Challenge
As they were new to the EU, the client had minimal resource to begin planning for launches centrally and in country. Across the EU, their unaided awareness was significantly lower than their strong competitors who presented a difficult market to increase their share of voice in.​
Solution
Through a phased approach, Digital Transformation presented an opportunity to reach customers in a new way through digital channels whilst allowing for sustainable internal change as the client company grew.
Phase 1: Planning
Quantitative digital innovation assessment
Launch planning & framework development (incl. audit of current digital processes)
2-day innovation workshop to create programme of workstreams to execute Digital Transformation
Phase 2: Foundation
Pilot activities that build the foundation for the wider delivery of a digital transformation programme, including: ​
EU5 Search pilot (Determined HCP behaviours and topics of interest)
EU Persona development ​
(for all key customer types)​
Compliance and executive team digital training​
Phase 3: Delivery
Execution of an 8 workstream digital transformation programme:
Digital campaigns | Virtual platform development | Market insights
Digital content | Internal comms | Website optimisation
CRM evolution | Digital training
Impact
6 x increase in unaided awareness
The client central function and in-country teams saw increased engagement across digital platforms where traffic was significantly lower before. ​
Internal change management was successful in highlighting the importance of digital in customer engagements with internal teams continuing to implement digital and omnichannel initiatives.​
