|14th October 2014
Lundbeck's Julie O'Donnell, Global Head of Digital Interaction Management and Tim White, Senior Director and Head of Global Customer Interaction Management, were speakers at the recent Eyeforpharma Multichannel Marketing Summit in London. Our UX Consultant Anna Tamasi attended their talk 'How to move your organisation into a cross-channel world' to learn more about their partnership approach with brands, the engagement across all departments, and how this has been their key success factor. In their talk, Julie and Tim went into detail about:
During their research they found that a lot of buzzwords were being thrown into the conversation when talking about Multichannel Marketing. Lundbeck opted to ask people during a TweetChat what they really thought about MCM, and were surprised to find a lot of negativity.
It became clear that the focus needed to be on the HOW and not the WHAT. With this mindset, Lundbeck identified 4 barriers that marketers faced when trying to plan and execute a multichannel campaign:
The vision for multichannel marketing within Lundbeck has become a 4-step plan, this is WHAT they want to achieve:
Now they know what it is they want to achieve, attention turns to HOW:
It's important to become a social pharma company; not just on Twitter and LinkedIn, but wherever a difference can be made. With a solid global social strategy it's possibly to demystify digital through robust and accessible training. By creating a central roadmap for implementing their digital interaction technology, it allows them to make the right decision based on business need, rather than being hurried into the 'latest trend'. Lastly, it's important for the HR strategy to echo the latest business needs and use insight to build on customer value.
The message Anna took away from this session was to perfect on your WHYs and WHATs rather than diving in head first. Bring it back to the start and focus on what it is you WANT to achieve, and build from there.
If you wait until there's another case study in your industry, you will be too late - Seth Godin
|11th December 2018
Blue Latitude Health sits down with key opinion leader and specialist neurologist Dr Timothy Vollmer to better understand the paradigm shift in MS treatment. He explains the challenges neurologists face when making treatment decisions, and why patients need to be treated with more efficacious drugs earlier on.
|10th December 2018
Our in-depth report is based on original data and expert interviews, which coupled with our own experience, ensures we give you the best recommendations for achieving launch success in challenging markets.
|3rd December 2018
Multi-award-winning advocate and patient engagement champion Trishna Bharadia gives a valuable insight into life with multiple sclerosis. She explains how treatment has changed, how our healthcare systems and pharma can unite to improve quality of life for MS patients today, and why her diagnosis isn’t stopping her achieving her goals.