适用行业
- 医疗保健和医院
- 生命科学
适用功能
- 质量保证
- 销售与市场营销
用例
- 视觉质量检测
服务
- 测试与认证
- 培训
关于客户
默克公司是一家大型生物制药公司,总部位于德国达姆施塔特。该公司从事生命科学行业,业务遍及全球。该公司的品牌管理团队负责向医疗保健专业人员和患者营销其产品和服务。该团队由传统营销、医疗和商业专业人士以及数字专家组成。该公司致力于创新,并根据业务需求和潜在影响不断重新调整其战略的优先顺序。公司业务优化高级总监 Fabienne Vanderpoel 凭借在全球生命科学营销各个方面的丰富经验,对品牌经理角色的演变有着广阔的视角。
挑战
Merck KGaA 是一家位于德国达姆施塔特的大型生物制药公司,在品牌经理角色的演变中面临着挑战。在数字时代,传统的品牌管理方法已不再足够。该公司认识到品牌经理需要更深入地研究客户数据并了解其讲述的故事,而不是依赖于点击量等数量衡量标准。然而,执行此分析所需的技能和专业知识存在差距。此外,该公司正在努力满足在数字和传统环境中运营的需求,并且品牌营销的步伐正在迅速加快。面临的挑战是提高品牌经理的技能或引入新技能,并有效管理数字资产,以更快的速度创建和传播高质量的内容。
解决方案
默克公司采取了合作和提升技能的战略来应对这些挑战。该公司认识到团队中需要多种专业知识,包括来自制药行业以外的数字专家,以及传统的营销、医疗和商业专业人士。该公司还强调团队结构灵活性的重要性,成员不一定要向一个人汇报,而是围绕一项战略进行合作。为了满足更快地创建和传播内容的需求,该公司转向了数字资产管理技术。这项技术使品牌经理能够快速定制一个渠道的消息以在另一个渠道中使用,从而提高他们的敏捷性和速度。该公司还优先考虑创新,根据业务需求和潜在影响不断重新调整优先顺序。
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