digital experience: guaranteeing optimal engagements - ci&t presentation from digital pharma...

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

To sign up:

• E-mail pharmanext@ciandt.com

• Register at pharmanext.ciandt.com

We can not do it alone!

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, leonardo@ciandt.com

Lucas Persona, persona@ciandt.com

Paulo Seixas, pseixas@ciandt.com

Thank You!