
Challenge
This dentsu health client recognized the need for a new go-to-market process as well as organizational change management to leverage its technology investments.
The client vision was to create an impactful B2B customer experience by acting on a deep understanding of customer needs and engagement preferences.
New capability investments were well underway, including customer database, Adobe-powered campaign management and analytics in addition to existing capabilities and platforms.
Solution
Dentsu health defined and implemented a patient-centric strategic planning process to provide a structured framework for operational customer planning that included targeting, segmentation, customer journeys and measurable objectives.
The team developed an end-to-end marketing execution process – from plan to optimization – as reference models for each market to use, as well as global governance and local multi-channel marketing roles.
Additionally, dentsu health provided guidance on the use of execution toolsets including global customer web platforms, rep-triggered communications and broad email communications.
The solution also supported change management with local market work sessions, developing a measurement and optimization framework and recommending new job descriptions necessary to fully leverage a customer-centric infrastructure.
Results
Dentsu health designed a customer-centric strategy and implemented new technology capabilities at scale across nine markets leading to significantly enhanced customer engagements.
The team was able to find a balance between corporate standards and local market flexibility and achieved major productivity benefits through platform standardization, channel optimization, increased marketing and medical effectiveness as well as reduced duplication of efforts.
Season of the #Whiff
U.S. Pharmaceutical Manufacturer
A Top Ten Global Pharmaceutical Company
Ascensia Diabetes Care
JibJab: A Carousel of Fun
Carbon38: Luxury Activewear For Women
MeUndies: The World's Most Comfortable Undies
United Airlines: People flying with Purpose
United Airlines: Fly the Friendly Galaxy
Sprint: Smack that Talks Back
Sprint: Futbol Mode
Copa Airlines: Sube La Marea
Avocados From Mexico: Cook from the heart with Thalia
ViiV Healthcare: Delivering Unique Customer Journeys
Kroger: Chefbot
Mastercard: True Name
OREO: Proud Parent
Sundance Film Festival: McMillion$ on Main Street
Bvlgari: B.Zero1 Anniversary Experience
Intel: #MoreThan
#MoreThan: The Mobile Go-Getter Campaign