How to apply global brand strategies to every customer interaction

Overview

Pharmaceutical companies spend a huge amount of time and resources on creating valuable brand strategies, but when they come to life there’s often a disconnect.

Strategy and execution can easily drift apart when tactics come to life, making it harder for them to drive business and deliver on the long-term action plans to engage with healthcare professionals.

This is as true for eDetailing or closed-loop marketing initiatives as it is for multichannel marketing strategies that encompass the latest chatbot technology or innovative digital content platforms.

To remedy this, those working in pharma on multichannel marketing, brand planning and digital need to apply the human factor to their global brand strategies to achieve the kind of tactics that deliver on strategic goals.

Focus

View our on demand webinar with Anthill which took place on Thursday 28th November from 13:00 GMT / 14:00 CET focusing on multichannel marketing, brand planning and how to apply global brand strategies in pharma to every customer interaction for greater HCP reach and return-on-investment.

In addition to looking at brand planning across pharma, common frustrations for the industry and whether or not brand planning is set up to deliver good multichannel marketing, the webinar also covered:

• The most common challenges in the brand planning process
• How to build executional and strategic understanding across an entire brand plan
• How to activate your existing channels and create the best channel mix for customers
• How insight-based multichannel marketing can drive strategy and build new insights for the future

The pharmaceutical industry has been making great progress in its digital transformation, but boundaries are there to be pushed if companies want to continue to innovate their marketing practices and processes.

To view the debate on demand, please click here or on the button above or below.

Our Panel

Massimiliano Siciliano, Head of Global Internal Data Insights, Grunenthal

Massimiliano is Head of Global Insights at Grünenthal. As a professional leader with 15+ years of experience in developing commercial strategies, he is passionate about using the latest innovations to drive change and enable high performing cross-functional teams across global organisations.

Kasper Jerlang, Head of Global Digital Marketing and Engagement, LEO Pharma

Kasper is an experienced marketeer with a strong digital DNA. He has lived and worked across the world driving change to the pharma companies he has worked with during the last 20 years in the business of helping patients. Currently Kasper is pushing LEO Pharma’s Global Digital Marketing and Engagement to the next level.

Alejandra Betancourt, Director of Customer Engagement, Anthill Agency

Alejandra is a seasoned communication strategy consultant passionate about customer engagement. She is a strong believer in data-driven approach to engagement planning. The focus of her work at Anthill is digital transformation, or really business transformation in a digital world.

Dominic Tyer, Creative and Editorial Director, pharmaphorum [moderator]

Dominic Tyer is a trained journalist and editor with 19 years of pharmaceutical and healthcare publishing experience. He serves as a contributing editor at pharmaphorum media, which facilitates productive engagement for pharma, bringing healthcare together to drive medical innovation. He is also creative director at the company’s specialist healthcare content consultancy, pharmaphorum connect.