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Aurora launches marketing and engagement framework

Comms agency aims to help optimise pharma firms optimise their efforts

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Aurora has launched a new framework to help pharma companies maximise the effectiveness of their marketing and engagement initiatives.

The London-based comms agency's Integrating MultiChannel (IMC) framework aims to utilise different on and off-line channels to achieve optimum effectiveness.

As part of this Aurora will use desk research, stakeholder interviews and workshops with the internal multidisciplinary team for strategy development, adoption and delivery.

Ultimately the agency said it wants to make effective multichannel integration a reality.

Neil Crump, Aurora managing director and owner, said: "Multichannel, cross-channel, omnichannel - it can be difficult to know exactly what these terms mean for a business and how they impact business performance. Companies who turn these terms into practical tools, techniques and processes will be able to create more relevant, individualised audience engagement.

"We developed our new IMC framework to help our clients think bigger and drive adoption of effective multichannel approaches with the aim of increasing sales, loyalty and advocacy, as well as better health outcomes."

As in introduction to the new framework, the healthcare marketing communications agency has also developed IMC Index Lite, a free online tool that helps users access and review their current status. This includes details of their strengths, areas for development and individually tailored advice for improvement.

Rudy Tambala, Aurora digital strategy director, added: “Integrating multichannel is an essential part of a larger business transformation to a customer-centric model. Many industries have already adopted this approach but the wave is only now really hitting healthcare.”

Article by
Kirstie Pickering

26th September 2014

From: Marketing

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