CHALLENGE

Our client, a FTSE 100 Life Sciences organisation, wanted to enhance their marketing capability. Having already successfully supported them through the development of their foundational marketing capability as part of a wider programme of work, Gate One was asked to continue supporting as they made a step change to provide smarter marketing capability through leveraging the combined power of data, digital and technology.
This change was to serve two purposes:

  1. To provide top-line growth through the ability to effectively market brands to Health Care Professionals (HCPs)
  2. To create operational efficiencies through smarter marketing capability

APPROACH

Gate One established a central programme management office to support the delivery of a data-driven marketing programme, providing programme rigour through integrated end-to-end planning, governance and effective structural set-up. This structure ensured agility and pace as the project was to be delivered within tight timelines – first phase within 2 months, second the following 2 months.

Regional and therapy area level stakeholder engagement was required to ensure all parties were able to move at pace and implement. Gate One were integral to ensure clear lead/lag measurements were in place to support this decision making; whilst also embedding further marketing analytics capability and build were in place.
Furthermore, as the marketing organisation went through wider organisational change/direction – Gate One was also pulled in to support the standing up of a new marketing organisation and for implementing further synergies that were identified to bolster this marketing capability, whilst at the same time reducing repetition of an activity and driving a streamlined approach.

RESULT

Gate One successfully supported the client in enhancing their marketing capability within the 4 month engagement period:

  • ~2-3% uptick in prescription results year on year (brand dependent).
  • An uptick in marketing lead metrics e.g. click-through rates, website conversations through relevant channels.
  • Delivery of a rapid step-change in marketing capability to meet organisational demand esp. during a post-COVID-19 position to ensure top-line growth and serve HCPs more effectively.
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Simon Dennis
Simon DennisSimon Dennis| Partnerlinkedin icon



Simon leads the delivery to a broad range of clients, typically focusing on Healthcare and Life Sciences organisations. He is responsible for talent management and is passionate about creating the most enriching, challenging career journeys for our people – based on a core employee value proposition of Autonomy, Mastery and Purpose. Dedicated to providing an open, ambitious, inclusive and thought-provoking work environment that allows our people to do their best work for our clients, continually learning and developing to maximise their own potential. Simon leads our internal coaching programme.


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