Amandine HAŸ
Consumers have changed
E-EXCELLENCE?
E-EXCELLENCE?CUSTOMER ORIENTED   INTEGRATED    TRACKING
E-EXCELLENCE?• Understand and anticipate the changing environment and  key trends in terms of multichannel components, new...
E-EXCELLENCE?   Customers                            Physicians &                              Patients                   ...
Why Digital…and E-excellence            are important for Omnivit•   Digital initiatives are a Key priority for Omnivit to...
OMNIVIT 360° digital strategy•   WEBSITE     –   Added value content: Ask the expert, Vitality Quiz, Product information ,...
Omnivit Belgium 2011 :Digital Website
Omnivit Belgium 2011 :Digital Website : Loyalty program
Omnivit Belgium 2011 :Digital Website : Loyalty program                            Mechanism:                            B...
Omnivit Belgium 2011 :Newsletters
Omnivit Belgium 2011 :Health sites sponsorship
Omnivit Belgium 2011 :Health sites sponsorship  Visibility :       Traffic :                                     CTR : 0.8...
Omnivit Belgium 2011 :                                                              FB pageFacebook activities            ...
Omnivit Belgium 2011 :Display campaign promoting Facebook pageDisplay campaign on feminine websites            Facebook Di...
Omnivit Belgium 2011 :Facebook performance
Omnivit Belgium 2012 :Facebook performance•   Number of FB fans now stands 3,478, a 51% increase since the start of the ye...
Thanks to a differentiated strategy,           Omnivit in Belgium as become N°3 of the          market…with the best growt...
Thanks to all our Digital initiatives, we also build a verystrong & qualitative database over the years (2008-11)        w...
OMNIVIT 2012 GLOBAL WEBSITE• Launch a Multicounty Digital platform for Omnivit    –   To educate consumers on Nutraceutica...
Thankyou!
Workshop - e-Excellence : Témoignages Pharma - Amandine Hay
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Workshop - e-Excellence : Témoignages Pharma - Amandine Hay

  1. 1. Amandine HAŸ
  2. 2. Consumers have changed
  3. 3. E-EXCELLENCE?
  4. 4. E-EXCELLENCE?CUSTOMER ORIENTED INTEGRATED TRACKING
  5. 5. E-EXCELLENCE?• Understand and anticipate the changing environment and key trends in terms of multichannel components, new technologies and Digital developments• Understand Stakeholders & Customers/Consumers to positively affect their behaviors: profiling, segmentation and targeting (analytical and data management skills)• Translate new technologies into business solutions and competitive advantage
  6. 6. E-EXCELLENCE? Customers Physicians & Patients Payers & KOLs Consumers Hospitals Pharmacists Employees HCPs & Care givers Regulators Web Mobile Other channels Physical channelsChannelsDelivery Owned Sites / 3rd party Sites Web Apps / e- iPads / Tablet Call Sales SMS Mobile Web Radio TV Portals / Portals Meeting PC Center Force Social Webcasts / Blog / Social Round Emailing Mobile Apps Devices Mailing Print Media Congress Media Podcasts Wiki Media table Communicate & Promote Collaborate Customer services Commerce Services / Activities 1.1. Corporate communication 2.1. Networking 3.1. HCP self service 4.1. e-Commerce services 1.2. Disease awareness 2.2. Collaboration spaces 3.2. Medical Education 4.2. Loyalty platforms 1.3. Product usage and 2.3. Medical info contact 3.3. Account management 4.3. Sample ordering compliance centers 3.4. Health monitoring 1.4. Brand promotion 2.4. Sponsored communities 3.5. Patient adherence & 1.5. Detailing / e-Detailing 2.5. Social media dialogue treatment support 1.6. Advertising 3.6. eHealth services 3.7. Adverse Event / complaints
