Total control from headquarters or every market doing what they think is best? This is the choice that many people feel they face when working with international digital communications. And it often seems that whichever route you choose you lose – getting either a diluted message or communications that are unresponsive to local needs.
The benefits and costs of centralisation
There are good reasons for wanting to centralise and control marketing content: it reduces duplication of work, saves money and time, and also ensures a consistent level of quality. With such good incentives, it is no wonder that there is a strong trend for centralisation throughout the industry.
Yet the benefits come at a cost too. Increased centralisation often results in low usage of marketing materials and generally poor affiliate engagement. People can feel disempowered by ‘fixed’ content that doesn’t reflect their specific local conditions or allow them to match the needs of their customers.
"People can feel disempowered by ‘fixed’ content that doesn’t reflect their specific local conditions"
The strategy that works
With many years of experience working at a headquarters level on global pharma campaigns, Anthill has learned how to enable marketers to keep control of marketing materials while empowering people to act in ways that best meet local and even individual customer needs.
We’ve put much of this knowledge in a handbook that explains how to get the best of both worlds – balancing central control with local freedoms.
You get the strategy and detailed practical advice on how to achieve it, as the handbook covers the essentials of international pharma marketing:
1. Data collection and usage
"Anthill has learned how to enable marketers to keep control of marketing materials while empowering people to act"