This week marks the end of a project with a major objective: to co-create an omnichannel communication strategy for a leading brand, in collaboration with the Global team and its most important key markets.
The project involved a series of workshops spread over three months.
🙄 As is often the case with such projects, the initial request from the Global client was to collect insights from the field in order to create the best possible omnichannel, orchestrated campaigns. However, throughout the project, other, unarticulated requests came to light. These often involved pacifying a tense relationship between two teams:
🤼 The Global team, who were frustrated that they were giving their all to provide the markets with what they needed, only for it not to be used.
🤼 The market teams, who felt that they were not being listened to and that the strategies did not match their specific needs.
My underlying, subtle role often involves pacifying these relationships, establishing a dialogue, and finding common ground so that these frustrations can be heard, understood, and resolved. And to start over with new relationships based on collaboration.
💌 This subtle work is more difficult than working on collecting insights, analyzing behavior, targeting, and key messages. However, it is specifically this work that results in well-orchestrated plans that will be activated across the different markets.
As Paul Tunnah explains in The hashtag#OmniAdvantadge book, in digital transformation, we focus on the PPT framework: People, Process, and Technology. However, in Pharma, we are used to focusing on technology and process, but very few focus on people, even though they are the first link in the chain.
In this project, we were able to successfully address all three aspects of the PPT framework. We collected valuable insights from the markets, we developed a clear and concise process for creating and implementing communication campaigns, and most importantly, we built strong relationships between the Global team and the market teams.
As a result, the client is very satisfied with the workshops and the omnichannel communication strategy is expected to be successful.
What are the issues that you encounter when crafting a global campaign or adapting it at the local level? Does this situation ring a bell?
#communication#omnichannel#strategy#collaboration#people#process#technology
