1. Leonardo Mattiazzi, VP Europe and Aspac
Lucas Persona, Business Manager
Specially for Digital Pharma Europe

2. Where we are going

3. Where are we coming from?
• 10+ years working on Digital
Marketing specifically for pharma
companies
• 500+ web properties (desktop and
mobile) developed and maintained
• coordinating with dozens of agencies
worldwide
• 300+ people constantly working for
some of the largest pharma cos.

4. What have we learned?
High expectations Growing cost Markets
for digital pressures underserved

5. Why?

6. Is it really a 'cost' issue?
Digital Marketers still don't know:
who's reaching what their potential
them clients are looking for
how do they fare if their efforts are
against competitors paying off

7. Each new property requires
upfront costs
regardless of results

8. A closer look
Market Research
ASSUME Personas
Science + Intuition
SEO
ENGAGE ADs
Integrated Campaigns
HOPE FOR Analytics?
THE BEST Can you act upon them?
Was it worth?
Pay Big Bucks

9. Project-based engagements
must have a defined end
KNOWLEDGE IS LOST

10. What are the shortcomings?
Metrics are not Model is inherently Information is
actionable discontinuous kept in silos

11. What are actionable metrics?
$
Easy to Comparative Economic
understand (competition denominator
and baseline)

12. The next state
ASSUME
Does individuals behavior
ENGAGE match the personas?
ADAPT CHECK
Actionable metrics
Continuous improvement

13. Imagine a truly
customer centric
approach

14. Optimal Experience Insight
Technology Pharma-native

15. • Customer centric
• Multi-channel
• Social Media Insight
• Accessibility
Technology Pharma-native

16. • Customer centric • SEO optimization
• Multi-channel • Audience Analysis
• Social Media • Competitive Analysis
• Accessibility • UX optimization
Technology Pharma-native

17. • Customer centric • SEO optimization
• Multi-channel • Audience Analysis
• Social Media • Competitive Analysis
• Accessibility • UX optimization
• M/L/R Compliance
• Country specific
Technology • Crisis Management
• Content Licensing

18. • Customer centric • SEO optimization
• Multi-channel • Audience Analysis
• Social Media • Competitive Analysis
• Accessibility • UX optimization
• Scalable Hosting • M/L/R Compliance
• Content Management • Country specific
• Security & Compliance • Crisis Management
• Active Monitoring • Content Licensing

19. Pay for Performance

21. We can not do it alone!
To sign up:
• E-mail pharmanext@ciandt.com
• Register at pharmanext.ciandt.com

22. What participants are getting:
We transform sites into multi-device,
manage content at the regional and
country level, speed up change on the
pharma regulated environment, host it
and improve outcomes based on
actionable metrics.
pharmanext.ciandt.com

23. Thank You!
PharmaNext Survey:
bit.ly/pharmanext
(help define priorities for PharmaNext)
New "Digital Barometer" Survey:
a-cross.com/health
(help understand market in general)
Contact info:
Leonardo Mattiazzi, leonardo@ciandt.com
Lucas Persona, persona@ciandt.com
Paulo Seixas, pseixas@ciandt.com