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The future plans

DHC is a science based business, with tremendous drive for
innovation that augments our growth and margins.
are now to be placed 2017 onwards.

Focus on engagement, not just Expand the portfolio of touch
promotion. points.

Investing in long term innovation Today, our five income channels are strong, effective Engagement requires creating compelling stories DHC must engage with digital citizens throughout
strength. sales, marketing, and go-to- market activities, but a and experiences fuelled by strong content. While it’s their daily lives, not just at a point of purchase.
market shift is under way: the digital era is changing
Building trust is based on a deeper set of interactions
been true for a while that “every company is a media
how millions of people think about and manage company,” the sheer volume and variety of content that provide value to digital citizens over a longer
We have a commendable track record, from pipeline their health. The impact of digital: the digital citizen has forced businesses to re-evaluate the content time frame.
point of view. We are strong and continue to invest today, increasing numbers of patients and healthcare strategies.
in R&D for building long term innovation strength, as providers are “digital citizens,” people who don’t In practice, this means creating new ways to connect
an FMCHP company combining both the consumer simply use digital technology but have fundamentally We are making major investments in content with customers, such as expanding the set of external
insight with a science led innovations pipeline. changed their expectations, world views and development. DHC is building partnership with partnerships and sponsorships. Strengthen digital
behaviours as a result of living in the digital age. Imagine Entertainment to develop TV documentaries commercial capabilities.
We are also embedding new sensory and packing featuring DHC science. We will expand our content
lab capabilities strategically serving digital age Digital citizens swim in a sea of information, are supply chain considerably, build new relationships Three capabilities are key additions to existing
consumers in which a change in format, flavour, or an increasingly in control of what information they tune between content creators and regulatory groups, commercial models: analytics, experience design, and
applicator or change in packaging can propel growth into, and actively choose what to tune out. They turn to and create much faster micro cycle approaches to test-and- learn approaches to innovation.
and margins. digital information sources first for insights and have creating, reviewing, revising, and publishing content.
a high degree of trust in online reviews from peers. In analytics, the ability to integrate data from various
They are increasingly mobile-first and “untethered” Manage experience across touch points. sources such as historical claims and co-payment
in their digital interactions. Digital citizens are also The “CareFlow”- the series of interactions a patient or data, customer support and call centre experiences,
We expect our innovation sales social and media generators, sharing opinions, photos customer has with a brand can be complex, requiring sales-rep learning, and social media monitoring into

to contribute more than 20% to and other content with their digital community. They us to manage touch points in an integrated, coherent a coherent view of customer behaviour is essential. It
are advocates and influencers and expect others
way. DHC is in the process of identifying what the
enables the creation of predictive, algorithm-driven
our annual growth, innovation individuals and companies to contribute actively and digital citizen needs or will relate to at each moment analytic models to help speed the translation of insights
sales being products that were authentically to their communities. They are equipped when they’re making decisions, seeking information, into specific, business-action able recommendations.
to discover the social contributions, purpose, and
or hoping to engage. Each offers an opportunity to
launched on rolling basis during character of the companies and products with whom connect with the person and deliver an experience or
the year. they do business. Finally, they have increasingly high in formation tailored to that touch point. These touch
expectations for the quality of experience when they
points will also be orchestrated as a single system to
interact with companies and individuals in person and have most impact.
online, shaped by their experiences across all sectors
in their life, not just healthcare. DHC’s challenge is to execute this in a tailored but
Investing in embracing new coordinated way because, the range of customer
technology and automation. Physicians are also very active digitally. A recent touch points typically crosses different functional
Google research into their digital habits shows that
silos. We are considering new structures, processes,
their usage of a smart phone is used 80 percent on and governance approaches such as councils and
DHC to maintain its income growth and profit growths professional interactions with patients; 77 percent cross-functional teams to meet this challenge.
must embrace the latest technology in manufacturing on typing keywords into the search box when they
and lower its cost of manufacturing. The digital age want to look up professional medical information.
consumer is exposed to global developments and Physicians are also social - about 50 percent share
progress,expecting products and services of highest online videos with other doctors.
standards. Our in-house technology research and IT In a world of digital citizens, the traditional commercial
team is being strengthened to meet the up coming model (i.e., a strong sales force combined with
challenges. Our own IT team and digital media advertising and marketing collateral to communicate
management makes us one of the unique SME. This the product’s value proposition) will soon increasingly
planned action is to engage the digital age consumer.
get outmoded. Digital citizens both patient and
physician won’t passively receive promotional
Digital citizens - astute consumers of information and information from the product manufacturer. They’ll
social media - require FMCG knowledge to meet their seek out information from peers. In a digital era, both
expectations at each point on the decision journey. patient and physician are active, informed, peer-
Leading our company to update its commercial enabled participants in managing health.
models in five ways.

“Listen to your customer” is a business truism that
approaches cliché, but the consequences of not
adapting commercial models to market shifts can be
severe. So, we pay attention to what the customer
says.