How to win with a multichannel approach in pharma

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A multichannel marketing approach, together with compelling content, is the ultimate way for pharma to deliver the message in the right way to its customers. 

It’s estimated that personalised campaigns require three times more content than their more generic counterparts – taking a ‘content factory’ approach to marketing automation is a proven way to plug it into multichannel and omnichannel marketing.

But as pharma’s digital transformation is accelerated by the COVID-19 pandemic, the industry needs to make smarter use of personalisation, powered by quality modular content, if its messages are to be effective.

Modular content is an ideal approach for creating, and reusing, content faster and across multiple systems and channels, in a way that will build a targeted customer journey at a time when digital and remote communication has greater than ever prominence.

Focus

The How to Win with a Multichannel Approach: customer engagement journey, modular content and IT ecosystem webinar, in association with Viseven, took place on Wednesday 1 July from 15:00 to 16:00 (CEST)/09:00 to 10:00 (EST) and looked at how to use personalisation through modular content to cut through the noise.

Our expert panel discussed:

  • Why now is the right time to start multichannel campaigns
  • How Novo Nordisk is designing and executing customer engagement journeys
  • How to use modular content as part of the multichannel marketing strategy
  • Ways to improve, and speed up, the content supply chain
  • What kinds of IT ecosystem and KPIs need to be in place for content creation and reuse

You can view the on demand webinar* in the window above or by clicking here.

Our panel

Birgitte Dreyer, Senior Multichannel Manager, Novo NordiskBirgitte Dreyer, Senior Multichannel Manager, Novo Nordisk

With more than seven years of experience in Novo Nordisk, working with multiple projects within international conferences, customer engagement projects, product launches and lately marketing automation, Birgitte is today part of a team that leads the process of scaling multichannel capabilities within Novo Nordisk.

As a strategic partner and change agent to a number of key affiliates, she is playing an instrumental role in building a core team that supports affiliates in the planning and execution of multichannel campaigns. This central ‘execution team’ is essential to ensure easy and seamless execution of multichannel campaigns while driving forward change management.

Oksana Matviienko, Key Account Manager, Viseven, USA LLCOksana Matviienko, Key Account Manager, Viseven, USA LLC

Oksana Matviienko, key account manager at Viseven USA LLC, is an accomplished professional who combines tech savviness, extensive marketing expertise and a bit of martial arts spirit – and then crafts this into an omnichannel pharma strategy. Over the past 10 years, Oksana has overseen the implementation of countless successful projects for life sciences, aimed at improving brand communication with innovative solutions. Among the hallmarks of her approach are the smart use of marketing automation, instilling digital culture, as well as fostering an organic transition towards more efficient content creation and management processes.

Dominic Tyer, Creative and Editorial Director, pharmaphorumDominic Tyer, Interim Managing Editor, pharmaphorum [moderator]

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

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