Pharmaceuticals & Biotech

Global marketing excellence: Getting personalization right

By Jennifer Curtis, Jay Lichtenstein, Bianca Lawson, and Jeffrey Moore

Aug. 4, 2021 | White Paper | 15-minute read

Global marketing excellence: Getting personalization right


With omnichannel strategies now a necessity for any pharma organization, marketing is becoming more customer centric and data driven. This raises questions about how global marketing should evolve and what marketing excellence looks like in the future.

 

This white paper takes a look at many of those questions, including: Who is responsible for developing an omnichannel touchpoint journey? How do we develop a globally and locally relevant approach to content personalization? Who should own the customer segmentation, and will customer segmentation get us closer to delivering the personalized experience expected in today’s age of digital and AI-driven engagement?

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