技术
- 功能应用 - 企业资源规划系统 (ERP)
适用行业
- 药品
关于客户
罗氏是一家大型生物制药公司,总部位于瑞士巴塞尔。该公司是制药和诊断领域的全球领导者,致力于推进科学进步以改善人们的生活。罗氏是全球最大的生物技术公司,在肿瘤学、免疫学、传染病、眼科和中枢神经系统疾病领域拥有真正的差异化药物。罗氏还是体外诊断和基于组织的癌症诊断领域的世界领先者,也是糖尿病管理领域的领跑者。该公司的全球到本地内容战略是其向世界各地的患者和客户提供个性化内容和一致的品牌体验的关键部分。
挑战
罗氏是一家总部位于瑞士巴塞尔的大型生物制药公司,面临着平衡全球内容战略与当地需求的挑战。该公司认识到制定全球到本地战略的必要性有几个原因。首先,该公司希望重用内容以限制重复工作和成本。其次,全球到本地的方法被认为对于建立模块化内容模型至关重要。第三,该战略将有助于提供个性化内容和一致的品牌体验的框架。该公司希望确保患者和客户无论身在何处都能获得相同的品牌体验。最后,运营效率是一个优先事项,全球到本地的蓝图被视为一种比与外部业务合作伙伴更容易在内部管理和推动变革的方式。
解决方案
罗氏的解决方案是设计一个平衡当地市场自主权的全球内容运营策略。该公司意识到需要避免采用自上而下的方法,并认识到这种叙述不会引起很好的共鸣。在某些情况下,全球举措由公司主导,但在其他情况下,美国、法国和德国等较大的附属公司则带头。该公司还寻求影响更多自治实体的最佳实践,提供有关最佳实践的指南和教育。为了衡量成功,该公司定义了关键绩效指标 (KPI),例如将内容重用率提高一定比例或减少 MLR 周期时间。该公司还使用 Veeva Pulse Content Metrics 将其性能与业内其他公司进行比较。
运营影响
数量效益
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