Omni Channel Journeys in Pharma with Salesforce Marketing Cloud

Summary

The video discusses the intricacies of implementing omnichannel strategies in the pharmaceutical industry using Salesforce Marketing Cloud. Highlighting the importance of consumer experience and engagement, the discussion reveals challenges such as aligning global strategies with local execution and leveraging digital tools effectively. With a focus on creating seamless and personalized customer journeys, the need for integrating cross-functional teams and embracing both digital and personal interactions is stressed. Key conversations around purpose-driven strategies highlight the shift from traditional models to an innovative and connected approach within pharma.

Highlights

• Salesforce Marketing Cloud helps pharma improve customer experiences, focusing on healthcare professionals and patients. 🌟
• Omnichannel strategies in pharma create more personalized interactions through various channels for a holistic approach. 🎯
• Collaborations across sales, marketing, and analytics teams enhance the connection with customers, leading to better engagement. 💪
• Key challenges include aligning strategies across countries with varying digital maturity levels. 🌐
• Emphasizing a purpose-driven strategy helps align customer needs with business goals, aiding the shift from traditional models. 💼

Key Takeaways

• Pharma is transitioning from traditional to omnichannel strategies with Salesforce Marketing Cloud to enhance customer engagement. 🤖
• Alignment between global and local execution of strategies is crucial, highlighting the importance of digital maturity. 🌎
• Cross-functional collaboration between sales, marketing, and data teams is key to a seamless customer journey. 🤝
• Creating value-driven, personalized journeys is essential for retaining healthcare professionals and patients. 💡
• Change management plays a critical role in implementing these strategies effectively across different markets. 🔄

Overview

In the fascinating world of pharma, personalization and consumer engagement are taking center stage, thanks to platforms like Salesforce Marketing Cloud. The discussion at the NEXT Pharma Summit delves into how omnichannel strategies are redefining connections with healthcare professionals (HCPs) and patients, making interactions more tailored and effective.

Challenging as it may be, companies are embracing these strategies to not only reach but also retain customers by tailoring experiences across various channels like emails, webinars, websites, and even face-to-face interactions. This holistic approach, which integrates sales, marketing, and data analytics teams, seeks to create a seamless journey for customers, enhancing the overall customer lifecycle.

However, the transition isn't without its hurdles. Teams face challenges in aligning different countries and digital maturity levels, thus requiring substantial change management efforts. The implementation of these strategies requires a deep understanding of both technology and consumer behavior, creating a hybrid model where digital and personal touches blend seamlessly.

