Digital Channel Expert | Cipla | Mumbai

Job Purpose:

A creative professional, responsible for building end to end user-journeys & content flows for meeting the needs of its customers through the digital channel to have improved omnichannel engagement with them for business growth

Accountabilities:

Creating Customer Cohorts & mapping User journeys:

• Create Doctor cohorts basis demographics, persona, interests, digital affinity, etc.
• Create Extensive user journeys for various doctor cohorts
• Coordinate with the tech vendor to implement the user journeys on various platforms (WA Chat-bot) & channels- Emails, SMS, WA, etc.
• Planning and developing content strategies that use the content as a way of meeting the needs of both businesses and Specialists.
• Performing extensive research and analysis on customer thoughts and trends to understand their needs
• Creating specifications and content appropriate for the brand’s customer personas
• Understanding patient service programs & creating end-to-end automated journeys to serve customers & patients

Digital Content Creation, Campaign planning, and automation:

• Collaborating with content management teams, creative teams, and writers to implement the strategy
• Identifying the need gap in the in-clinic brand communication which can be bridged through digital channel, WA Chatbot
• Designing, creating, editing, and publishing relevant content based on BU’s objectives and Doctor’s needs
• Plan and execute integrated campaign by coordinating with multiple teams within Cipla and agencies
• Automate workflows and monitor performance

Tech & Content Governance:

• Near real-time resolution of queries & technical glitches
• Closing the loop for all requests received through the WA chatbot
• Developing content governance guidelines for Designs, tone, style, and voice of all content in alignment with Marketing, Medical & Compliance
• Developing editorial strategy, so content is consistent across all delivery platforms
• Conducting periodic content audits
• Tracking and calculating content Effectiveness / RO
• Content calendar creation

Drive Analytics for personalized engagement:

• Data management – cleaning and creating data in intuitive formats with insight generation
• Analyzing content marketing strategy to evaluate whether it’s working or not.
• Create a campaign dashboard to assess performance and draw insights
• Experience in any digital end-to-end communication campaign

Extending support to various other Projects of India Rx business

• Lead/ assist the team in successfully driving the key cross-functional projects with a focus on achieving the organizational objectives.
• Create and maintains project schedules by developing project plans and specification, estimating time requirements, establishing timelines, monitoring milestone completion, providing timely reporting of issues that impact the project process, coordinating actions, and resolving conflicts.
• Evaluating business processes, anticipating requirements, uncovering areas for improvement, and developing and implementing solutions

Major Challenges:

Key Interactions

• Marketing – For coordination with marketing for quality content on their respective brand & smooth execution of events
• Medical– To get feedback and approval for the content
• Compliance – Before publishing the content, their approval is required
• Business Team– Monthly Governance calls
• Tech Partner– WA partner to create user journeys on the WA chatbot
• Agencies – To get timely insights on brands/Services/therapies and create content for publishing
• Creative Agencies– To develop promotional inputs and ideation of brand/service communication
• Doctors– Need-based for any important query resolution

Dimensions:

• Customer retention and growth of the business (Customers engaged through Digital channels)
• On-demand customer experience scores of 4.5+ on 5
• Content quality index improvement
• A track record of following through on commitments.

Education Qualification:

• Bachelor’s Degree – Any
• Master’s degree or equivalent – Marketing
• Course on Digital Marketing, SEO (Good to have)

Relevant Work Experience

• Prior exposure to working with digital or marketing teams
• History of working with content creation agencies or worked in content creation houses
• Significant SEO knowledge, understanding of web analytics platforms, SEO research software, and other tools that aid the content planning and publication process
• History of working with cross-function marketing and medical team
• Understanding of Digital Marketing & Omnichannel engagement
• Knowledge of Designing aesthetic and technical basics of digital marketing channels
• Ability to manage senior stakeholders & a track record of following through on commitments.
• Pharma product/therapy knowledge
• Exceptional analytical and conceptual thinking skills