奥美SmithKline Beecham021.PPTVIP

SmithKline Beecham Why are we here? To show how Customer Relationship Management can help you demonstrably build your business and how it can be proved. Three Issues . Not all customer are equal Only a small percentage of your consumers will provide you with your largest share of sales, and profit growth. Analgesic Category15% of adults account for 62% of Analgesics used Why are we here? Knowledge driven communications Your consumers know your brand. You must know about your most valuable consumers. Giving control to you, not…... Creating Active loyalty Enhancing consumers personal sense of affinity, intimacy with, and commitment to, the brand will drive sales. Two Dimensional Marketing Market share Vs Share of Customer Brandz Signature Brand strengths weaknesses relative to the category as a whole Brand strengths weaknesses relative to the category as a whole Brand strengths weaknesses relative to the category as a whole The 4 cornerstones: A continuous cycle improvement Consumer Identification and Qualification The Long term Pain Sufferer :Osteo-Arthritis  “Surely, it is time to interact with people with osteoarthritis to try to find out what really matters to them. And to explore other types of intervention such as education, physical therapy, aids and shoes” Professor Paul Dieppe, Director of Medical Research Council’s Health Services Research Collaboration. Long Term Pain:OA Suffer To alleviate the fear about their future. To feel in control of their condition. To be able to talk to their family about their condition. Written information about their condition. To share the Psychological burden of suffering from Osteo-Arthritis. Source: Arthritis Care Research April 1999 Dialogue Elements: adding value through understanding Dialogue Elements: Test Opportunities Associated Media: Radio; Sponsorship of the Pollen counts/pollutions/humidity reports Dialogue Process: Activity by line Month1 Identification : Through purchase: