0
Refining the way
of reaching
customers

a right message
on the right channel
at the right time
for the right audience

!
!...
Who am I?

!2

Haider Alleg - Tweet with #FESFE and #Richter
About me

Global eMarketing Manager (based in Geneva)

•

Started coding at 14, first start-up (eCommerce) at 16, digital
...
About Gedeon Richter

A Pan-European specialty pharmaceutical company
A 112 year old company present in more than thirty c...
People

!5

Haider Alleg - Tweet with #FESFE and #Richter
Customers

!6

Haider Alleg - Tweet with #FESFE and #Richter
Sales force

!7
Your boss
(this is not my real boss)

!8
Question:
Who should be your priority target when launching a multichannel project?
!

A. HCPs, customers in general
B. Sa...
4 expected output

What should you not miss?

!10
Mapping the users’ journey

CRM

Type 1

User 1

Emotional vs
Scientific

User 2

User 3

User 4
!11

Type 2

Type 3

Type ...
Mapping the users’ journey

User X Type

Channel 1

Message 1

Timing/Events

Message 2

Message 3

Message 4
!12

Channel...
This is not
what a CRM
should be.
Build a
knowledge
place.
Messages

!15
4 expected output

Why we do it?

!16
Story telling

Storytelling

!17
4 expected output

4 expected outputs

!18

Haider Alleg - Tweet with #FESFE and #Richter
4 expected output

4 outputs

!19

Make them
learn &
believe into
something
new
Impress

President Barack Obama jokingly mimics U.S. Olympic gymnast McKayla Maroney's "not impressed" look while greeting...
Connect

!21
Care and
Help
(services)

!22
Differentiation and added value

To achieve one or more of the identified outputs, you will need:
!
• A clear understandin...
Transforming the OSI model

Content and services
Channels
CRM / BI

!24
CRM - the brain in a multichannel world

A good preparation of your needs is key to better use the potential of a CRM

!
•...
Question:
Do you think you are using tools at their full potential?
!

A. Yes, we do
B. Can be improved
C. Not at all

!26
Channels

!27
How to create a cross-channel story?
Vis Aid

Website

Mobile
Social
media

Events
!28

Your
Brand
Story

F2F

eMails

CRM
COPY/PASTE
is bad

!29
Personalize
the
experience
How to create a cross-channel story?
Example of traditional user journey.
Paper

CRM

Your story

F2F
Mobile

Paper
Your s...
How to create a cross-channel story?
Example of a personalized user journey.
Paper
Website

CRM

Events

CRM

F2F
Mobile

...
4 expected output

Seems complicated…

!33
Technology
made easy
One CMS, several use

!35

3rd Pharma eMarketing Congress (#FEeMKT) |
Haider Alleg
One CMS, several use

!36

3rd Pharma eMarketing Congress (#FEeMKT) |
Haider Alleg
Content is
king
Websites?

You need a CRM

Personalized
experience

Services
User
generated
content

Push
content
!38

80%
Generating value for the users

Your budget
and effort
should be
reversed

Content and
services

Technology

!39

Haider A...
Generating value for the users

It is easy to
adapt content
and services if
we share the
same
technology.

!40

Haider All...
Question:
Is your marketing department agile?
!

A. They anticipate our needs and produce content regularly
B. They do wel...
Sales reps

!42
4 expected output

What we do for our reps?

!43
Prepare the
visits
Digital
briefcase
Continuous
education
During the call?
Follow a
defined
scenario

30s elevator
pitch

Presentation
builder

!47

Objections
handling

Create
long...
CLM local roll-out
Deployment on the a local
Platform
(e.g. Agnitio, Cegedim)
IOS

Android

Option 1:
Translation of
the c...
Question:
Which departments are blocking us to move on and be more creative and
agile?
!
A. Sales reps themselves
B. Manag...
At Richter…

