Growth through digitization and multi-channel management.

Digital change is also increasingly changing the consumer healthcare industry. Marketing and sales strategies must be fundamentally reoriented. Moreover, digital channels enable a more direct and custom addressing of consumers/patients, but also specialist groups. Hence the right strategy and selection of suitable communication channels for all stakeholders are essential. In addition, there is often the need to develop appropriate structures, processes, systems and skills. We support you in creating such holistic digital and multi-channel strategies – i.a. in the following areas:

• Digital & multi-channel benchmarking
• Digital and multi-channel strategy (incl. segmentation and targeting)
• Go-to-market strategy (incl. consumer-journey design)
• Digital and multi-channel operating model
• KPI monitoring

The following project examples show our approach in practice:

• Digitally shaped multi-channel strategy for a consumer-oriented OTC umbrella brand with a focus on acquisition and logistics distribution and a growth potential of approx. +200 %.
• Multi-channel growth strategy with a focus on specialist groups for an internationally leading OTC brand in the field of gastroenterology with sales of approx. EUR 200 million
• Digitization strategy with focus on the future e-commerce approach for a medium-sized OTC company with sales of approx. EUR 100 million

Multi-channel management – our expertise

Archetypes.

The strategic prioritization of target groups and the identification of their needs with regard to analog and digital touchpoints, services and products forms the foundation for a successful targeting approach. We support you in segmenting the relevant target groups more precisely and reaching them more individually by means of using a structured identification and prioritization process.

Journeys.

Digital information and purchasing channels are becoming increasingly important for the consumer journey in OTC. We examine the behavior of consumers to determine relevant content, the optimal channel matrix and the frequency of approaches. We derive an optimal go-to-market strategy based on this.

Operating Models.

The consumer healthcare industry is already quite dynamic, but digitization has made it even more fast-paced. Suitable structures, processes, internal capabilities and systems must be implemented in order to always identify up-to-date findings on consumer needs, usage and information behavior. We will support you by jointly creating a closed-loop model that is tailored to your needs.

Key Performance Indicators.

For investments in digitization to be controllable and optimizable, suitable quantitative metrics and parameters must be defined and appropriate measurement tools implemented. We will support you in this process and thus optimize your digital go-to-market strategy.

Do you have questions or would you like to discuss the topic? Then do not hesitate to contact our Consumer Healthcare expert Christian Zuberer.