The blog

Multipharma is a premium distributor of pharmaceutical and para-pharmaceutical products in Belgium, with a strong focus on customer service and advice. The company’s historical backbone is a network of today over 270 pharmacies in the Belgian market. Recently, the online e-commerce channel has been added to the retail mix. Galvanized by the high sales ambitions for 2019 and low Q1 results, they contacted us to tackle several challenges: To increase the e-commerce revenue growth To install best-in-class customer acquisition funnels and boost conversion rates. To accelerate digital maturity in order to determine the key tactics for success and identify the opportunity gaps. To support the digital gap and to transfer knowledge to the current team for similar approaches in future.

The marketing team of our client, a large pharmaceutical company, wanted to improve their communication towards healthcare professionals. This resulted in 3 main questions:

Our client is one of the leading actors within the European endovascular & coronary market. A recent brand tracker exercise showed that their target group does not clearly understand what the brand stands for. Next to this, our client lacks a clear view on purchase motivations. They approached The House of Marketing for advice and support in defining their positioning strategy within the coronary market.

The House of Marketing identified potential early adopters to prepare the EMEA-launch of a new medical device in cardiology. Our client, a leading medical device company, wanted to segment their target audience to optimize their sales approach. During the preparation of the launch of a new type of medical device in a mature market, our client was struggling to identify the potential early adopters of the device. They approached us to help them identifying potential early adopters and their key decision criteria

THoMers Frauke and Inge look back on their Marketing Automation project at Argenta. Watch the video below to hear about their learnings & insights, and how they implemented Argenta's Marketing Automation tool in 4 steps. 

THoMers Eva and Alexandra look back on a successful digital marketing strategy project together with Steven De Backer, Head of Communication and Activation Manager at Keytrade Bank. Watch the video to find out how Keytrade shifted from a product-driven towards a consumer-driven strategy.

THoMers Eline and Cédric sat down with Mireille Urlus, CEO of ARAG, to talk about their successful collaboration over coffee. With the help of the business design thinking methodology, ARAG was able to shift towards a more customer-centric organization. 

Early 2019, Argenta was facing a year full of challenges: installing a new agile team and adopting a new marketing automation tool, Adobe Campaign, with the objective to send out a tenfold of targeted, personalized campaigns compared to the year before. This whole process was initiated by a brand new CCO, who called upon The House of Marketing for help.  

THoMer Dennis caught up with Femke De Roo (BASE) and Gertjan Dewaele (Ingenico) over coffee, to look back on their joint project: a telecom chatbot with integrated payment in Messenger, a first in Belgium.

At the start of 2016, mobile phone operator BASE Company was officially acquired by Telenet, one of Belgium's leading telecom providers. BASE has always been a young and dynamic company with a strong focus on a great user experience. Looking at the fact that 60% of consumers use chatbots to interact with businesses and the use of Facebook Messenger is popular amongst all age groups, the Telenet team contacted BotBakery, specialized in bringing together artificial intelligence, user interfaces, personalization and user experience through the creation of chatbots. Together with Ingenico, BotBakery’s remit was to set up Belgium’s first telecom recharging ‘top-up’ chatbot with an integrated payment module in Messenger to recharge prepaid cards. BotBakery, part of Upthrust, a spin-off of The House of Marketing and the digital implementation pillar of Quanteus Group, proves with the chatbot its strength to translate promising digital technologies into practical applications. Mobile payments in Belgium today are mainly done through webportals. Now, with the launch of BASE’s Top-up chatbot, there is a breakthrough to recharge in a chat functionality, with no need to leave the chat. Until now, BASE customers needed to go to the website or to the night shop to buy a scratch card or they had to download an application to recharge their prepaid card. As of today, those customers can recharge with only a few clicks within their Facebook Messenger. The only thing they need to do is to accept the privacy statement, give the phone number they want to top up, define the amount they want to recharge and fill in their payment details.