Chapters

• 00:00 - 00:30: Introduction and Panelist Introduction This chapter serves as an introduction to the panel discussion on 'Omnichannel Journeys in Pharma with Salesforce Marketing Cloud.' It starts with an informal welcome back from a coffee break, suggesting the attendees had a chance to network and enjoy refreshments. The session features panelists, with introductions beginning from the left side with Dirk Abeel from Reckitt. The speaker mentions a recent change in the company's branding, highlighting it is no longer 'Benckiser.' The introduction begins to introduce Cyril, indicating a continuation of panelist introductions.
• 00:30 - 01:30: First Question: Omnichannel Strategy In this chapter, the discussion is initiated by MSD and Joaquin from Showerthinking, focusing on the omnichannel strategy. The primary question addressed is how the current omnichannel strategy is implemented and how it is expected to evolve as we transition to the 'next normal.' Joaquin begins the conversation by setting the stage and mentions the significance of marketing cloud solutions for the pharma industry.
• 01:30 - 03:00: Challenges in Implementing Omnichannel Strategies This chapter discusses the challenges faced by pharmaceutical companies in implementing omnichannel strategies to enhance customer experience. The focus is on improving experiences for healthcare professionals, patients, and pharmacists through the use of marketing cloud solutions. The primary advantage of these solutions is their ability to orchestrate multichannel customer journeys across various platforms.
• 03:00 - 05:30: Approach to Omnichannel and Execution The chapter titled 'Approach to Omnichannel and Execution' discusses the integration and utilization of multiple channels in business operations, specifically highlighting the use of a complex tool for omnichannel strategies. It acknowledges the challenges faced by companies, particularly in the pharmaceutical sector, when implementing such strategies. The speaker mentions ways of engaging customers via various channels, including websites, emails, social media, and sales representatives. They also refer to challenges observed in the early stages of adopting an omnichannel approach. The chapter seems to aim at addressing these challenges and possibly providing solutions or insights into better implementation of omnichannel strategies.
• 05:30 - 07:30: Future of Omnichannel Post-COVID The chapter examines the challenges digital leaders in pharmaceutical companies face in delivering strategic journeys post-COVID. A key challenge highlighted is translating these strategic journeys into practical tactics using platforms like Salesforce Marketing Cloud or similar technical platforms.
• 07:30 - 10:00: Effective Channels in the Next Normal The chapter discusses the challenges faced by multinational companies due to varying levels of digital maturity across different countries or teams. Some countries are at the initial stages of digital maturity, while others have more advanced capabilities. The focus is on creating effective multi-channel strategies in this context.
• 10:00 - 12:30: Importance of Personalized Content and Microsites The chapter discusses the significance of personalized content and the creation of microsites tailored to different countries and levels. It highlights the challenges of co-creating content globally while accommodating local tactical needs, especially in the healthcare sector, to ensure synchronization and differentiation in approach.
• 12:30 - 15:00: Creating Customer Experience in Pharma This chapter begins with a discussion among colleagues about their views on the omnichannel journey in the pharmaceutical industry. Joaquin's insights are highlighted as particularly resonant, and the conversation emphasizes the familiarity of these discussions, indicating a shared understanding or experience in the field. The focus is on understanding how these omnichannel strategies are developed and their impact on customer experience within the pharmaceutical sector.
• 15:00 - 17:30: Pharma Learning from Other Industries The chapter discusses the shift from multichannel to omnichannel approaches within the pharma industry, highlighting the need for orchestrated and consistent content distribution across all channels. The focus is on creating a seamless journey and experience for the audience, ensuring that all interactions are cohesive and integrated rather than simply placing content on multiple platforms.
• 17:30 - 20:30: Challenges in Implementing Omnichannel in Pharma The chapter discusses the importance of commercial strategies in the pharmaceutical industry, with a focus on customer value and business value. The aim is to build customer experiences to win and retain customers. The chapter highlights the adoption of approaches from other industries, such as customer lifecycle management, to attract and retain customers in the pharmaceutical sector.
• 20:30 - 24:00: Customer Engagement and Experience The importance of journey orchestration is highlighted as a key aspect of customer engagement and experience. It emphasizes seamless integration across channels, ensuring a connected and personalized execution. The use of data is vital to tailor experiences to individuals, moving away from generic interactions.
• 24:00 - 28:30: Measuring Success in Omnichannel The chapter discusses the importance of orchestration in measuring success in an omnichannel strategy. It emphasizes that optimization in omnichannel efforts needs to be automated across the entire organization, not limited to just the marketing team. Coordination among marketing, sales, and data analytics teams is crucial for effective implementation.
• 28:30 - 29:30: Conclusion and Final Thoughts In the conclusion, the focus remains on strategic approaches that were already in place before COVID-19 and continue to be relevant. The emphasis shifts to change management over the technology itself, highlighting the importance of managing change effectively in conjunction with technology investments, particularly in data analytics.

