'Content and customer-centricity - how to get beyond the hype and create real engagement' -...
18
1 B2B MARKETING CONFERENCE NOVEMBER 2013 FRÉDÉRIC BAFFOU BRANDING & MARKETING DIRECTOR HOW TO GET BEYOND THE HYPE AND CREATE REAL ENGAGEMENT?
-
Upload
b2b-marketing -
Category
Marketing
-
view
378 -
download
1
Transcript of 'Content and customer-centricity - how to get beyond the hype and create real engagement' -...
1
B2B MARKETING CONFERENCE NOVEMBER 2013
FRÉDÉRIC BAFFOUBRANDING & MARKETING DIRECTOR
HOW TO GET BEYOND THE HYPE AND CREATE REAL ENGAGEMENT?
IT IS LIKE MOVING INTO THE RAINFOREST
(c) www.fotosearch.comc
REED ELSEVIER IS A GLOBAL LEADING B2B BUSINESS
Source – Annual Report 2012
63% of Reed Elsevier revenue is generated through digital media & content
€ 7.5 bio revenue
Scientific, Technical and Medical Legal & Risk Solutions Exhibitions Business Information
Pre-clinicalDiscovery Clinical
Understand Pathways and MoA
Find and characterise targets
Characterize and
discover molecules
Learn/act on pre-clinical
&clinical data
(translational
Post market tracking,
Pharmacovigilance
Organize and manage scientific literature
A more advanced competition
A cultural change to conduct internally
A very complex organization
Not a clear view about our target audiences’ expectations
...and time pressure
HOWEVER, WE HAD A COUPLE OF CRITICAL CHALLENGES…
…AND ASSETS
A solid business and scientific momentum
Appropriate resources
A group of motivated people for taking decisions
The right partners
FROM A ‘PRODUCT STRATEGY’ TOWARDS A HOLISTIC CUSTOMER-CENTRIC BUSINESS STRATEGY
From a building block approach
Product
Pricing
Customer engageme
nt
Branding &
marketing
StrategyGo to
Market
Product
Customer
Engagement & relationships
Branding& Marketing
Value
DifferentiationLoyalty
Growth
To an integrated strategy
OUR VIEW WAS FIRST TO UNDERSTAND CUSTOMER DYNAMICS BEFORE THINKING ABOUT CONTENT
With customers
Articulate a clear positioning
Build-up awareness
Engage and contribute on “value” and not “selling”
Establish selected contact with core target audiences
(c) www.fotosearch.comc
OUR VIEW WAS FIRST TO UNDERSTAND CUSTOMER DYNAMICS BEFORE THINKING ABOUT CONTENT
Internally
Involve and align Senior management
Educate
Give confidence to sales
Drive internal ownership and buy-in
(c) www.fotosearch.comc
WE IDENTIFIED SOME CRITICAL DIMENSIONS RELEVANT AND PERTINENT FOR OUR CUSTOMERS
High quality solutions
Contribute to improve efficiency
Transparent & flexible
business models
Domain expertise and
knowledge
Credible, open, reliable
partner
(c) www.fotosearch.com
ELSEVIER LIFE SCIENCE SOLUTIONS – COMMUNICATION PLATFORM 2012
New branding and communication platform
WE ESTABLISHED OUR CONTENT STRATEGY ON 2 PILLARS…
(c) www.fotosearch.comc
Facts Knowledge Productivity
Facts Relationships Insight
Facts PredictionsSuccess
Facts Reporting Risk Mitigation
ONTOLOGIES: STRUCTURING THE DELUGE OF DATA
CONNECTING DATA: UNDERSTANDING FUNCTIONAL CONTEXT
A WORLD IN-SILICO: MODELING MOLECULAR AND PHARMACOKINETIC BEHAVIOR
KEEPING WATCH: TOOLS FOR PHARMACOVIGILANCE
THE FUTURE: OUR GENOMES, DECIPHERED
A VALUE STORY - NAVIGATING AN OCEAN OF DATA…
MODELING MOLECULAR AND PHARMACOKINETIC BEHAVIORTOWARDS BETTER HEALTH ECONOMICS AND RELATIVE EFFICACY
Facts PredictionsSuccess
Establishing the relative efficacy of candidate drugs is becoming more important as payers weigh in to redefine the cost-benefit equation in healthcare. Utilizing resources that help compare drug candidates to standard-of-care (SOC) therapies early in the drug development process can mitigate potential delays in product reimbursement. Elsevier Life Science Solutions provides resources to help companies assess, for any given therapeutic area and indication, current standard of care therapeutics and their pharmacokinetics/toxicity parameters as well as reported adverse events. These tools help to avoid launching “me-too” therapies that will face diminished prospects in a cost-conscious environment, and promote passage of those which have greatest chance of demonstrating relative efficacy.
For more on how Elsevier tools can help overcome an increasingly stringent regulatory and payer environment, visit us at http://www.elsevier.com/online-tools/corporate/life-science-solutions
Embase
Pharmapendium
Reaxys
1
2
3
Use EMBASE to search current standard of care therapeutics by therapeutic area, indication, and mechanism of action. Set up alerts for developments on pipeline and newly launched therapies.
Use PHARMAPENDIUMto evaluate PK/toxicity data for launched drugs of interest (including SOC therapies) as well as to retrieve efficacy data
Use REAXYS/REAXYS MEDICINAL CHEMISTRY to search for related compounds to pursue
…AND THE THOUGHT LEADERSHIP FUNNEL
Target audiences and communities
Programs
Activities
Channels
Scientific topic or them which will trigger interest
among core audiences
Sources of relevant content
or dedicated opportunities for
direct engagement
Communication activities to promote the
content
Communication or engagement
channels
KEY LEARNING'S
Internal champions are key for buy-in and successful deployment
Establish solid decision making criteria
The right solutions do not come first
Engagement strategy is based on 3 principles:
Foundations Building momentum State-of-the-Art
(c) www.fotosearch.comc
Frédéric BaffouBranding & Marketing Director
+41.78.600.35.75
(c) www.fotosearch.com(c) www.fotosearch.comc
THANK YOU
