualification. 4. Each country qualify the mentions received in the tool. 5. Data are gathered in the global dashboard, with the option to filter the results by language.
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 44 Create.
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Cost effective & easily manageable locally • Easily migrate the existing Ipad content to Android or any other channel, at no additional cost • Easily adapt up to 80% of content or add, translate & localize content with your local agency • Easily export the content to an existing tablets platform (Veeva, Cegedim...) 45 80% HTML 5.0 20% IOS
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg One CMS, several use • For costs, training and local deployment reasons, we choose to have one unique CMS. • Countries and their agencies can focus on adapting their content. • New features and services are mutualized and pilot by the HQ. 46
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg One CMS, several use 47
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg One CMS, several use 48
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg CLM local roll-out 49 AndroidIOS AndroidIOS Translation of the content locally Option2: Adaptation by global agency Option 1: Adaptation by local agency Deployment on the global Platform Deployment on the a local Platform (e.g. Agnitio, Cegedim) Recommended path
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg HCP website roll-out 50 Esmya .com global portal France local website Germany local website UK local website BE LU NL IT local website SP local website CH local website French Dutch German Italian French English SW NO FIDK Nordics local website BEN local website Localization toolkit: •  Approved English content •  Technical specs (Wordpress engine) •  Design, artwork and rich media Toolkit Toolkit Toolkit Toolkit Toolkit Toolkit Toolkit Toolkit
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Patient website roll-out 51 fibroidsconnect French German Italian Spanish Dutch English Norwegi- an Russian Portugue se Italian speaking patients (global, IT, CH…) Portuguese patients audience (global, PT, BR…) Russian speaking patients (global, RU, UA, BI,…) French speaking patients (global, FR, BE, CAN, CH…) English speaking patients (global, UK, US, CAN…) Norwegian patients audience (global, NO) German speaking patients (global, DE, CH, AU…) Dutch speaking patients (global, NL, BE…) Spanish speaking patients (global, South America, Spain…)
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 52 Advertising.
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 53 Advertising is key to fuel your digital tactics in order to generate value
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg A good media planning should impact your online exposure 1. Create a campaign kit globally for the local roll-out of creative concepts (Display Ads) 2. Keep PPC and the email channels globally for best optimization 54
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 55 eMailing.
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg One tool, one database One tool maintained globally Several local agencies deploying template Affiliates are autonomous to send their own campaigns 56
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 57 Social Media.
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Social media stakeholders 58 Tracking, optimisation, continuous improvements and adjustments of the strategy Listening Presence Engage Stimulate Social media strategy and goals, KPIs… Digital strategy and goals, KPIs Marketing / Company objectives Online Research Online Monitoring Account creation KOLs One-to-one (e.g. customer care) Partnerships One-to- many (e.g. push of posts) Advertising (e.g. Facebook ads) Buzz marketing
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Monitoring tool box: Response grid and criticality matrix 59 Online Monitoring One to one Criticality matrix Response grid One to Many Contact plan KOLs list
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Monitoring tool box: Response grid and criticality matrix 3 levels of content interactions • White, green, red list content, where designed employee and external agency can answer based on a list of predefined answers • Grey list, updated as soon as a new topic, question pops up on a social media support by experts • Black list, where the DEFCON mode may be activated with a proactive and protective answer. 60
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Monitoring tool box: Response grid and criticality matrix 61
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Monitoring tool box: Response grid and criticality matrix Criticality = ➡ Detectability X Severity X Frequency ➡ Monitoring and qualifying posts in Radarly help us track a common KPI and to take quick decisions 62
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Monitoring tool box: Response grid and criticality matrix Response grid Each posts collected and qualified (White, Green, Red...) is associated with a pre-defined action or message in a database updated globally. Helps keep a unique voice and tonality. Anticipate and solve potential crisis with the crisis committee. 63
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 64 Measure.
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 65
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg One language to measure digital impact globally 66 Global dashboard Facebook metrics Google Analytics Google Adwords CLM eMails Display ads Local dashboard
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg One language to measure digital impact globally 67
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 68 People.
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Setup a strong global/local digital team Creation of an internal digital acceleration team. 69 Digital marketers Marketers PR IT Geeks Students ...
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Include digital in the HR processes Digital projects are part of the pathway in marketing, IT and Scientific affairs careers 70 Trainings Certifications Audit Metrics and objectives
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Evolving MDs, VPs and C’s early Link digital to business KPIs and report metrics easy to follow and understand 71 Impact on Top in mind (#surveys) Impact on internal education (% brand/product understanding) Impact on sales force efficiency (%closing rates) Behavior change among doctor (#learning moments) Time to launch vs. 100% offline Budget vs. 100% offline
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Involving the quality department Build a knowledge base that put everybody on the same level 72
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 73 Conclusion
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Digital must be • performance oriented, impacting sales directly or indirectly • content oriented rather than channel/tool oriented • linked though a global concept to the offline channel (360°) • agile, quick integration and quick deployment • measurable, through metrics and KPIs to generate ROI 74
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Think conversation, not campaign... • Sales reps initiate a conversation that can be continued on digital channels • Global projects must be a tool to kick-starts local initiatives • Involving people internally is key to the cultural change of the company 75
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Thank You! 76
    • 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg 77 Questions