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EphMRA Switzerland Online Meeting – Digital Personas: Optimising multi-channel engagement through deeper customer understanding
September 29, 2020 @ 1:35 pm – 2:05 pm
This meeting is taking place in CET
Speakers: Gareth Turley, Insight Manager, GSK & Whitney Wells, Head of Digital Innovation in Healthcare, Ipsos MORI
The objective behind Digital Personas is to support GSK’s mission to put people at the heart of customer strategy. Personas are designed to achieve deeper customer understanding, bring to life the key customer targets to optimise multi-channel strategy (for online/ digital uses as well as offline uses), and to inspire and refine creative development. This session presents a case study of how GSK and Ipsos MORI partnered to create personas of HCPs in GSK’s Oral Health category.
The approach aims to establish Digital Personas with social conversation at the core, to leverage the existing rich, authentic insights into customers’ digital lives and interactions that exist in social conversations.
GSK and Ipsos MORI have previously developed an approach for building consumer personas, and this case study aimed to pilot adapting GSK’s personas approach to HCP customers. This case study specifically aimed to assess:
- The effectiveness of adapting a social and behavioural personas approach for HCP customer groups
- Bridge different data sources to create personas spanning qualitative richness and quantitative sizing
- How to best embed and activate the HCP personas within the GSK organisation, and how this person-first HCP personas approach can improve creative development and targeting.
Insight Manager, GSK
Gareth Turley is an Insight Manager within the global Expert Marketing team for consumer healthcare at GSK and is currently on a secondment from Ipsos. In his current role at GSK he manages and supports initiatives focussed on healthcare professionals across the company’s consumer healthcare categories and portfolio. Gareth has worked in the healthcare insights and market research industry since 2007 primarily focussing on consumer healthcare and pharmaceuticals.
Head of Digital Innovation in Healthcare, Ipsos MORI
Whitney Wells is Head of Digital Innovation in Healthcare, at Ipsos, leading a team dedicated to applying cutting-edge techniques tailored for the Healthcare market research industry. Whitney is a specialist in innovation in Healthcare market research, firmly committed to identifying new methodologies that can help us even more effectively connect the voices of patients and HCPs to the companies shaping the industry.
Whitney has worked with many major global healthcare companies to optimise their strategies for insight generation and customer understanding. Whitney is tasked with developing and commercialising new tools and approaches and is very excited that Ipsos was listed as the most innovative supplier in the 2019 GRIT report.