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Background
To improve the efficiency of its sales teams, the Consumer Health division of our client wishes to develop the use of digital marketing to strengthen the commitment of its pharmacist customers.
Challenge
One of the main challenges of this project was to build and share with stakeholders a digital marketing and sales transformation program that reflects the operational projects that can be undetaken in the short term, taking into account the different levels of data and digital maturity within the company.
Approach
• 360° diagnosis of the existing set-up and evaluation of the company's digital maturity • Identification and qualification of transformation projects based on the best practices of the sector • Initiation of contacts with the technological leaders of the sector • Development of a three-year strategic and operational roadmap and support for quick-win projects Materialized by a set of deliverables: • Evolution of the customer segmentation and personalization of the marketing plan per persona • Detailed 3-year transformation plan • Framing of order automation and marketing automation projects
Key results
Benefits
Introduction to the concept of personae for customers and employees Awareness of the challenges of AI in marketing and operational efficiency in the relation to pharmacies Alignment of stakeholders on the target vision and mobilization on priority projects
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