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

  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

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