Tim White, Global Director of Customer Interaction at Lundbeck (formally of Novartis) spoke at this year’s eyeforpharma Barcelona conference and asked a very simple question: ‘How do you successfully implement a digital campaign that serves both regional and global audiences?’
Digital is still a tricky proposition for some, regional teams driven by their own KPIs look for a different return from digital marketing, whether it’s lead generation, customer service or digital sales.
The problem with this is that while digital is a global technology, the information is accessible by one and all. It’s no longer enough to think of each country as a separate audience, online they are one community. So how do you coordinate global marketing teams to come up with a single, all-serving online voice?
“In my job today, I need to ask myself, if I’m doing the job, who am I involved with internally? Who are my stakeholders? The Global Brand Manager, Sales Reps, IT, Digital Marketers and Local Brand Managers all have their goals, their own drivers. This is a huge party, this is a lot of people at play. So this is really an orchestra, a lot of people involved, and in order to make a bold change you have to keep in mind all of these stakeholders.”
“We had some success with our closed loop strategy [at Novartis] with our local affiliates and so we were asked to take it global. It’s one thing to execute this locally but an entirely different thing to now launch it globally.”
As we’ve previously highlighted, a global marketing strategy is not a one-size-fits-all model, at least not if you’re hoping for success. Customer needs drive the content and the method of delivery of the content, as White attests to,
“It should be that easy right? We’re talking about content here.”
“We have content, we have a platform and we have a distribution channel. It’s amazing how many times we mix one with another. Your platform becomes your content which becomes your distribution channel”
“That cannot be a one size fits all approach, what’s good in Basel is not going to be good in Berlin. We decided we should have a framework for this content, the content could be different depending on the local need but the framework would be the same.”
It probably sounds as obvious to those of you reading this as it does to me while I’m typing it, but as is often the case, simple ideas are often overlooked or worse still, dismissed out of hand as companies and seasoned professionals try to establish complex solutions.
“People make the change, not the technology, if you rely on the technology and forget the people then the technology will just sit there not being used. Take the leap into this area, this is about quantum-change, it’s not something we can increment ourselves into. We’re never going to do this by slowly changing our processes, we need a bold strategy, and we really need to go there fast.”
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