How to apply global brand strategies to every customer interaction

Presented by

Massimiliano Siciliano, Grunenthal, Kasper Jerlang, LEO Pharma, Alejandra Betancourt, Anthill Agency, Dom Tyer, pharmaphorum

About this talk

Pharmaceutical companies spend a huge amount of time and resources on creating valuable brand strategies, but when they come to life there’s often a disconnect. Strategy and execution can easily drift apart when tactics come to life, making it harder for them to drive business and deliver on the long-term action plans to engage with healthcare professionals. This is as true for eDetailing or closed-loop marketing initiatives as it is for multichannel marketing strategies that encompass the latest chatbot technology or innovative digital content platforms. To remedy this, those working in pharma on multichannel marketing, brand planning and digital need to apply the human factor to their global brand strategies to achieve the kind of tactics that deliver on strategic goals. Focus Join Anthill on Thursday 28th November from 13:00 GMT / 14:00 CET for a live expert panel discussion on multichannel marketing, brand planning and how to apply global brand strategies in pharma to every customer interaction for greater HCP reach and return-on-investment. In addition to looking at brand planning across pharma, common frustrations for the industry and whether or not brand planning is set up to deliver good multichannel marketing, the webinar will also cover: • The most common challenges in the brand planning process • How to build executional and strategic understanding across an entire brand plan • How to activate your existing channels and create the best channel mix for customers • How insight-based multichannel marketing can drive strategy and build new insights for the future The pharmaceutical industry has been making great progress in its digital transformation, but boundaries are there to be pushed if companies want to continue to innovate their marketing practices and processes.
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