|14th October 2014
Lundbeck's Julie O'Donnell, Global Head of Digital Interaction Management and Tim White, Senior Director and Head of Global Customer Interaction Management, were speakers at the recent Eyeforpharma Multichannel Marketing Summit in London. Our UX Consultant Anna Tamasi attended their talk 'How to move your organisation into a cross-channel world' to learn more about their partnership approach with brands, the engagement across all departments, and how this has been their key success factor. In their talk, Julie and Tim went into detail about:
During their research they found that a lot of buzzwords were being thrown into the conversation when talking about Multichannel Marketing. Lundbeck opted to ask people during a TweetChat what they really thought about MCM, and were surprised to find a lot of negativity.
It became clear that the focus needed to be on the HOW and not the WHAT. With this mindset, Lundbeck identified 4 barriers that marketers faced when trying to plan and execute a multichannel campaign:
The vision for multichannel marketing within Lundbeck has become a 4-step plan, this is WHAT they want to achieve:
Now they know what it is they want to achieve, attention turns to HOW:
It's important to become a social pharma company; not just on Twitter and LinkedIn, but wherever a difference can be made. With a solid global social strategy it's possibly to demystify digital through robust and accessible training. By creating a central roadmap for implementing their digital interaction technology, it allows them to make the right decision based on business need, rather than being hurried into the 'latest trend'. Lastly, it's important for the HR strategy to echo the latest business needs and use insight to build on customer value.
The message Anna took away from this session was to perfect on your WHYs and WHATs rather than diving in head first. Bring it back to the start and focus on what it is you WANT to achieve, and build from there.
If you wait until there's another case study in your industry, you will be too late - Seth Godin
|9th July 2019
Dr Stuart Adams specialises in using T-cell therapy to treat paediatric patients at Great Ormond Street Hospital. Here, he explains what it was like to develop and deliver a groundbreaking CAR-T therapy for the first patient in Europe, and how the centre of excellence has adapted to make precision medicine a reality
|20th June 2019
Dr Mark Moasser treated breast cancer survivor Laura Holmes-Haddad (interviewed in part one) with an innovative precision medicine, which at the time was yet to be approved. Here he gives his side of the story and explains how industry can help oncologists treat more patients with targeted therapies.