MULTI-CHANNEL MARKETING PROGRAM
Optimize the profitability of your portfolio
Online modules: 3 hours and 30 mns, In-class session: 1 day
The objective of this program is to create and align core elements in order to provide the right content to the right customer, through the right channel, at the right time, consistently. Participants are divided into teams of three and guided through the theory behind each step of the process before competing against the other teams within a highly detailed case study presented within our Simpact Channel Mix Challenge simulation. The program is available in both blended learning and in-class only versions

Last updated 04/2018

(3.9)
326 learners enrolled

English

Product Managers, Brand Managers, Digital marketers, Commercial Excellence Managers
DEVELOPMENT NEEDS ANALYSIS
ONLINE TEST
Measure your level of knowledge before starting the program and compare your score to the industry benchmark.
DIGITAL SALES AIDS
ELEARNING
Learn the basics of Digital Sales Aids, the types of content and features that are considered best practice, the benefits of including digital sales aids in your channel mix to deepen our engagement with the HCPs, and lastly, how to reinforce the use of data-driven insights as the foundation for changes you make to improve your digital sales aid effectiveness.
APPROVED EMAILS
ELEARNING
Learn the types of content and features that are considered best practice; the benefits of including emails in your channel mix and the use of data-driven insights as the foundation of changes you make to improve your email channel effectiveness.
HCP WEBSITES
ELEARNING
Learn the types of content and features that are considered best practice, the benefits of including HCP websites in your channel mix to deepen your engagement with HCPs, and the use of data-driven insights as the foundation of changes you make to improve your HCP website effectiveness.
SOCIAL MEDIA
ELEARNING
Learn how to use social media in pharma as well as how to measure the benefits and how to identify and mitigate risk.
WEBINARS
ELEARNING
Learn the types of content and features that are considered best practice, the benefits of including webinars in your channel mix, in order to deepen engagement with HCPs. This module will continue to reinforce that data-driven insights, should be the foundation of changes you make to improve your webinars effectiveness.
CHANNEL INTEGRATION
ELEARNING
Learn the methodologies and processes that are considered best practice, the benefits of taking a holistic view to multichannel marketing, and how to use cross channel data and analytics to integrate your communications across all selected channels.
MULTI CHANNEL MARKETING
IN-CLASS
This 1-day in-class uses the Simpact MCM serious game. Serious games provide the highest learning retention rates and effectively incorporate new competencies and theory, changing peoples’ mind-sets in the shortest possible timeframe. Participants go through a profiling, segmentation and targeting exercise based on the case study provided, and then allocate their resources across the optimal mix of traditional and digital channels. Decisions to be taken include profiling dimensions to describe customers, segmenting according to potential, ladder of adoption, behavioural characteristics and channel preference, level of sales and marketing efforts to apply per segment, resource allocation per segment based on optimal frequency, channel preference and expected return vs cost. They will process the simulation to see the impact of their plan over a period of 4 quarters.
eBOOK
ONLINE BOOK
Review the subjects covered during the program and be well prepared for the post-evaluation assessment.
POST EVALUATION AND CERTIFICATION
ONLINE TEST
Test your knowledge and measure your score by improvement and compared to the industry benchmark. Download your certificate.
The blended learning version includes:
  • 1 online test (pre and post learning) with comparison with industry benchmark
  • 6 eLearning modules (1-year access)
  • 1 online book (1-year access)
  • 1-day simulation-based in-class session
  • Certificate of completion
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