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.

1. Generating value
through digital
asset
management
A global challenge, a local reality.
Haider Alleg
Global eMarketing Manager

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Introduction

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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...
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/*Digital worker since 2003*/

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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
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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
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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)
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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
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A digital journey...

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Your Business Goal
KPI 2
KPI 1
KPI 3
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Your digital strategy roadmap is setup
to answer business goals

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Your global team and your board are excited.
The vision sounds fresh, exciting...

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Of course, you have a limited budget for your pilot...

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And you run on a tight deadline to show your first results...
Deadline

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Challenge accepted!

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You put together the best digital team ever made...

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They understood this.

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Your project manager is still confident.

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Change requests?

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Finally, your prototype is ready to show-off.

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Your bosses are impressed by the technology.

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And your team is happy about a bunch of geek things you
don’t even understand.

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...but wait...

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Your VP of sales is not happy that your new solution
can not be scaled to his sales forces.

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Your global marketing manager is disappointed as
the solution is too costly to adapt to other markets.

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Your customer care manager was also hoping we
can put best in class services within the platform.

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Your quality manager doesn’t understand your
metrics and KPIs in your dashboard.

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Country managers share that they don’t have the
infrastructure to host your strategy.

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Finally, you learn that you need 10 times your budget to buy
some advertising fuel to activate your strategy!

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hum...let’s sum up a bit...

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A superb tech tool, costly to build and run

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And you are the only one to make it fly...

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Value.

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Generating value
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For the users
Internally, to optimize
the return of
investment
Value

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Generating value for the users
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Content and
services
20%
80%Technology
Your budget
and effort
should be
reversed

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Generating value for the users
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Content and
services
80%
20%
Technology
It is easy to
adapt content
and services if
we share the
same
technology.

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Think global, act local
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Centralised at the HQ
Clustered
Decentralised

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Generating value internally
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HTML 5.0 can
be the new
engine
supporting
content and
services
globally and
locally.

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Listen.

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Listen online to create the right answer for HCPs and
patients

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Listening to diagnostic
and build the e-strategy
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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?

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Listening to diagnostic
and build the e-strategy
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Monitoring tools market
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Listening to diagnostic
and build the e-strategy
E-insights mining (qualitative)
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E-monitoring (quantitative)

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Roll-out a listening
planlocally
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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.

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Create.

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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...)
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80% HTML 5.0
20% IOS

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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.
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One CMS, several use
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One CMS, several use
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CLM local roll-out
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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

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HCP website
roll-out
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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

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Patient website
roll-out
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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…)

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Advertising.

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Advertising is key to fuel your digital tactics in order to
generate value

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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
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eMailing.

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One tool, one database
One tool maintained
globally
Several local agencies
deploying template
Affiliates are
autonomous to send
their own campaigns
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Social Media.

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Social media
stakeholders
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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

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Monitoring tool box:
Response grid and criticality matrix
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Online Monitoring
One to one
Criticality
matrix
Response
grid
One to Many
Contact
plan
KOLs list

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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.
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Monitoring tool box:
Response grid and criticality matrix
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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
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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.
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Measure.

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One language to measure
digital impact globally
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Global
dashboard
Facebook
metrics
Google
Analytics
Google
Adwords
CLM
eMails
Display ads
Local
dashboard

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One language to measure
digital impact globally
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People.

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Setup a strong global/local
digital team
Creation of an
internal digital
acceleration team.
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Digital marketers
Marketers
PR
IT
Geeks
Students
...

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Include digital in the HR
processes
Digital projects are
part of the pathway
in marketing, IT
and Scientific
affairs careers
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Trainings
Certifications
Audit
Metrics and objectives

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Evolving MDs, VPs and C’s
early
Link digital to
business KPIs and
report metrics easy
to follow and
understand
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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

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Involving the quality
department
Build a knowledge
base that put
everybody on the
same level
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Conclusion

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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
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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
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Thank You!
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Questions