Winner
Agile Marketing
Summary of work
It is the year 2000.
You are a brand manager in a pharmaceutical company. You have your key selling messages and the only channel you use to promote those messages is your large sales force. You have high engagement from your customers through this channel and the materials you use to convey your messages are your Detail Aid, which houses all of your product’s clinical information and a couple of leave pieces.
Fast forward to 2018.
You no longer have strong engagement through the face-to-face channel as your customers are now busier than ever. You have to utilise additional channels to engage with your customers and you cannot just rely on branded content as this will not grab their attention online. You now need to understand your customers’ content and channel preferences if you want them to engage with you and you have to add value to the interactions you do have with your customers.
These are skills pharmaceutical marketing haven’t necessarily used before, how are you going to change the way you work to keep up?
Judges’ comments
This marketing capability programme embraced practices from other industries, to help brand teams optimise their effectiveness in the evolving healthcare environment. It has greatly improved cross team working within MSD, and customer engagement has increased almost four-fold across digital channels in the last two years.
