大型生物制药的全渠道内容策略实施
技术
- 分析与建模 - 机器学习
适用行业
- 建筑物
- 水泥
适用功能
- 产品研发
- 销售与市场营销
用例
- 楼宇自动化与控制
- 语音识别
关于客户
本案例研究的客户是总部位于美国纽约的大型生物制药公司百时美施贵宝。该公司是制药行业的全球领导者，为肿瘤学、心血管和免疫学等领域的严重疾病提供药物。该公司正在寻求建立有效的全渠道内容策略，以更好地接触和服务客户。该公司负责全球全渠道能力的副总裁 Ray Gomez 在推动这一举措方面发挥了重要作用。
挑战
大型生物制药公司百时美施贵宝在建立有效的全渠道内容策略方面面临着挑战。 “全渠道”一词在组织内广泛使用，但不同利益相关者的含义各不相同，导致战略混乱和不一致。该公司还很难获得领导团队对全渠道方法的支持和支持。领导团队需要了解全渠道战略对组织的潜在影响以及它如何使客户受益。此外，该公司还面临着一个挑战，即不要让太多的渠道压垮客户，而要专注于正确的渠道。
解决方案
该公司首先揭开了全渠道概念的神秘面纱，将其与数字和多渠道营销区分开来，并提供了明确的定义来指导战略。与领导团队定期举行会议，讨论全渠道的含义及其对公司及其客户的影响。该公司还制定了实现全渠道目标的路线图，并展示了整个组织的潜在影响。强调透明度和反馈，与领导团队分享成功和失败，以促进学习并保持强有力的宣传和伙伴关系。该公司的全渠道内容战略围绕四个 D 构建：数据、决策、设计和交付。他们汇总第一、第二和第三方数据，使用倾向建模和亲和力评分来做出决策，专注于与客户产生共鸣的设计，最后考虑交付渠道，始终优先考虑客户体验。
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