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Challenge/Opportunity

A global pharma company sought to improve adoption of centrally developed digital content at the local level. While global teams offered strategic assets, affiliates often struggled to implement campaigns due to varying digital maturity, limited resources, or unclear guidance. The goal was to co-create a flexible framework that empowered local teams to deliver effective, market-relevant omnichannel customer engagement (OCE).

Strategy

  • Develop a global OCE blueprint tailored to real-world local needs
  • Equip affiliates with practical playbooks aligned to their market context
  • Facilitate cross-functional collaboration to build alignment and buy-in

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Tactics

  • Global Blueprint Creation – Held strategic workshops with global teams to define campaign foundations, including strategic imperatives, segmentation, messaging, and customer journey models. Local insights from Navigator365™ Core research were embedded throughout. Blueprint components included:
    • Attitudinal segmentation
    • A-to-B behavioural shifts
    • Touchpoint journey suggestions
    • Country-level case studies
  • Best Practice Playbook Development – Created a reusable playbook template incorporating proven tactics and success factors from across markets to support ongoing campaign localisation.
  • Local Implementation Support (Three Approaches):
    1. Full-service OCE workshop: Hands-on engagement from intake to delivery, including deep dives using Navigator365™
    2. Campaign review: Local teams developed their own plans using the playbook; Precision AQ reviewed and advised
    3. Playbook only: Local teams used 

Results

  • A shared global OCE framework enabled consistent yet flexible campaign execution
  • Local teams were empowered to adapt strategy based on their capabilities and customer needs
  • Improved alignment across global and local teams, boosting cross-functional collaboration
  • The playbook now serves as a scalable foundation for future brand campaigns and global-to-local initiatives