拜耳的全渠道营销策略：案例研究
技术
- 分析与建模 - 计算机视觉软件
- 网络与连接 - 5G
适用行业
- 教育
- 生命科学
适用功能
- 产品研发
- 销售与市场营销
用例
- 智慧校园
关于客户
拜耳是一家大型生物制药公司，总部位于德国勒沃库森。该公司致力于为医疗保健专业人员、患者和护理人员提供卓越的客户参与度。拜耳的目标是在正确的时间和地点传递个性化信息，为了实现这一承诺，该公司正在从特定于渠道的思维转向跨面对面和数字渠道的更加互联的方法。拜耳还致力于将数字体验与面对面沟通和销售顾问活动以及患者和护理人员的沟通相结合。
挑战
拜耳是一家总部位于德国勒沃库森的大型生物制药公司，正在寻求加强其针对医疗保健专业人员 (HCP)、患者和护理人员的客户参与策略。该公司的目标是在正确的时间和地点传递个性化信息，但这需要从特定于渠道的思维转变为跨面对面和数字渠道的更加互联的方法。面临的挑战是将数字体验与面对面的沟通和销售顾问活动以及患者和护理人员的沟通相结合。拜耳还需要建立基础技术并优化跨渠道的消息传递。另一个挑战是将数字营销和现场人员活动联系起来，这需要了解客户需求并利用数据来定制沟通。
解决方案
拜耳采取了分步实施的全渠道营销策略。该公司最初专注于为客户提供引人入胜的数字体验。下一步是将数字化与面对面的沟通和销售顾问活动联系起来。拜耳还整合了患者和护理人员的沟通，将所有活动整合在一起。该公司利用客户的数字行为数据为销售顾问提供建议，以更好地定制沟通。拜耳与 Veeva Crossix 密切合作，获得有关其 HCP 和直接面向消费者 (DTC) 活动的宝贵见解。该公司利用患者参与其内容并与医生交谈的数据来计划和了解客户的患者。拜耳还培训其销售组织来理解和使用这些新的患者见解。
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