艾意凯咨询&零假设：2025医药企业在全渠道营销下的内容管理策略研究报告（英文版）（65页）.pdf

1、Content Management Strategies for Pharmaceutical Companies Navigating Omnichannel MarketingSPECIAL REPORTContentsPart 1:Customer Centricity 4The shift from“brand-centric”to“customer-centric”4Making customer needs and preferences the goal of content 4How customers engage with content:passive receivin

2、g vs.active searching 11Plan content marketing strategy with a single view of customer analytics 15Unified customer profiling and analysis system 15Consistent messaging based on insights from the customers conceptual journey 16Digital and AI applications 20Part 2:Omnichannel Synergy 22Transitioning

3、from multichannel marketing to omnichannel marketing 22Enhancing customer engagement efficiency through an omnichannel matrix 22Establishing content synergy across channels to provide a consistent customer experience 27Using the customer touchpoint journey as an analytical lens to achieve channel sy

4、nergy 31Designing a touchpoint mix based on customer insights and scenarios 31Analyzing customer data feedback across touchpoints to optimize the next touchpoint experience 35Digital and AI applications 382 L.E.K.ConsultingSPECIAL REPORTPart 3:Data and Insight Driven Strategy 40Establishing a data i

5、nsight analysis system under the omnichannel marketing model40Clearly define business analysis goals before designing the system 40Establish a comprehensive closed-loop data tracking system 42Rapid iteration of content marketing plans with real-time insight feedback 47A/B test for comparative analys

6、is of feedback data 47Iterate content marketing plans based on real-time insights to rapidly optimize customer experience 48Digital technologies and related applications of artificial intelligence 50Part 4:Agile Process Management 52Create a flexible and responsive content management process 52Use d