When going through a digital transformation, digital technology is fundamental but not enough. We have prepared an interview for you with the speakers from the upcoming Marketing & CX in the Pharmaceutical Industry Conference.
You can join them in Amsterdam this September and gain the knowledge needed to make a true digital transformation successful.
How does your company address the cultural and structural challenges when moving towards digital marketing and a customer-centric model ?
Cultural challenges: L’Oréal has optimized its recruiting strategy to ensure it can effectively implement people-based marketing from the core. Creating personalized and relevant experiences requires a mix of both technology and people. “It’s important to curate talents who are leading the trend and can speak the language authentically. It’s important for us to see their world through their lenses with humility,” Liu says. “It’s critical to embrace a diverse pool of talents who bring different perspectives and are themselves global citizens with a spectrum of beliefs, cultures, interests, lifestyles and trends. That, mixed with the asset of our seasoned Baby Boomer or Generation X executives, makes the organization better equipped and more optimized to be successful as a people-based organization in tomorrow’s world. This spirit is the reason why L’Oreal is No. 1 in the beauty industry worldwide and has always been known as succeeding through organized chaos.”
Structural challenges: My key message would be a true digital transformation is led by putting people at the center’. Digital acceleration is non-negotiable in a modern corporation's success and prosperity. State-of-the-art digital technology is fundamental but not enough. Technology only changes how we do things; - people still decide what we do, and why we do things. Let the data tell you 'what', but let your emotions guide you in helping to determine 'why' and 'how'. All human pillars of our working environment must become more digital innovation-friendly: employee education and training, people structure, innovative leadership and company culture. Ultimately, humans are the key success factor in any digital transformation.
- Shirley Liu
- Vice President Marketing & Digital
- L'Oréal, France
We are going through a very interesting & challenging period right now in this context, especially in the Emerging Markets & India! Slowly but steadily we are having to transition to digitalization as far as the various promotional media are concerned and in spite of being the world's 5th largest specialty generic company. Unlike before, there is now a definite introduction/ increase in focus to the end users (patients/ care givers). Especially in the emerging markets including India, this is like a beginning of a revolution in the customer -centric approach.
- Bodhisattwa Roy
- General Manager, International Marketing, Vertical Marketing Head – Neuropsychiatry, Emerging Markets
- Sun Pharma, India
In our company, we put patients and customers at the center of our strategies and activities. Patient journeys do help us to walk in their shoes for our marketing strategies, while digital touch point journeys provide us the right basis for our digital activities.
- Hank Sczerba
- Head Commercial Strategy and Transformation
- Novartis, Austria