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.
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