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Bringing Digital into Strategy and operations for integrated multi-channel marketing or“I wouldn’t start from here”

Paul DixeyBluelight Partners

I Wouldn’t Start From Here

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What would these guys do?

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Who is at the Centre?

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“Lip Service”

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Who is really at centre in PharmaCompanies?

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The Customer is at Centre of a Multi-channel world

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The Customer is in charge

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Company silos

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“Shiny Objects”

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Not a Ghost Town

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The Dreaded Word

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COMPLIANCE

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Get your ethical ducks in a row

• Lead with Strategy

– In for long term engagement

• Get the right Expertise

– Don’t delegate/abdicate to agencies

– Go with facts/knowledge not myths

• Establish Process and Governance

• Have Commitment throughout organisation18

Three Guiding Principles

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SAFETY

INTENTIONTRANSPARENCY

Source pharmaceuticalethics.com

Or wait for Godot .. the FDA, Afssaps, BfArM….etc

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CHANGEAnother Word People Don’t Like

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“No matter how far you have gone on a wrong road, turn back.”Turkish proverb

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Change Quoteshttp://www.ideachampions.com/weblogs/archives/2011/04/1_it_is_not_the.shtml

The Splintering of the Fourth EstateAlan Rusbridger Guardian.co,uk 19Nov2010

http://www.guardian.co.uk/commentisfree/2010/nov/19/open-collaborative-future-journalism

The Gutenberg Revolution

"Suddenly, in a historical eye-blink, scribes were redundant. One year, it took a month or two to produce a single copy of a book; the next, you could have 500 copies in a week. Hardly an aspect of life remained untouched … Gutenberg's invention made the soil from which sprang modern history, science, popular literature, the emergence of the nation-state, so much of everything by which we define modernity."

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The Corporate Revolution

“..today's revolution in communication, which – in the opinion of many – is as great as that of Gutenberg. The difference today is that change is happening much faster –so fast that we are, as an industry, collectively suffering from what deep-sea divers refer to as the bends. We are travelling through a period of extreme change faster than our corporate bodies can cope with. It's painful – and, if not treated quickly and correctly, can be fatal….

…the mass ability to communicate with each other, without having to go through a traditional intermediary – is truly transformative”

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100mn visits in 2010

Who Needs Info from Pharma?

RESPONDHow can Companies respond

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Need for Speed

Attract Train and Retain Talent

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Traditional Route Alternative Route

So do you need a digital/multi-channel department?

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The Multi-Channel Organisation

• Lead from the top

• Not a “passing fad”

• Get through the senior management “treacle”

• Talk with/learn from other organisations

• Deal with subconscious biases which will undermine strategic decision making.

https://www.mckinseyquarterly.com/The_case_for_behavioral_strategy_2551

• Look at where resources are allocated – where are there bottlenecks

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4 Ps or 6 Cs?

• Content

• Conversation

• Collaboration

• Context

• Community

• Connectivity

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A Stable Integrated Strategy

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Blank Sheet of Paper

• Who do I want to communicate with?

• Where are they ?

• What value can I add?

• How do I do this?

• How do I know that this is successful?

• What have I learnt?

• Start again

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Not Making a Decision is a Decision

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What would you do if it was your company?

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social / technology / compliance / websites / mobile / white papers / 46

Thank you

paul@bluelighlightpartners.com sam@bluelightpartners.com www.bluelightpartners.com