Global EditionASIA 中文雙語(yǔ)Fran?ais
Business
Home / Business / Companies

GSK Consumer Healthcare accelerates digital deployment

By Zhuan Ti | chinadaily.com.cn | Updated: 2017-07-21 15:28
Share
Share - WeChat

GSK Consumer Healthcare company signs a memorandum of understanding with Alibaba on June 28, 2017. [Photo provided to chinadaily.com.cn]

GSK Consumer Healthcare, one of world's largest consumer healthcare companies after its merger with Novartis' over-the-counter business in 2015, is riding the tide of China's thriving healthcare sector.

Among its vast product line in various categories such as pain management, respiratory, oral care and more, Sensodyne, a toothpaste for people with sensitive teeth, is among its most quickly growing brands.

Aiming to continuously innovate and provide a billion more Chinese consumers better service and access to its quality consumer health products, GSK CH recently entered a partnership with Alibaba.

"It's an exciting time because the world around us is changing, with the digital space being a catalyst transforming all areas of a consumer's purchasing experience.

"Our partnership with Alibaba is meaningful and powerful in that we can innovate the way we communicate and engage with our consumers through our products, providing them with more useful information and a precise, efficient and enjoyable buying experience", said Marc Speichert, chief digital officer of GSK Consumer Healthcare.

Spending in the consumer healthcare sector is rapidly rising in China, with the market expecting to reach double-digit growth in the next decade, according to research from China International Capital.

Marc Speichert, chief digital officer of GSK Consumer Healthcare. [Photo provided to chinadaily.com.cn]

"By leading through innovation, GSK CH is able to grasp opportunities and boldly engage in digital marketing and e-commerce to continuously enhance consumer-centricity and be much closer to our consumers through our e-commerce channels, such as Alibaba, JD.com, Yhd.com, and all major online drugstores, and associated activities in the digital space", said Speichert.

In China, a substantial proportion of Sensodyne toothpaste sales is realized through e-commerce platforms. Digital marketing and big data help the company to tap into consumer insights and purchasing behavior.

With the partnership with Alibaba, big data can be utilized to gain more profound insights.

For example, a person who bought pet products and cleaning tools at the same time may think their sneezing is caused by pet fur, but in fact, they may need products to manage their allergy, according to Speichert.

He said GSK CH will triple its investment in the area of big data marketing, content marketing and cross-industry co-branding, which are expected to drive sales, improve profitability, and enhance the company's competitive edge, reaching and serving more Chinese consumers online.

China is among the top three markets where GSK CH's invests in digitalization.

Speichert said there will be higher investment into consumer education to enable them to understand how high-performance products work, and to amass knowledge through digitalized channels.

"We always put consumers first. We have established the Customer Relationship Management Centre to better understand and communicate with our consumers. We have fully integrated various digital channels to listen to consumers' feedback. China is one of the markets where this global project was first launched."

"Quality customer service is becoming a key competitive advantage for us, and digital tools have given us the opportunity to engage with our consumers in ways we could not have been able to in the past", explained Speichert.

GSK CH is the first brand in the consumer healthcare industry to partner with Alibaba in a large-scale exploration of integrated marketing. Alibaba used to be seen as a sales platform, but as its user base grows and spends more time on the platform, Alibaba is now also considered an effective platform for brand communication.

"Having powerful, meaningful brands is incredibly important. I think the future of companies like ours is going to be linked to our ability to continue to have brands that are meaningful to consumers and connect with them emotionally," Speichert concluded.

Top
BACK TO THE TOP
English
Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online 0108263

Registration Number: 130349
FOLLOW US
CLOSE
 
主站蜘蛛池模板: 女欢女爱第一季| 三浦惠理子在线播放| 久久亚洲最大成人网4438| 中文字幕a∨在线乱码免费看| selao久久国产精品| 4hu永久影院在线四虎| 黄色毛片一级片| 色偷偷8888欧美精品久久| 男人j放进女人p全黄| 欧美三级一级片| 打扑克又痛又叫原声| 夜夜爽免费视频| 国产探花视频在线观看| 国产111111在线观看| 亚洲欧美日韩综合久久| 久久精品国产精品| 一二三四日本高清社区5| .天堂网www在线资源| 翁虹三级在线伦理电影| 残虐极限扩宫俱乐部小说| 日韩精品久久无码中文字幕 | 欧美性巨大欧美| 给我免费播放片在线中国| 欧美日韩不卡中文字幕在线| 无码任你躁久久久久久老妇| 国产黄大片在线观看| 国产AV寂寞骚妇| 亚洲大尺度无码无码专区| 中文字幕无码日韩专区免费| 33333在线亚洲| 精品国产自在现线久久| 最近完整中文字幕2019电影| 女人扒开双腿让男人桶| 国产恋夜精品全部护士| 亚洲精品美女久久久久9999| 久久久无码中文字幕久...| 99久久无码一区人妻| 老司机免费午夜精品视频| 欧洲美熟女乱又伦av影片| 天天色天天射综合网| 国产乱理伦片在线观看大陆|