Omni Channel Journeys in Pharma with Salesforce Marketing Cloud Transcription

• 00:00 - 00:30 Hello. Welcome back after the coffee break  and networking, hopefully you had some   refreshing drinks and some croissants,  right. We are continuing with our   session which is "Omnichannel Journeys in  Pharma with Salesforce Marketing Cloud."   From left to the right, welcome Dirk Abeel  from Reckitt, not Benckiser anymore. Cyril from
• 00:30 - 01:00 MSD and Joaquin from Showerthinking. So  gentlemens, please have you here and hello.   Hello, hello. Okay, so let's set the stage and  start with our first question which is "How does   our Omnichannel strategy look like  and how it will be once we go back   to next normal?" Maybe we can start with you  Joaquin. Okay, thank you Dario. Just exactly so,   let me first say the states, split name what means  says for marketing cloud for pharma very short.
• 01:00 - 01:30 Safer marketing club is one of the preferred  solutions for pharma companies to improve the   customer experience. When we speak about  customer experience, we are speaking about   healthcare professionals, but also patients  and probably pharmacists. The reason why pharma   companies are choosing sales for marketing cloud,  is mainly because it's ability to orchestrate   multichannel journeys, which is the reason for  this meeting today in different channels. Like a
• 01:30 - 02:00 website, email, social media and also through the  sales reps. So at the same time we are using this   this tool, which is a little bit complex,  for this reason. Because kind of early state   multi-channels, but it's also the challenge that  I see, that many companies are facing. Let me   just quickly share my screen about the, how do we  see these challenges, that the pharma companies
• 02:00 - 02:30 are facing or the digital leaders in these pharma  companies. One of the first challenge will be   that - how I can take my strategic journeys into  tactics, because at the end you need to really   write or create in salesforce marketing cloud  or a technical platform, a similar terminal   platform this journey. So it's this, from my view  at least this is one of the main challenges. The
• 02:30 - 03:00 second challenge is that the multinational  companies. You see the here in the second,   the different countries or teams... they  have different maturity in digital maturity.   You could be working with the countries, where the  digital maturity there are enough first states,   where other countries is are in on more advanced  states. So how do we create these multi-channel
• 03:00 - 03:30 journeys in the different countries, in the  different levels. And the third challenge, I will   suggest that is - how we co-create together with  the countries, if the headquarters are creating   some global journeys, while at the local level  many times they need to a more tactical approach.   When they are facing these healthcare  professionals, how do I synchronize this   differentiator. So, just for introduction, Dario  and thanks for it. This is what my go to states
• 03:30 - 04:00 and I think that here my colleagues would be very  interesting, you know. To know their views. Thank   you very much Joaquin. Cyril, let's start with  you. How does our Omnichannel Journey look like,   I think we have so many journeys these days. Yeah,  I think it was really interesting to hear Joaquin,   because so also everything he says resonated very  strongly with me. It's very familiar discussions,
• 04:00 - 04:30 we're having as well. So you know, the  orchestration of journeys and so on. And maybe,   I can take a step back as well just to explain  how we approach on the channel that would help   move to more concrete discussions. So typically  on the channel it's really, it's much more than   just going to all channels and you put out content  there, right. You have consistent looking feel,   that's what we call multichannel. And actually,  I think the name of the game in our company,   but i'm pretty sure the same thing across the  industry is to move the shift from multichannel to   omnichannel. So the way we've defined on the  channel is really about creating and executing
• 04:30 - 05:00 commercial strategies, so the commercial part  is really important. It's being driven customer   value as well, as business value. So it's really  about building customer experiences and win over   and retain customers. So and here we just bring  the approach from other industries which also   talk about crypto customer lifecycle management  for instance, how you attract and then ultimately   retain your customers. So we are trying to  bring those approaches to our industry and
• 05:00 - 05:30 the orchestration of journey, the way Joaquin was  explaining. It is definitely a key part of this.   If I talk more on a bit more about  the execution piece, I'll be executed.   It's a three word that comes to mind. One it's  about being seamless, so every channel needs to   be integrated, this will be called connected  and it's also about being personalized.   And that's where you need a lot of data, because  if you show a very generic experience versus a   very personalized experience and we've got we  are getting more and more internal examples of
• 05:30 - 06:00 that you see the difference in business impact.  And the last piece is about the coordination,   I think again that's where the orchestration  that you were referencing, comes in play   it's about how you optimize everything. So  that you get this optimization automated.   That really requires the full organization to  work on this. Not just marketing. It's marketing,   it's sales it's data analytics. Every team has  to work together to put it in place. So that's
