How a Robust Workshop at Beijing, on Leading-Edge Digital Marketing and Advertising Strategies, Empowered 100+ Members of Dr. Reddy's Senior Management to Spearhead their Digital Marketing Activities
The Client
The client was Dr. Reddy’s, which is an integrated pharmaceutical company that also boasts of being India’s second largest drugmaker. The major therapeutic areas of focus for Dr. Reddy’s are gastrointestinal, cardiovascular, diabetology, oncology, pain management, and dermatology.
The company operates across the globe, with major markets including the USA, India, Russia & CIS countries, and Europe.
The Challenge
Dr. Reddy’s wanted to leverage the power of digital marketing to transform and grow their business in the world that is fast becoming digital. However, as pharma is a highly regulated industry with strict compliance and norms, the general rules of the game for digital marketing may not apply in its entirety. Furthermore, the regulations keep on changing from country to country that adds on to the challenges.
The team consisted of directors, senior directors, vice presidents, country heads and more, who had limited understanding of the fundamentals of digital platforms and their operation.
As most of them were trained in doing marketing the traditional way, the task of unlearning preceded the learning part.
The team was quick to differentiate between the performing campaigns and the non-performing campaigns, however, what to do with the non-performing campaigns, and how to test and optimise them, was a challenge.
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Solutions
Digital Vidya started by conducting a pre-training survey to assess the team's level of understanding before delving into the issue. This was essential in order to effectively establish the workshop's objectives and manage expectations. After laying the groundwork, the dynamic workshop was scheduled.
How the Helped the Participants Training Programme
The workshop helped the attendees tailor their communication and marketing efforts to address their target audience's needs, wants, and pain points effectively. This would help them create content and messaging that would resonate with the target audience, resulting in increased engagement, conversions, and sales.
The participants learned about the different types of KPIs that are relevant to their specific business objectives, such as website traffic, click-through rates, conversion rates, and revenue. They also learned how to track and analyze marketing expenses, including ad spend, creative costs, and personnel expenses.
The workshop covered various topics related to analytics, including data collection, data cleaning, data visualisation, and data analysis. Attendees were taught how to use popular analytics tools and techniques to extract valuable insights from data and present them in a meaningful way.
Value Delivered
The workshop left a profound impact on the participants, equipping them with newfound confidence and empowerment. The participants’ positive feedback was an achievement for us, as all of them gave 100% positive reviews. The level of engagement and excitement during the training was truly energising, which motivated us to continue delivering such dynamic workshops.
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