Key Insights from Marketing & Customer Innovation Europe

Blackdot’s Executive Director EMEA – Mark Taylor was pleased to recently attend the Eye for Pharma ‘Marketing & Customer Innovation Europe’ conference, where he heard from leading marketing minds sharing insights into the key issues affecting marketers in 2017 and beyond.
 
The two-day conference demonstrated there is now greater understanding across the industry about what best practice customer-centricity looks like for pharmaceutical organisations across a multi-channel journey.
 
The most common challenge that emerged out of the event was the difficulty of creating a systemic and organisation-wide shift to an end-to-end go-to-market approach. Instead, many organisations are employing a range of bolt-on initiatives, taking a piecemeal or peripheral pilot approach.
 
The conference delved into the common shifts required to achieve customer-centric transformation, including:
  • Making the shift from brand-centric to customer-centric strategy development.
  • Early shifts in operating models, roles, capabilities, KPIs and incentives
  • Resolving the conflict between global and regional teams’ desire for control and consistency, versus a locally-led personalised approach.
  • The increasing rate of change of digital and technological adoption, both within in internal and customer-facing contexts
  • Navigating the challenge of personalisation at scale.
 
Contact: To find out more about these insights, please email mark.taylor@theblackdot.co.uk