Operating Model Design and Implementation

Challenge

This dentsu health client recognized the need for a new go-to-market process as well as organizational change management to leverage its technology investments​.

The client vision was to create an impactful B2B customer experience by acting on a deep understanding of customer needs and engagement preferences​.

New capability investments were well underway, including customer database, Adobe-powered campaign management and analytics in addition to existing capabilities and platforms.

Solution

Dentsu health defined and implemented a patient-centric strategic planning process to provide a structured framework for operational customer planning that included targeting, segmentation, customer journeys and measurable objectives.

The team developed an end-to-end marketing execution process – from plan to optimization – as reference models for each market to use, as well as global governance and local multi-channel marketing roles​.

Additionally, dentsu health provided guidance on the use of execution toolsets including global customer web platforms, rep-triggered communications and broad email communications​. 

The solution also supported change management with local market work sessions​, developing a measurement and optimization framework and recommending new job descriptions necessary to fully leverage a customer-centric infrastructure​.

Results

Dentsu health designed a customer-centric strategy and implemented new technology capabilities at scale across nine markets leading to significantly enhanced customer engagements​.

The team was able to find a balance between corporate standards and local market flexibility and achieved major productivity benefits through platform standardization, channel optimization, increased marketing and medical effectiveness as well as reduced duplication of efforts​.