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Leonardo Mattiazzi, VP Europe and Aspac
Lucas Persona, Business Manager
Specially for Digital Pharma Europe
Where we are going
Where are we coming from?
• 10+ years working on Digital
Marketing specifically for pharma
companies
• 500+ web properties (desktop and
mobile) developed and maintained
• coordinating with dozens of agencies
worldwide
• 300+ people constantly working for
some of the largest pharma cos.
High expectations
for digitalGrowing cost
pressures
What have we learned?
Markets
underserved
Why?
Digital Marketers still don't know:
Is it really a 'cost' issue?
who's reaching
them
if their efforts are
paying off
how do they fare
against competitors
what their potential
clients are looking for
Each new property requires
upfront costs
regardless of results
A closer look
Market Research
Personas
Science + Intuition
SEO
ADs
Integrated Campaigns
Analytics?
Can you act upon them?
Was it worth?
ASSUME
ENGAGE
HOPE FOR
THE BEST
Pay Big Bucks
Project-based engagements
must have a defined end
KNOWLEDGE IS LOST
Metrics are not
actionable
What are the shortcomings?
Model is inherently
discontinuous
Information is
kept in silos
Easy to
understandComparative
(competition
and baseline)
What are actionable metrics?
Economic
denominator
$
The next state
Does individuals behavior
match the personas?
Actionable metricsContinuous improvement
ASSUME
ENGAGE
CHECKADAPT
Imagine a truly
customer centric
approach
Technology
Insight
Pharma-native
Optimal Experience
Technology
Insight
Pharma-native
• Customer centric
• Multi-channel
• Social Media
• Accessibility
Technology Pharma-native
• SEO optimization
• Audience Analysis
• Competitive Analysis
• UX optimization
• Customer centric
• Multi-channel
• Social Media
• Accessibility
• SEO optimization
• Audience Analysis
• Competitive Analysis
• UX optimization
• Customer centric
• Multi-channel
• Social Media
• Accessibility
Technology
• M/L/R Compliance
• Country specific
• Crisis Management
• Content Licensing
• Scalable Hosting
• Content Management
• Security & Compliance
• Active Monitoring
• Customer centric
• Multi-channel
• Social Media
• Accessibility
• SEO optimization
• Audience Analysis
• Competitive Analysis
• UX optimization
• M/L/R Compliance
• Country specific
• Crisis Management
• Content Licensing
Pay for Performance
We transform sites into multi-device,
manage content at the regional and
country level, speed up change on the
pharma regulated environment, host it
and improve outcomes based on
actionable metrics.
pharmanext.ciandt.com
What participants are getting:
PharmaNext Survey:
bit.ly/pharmanext
(help define priorities for PharmaNext)
New "Digital Barometer" Survey:
a-cross.com/health
(help understand market in general)
Contact info:
Leonardo Mattiazzi, [email protected]
Lucas Persona, [email protected]
Paulo Seixas, [email protected]
Thank You!
