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Hottest information about 8th Annual Pharma Marketing Summit – Digital Marketing & CEM

14 SEPTEMBER 2018

Johanna  SCHLAIS

Strategic Portfolio Marketing GPM
Angelini

3 Questions For Johanna Schlais

How to move your organisation forward to live the change of a proper multi-channel marketing and/or mgmt.? What is key to ensure a good customer experience/journey?

In my opinion, we require a holistic approach in order to move the organisation forward to live the change of a proper multi-channel marketing. This includes every function in the business from medical to regulatory over market access on an international level as well as on a local level first to create a clear and seamless picture of the customer to be then able to distribute the relevant information in the right dosage throughout multiple channels.

Our major challenge to ensure a good customer experience/journey is to create a well-designed customer engagement on various touch points built on a 360 view of the customers. In an international company, it is important to break the respective single steps down to a national level to see the world as a customer from a countries perspective.

How successful is your company in embracing a multi-channel marketing? What KPI do you use to evaluate it?

Reflecting both my experience of OTC in the past and Rx currently, Angelini is increasingly taking advantage of MCM techniques. I personally believe that we should consider 5 major objectives how to evaluate the marketing investments:

  • Brand awareness
  • Customer Acquisition
  • Interaction with our key Target Groups
  • Customer Satisfaction
  • Lead Conversion in terms of Social Media

How important is it to use a defined customer experience process? Should the interaction with customer be standardised?

Again, it is important to see the total picture of a customer experience process that allows modification on any level and at any time necessary. We are living in a fast-moving world and so the mindset of our customers too can be changed and adapted to the time. The global design of planned interactions with customers should be standardised, but the sum of all interactions should allow flexibility to leverage value proposition in the total customer experience process on every possible individual interaction with customers. In this sense, you ensure both the cost advantage of possible standardisation parameters and the benefit of business opportunities derived from local, regional and/or global changes in customer journey, behaviour to adapt according to circumstances and the needs to improve business opportunities.

Johanna Schlais has an educational background as a pharmacist and has received her degree in pharmacy from the University of Vienna, Austria and has conducted her Master of Science in Clinical Pharmacy at the University of Strathcylde, Scotland. After several years of experience as a pharmacist in the pharmacy, she started her professional career in the pharmaceutical industry at the Regional Center Country Eastern Europe (CEE) of Angelini Pharma Österreich GmbH as a Medical Advisory at first and later as a Medical Affairs Specialist, both for CEE.  As the next step she had changed to marketing department, where after several positions she was promoted to a Marketing Manager responsible for products in different therapeutic areas in Austria and Germany. In her current role in the Strategic Portfolio Marketing in the Angelini Headquarter, she is responsible for products within therapeutic areas of infectiology and CNS. By combining her skills in Marketing with her sound understanding and in-depth background of the pharmaceutical market, she is always looking for innovative chances/opportunities approaching optimal settings for implementation and realisation of the marketing initiatives and programs.

Stefankai  SPOERLEIN

Head of Digital Marketing CoE
Bayer

3 Questions For Stefankai Spoerlein

Is digital transformation more than just a Marketing challenge?

The obvious answer is yes. The true value of data-driven Sales and Customer solutions will only unfold once all siloed systems are connected and the whole organisation has aligned internal processes and KPIs to recognise that online and offline world has always been and always will be an interlinked customer journey. And the touchpoints affect almost every aspect of a company’s structure.

How successful is your company embracing a multi-channel marketing approach? What KPI/success factors do you use to evaluate it?

An integrated multi-channel marketing approach lies at the core of our Marketing efforts. Furthermore, the organisation as a whole is asked to embrace new work methods and the advantages of digital. Of course, success will have to be measured by ensuring that this change process does not jeopardise working processes but transform them step-by-step while maintaining positive output.

What is key to ensure a good customer experience/journey? Should the interaction with customers be standardised?

The key is that the good user experience (UX) starts with the segmented user. This may sound a bit like stating the obvious, but especially traditional sales-driven organisations tend to look too much on internal processes and how customer requests are handled. Thus, personas and touchpoints are defined not by reality but by anticipating an ideal world. Interaction with the customer should be standardised where necessary and personalised where possible, the personal experience is the core of UX – we all love to be recognised and have our questions answered.

After many years of professional experience in communications, IT and (Digital) Marketing in various industries/sectors (University, Training/Education, Politics, eCommerce, Staffing), Stefankai has taken on the lead for Digital Marketing at Bayer Radiology Germany and the Centre of Excellence in Europe.

13 AUGUST 2018

Lin  LEI

Associate Director Digital Customer Engagement
Teva

3 Questions For Lin Lei

How to move your organisation forward to live the change of proper multi-channel marketing and/or mgmt.? What is key to ensure a good customer experience/journey?

Before we go out, we must look in first. Organisational alignment between different stakeholders are key to delivering efficient multichannel marketing. Identify your internal stakeholders, communication and align on the strategy, then deliver and continue to deliver quick wins to gain more buy-in.

How successful is your company in embracing a multi-channel marketing? What KPI do you use to evaluate it?

We have support from senior management to drive digital change in the business. It is a journey and you need your eyes set on both short-term and long-term goals. KPIs also need to be set accordingly. We have a range of KPIs for tactical marketing projects and long-term digital change programs.

How important is it to use a defined customer experience process? Should the interaction with customer be standardised?

I think it is important to gather the business around a set of fundamental digital marketing principles, like content marketing, lead scoring, SEO, rather than a defined customer experience process. I guess it is because we are very early in our digital journey. I would rather have our teams working and thinking differently about their digital marketing strategies rather than forcing a set process on this. This will take the creativity and testing of initiatives away.

Lin Lei brings with her 10 year of experience in pharmaceutical multichannel management. With a background in marketing and digital Lin is keen to bring a new level of costumer experience thinking into Teva’s marketing mix. Having launched a number of digital initiatives such as social media, live content generation, hybrid meetings she continues to experiment and pursue the best in class solution for the HCP community.

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