行銷分析全英文(參考版)
2024-10-20 02:09本頁(yè)面
【正文】 Young ? Proprietary and Confidential Connectivity Mindset Relationship Focused Customer Focused Market Focused Unconnected Departmental Integrated Relationship Managers Relationship Optimizers Pleasant Transactors Customer Satisfiers Customer Connectors Basic Transactors Basic Connectors Relationship Builders Enterprise Connectors CGEY defines CRM in terms of Mindset and Connectivity 20 Ey e f or Pharma Workshop Panels Cap Gemini Ernst amp。 Young ? Proprietary and Confidential Imperatives ? Where will your pany sit once consolidation is plete? – Ensure you have a clear definition of your focus, proposition and positioning for 2021 and beyond – Your may need a ruthless cull of your portfolio to align it with your strategy ? How are you sizing your future sales force? – If you are using historic benchmarks, stop! You need to develop a new model which takes into account the impact of edetailing and other channels to market ? Are you implementing CRM fast enough? (…and not just installing the software) – A revolution is underway. The winners will be the panies which learn first how to exploit the richness of their customer data. Deploy ?accelerators? to bee customercentric. ? Is your pany culture focused on science...or on customers? – The winning panies are learning to love (or at least value) their marketers. How many FMCG experts have you hired lately? Hire more. ? Is eBusiness now established as a mainstream channel? – It is time to make bold moves in redefining your channel strategy to adjust for DTC and eBusiness opportunities. Additional materials 18 Ey e f or Pharma Workshop Panels Cap Gemini Ernst amp。 targeted at the individuals (diagnostics, preventative medicines, etc.) Megatrend Storyboard The Death of the Molecule Imperatives for action 15 Ey e f or Pharma Workshop Panels Cap Gemini Ernst amp。 Young ? Proprietary and Confidential ? The role of the salesperson as currently defined, will no longer be valid ? There will be a move from the traditional oneway ‘push’ model to a twoway interactive/consultative’ model Megatrend ? Pharmaceutical panies need to reorient the salesforce to support doctors facing new problems, helping less with the rational and more with the emotional = a shift from selling to advising ? Pharmaceutical panies must ‘ take control’ of the new channels to market to avoid being knocked off balance by them Implications ? Doctors are under pressure to spend less time on admin and more facetoface time with patients ? Doctors are more inclined to get knowledge in their own time and rely more and more on other channels than traditional sales reps ? They also have to answer the needs of a more demanding, more proactive patient ? They are limiting access to sales reps who are still bombarding high pr
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