• 06:00 - 06:30 definitely ... that's just not impacted by COVID,  right. It's, it was something we're focusing on   before COVID, for sure. And that's going to be,  that's going to stay, that's a strategic approach.   If I look more specific... yeah? So is it each  management. It's not about the technology,   it's about the change management. Absolutely,  but within that you've got the technology piece,   so not tech investments of course. You've got  investments in data analytics, technology as well
• 06:30 - 07:00 as people. Because you need the right people to do  that. Expertise in CX, you know. Design customer,   experience design and also being a learning  organization. It's critical, because we all   need to move together at the same time, at the  same pace. Definitely. Thank you Cyril. Dirk?   Yeah, I'm happy with what you just mentioned,  Dario. So change management, because I think   from a technology perspective already lot is  available. Is it already in the right place and   that's another kind of question and I think  both Joaquin and Cyril have clearly already
• 07:00 - 07:30 mentioned that. There is a lot there but to make  this whole orchestration and who is going to   orchestrate the orchestration, If I can  play with words. Is it the sales rep who   is the face or is it a a kind of ad-hoc team,  which is depending on the kind of interaction   and who's putting all these resources together.  But I want to step back again because and it's   something that Tim White said earlier today. We  are living and we are all thinking the same here.
• 07:30 - 08:00 We are guys ,we are believing in  the importance of omnichannel.   But when we go back to our organizations and  that's why I come back to this change management,   it's a cold shower often. Because, the mindset of  the whole organization is at different levels. So   maturity, within the organization is already at  a very different level, that's one understanding   and I want to link it also to purpose. What  is the purpose for an HCP, to engage with us?
• 08:00 - 08:30 We know our purpose, but what is his or her  purpose, to engage with us. Because based on   the purpose, also the channel mix you will have  to bring forward, will differ. If I want to really   to learn more about your branded solutions  or I want to really to be educated myself,   kind of CME - Continued Medical Education. Or  I want to have access to content whenever I   want. The channel preference will be different, so  understanding that already is, I think still some
• 08:30 - 09:00 work that needs to be done in many organizations  and then working backwards to say, okay now we   what is our goal here and how can we connect these  dots and then putting the right technology behind   in orchestrating the journey, in giving like Cyril  said, the right data inside. Not only the data,   but the insights and looking forward because  what I am missing in many tools, even if you   talk about salesforce at the commercial cloud  or the sales product or the marketing cloud.   If you look at CRM systems, they're all very  good in multichannel management, against
• 09:00 - 09:30 targets and moving forward. But the sequence,  the logic journey from one cycle to another,   another kind of challenge I see. And that's  what is making it difficult for sales reps,   to really understand this concept because we have  been brainwashing them about these cycles and you   have your cycle, if your target per channel and  etc. No, it's not about. That it's about creating
• 09:30 - 10:00 a long-term vision. It's about the lighting  our customers at the end of the day and the   sequencing is important. So a lot has been done,  but still a lot has to be done and how the future   for me looks like it will definitely be hybrid.  Another kind of type of sales organization that...   So a hybrid experience model, to sum it up. Let's  stay with you, Dirk. Next question, we definitely   see some digital fatigue, right. I mean many  people are enough with another webinar, another
• 10:00 - 10:30 apps, another websites, whatsoever. So what most  effective channels will stay in the next moment? I   will try to find my crystal ball to look  in that, I think it will be a mix again and   and I'll link it back to this, what  is the purpose of the interaction.   And it will depend a lot on also the, let me say,  the digital savviness of endo organization. And   at the end of the day, the customer and how are  we going to help an HCP to do the same with his
• 10:30 - 11:00 patients. Because, let's not forget about that. We  all need to help, a lot of them in doing the same.   So also, they're going through this this whole  transition. So I think that remote engagements,   like we are doing now, in small groups or one  to one. Is there to stay. The same for a CME   perspective to whatever kind of solution you want  to use, but the face to face part will also stay   a pivotal piece for me. Because this will be for  me the glue. Because depending on the specialty,
• 11:00 - 11:30 the healthcare sector states still a very human  focused kind of sector. There is telemedicine,   yes. But at a certain moment you want to see  face to face, sit in front of each other and   to discuss what really matters. And I see that the  same for the physical interactions of sales reps   with with their health care providers, will be  different than it has been today because digital
