David Boronat
President
Multiplica
/
View from the Top

Maintaining Relevance in Digital Marketing

By Miriam Bello | Mon, 07/05/2021 - 11:47

Q: How have Multiplica’s services transformed the operations of your clients in the healthcare industry?

A: We have three major services in the healthcare sector. First, we help people understand how the information and decision circuits work in the healthcare ecosystem. Second, we help our clients define their digital roadmap so that they can get the most out of it according to their objectives and priorities. We help them connect with their audiences by opening new communication channels. Some clients have even invited us to go further and help them rethink their business model to generate value propositions for specific segments.

Finally, we create new interfaces that are born from the product. At Multiplica, we have been exploring immersive experiences such as augmented reality (AR) for some time now. We believe that the connection between smart packaging and AR can generate interesting opportunities. Some applications may facilitate product understanding or invite patients to their first digital engagement.

Q:  Besides pharma and hospitals, with which other companies do you work? What other actors could benefit from your solutions and what is your strategy to approach them?

A: We have experience in industries that have been digitalized for a long time, such as travel, retail, finance and insurance. We believe that the healthcare industry has awakened and we see interesting opportunities in the sector. We are already collaborating with some large pharmaceutical companies and in health tech. In the latter, we are working on two projects: one for the creation of a marketplace that allows medical centers and laboratories to find the best option for genetic testing and the other for the generation of a directory of anti-aging treatments.

Our starting point for approaching clients is to identify the issue they might have, which depends on the maturity of their business. Our approach can be summarized in five main principles. The first is to be user-centric and operate under the assumption that we do not know everything, which requires that we really listen to the client. Second is to always have the user experience in mind when creating digital experiences without forgetting that marketing is our main focus. Somehow, we need to come up with a message that brings the user closer to Multiplica’s and our clients’ goals. The third is to stop thinking in moments and start thinking in cycles, whether purchase or life cycles. We call this being journey-oriented. By understanding how these cycles occur, we can insert ourselves at the right time and in the right way. The fourth is to incorporate several layers of business intelligence to design contextualized experiences that work according to the user's real-time intentions. A major challenge is to decipher intent through user behavior. Our goal is to create commercially intelligent experiences by connecting customer intelligence with user experience (UX) design and marketing automation. The connection allows for the experience to be adaptable to the user and context. This approach varies with each client, as personalization requires content, processes and technology to push more relevant product recommendations and content. Finally, our approach must be proactive and not miss opportunities that can close the sale.

Q: The digital boom caused by COVID-19 also led to digital saturation. What was your approach to breaking through this saturation and achieving engagement, particularly with doctors?

A: In these cases, we usually recommend permission marketing, which means not being aggressive but building a valuable relationship with the user's consent. In some cases, we can say more by saying less and this can also help retain interest. We incorporate layers of personalization and automation so we can identify the most accurate times and ways to approach clients to stay relevant. Doctors are interested in keeping up with what is happening in the medical world and from there we can build relationships.

Q: How is Mexico experiencing the digital transformation and where would you like to go with respect to the pharmaceutical industry?

A: We have been in Mexico for seven years and we have seen an industry that is eager to close gaps with more mature markets, such as that of the US. The good thing about Mexico is that its critical mass is large enough for companies to make serious bets and have good results. One challenge that we have found in Mexico is that the organizational culture does not work in concert, which ends up generating friction. For digital marketing, we need to create convergence between multiple areas that might be compartmentalized and not harmonized.

The pharmaceutical industry has shown significant interest in joining the digital transformation and we are already collaborating with several companies. When it comes to planning projects, we must be clear on the KPIs we want to impact. From a quantitative perspective, our projects generally revolve around conversion issues, pushing life and value and reducing customer acquisition costs. From a qualitative point of view, we have created a methodology called Relevant Experience Index, which evaluates our clients' digital experience.

Previously, Multiplica was focused in specific countries but in the last year we decided to globalize the company. We want to create relevant relationships for users, the key being “relevance.” We want to become "The Relevant Company," and to achieve this goal we need a specific set of skills. Although we have most of them, they were spread across different countries. Hence our decision to integrate the multiple branches into one company and to integrate our multiple talents into global teams.

 

Multiplica designs digital products end to end by using customer insights, experience design and customer intelligence.

Miriam Bello Miriam Bello Journalist and Industry Analyst