Tough times normally train us essential lessons. At Eli Lilly this past 12 months, the pandemic taught us how crucial it is to pay attention, adapt, and react to altering shopper needs.
As a pharmaceutical enterprise, we experienced a social responsibility to lean in and assist people. In the pandemic’s early times, we took immediate steps, these types of as eliminating or updating Television set and digital ads to much better comply with COVID-19 tips.
Reality set in speedily that we have been in a extended world-wide disaster and needed to pivot our marketing system to hold up with fast shifts in client behavior. Details grew to become our litmus examination for knowing these shifts and informing the decisions we produced to adapt. It allowed us to navigate the disaster with a strategic, shopper-initially technique.
But our preparedness and potential to be nimble didn’t just occur. It began a several many years ago — effectively prior to the pandemic — as part of a much larger determination to delivering much more customized encounters for prospects. We had to improve our electronic maturity to do it, by investing in and adopting new technologies and methods of functioning.
Digital transformation was not straightforward for us. It essential govt get-in, cross-practical partnerships, and a willingness to make investments in ongoing modify, even when it was awkward or inconvenient. But in excess of time, our tactic has enhanced our ROI and assisted us come to be additional economical. It also organized us to clearly show up for customers when it mattered most.
Below are 4 huge lessons we figured out throughout our journey to much more knowledge-pushed, client-centric marketing. I’m sharing them with the hope that they can support notify your have strategies this calendar year.