!50
4 expected output

Global, local, languages, regulations…

!51
Our cross-channel platform at Richter
Remote
Other
tools

Ipad
Android

Website

Translations
Web services

Images
Text

H...
4 expected output

« It is simple so far, but I am using 80% of it
rather than 10% like I used to do before with
similar t...
Decisions
made simple
Connect
metrics to
the business

!55

3rd Pharma eMarketing Congress (#FEeMKT) |
Haider Alleg
One language to measure digital
impact globally

Facebook
metrics

CLM

Google
Analytics

Google
Adwords

!56

eMails

Dis...
Gamification
Gamification
Social media
stakeholders

Marketing / Company objectives
Digital strategy and goals, KPIs
Social media strategy and goals...
Listening
online can
be a game
changer.

!60

3rd Pharma eMarketing Congress (#FEeMKT) |
Haider Alleg
Listening to diagnostic
and build the e-strategy

E-insights mining (qualitative)
!

!

!

!

!

!

!

!61

E-monitoring (...
In a nutshell…

!62

Haider Alleg - Tweet with #FESFE and #Richter
Your Business Goal

KPI 2

KPI 1
KPI 3

Where are
you going?

!63

3rd Pharma eMarketing Congress (#FEeMKT) |
Haider Alleg
What are
you
expecting?

!64

3rd Pharma eMarketing Congress (#FEeMKT) |
Haider Alleg
You can be
surprised on
what is
delivered…

!65

3rd Pharma eMarketing Congress (#FEeMKT) |
Haider Alleg
And you
might feel
like this…

!66

3rd Pharma eMarketing Congress (#FEeMKT) |
Haider Alleg
They are not
the only
ones to
please.

!67

3rd Pharma eMarketing Congress (#FEeMKT) |
Haider Alleg
Project’s
success is
defined by
the field.

!68

3rd Pharma eMarketing Congress (#FEeMKT) |
Haider Alleg
Show the
way
Don’t leave
projects
vegetating
Fuel your
machine

!71

3rd Pharma eMarketing Congress (#FEeMKT) |
Haider Alleg
We are not
wizards.
Is it not
cheap to
build the ROI
positive
machine.
Stop microtesting in
tubes.
Take the
next digital
train…
Digital must be

•

performance oriented, impacting sales
directly or indirectly

•

content oriented rather than channel/...
Think conversation,
not campaign...

•
•

Haider Alleg - Tweet with #FESFE and #Richter

Global projects must be a tool to...
Thank You!

•
•
•

!78

Twitter: @haider_alleg
LinkedIN: Haider Alleg
Digital marketing blog:
treatmybrand.com
Questions

!79

Haider Alleg - Tweet with #FESFE and #Richter
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Transcript of "Flemming europe ha - sfe"

