The Challenge

Establishing a new marketing organization.

A leading pharmaceutical drug maker wanted to transform their new marketing organization. A few of their key problems included:

• Deliver more relevant, targeted media; fueled by data-driven understanding of consumers.​

• Adopt an “always on” content strategy, supported by an operating model at scale.​

• Execute omnichannel campaigns that impact “moments of truth” across consumer journeys​.

• Create value-based interactions that lead to remarkable experiences and improved outcomes for individuals.

The Solution

Creating end-to-end marketing process maps and performing a MarTech assessment.

Credera created end-to-end marketing process maps for a pilot brand which could be leveraged for additional brands. The process maps de-mystified a complex set of activities that cut across multiple functions, highlighted areas to compress cycle times, and recommended technologies to automate manual steps. 

Additionally, Credera performed a MarTech assessment of their internal technology landscape to develop a multi-year roadmap and operating model to support the sequencing of new consumer engagement tactics.

The Results

Developing a new, dynamic site.

Credera successfully developed a hub website that provides dynamic content and messaging to consumers based on real-time audience creation/updates driven by site interaction and CRM engagement.​

Additional results include:

• Assessment of people, processes, content, data and marketing technology, resulting in a multi-year transformation roadmap​.

• Developed customer journeys and creative strategy for next generation consumer engagement​.

• Launched new operating model, processes and change management support to accelerate consumer startup campaigns.

• Gave technology enablement recommendations for new consumer data hub.