Are your digital marketing efforts fit your business model?,Matthew C.K.Chang2014.09.05,Business Model components,Activities,CustomerEngagement,Supplier & ServiceProviders,Valuepropositions,Customersegments,Resources,Channels,Conventional vs. New Channels,ConventionalFace to face Contact, Sales representatives Key account manager Symposium/Seminars Congress/Exhibition,Journal advertisement,NewEmailWebsiteMobile AppWeChatCall center,Hot topics in Pharma Industry,Pharmaceutical industry, Highly regulated envirnoment Listing, pricing and distribution Customers behavior changes,Are we still rely on conventional chananels today?,Business Model components,Activities,CustomerEngagement,Supplier & ServiceProviders,Valuepropositions,Customersegments,Resources,Channels,CustomerEngagement,Current Issues,Customer behavior shift, Customer want to manage his time,Compliance measure, Reduced contact,However, customers still need:, New information Peer influence,Individual brand activities instead of an integrated approach,Channels,Current Issues,Sales force productivity, Too many in large hospitals Too few in lower tier customer segments,On site meeting: prohibitedConference participation greatly reducedMarketing effectiveness revisited:, Cost per contact among channels,What Next?,Senior management commitmentClear vision of what your customer(s) will experience in coming 6 to 12 months, If you don’t, your competition will do,What Next?,Set up a dedicated team with talent of the right capability…Think about how to reward them as they achieve your strategic goals…,What Next?,Define the objectives, process and get the job done, Data strategy and management Marketing strategy revisited Brand strategy integrated user experience planning Down stream execution service Tracking and adjustment,Scientific approach,User experience,Please present something making sense, interesting and of value to me in every contact: RELEVANCYTell me you know me: INTERACTIVE & ENGAGINGHook up for next contact: Show me you shall have more.,How do we measure success?,Perception changeBehavior changeNet Promotor Scope (NPS)Revenue changeCost per contact,Take Home Messages,Revisit brands marketing strategyEstablish data strategy and managementDefine customer engagementOptimize investment among channels, especially the emerging channelsAnalytics: Think about cost per contact and your marketing spendImprove your company marketing effectiveness,Contact,Matthew ChangEmail: changmat@qq.comWeChat: changmatMobile: +86 15801991828Linkedin: cn.linkedin.com/pub/matthew-志强-chang-张/12/765/b31,Matthew C.K.Chang (Independent Consultant)Former Multi Channel Marketing DirectorMerck Sharp & Dohme (China) Co., Ltd.,All round marketer with current focus at the design, development and delivery of digital marketing capabilities, multi channel marketing solution and promotion offerings. Proven track record in maximizing products potential throughout their life cycle with solid knowledge, skills and expertise in China pharmaceutical market. Over 20+years experience in China sales & marketing management with MSD. Full range industry experience from sales representative to sales manager, product manager, busness unit manager, franchise director and the latest director role in multi channel marketing.Expertises：Marketing; Business management; Sales Force Effectiveness (SFE); Multi Channel Marketing (MCM), Digital Marketing Capabilities,Matthew C.K.Chang (Independent Consultant)Former Multi Channel Marketing DirectorMerck Sharp & Dohme (China) Co., Ltd.,Consultancy service for:Brand marketing strategy formulation / Marketing effectiveness projectDigital marketing Capabilities establishment / application projectSales force effectiveness projectCRM, analysis and insights,
