Omnichannel customer experience for a new product launch

 

Orion Pharma

Developing consistent and impactful customer experience in every channel is a gigantic aspiration of modern marketing which will not succeed without diverse expertise of every channel and profound insight of the customers! Pasi Nevalainen, Global Brand Manager, Orion Pharma


Key objectives

Columbia Road helped Orion Pharma to come up with an omnichannel customer experience strategy in conjunction with a new brand launch in multiple markets.

Our objective was to create a consistent customer experience that eventually transforms how Orion’s new product is seen as a part of everyday life.


Our approach

We set out to map the concrete customer journeys with new touchpoints that can scale the sales and marketing resources in target markets. First, we gathered data and analysed important personas in chosen markets, recognised different stakeholders and influencers, and mapped their target journeys including Touchpoints / Channels, Content Needs, Key Messages, Business Goals, KPIs, Organisational Activities, and Technology Systems.

Together with Orion, Futurice, and other partners we identified customer journey bottlenecks and opportunities and proposed concrete actions. Together we implemented an analytics setup for the brand and planned concrete touchpoints with modern, SEO-optimised content that is in alignment with the renewed brand.


Impact

In order to increase awareness and engagement with the renewed product brand, we implemented new touchpoints and supported with end-user content.

Key online channels in the focus were direct search, SEM, content in end-customer web-channel, sales meetings and targeted email marketing.

We trained Orion personnel for new capabilities in customer experience management, online analytics, and global content creation strategies.


About Orion Pharma

Orion is a globally operating Finnish pharmaceutical company - a builder of well-being for more than 100 years. Orion develops, manufactures and markets human and veterinary pharmaceuticals and active pharmaceutical ingredients.


www.orionpharma.com


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