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Challenges
The EU-based pharma company faced a significant challenge in driving digital adoption within its marketing and sales teams. A history of fragmented processes, ineffective digital initiatives, and a general lack of digital prowess hindered the company's ability to innovate and deliver a customer-centric experience.
Solution
To address these challenges, a comprehensive Digital Academy program was implemented. The program involved a deep dive into the current state of omnichannel capabilities, identified key development areas, and executed targeted initiatives. Specific elements of the program included:
Brand Plan Deep Dive: A thorough analysis of existing brand plans to identify digital opportunities.
Digital Assets & Capabilities Analysis: An evaluation of the company's digital assets and the skills of its employees.
Digital Transformation Projects Planning: The development of a roadmap for digital transformation projects.
Execution of Projects Set (7 corelated projects): The implementation of specific projects aligned with the roadmap.
Results
The Digital Academy program yielded impressive results:
Comprehensive Assessment: A detailed assessment identified both opportunities and risks for the company's top three products.
Customer Journey Mapping: The creation of a robust customer journey map highlighted critical touchpoints and areas for improvement.
Targeted Digital Transformation Projects: The implementation of specific projects, including:
- Team Training: Up-skilling teams on digital marketing and sales techniques.
- HCP Partnership Strengthening: Enhancing relationships with healthcare professionals.
- Knowledge Sharing: Providing access to the latest therapeutic knowledge.
- Awareness Campaigns: Launching targeted campaigns to increase brand awareness.
- Digital Asset Development: Creating new and engaging digital assets.
- Analytics and KPI Development: Establishing key performance indicators to measure success.
- Improved Engagement: Significant increases in Key Account Manager (KAM) satisfaction with digital tools and materials, as well as increased satisfaction among healthcare professionals (HCPs) with communication.
- Enhanced Performance: The awareness campaign reached 73% of the target audience, and there was a substantial increase in digital asset usage and email campaign effectiveness.
Summary
The Digital Academy program successfully positioned the company for future growth by fostering a culture of digital innovation and customer-centricity. While sales data was not included in this specific analysis, the program laid a strong foundation for improved customer engagement and future sales growth. The company is now better equipped to compete in the dynamic healthcare market by addressing key challenges and implementing targeted initiatives.
