L'Oréal
L'Oréal · Digital Footprint Audit
Learning the facts and figures from sensitive skincare industry B2B marketing channels
Objective
- How to influence dermatologist to recommend more LRP through offline and online?
- Collect facts and figures from competitors and dermatologists regarding current practices in China
- Understanding the influence of the B2C channels (especially digital) on the Dermatologists
Challenge
- What kind of executing strategies our competitors use but we don’t?
- How can we define omni-channel influence and strategy
- They don’t know how to define effective channel and their ROIs
Execution
- A full competitor analysis
- Pre-interview from the medical industry regarding medical reps and MSL (Medical science Liaison)
- An one day workshop
Results
- 20+ LRP leaders/team joined
- Segmented target dermatologists
- Established criteria for selecting the appropriate dermatologists
- Identified the cities to target
- Determined the necessary aspects(40 questions raised) to understand dermatologists' activities both offline and online
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