MSD, Andrew Lancaster

1. Andrew Lancaster
Customer Engagement Lead, MSD UK
DIGITAL TRANSFORMATION IN A
REGULATED INDUSTRY

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Regulation is all important in the pharma industry
….but is used as an excuse to thwart evolution….
“The Code sets standards for the
promotion of medicines to health
professionals and other relevant decision
makers in the UK”

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Approval is needed for every asset produced
….yes, everything
Every campaign takes weeks to approve
We become very risk averse, particularly new
technologies

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Over the last few years we have slowly introduced new
channels to improve Customer Engagement
BCM
Strategy & tactical
Campaign Design
CFE Consent
Customer Engagement
Analytics
Activity
Reporting
Webcast & WA HO Email Veeva email Remote
Detailing
3rd Parties

6. Combine data sets to determine ‘Customer
Preferences’
Need to understand the optimal channel mix for
each customer
Begin to adapt campaign to demographics
How do we increase Customer
Engagements?

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This new data was the catalyst for change:

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But most importantly the speed of data has allowed us
to become…..
Agile methodology adopted across teams
Campaigns optimised week on week
Approval time Halved

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Even with these great strides retention of customers
online is difficult
Approval teams very reluctant to
consider social media

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Yet again data came to the rescue!!
Several conclusions:
• MSD need to be part of online conversation
• Insights from social media are very valuable
• Pharma can engage on social media
compliantly

11. Accelerating our online presence across several channels
….leading to a corporate reputation campaign ….
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Roving Reporter social amplification
using Twitter and LinkedIn

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And what does the future hold?

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Combining
Data Sources
So…Digital Transformation in a regulated market is possible, even
when if it is slow
Introducing
New
Data Sources
Breaking Down
Preconceptions
Agile Working
DIGITAL TRANSFORMATION

14. Andrew Lancaster
Customer Engagement Lead, MSD UK
THANK YOU
ANY QUESTIONS?