Monday, 11 February 2013 00:00

Digital Marketing Campaign Challenge Numero Uno – Delayed alignment among cross-functional teams

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When creating a Marketing Campaign it’s no surprise that there is usually only one department (marketing) that develops a strategy for the campaign. Marketing typically invests in a creative agency to help bring their ideas to life.  Ideally, they will involve cross-functional teams (brand teams) before pushing a Promotional piece out into the field – but how soon is too soon to bring in the brand teams?

Because Digital Marketing has varying levels of complexity, too often teams do not realize that buy-in is needed early on in the process. Cross-functional teams should not wait until the intended MLR approval date prior to going live to collaborate on a Digital Campaign.

A leading top 10 Global Pharmaceutical company, that I had the pleasure of working with, waited several months into their project to bring in the brand team.  The prolonged wait of bringing in the right team members early on resulted in last minute changes coming from the need to address privacy concerns and adverse event monitoring due to the interactive nature of the social media aspects of the campaign.  In addition, the IT department requested changes in order for the iPad application to sync properly with the company’s infrastructure.  This resulted in a substantial investment of close to $1M to address the issues raised. Had the appropriate team members been brought in, the company could have avoided this headache.

I would recommend that marketing teams start asking for input during the concept development stage.  This enables the external agencies and internal team to align on the digital marketing concept.  Additional team members such as legal should be brought in to review and approve the content layout.  This will ensure that the content is compliant with internal promotional and privacy-related guidelines as well as FDA guidelines before any money is spent in creating digital material that will need to eventually be changed.

Some more food for thought…

“Develop a digital marketing culture: foster an environment in which innovation is actively promoted and deployed through specific solutions organised in a roadmap consistent with the overall vision and strategy and where digital marketing knowledge is consolidated and spread throughout the organisation as part of employees’ daily interactions”,   Unlocking Digital Marketing Opportunities for the Pharmaceuticals Sector: Avoiding the Pitfalls of Digital Marketing Implementation (L.E.K. Consulting).

Read 426855 times Last modified on Tuesday, 09 April 2013 06:26
Joanne Woolford

Joanne Woolford is the Solutions Consulting Manager at Iris Interactive.

Website: www.irisinteractive.com

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