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Emarketing and SFE 2014 Fleming congress

I came a day before, allowing me to have a nice dinner with Emma Darcy, sharing the event, some of the speakers, and the Fleming organisation.

Day 1

The morning session started with a panel that I was part of to set the scene and give different perspectives on the whole event. It was interesting to have Michael Hickey and Jordi Guitart, who both have a view on the HCP or other stakeholders such as pharmacists. On my side, I stressed that along with the journey I live with Richter trying to move the lines of the industry starting from our teams, I shared how important to be able not to lose sight of what is coming as new competitors. The field is changing, and new players come fast to understand how to navigate our regulated markets. I also shared that as a company, our whole strategy is to avoid being a pharma dinosaur and to truly take the boat that fits our size and motivation when the time is right. It is a different strategy than others, but we believe it is the best way to optimise, learn and grow with our practice and speed.

The afternoon started with my spot, where I wanted to share the revealing pilot we had with our primary drug on our latest web campaign. I took the opportunity to refresh the audience on why we got there so slowly and what our strategy was for the long term. I pointed out that with good monitoring, you can know better where to act while focusing on low-hanging fruits. As a global team, we could quickly move from one traffic generation platform to another to adapt to what our metrics were telling us. As a result, we identified a tremendous amount of opportunities working with Outbrain while CPC on Facebook and google were still essential to keep. The quality of engagement of the traffic coming from Outbrain was not comparable with the other channels, which means a media plan needs adaptation to each brand, campaign objectives and market. I finished my presentation by sharing our social media planning activities that will start with a blogger summit later this year.

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