• 11:30 - 12:00 will help us in doing maybe a lot more effective  and in an efficient way other interactions,   a support of our sales cycle. So which channel,  I cannot make a name but it will be dismantled   between a digital and offline world. Thank you.  Joaquin? Well, I'm going to make a bet here   and my bet is probably, well my point is coming  we are not only working for pharma companies, but
• 12:00 - 12:30 also for different companies. And also the other  sectors have already faced this customer approach   or interaction underneath of approach and my bet  is that some channels that we have experienced   in pharma during the epidemic, are going to stay  from ... and the most detailed ones and the most   effective. Because those people see that they are  very effective. Many HCP's, they are in a process
• 12:30 - 13:00 from learning, from pharma companies, about  different treatments, about different products.   And my bet, you know, it's a little bit around  digital workshop, some very specific webinars.   We see that in some journeys, there is  a lot of requests for content from the   pharma companies with this specific focus. So  a little bit, I think that they have, I would
• 13:00 - 13:30 say that the digital ... website, a webinars  are going to to stem. Because they see that   is more effective. But of course, as a say  they're really the meaning behind which is the   the journey. What I need to do and what they need  from me in terms of their customers. Thank you.   Same question. Yeah, well I can, it's  going to repeat, what I've just heard.
• 13:30 - 14:00 Now, I think same thing. I'll think my crystal  ball, I guess I've got this a very similar   crystal ball to yours Dirk, it seems. Okay,  look I will start with again, I will turn it   up on your major. It's really about the experience  right, so it's not about general affinity or with   channel. It's about what experience you're trying  to deliver and for which customer time you know,   what society audience and so which and  how, what you want to deliver and that will   guide you towards the right channel. So let's keep  this in mind. But in general, what I would see is
• 14:00 - 14:30 remote detailing differently here to stay, that  has grown as we know. But face to face of course,   they're still very important what you can achieve  through remote and face-to-face is different.   So, for sure those. I think we see HCP preferences  and behaviors turning towards virtual now you   know. Virtual events, webcasts, ECME... so  completely agree with what's been mentioned, but   also increased use of other digital channels like  emails, but more from rapport. MSL for instance
• 14:30 - 15:00 and for sure websites, but you're right  it's not about getting to a website for   proliferation. They need to have a propose  and a goal, but having this kind of 24/7   tool, this is a portal destination  for your customers is critical.   I think we've been very focused more on the sales  parts if you look more the marketing part now.   You know for campaigns and social media is  definitely growing quite fast in our industry.   We're a bit slow to, you know, start leveraging  it. But now it's accelerating across the board,
• 15:00 - 15:30 I would say. In particular because  you can do very precise targeting.   The other thing which is going to change  not just for us, it's our party cookies.   This is going to go with the euro too, so how do  you do precise targeting. You know, google will is   going to bring another new approach. But social  media through match audiences and other tools   will enable all of us to do that targeting and  campaigning, right. So keep an eye, I've been
• 15:30 - 16:00 very focused on social media as you may know.  But definitely, it's one area we need to focus.   Dario, if you allow me I will say what's  listening to my colleagues. If there is one   thing I strongly believe that will be there and  stay there... is what we call whatever is it,   a microsite or a personalized portal where HCP  really can find the content, they want. Where   they get content from companies, maybe even open  platforms where different companies are providing
• 16:00 - 16:30 content so where they can go whenever they want  and sharing with their patients. So creating this   kind of relationship, but of course in respect  with compliance and regulatory and etc. And also   at the same time creating some online discussion  forum as has been mentioned before. But this   microsite personality resource center, whatever  we call it, I think that is something quite new,   which will be there to stay. Definitely. I  bet on one thing, it's that sure. You need
• 16:30 - 17:00 to we received an interesting question from one  of our panelists, Chris. Who says experience is   real clearly the buzzword, right reference team,  but what does it mean to an HCP, right. How can we   take demand for pharma's knowledge and create  valuable, sustainable, relationships to our   customers. Not just targeted ones. A good one. Do  we even need to respond to that or everything...?
• 17:00 - 17:30 But from my perspective, it's and it has  been mentioned already yesterday and today,   during the different sessions. It all starts  with the customer. So if you want to talk   about experience, if you want to understand  experience. You need to go and talk. It's designed   and I think also there we can do a lot more effort  because this is a about a lot of investment. Again   at the end of the day, it will be translated  in data and insights. But going to talk   with them and developing experiences together  and in addition to this for me and and maybe
