Multi-channel excellence at launch
How can a global marketing team make digital a source of competitive advantage?
The Stem was hired by the Global Marketing team of a leading Biotechnology company to advise on the European launch of a breakthrough new medicine that was the first in its class.Recognizing that our client could achieve far greater results through a coordinated global approach than it could through a decentralized approach, we set out to design an integrated cross-market digital strategy and governance approach.Our work began with a comprehensive digital landscape study. We led a 7-market survey of target customers to understand HCP and patient interaction preferences and to inform the client’s multi-channel and digital investment mix. We also led a multi-market competitive audit which reverse engineered key competitor’s digital, mobile and social media strategies and revealed competitive vulnerabilities. Next, we crafted a 2-year digital strategy roadmap and implemented governance mechanisms enabling the client to pool resources and coordinate global investments. The plan included both HCP and patient strategies for both launch and pre-launch markets supporting awareness, acquisition, education and adherence.With the strategy in place, our team proceeded to support tactical execution. We led the creation of the company’s first pan-European digital media and distributed content plan. We guided the client and its agency in the creation of an International product Web site and eCRM program by providing in-depth benchmarking information. And, we developed a cross-channel digital measurement plan, which consisted of global KPIs, reports and an automated digital dashboard.We have become an extension of the client’s global marketing and market research team enabling them to evolve digital and multi-channel maturity over time, on both strategic and tactical levels.
- Digital transformation planning
- Customer research
- Competitor assessment
- Experience strategy
- Content strategy
- Digital media planning
- Ecosystem planning
- Integrated execution
- Measurement planning
- Digital reporting
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