Defining the global digital strategy approach
Where. Basel, CH
A leading firm in the pharma sector wanted to define a leading practice to build a digital & social media strategy across the company at worldwide level.Each country works with many agencies, adopts different approaches at different maturity stages. The goal of the project was to design the digital strategy for 2 representative products: one to be launched on the market; the other one, in a more mature phase, aiming to grow the market share and consolidate its presence.
Benchmark to identify cross-country and cross-BU best practices (both internal and against competition)
Maturity level assessment and gap analysis
Audience (personas) design for patients, HCPs, caregivers, payers: identification of key needs, bias and barriers, most used channels, key topics and key influencers, leveraging listening analysis.
Identification of key actions and contact opportunities
Definition of key campaigns to be launched for each target, designed journey and identified touchpoints
Business case and high level investment plan (e.g. how many patients/HCPs I need to acquire to break even)
3yrs Roadmap design to evolve the strategy, operating model and enabling technologies