• 17:30 - 18:00 i'm kicking in an open door, it's not only  about products, it's not about drugs only.   It's also about services which you bring together.  Maybe packages of services together with other   companies, which really creates experience beyond  the product, beyond the pill, beyond the team etc.   So that's what I think, how we can do that but  we need to keep the thing at the post by talking
• 18:00 - 18:30 for whom we design it and not really we know it  all like we like to do. Definitely, we mean that   we also received another interesting question from  our previous panelists, Philipe. You'll see the   question and maybe Joaquin can give you the answer  on that particular one in the best way, because   our thinking is partnering not only with pharma  sector, but also with Starbucks, as an example. So   I think you can really compare what does it mean  to live on the channel outside pharma and inside
• 18:30 - 19:00 pharma and whatever takeaways. Well we see that in  pharma, the way we are approaching is that now we   have this amazing technology. There is an enormous  gap in terms of training as Cyril said before,   which is the team who is going to create this  customer experience. Which is the team with
• 19:00 - 19:30 which are going to understand this omnichannel  analytics. So from abilities there's a tendency   still, to use the standard approach that they  will have in pharma which is basically to send   you know this... okay, we have these new tools  but we are using in a very basic way. Which is,   just send this email communication and nothing  behind, because I also need to say that from   my view creating in this sector in the pharma  sector, these omnichannel programs or projects
• 19:30 - 20:00 is one of the most complex, you can imagine. It's  not so easy as in the past you know. Comes to an   agency or court certainly, together with the  marketing team. Probably any other team and   together they can create, you know these journeys,  these strategic journeys. But now you need   a lot of technological people behind analytics  expertise, in this case in server marketing cloud
• 20:00 - 20:30 and also the internal teams people from your CRM  and put together between all these things. So it's   really the what we see is that the approaching  pharma, many companies are trying to create what   they have been doing in the past But now we during  this year or next year also, I think that we   need to come to a next stage. Which will be how to  define and also many of our customers are asking
• 20:30 - 21:00 what are other customers in pharma doing and  really their response is that no one from IBO   at least has yet their response. Everyone need  to analyze and need to discover which is the   best solution for these customers. So in terms  of as making a quick summary of your questions,   in other sectors probably more years  already working at the beginning, in other
• 21:00 - 21:30 sectors like for example retail or fast-moving  consumer group. They were always trying to   understand what other companies are doing but  at the end each company needs to discover and as   it's very more complex that you can imagine,  is not only put to put their what plan for in   by magic, you know. You have this omnichannel  journeys because you have the tool. Is completely   different you need to create this team of people  inside the organization. We are able to evolve,
• 21:30 - 22:00 create and evolve these journeys. So pharma  can't learn anything from Starbucks, right. It needs to... By the way, in starbucks you can order  16 666 different variations of coffee.   So maybe in information, but they are  definitely experience based if you look, I mean   they are putting your name on the cups, they are  calling themselves a third place. So definitely   they leverage experience a long time ago. Cyril,  Dirk would you like to build on on the boards of?
• 22:00 - 22:30 I think I can go back to what we've been  discussing think how do we describe customer   experience and so on and so maybe it's not just  a direct follow-up here, but some some agencies   have been doing some really good work trying  to understand what is CX. What is good customer   experience in pharma and they talk about the  trust, they talk about simplicity, they talk about   usefulness through what you bring some services.  So I think there's been some work which is already
• 22:30 - 23:00 available which can help us with this what I  would add to this is, I think we are very focused   on transactional discussions with our customers.  It's all about products and features or you know   rational benefits. We need to start leathering up  to more emotional, you know storytelling. In a way   we should build a business, right. I'm not trying  to tell you to write your books, stories and so   on but we need every other industry does that. I  mean, I come from consumer goods, I've worked many
• 23:00 - 23:30 companies in that field. You don't just talk about  the products, so we need to also learn from that.   That is a key trick to keep to get to those real  meaningful relationships. Thank you. I like that   point because it's a bit, we also like to talk  very technically. Features and etc. I always like   to say we should talk kitchen language, because  that's how the doctor talks to the patients,   know. Exactly. So I think to your point, it's it's  a functional benefit but what is the emotional