  1. 1. Refining the way of reaching customers a right message on the right channel at the right time for the right audience ! ! ! Haider Alleg Global eMarketing Manager !
  2. 2. Who am I? !2 Haider Alleg - Tweet with #FESFE and #Richter
  3. 3. About me Global eMarketing Manager (based in Geneva) • Started coding at 14, first start-up (eCommerce) at 16, digital agency background in the US and Switzerland and entrepreneur • • 2 master degrees: Web Engineering + Global Marketing Strategies • Global and local web presence creation, CLM platform development, online patients insights mining, social media campaigns, performance campaigns, metrics and dashboards... !3 6 years in the healthcare industry and global projects (Novartis, Pfizer, NovoNordisk, Medtronic...) Haider Alleg - Tweet with #FESFE and #Richter /*Digital worker since 2003*/
  4. 4. About Gedeon Richter A Pan-European specialty pharmaceutical company A 112 year old company present in more than thirty countries ! ! !4 Development of generic drugs and chemical processes as well as biotechnology An expanding product portfolio ! Haider Alleg - Tweet with #FESFE and #Richter
  5. 5. People !5 Haider Alleg - Tweet with #FESFE and #Richter
  6. 6. Customers !6 Haider Alleg - Tweet with #FESFE and #Richter
  7. 7. Sales force !7
  8. 8. Your boss (this is not my real boss) !8
  9. 9. Question: Who should be your priority target when launching a multichannel project? ! A. HCPs, customers in general B. Sales force C. Management !9
  10. 10. 4 expected output What should you not miss? !10
  11. 11. Mapping the users’ journey CRM Type 1 User 1 Emotional vs Scientific User 2 User 3 User 4 !11 Type 2 Type 3 Type 4 Aware / user Aware / non user Non aware Influence score A vs B vs C
  12. 12. Mapping the users’ journey User X Type Channel 1 Message 1 Timing/Events Message 2 Message 3 Message 4 !12 Channel 2 Channel 3 Channel 4 Rules/Filters Metrics Relationships
  13. 13. This is not what a CRM should be.
  14. 14. Build a knowledge place.
  15. 15. Messages !15
  16. 16. 4 expected output Why we do it? !16
  17. 17. Story telling Storytelling !17
  18. 18. 4 expected output 4 expected outputs !18 Haider Alleg - Tweet with #FESFE and #Richter
  19. 19. 4 expected output 4 outputs !19 Make them learn & believe into something new
  20. 20. Impress President Barack Obama jokingly mimics U.S. Olympic gymnast McKayla Maroney's "not impressed" look while greeting members of the 2012 U.S. Olympic gymnastics
  21. 21. Connect !21
  22. 22. Care and Help (services) !22
  23. 23. Differentiation and added value To achieve one or more of the identified outputs, you will need: ! • A clear understanding of who is in front of you (#CRM) • A clear anticipation of what they need (#content automation, agile content marketing, services) • A metrics system to optimise your channels and feed the system with fresh data • A connected way to retrieve the information (real time marketing, CLM) • An optimized way to connect and share the information (website, email, eDetail) • Innovative way to deliver your messages (new technologies, events, f2f) • Trained and motivated team (eLearning and gamification) !23
  24. 24. Transforming the OSI model Content and services Channels CRM / BI !24
  25. 25. CRM - the brain in a multichannel world A good preparation of your needs is key to better use the potential of a CRM ! • Identify segmentation trees (who is your target, who are your users) • Identify dataset to collect and manipulate (sales, marketing, PR, medical, events) • Identify events that triggers updates in each dataset (loop back from channels) • Identify static queries/filter for daily usage • Identify alerts • Identify BI queries to explore untapped potential or reveal new customization • Identify how data should be reported (level 1 report, management dashboard, metrics and KPIs) • Identify connectors for channels ! !25
  26. 26. Question: Do you think you are using tools at their full potential? ! A. Yes, we do B. Can be improved C. Not at all !26
  27. 27. Channels !27
  28. 28. How to create a cross-channel story? Vis Aid Website Mobile Social media Events !28 Your Brand Story F2F eMails CRM
  29. 29. COPY/PASTE is bad !29
  30. 30. Personalize the experience
  31. 31. How to create a cross-channel story? Example of traditional user journey. Paper CRM Your story F2F Mobile Paper Your story CRM F2F Mobile !31
  32. 32. How to create a cross-channel story? Example of a personalized user journey. Paper Website CRM Events CRM F2F Mobile Your personalized story CRM eMail Reflex / Survey !32 CRM CRM Remote Edetailing eMails CRM
  33. 33. 4 expected output Seems complicated… !33
  34. 34. Technology made easy
  35. 35. One CMS, several use !35 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg
  36. 36. One CMS, several use !36 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg
  37. 37. Content is king
