A large part of our organizations claims that we are customer-centric. Is it the truth or a buzz word? This talk aims at sharing learning’s about a major shift in content development strategy from a focus on individual products to an integrated portfolio proposition. We needed to articulate a more strategic proposition according to customers’ value drivers in order to build a more effective differentiation vs. competition.

1. HOW TO GET BEYOND THE
HYPE AND CREATE REAL
ENGAGEMENT?
B2B MARKETING CONFERENCE
NOVEMBER 2013
FRÉDÉRIC BAFFOU
BRANDING & MARKETING DIRECTOR
1

2. IT IS LIKE MOVING INTO THE RAINFOREST
(c) www.fotosearch.comc

3. REED ELSEVIER IS A GLOBAL LEADING B2B BUSINESS
Scientific, Technical and
Medical
Legal & Risk Solutions
€ 7.5 bio
revenue
Source – Annual Report 2012
Exhibitions
Business Information
63% of Reed Elsevier
revenue is generated
through digital media
& content

4. Find and
characterise
targets
Discovery
Understand
Pathways
and MoA
Characterize
and discover
molecules
Pre-clinical
Learn/act on
pre-clinical
&clinical data
(translational
Post market
tracking,
Pharmacovigilan
ce
Clinical
Organize and
manage scientific
literature

5. HOWEVER, WE HAD A COUPLE OF CRITICAL
CHALLENGES…
 A more advanced competition
 A cultural change to conduct
internally
 A very complex organization
 Not a clear view about our target
audiences’ expectations
 ...and time pressure

6. …AND ASSETS
 A solid business and scientific
momentum
 Appropriate resources
 A group of motivated people for taking
decisions
 The right partners

7. FROM A ‘PRODUCT STRATEGY’ TOWARDS A
HOLISTIC CUSTOMER-CENTRIC BUSINESS STRATEGY
From a building block approach
To an integrated strategy
Growth
Value
Engagement
& relationships
Branding
& Marketing
Product
Product
Pricing
Customer
Go to
Market
Strategy
Customer
engagement
Branding &
marketing
Loyalty
Differentiation

8. OUR VIEW WAS FIRST TO UNDERSTAND CUSTOMER
DYNAMICS BEFORE THINKING ABOUT CONTENT
With customers
 Articulate a clear positioning
 Build-up awareness
 Engage and contribute on
“value” and not “selling”
 Establish selected contact with
core target audiences
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9. OUR VIEW WAS FIRST TO UNDERSTAND CUSTOMER
DYNAMICS BEFORE THINKING ABOUT CONTENT
Internally
 Involve and align Senior
management
 Educate
 Give confidence to sales
 Drive internal ownership and buyin
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10. WE IDENTIFIED SOME CRITICAL DIMENSIONS
RELEVANT AND PERTINENT FOR OUR CUSTOMERS
Transparent &
flexible
business
models
High quality
solutions
Contribute
to improve
efficiency
(c) www.fotosearch.com
Domain
expertise and
knowledge
Credible,
open, reliable
partner

11. ELSEVIER LIFE SCIENCE SOLUTIONS – COMMUNICATION
PLATFORM 2012

12. New branding and communication platform

13. WE ESTABLISHED OUR CONTENT STRATEGY ON 2
PILLARS…
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14. A VALUE STORY - NAVIGATING AN OCEAN OF DATA…
ONTOLOGIES: STRUCTURING THE DELUGE OF DATA
Facts
Facts
Facts
Knowledge
Productivity
Relationships Insight
CONNECTING DATA: UNDERSTANDING FUNCTIONAL
CONTEXT
Predictions
A WORLD IN-SILICO: MODELING MOLECULAR AND
PHARMACOKINETIC BEHAVIOR
Success
KEEPING WATCH: TOOLS FOR PHARMACOVIGILANCE
Facts
Reporting
Risk Mitigation
THE FUTURE: OUR GENOMES, DECIPHERED

15. MODELING MOLECULAR AND PHARMACOKINETIC BEHAVIOR
Facts
Predictions
Success
TOWARDS BETTER HEALTH ECONOMICS AND RELATIVE EFFICACY
Establishing the relative efficacy of
candidate drugs is becoming more
important as payers weigh in to redefine
the cost-benefit equation in healthcare.
Utilizing resources that help compare
drug candidates to standard-of-care
(SOC) therapies early in the drug
development process can mitigate
potential delays in product
reimbursement. Elsevier Life Science
Solutions provides resources to help
companies assess, for any given
therapeutic area and indication, current
standard of care therapeutics and their
pharmacokinetics/toxicity parameters as
well as reported adverse events. These
tools help to avoid launching “me-too”
therapies that will face diminished
prospects in a cost-conscious
environment, and promote passage of
those which have greatest chance of
demonstrating relative efficacy.
For more on how Elsevier tools can help
overcome an increasingly stringent regulatory
and payer environment, visit us at
http://www.elsevier.com/onlinetools/corporate/life-science-solutions
1
Use EMBASE to
search current
standard of care
therapeutics by
therapeutic area,
indication, and
mechanism of
action. Set up
alerts for
developments on
pipeline and
newly launched
therapies.
Embase
Pharmapendium
Reaxys
3
Use
REAXYS/REAXYS
MEDICINAL
CHEMISTRY to
search for
related
compounds to
pursue
2
Use
PHARMAPENDIUM
to evaluate
PK/toxicity data
for launched
drugs of interest
(including SOC
therapies) as
well as to
retrieve efficacy
data

16. …AND THE THOUGHT LEADERSHIP FUNNEL
Target audiences and
communities
Scientific topic or
them which will
trigger interest
among core
audiences
Programs
Sources of relevant
content or
dedicated
opportunities for
direct engagement
Activities
Communication
activities to
promote the
content
Channels
Communication or
engagement
channels

17. KEY LEARNING'S
 Internal champions are key for buy-in
and successful deployment
 Establish solid decision making
criteria
 The right solutions do not come first
 Engagement strategy is based on 3
principles:
 Foundations
 Building momentum
 State-of-the-Art
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18. THANK YOU
Frédéric Baffou
Branding & Marketing Director
frederic.baffou@reedelsevier.ch
+41.78.600.35.75
(c) www.fotosearch.com
www.fotosearch.comc