  7. 7. Why Digital…and E-excellence are important for Omnivit• Digital initiatives are a Key priority for Omnivit to differentiate with a 360° Digital plan from other competitors. – This allow us to be more cost effective with a smaller budget• Omnivit is leader in Digital SOV with 30% SOV• Digital allow us to better target & communicate with our consumers / prospects• Digital can be only used in combination with other Media : – Magazine campaign for Omnivit Hair – Magazine campaign for Omnivit Stress Control
  8. 8. OMNIVIT 360° digital strategy• WEBSITE – Added value content: Ask the expert, Vitality Quiz, Product information , Walks,… – Commercial on-line activations: Digital couponing, Loyalty program, Concourse• CRM PROGRAM (targeted Newsletters , 6 x Year)• BANNERING & DIGITAL ADS – On Targeted Health sites – On Facebook: social ads…• FACEBOOK FAN PAGE – Community management by nutritionist – Added value content & Tabs with relay to website actions• SEA ON GOOGLE (as from 02/2012) KEY BUSINESS OBJECTIVES: - Increase visibility of the brand, build & reinforce consumer loyalty - Increase cross-selling & sales - Increase qualitative Database
  9. 9. Omnivit Belgium 2011 :Digital Website
  10. 10. Omnivit Belgium 2011 :Digital Website : Loyalty program
  11. 11. Omnivit Belgium 2011 :Digital Website : Loyalty program Mechanism: Buy 4 products on year basis, Enter the unique code of each pack. Get 1 product free. How to get it: Consumer will automatically receive a personalized voucher for the free product at home. He can exchange it for a free product at his pharmacy!
  12. 12. Omnivit Belgium 2011 :Newsletters
  13. 13. Omnivit Belgium 2011 :Health sites sponsorship
  14. 14. Omnivit Belgium 2011 :Health sites sponsorship Visibility : Traffic : CTR : 0.89% 3.637.431 imp 11.032 clicks (est. 2.959.096) (est. 10.059)
  15. 15. Omnivit Belgium 2011 : FB pageFacebook activities launched in March 2011 Newsfeed posts Posts to health/wellness groups Competition Invitation
  16. 16. Omnivit Belgium 2011 :Display campaign promoting Facebook pageDisplay campaign on feminine websites Facebook Display campaign Visibility : Traffic : Visibility : Traffic : 1.430.143 imp 11.032 clicks 28.545.496 imp 11.032 clicks (est. 1.311.242) (est. 10.059) (est. 1.311.242) (est. 10.059) The display activity recruited 1.561 fans during the campaign (21days)
  17. 17. Omnivit Belgium 2011 :Facebook performance
  18. 18. Omnivit Belgium 2012 :Facebook performance• Number of FB fans now stands 3,478, a 51% increase since the start of the year*• Omnivit mascot giveaway on April 16th resulted in 836 likes and comments• Recent addition of Hunting for Villains competition at end of April Omnivitmascotgiveaway *Source: ZO Socialtools
  19. 19. Thanks to a differentiated strategy, Omnivit in Belgium as become N°3 of the market…with the best growth in Top 4 in YTD Multivit, Tonic & HairMAT 10/11 PP: 83.881 K€ / +3.3% Multivit, Tonic & Hair YTD 10/11 PP: 68.711 K€ / +2.9% +2.9% +2.2% N°3 N°3 0.8% + 1.2% +14.8% 19,1% +13% 19,2% + 7.8% + 16.3% + 4.3% + 14.3% 9,5% 8,6% 9,5% 8,3% 4,7% 3,7% 4,5% 3,7%Omnibionta Supradyn Omnivit Davitamon Pharmaton Omnibionta Supradyn Omnivit Davitamon Pharmaton
  20. 20. Thanks to all our Digital initiatives, we also build a verystrong & qualitative database over the years (2008-11) with 95.000 profiles & 53.000 Opt ins..
  21. 21. OMNIVIT 2012 GLOBAL WEBSITE• Launch a Multicounty Digital platform for Omnivit – To educate consumers on Nutraceuticals/VMS – To offer information on Brand and products – To make interaction between Consumers & Omnivit – Create a Vitality coach program to increase database en catch insights from consumers• Optional per country: – Face Book page – Newsletter program – Loyalty program KEY BUSINESS OBJECTIVES: - Central platform offering global campaigns , but adaptable with local content. - Offer a unique Vision of the Brand trough the countries - Tool to activate consumer campaigns - Share / decrease costs - Share best practice experience
  22. 22. Thankyou!

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