• 23:30 - 24:00 benefit on top of that and also educating  healthcare providers in that regard. Because   when we talk to patients ... it's astonishing  to hear how many frustrations there are   from that angle, not being understood by the  healthcare provider. So we have this insight   and I think we also should start serving this bank  to healthcare providers, to let them understand   are you aware of this and we are here to  help you. Which for me is again coming,   is contributing to this creation of a user  experience but all the organization needs to
• 24:00 - 24:30 circle around the other and that's the last point  I want to say because, if you look if your c-suite   is saying so many nice things, but all the  rest is going against it and you need to   keep on hitting your targets. Of course we need  to hit profitability, etc. And it's not looking   at at satisfaction, kind of things. Then there's a  discrepancy. So it's about walking to talk to when   we start advocating or preaching this journey.  Definitely, but at the end how to measure the
• 24:30 - 25:00 success in the omnichannel environment? Because  what I feel is, we changed our app, we changed   our tools, we changed the engagement levels a  lot. But we didn't change the KPI's right? So   who would like to go with that question? Well, I  like the the response from Cyril at the start of   this meeting, saying that there will need to be a  business purpose behind, you know. And for from my
• 25:00 - 25:30 view the analytics will follow. Will not be these  technical KPI's, that we are speaking like...   Click-through rate or open rate or any other  measure that you can have digitally. There   is still a lot of work to be do there, which is  how to combine this standard or offline metrics,   that we have the with the sales teams. Together,  with this digital metrics that we are getting.
• 25:30 - 26:00 So, although at the end you know we need to have  this business value that we need to present. So   we are in a moment that many companies  are still introducing this platform,   but probably in some time we will need to  provide very clear results you know to them.
• 26:00 - 26:30 You want that first? Okay thanks. Now fully  agree, for me the way I look at it it's like   there's three levels right when you're  running like operating in the channel.   You then get what I will call engagement metrics,  more activity level metrics, so your usual you   know reach percentage frequency view rates. All  the metrics we know and there's thousands of them.   Which are really critical still because you  need to understand how your activity is doing   to be able to optimize real time. So it's really  important to have them, in to have those the data.
• 26:30 - 27:00 But that's only going to tell you one part of the  story as Joaquin was explained. That just kids   tells you how, well your activity is doing  it doesn't really tell you how well it's   supporting the business. So the next level I see  is more about customer satisfaction or customer   experience level matrix. HCP's could be one there  are others. It's hard to get to measure right,   it's not that easy especially in our industry. But  it's already a better and that's I mean the ideal
• 27:00 - 27:30 stage which we are far away from is business  value and metric the customer lifetime value,   which many other industries use, Starbucks I'm  sure uses that. Or you know b2b e-commerce models   will be using. That's ultimately shows how much  you invest, how much you get in return right. So   it doesn't sound really well in pharma because we  talk about medicine and and therapies and so on.   But we still need to get to a point where  we understand the value of what we are
• 27:30 - 28:00 delivering. So maybe there are proxies to  look at, but it's one area of interest.   What I would like to add on that is is for my end  it is the famous why question? Why is happening,   what is happening? I give an example because we  say, okay an open rate of an email 40% is the   industry standard, sum 45, that's great. The  question you should say should be... why is   this 40, why is this other 55? What is happening  there? Why did someone opt-in and why is someone
• 28:00 - 28:30 opt-ing out again? Why is this happening,  why are people not coming back? So really   better understand the reasoning why behind. And  there we can still do a lot more it's using the   numbers. That's what I love about the numbers.  But i'm intrigued about what it is telling me.   And we are happy, okay these are the guys that  are coming there we also should understand,   why are they coming back by the way. But  for me, the the big black box out there is   why is it that we are still missing a big group,  which is not willing to engage or not want to
• 28:30 - 29:00 continue the engagement to all these kind of fancy  tools we have been putting out there. Definitely,   okay gentlemens, What's really a pleasant  conversation we also see that is on fire.   So feel free to join the networking sessions  with the people. Please feel free from   the chat section and I would like to thank you  all, Cyril, Joaquin and Dirk for joining that and
• 29:00 - 29:30 of course we will publish this on Youtube as well.  Take care and wish you a nice rest of the day.   Thank you very much. Thanks. Bye.