The executive leadership for a global pharmaceutical company established multi-channel marketing as a key strategic capability to cost-efficiently grow their reach and share in emerging markets. An aggressive rollout strategy was required to deploy multi-channel marketing in 23 markets.
We established a Project Management Office to develop an accelerated Multi-Channel Marketing deployment plan. We partnered with both local and international teams to define the approach, orchestrate the process, and create the deliverables for each marketing channel. Our team facilitated interactions between regional and global multi-channel marketing /emerging markets business unit teams, facilitated best practice knowledge-sharing, and reviewed marketing strategies and channel deployment plans to ensure they aligned with the Multi-Channel Marketing value proposition. Finally, we aggregated budgetary needs for the prospective year’s marketing plans, launched the multi-channel market for top priority markets, and addressed barriers to implementation.
We successfully established new Multi-Channel Marketing channels and organizational capabilities designed to go live in priority markets including China, Brazil, Russia, Mexico, Turkey, Romania, Argentina, Colombia, Venezuela and Costa Rica. We also enabled the client to establish operating plans and budgets for key brands in 13 additional market rollouts.