  38. 38. Websites? You need a CRM Personalized experience Services User generated content Push content !38 80%
  39. 39. Generating value for the users Your budget and effort should be reversed Content and services Technology !39 Haider Alleg - Tweet with #FESFE and #Richter 20% 80%
  40. 40. Generating value for the users It is easy to adapt content and services if we share the same technology. !40 Haider Alleg - Tweet with #FESFE and #Richter Content and services 80% 20% Technology
  41. 41. Question: Is your marketing department agile? ! A. They anticipate our needs and produce content regularly B. They do well but can be improved C. They are very slow and disconnected from the field !41
  42. 42. Sales reps !42
  43. 43. 4 expected output What we do for our reps? !43
  44. 44. Prepare the visits
  45. 45. Digital briefcase
  46. 46. Continuous education
  47. 47. During the call? Follow a defined scenario 30s elevator pitch Presentation builder !47 Objections handling Create longer quality calls Share materials and deeper info Create positive emotions Feed the CRM 80% Connect with other channels
  48. 48. CLM local roll-out Deployment on the a local Platform (e.g. Agnitio, Cegedim) IOS Android Option 1: Translation of the content locally Adaptation by local agency Deployment on the global Platform IOS Option2: Adaptation by global agency Recommended path !48 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Android
  49. 49. Question: Which departments are blocking us to move on and be more creative and agile? ! A. Sales reps themselves B. Management C. Regulatory D. IT !49
  50. 50. At Richter… !50
  51. 51. 4 expected output Global, local, languages, regulations… !51
  52. 52. Our cross-channel platform at Richter Remote Other tools Ipad Android Website Translations Web services Images Text HMTL 5.0 factory CRM Optimized story PPT, PDF Language Market
  53. 53. 4 expected output « It is simple so far, but I am using 80% of it rather than 10% like I used to do before with similar tool » ! Susanne, Sales rep, Austria !53
  54. 54. Decisions made simple
  55. 55. Connect metrics to the business !55 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg
  56. 56. One language to measure digital impact globally Facebook metrics CLM Google Analytics Google Adwords !56 eMails Display ads 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg Local dashboard Global dashboard
  57. 57. Gamification
  58. 58. Gamification
  59. 59. Social media stakeholders Marketing / Company objectives Digital strategy and goals, KPIs Social media strategy and goals, KPIs… Listening Presence Engage Stimulate Online Research Account creation One-to-one Advertising (e.g. customer care) (e.g. Facebook ads) KOLs One-tomany Buzz marketing Online Monitoring (e.g. push of posts) Partnerships Tracking, optimisation, continuous improvements and adjustments of the strategy !59 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg
  60. 60. Listening online can be a game changer. !60 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg
  61. 61. Listening to diagnostic and build the e-strategy E-insights mining (qualitative) ! ! ! ! ! ! ! !61 E-monitoring (quantitative) ! 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg
  62. 62. In a nutshell… !62 Haider Alleg - Tweet with #FESFE and #Richter
  63. 63. Your Business Goal KPI 2 KPI 1 KPI 3 Where are you going? !63 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg
  64. 64. What are you expecting? !64 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg
  65. 65. You can be surprised on what is delivered… !65 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg
  66. 66. And you might feel like this… !66 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg
  67. 67. They are not the only ones to please. !67 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg
  68. 68. Project’s success is defined by the field. !68 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg
  69. 69. Show the way
  70. 70. Don’t leave projects vegetating
  71. 71. Fuel your machine !71 3rd Pharma eMarketing Congress (#FEeMKT) | Haider Alleg
  72. 72. We are not wizards.
  73. 73. Is it not cheap to build the ROI positive machine.
  74. 74. Stop microtesting in tubes.
  75. 75. Take the next digital train…
  76. 76. 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 ! !76 Haider Alleg - Tweet with #FESFE and #Richter
  77. 77. Think conversation, not campaign... • • Haider Alleg - Tweet with #FESFE and #Richter Global projects must be a tool to kick-starts local initiatives • !77 Sales reps initiate a conversation that can be continued on digital channels Involving people internally is key to the cultural change of the company
  78. 78. Thank You! • • • !78 Twitter: @haider_alleg LinkedIN: Haider Alleg Digital marketing blog: treatmybrand.com
  79. 79. Questions !79 Haider Alleg - Tweet with #FESFE and #Richter
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