Highlight of the event was the presentation of ysura founder and managing director Philip Debbas, who explained the introduction of campaign management as a revolutionary sales approach in the pharmaceutical industry. Campaign management enables pharmaceutical companies not only to plan their multi-channel activities, but also to structure these activities specifically in multi-stage campaigns. The challenge in developing this campaign solution was to make it easy to use despite the powerful process and to keep the user's overview in mind at all times.
Philip Debbas explained an example from practice. In order to position a new product on the market, the pharmaceutical representative first shows a product video on the iPad when visiting the doctor, then sends a personalized e-mail, then presents a webinar about a clinical study and finally invites the doctor to a conference. For each step, the system contains clear main messages and predefined media that can be accessed by the pharmaceutical representatives. The respective reactions of the physician can also be documented in terms of closed loop marketing. In combination with ysura's consent solution to collect opt-ins, pharmaceutical companies can address their customers effectively and in compliance with DSGVO. In addition, the recognition value can be increased with the help of campaigns. Product launches, research results and innovations can be communicated efficiently and specifically to doctors.
Campaign management is an offer to increase the sustainability of field sales visits. The tool supports the sales force in using the available channels in a targeted manner and integrating them into their daily work. A win-win-win for marketing, sales force and customer. "Quote from a Head of Business Unit Strategic Planning, Sales Excellence and eRep, who are already successfully using the campaign module.