To be the first company to be remembered when a need becomes apparent. ｜ Three Lock Corporation
Ms. Chikako Schnuck, Director, 3Rock KK Mr. Ken Tojo, Consultant, Media & Digital
That's a great reference for content marketing for project-based businesses!
3Rock KK
| Location | MH Yoyogi Uehara 3F, 3-6-5 Nishihara, Shibuya-ku, Tokyo | |
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| Business Activity | Support for developing marketing and sales strategies for the pharmaceutical industry, and support for implementing such strategies through training and verification | |
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That's a great reference for content marketing for project-based businesses!
Please introduce your company
Making the Future of the Healthcare Industry More Vibrant
Ms. Shnuck: We provide consulting-related services mainly to pharmaceutical companies. What makes us unique is that we can provide a wide range of services from upstream to downstream to address the issues faced by marketing and sales departments. For example, our strength lies in our ability to provide integrated support from marketing strategy planning, brand planning, sales strategy development, implementation and operational support, training and other training, assessment, and follow-up.
There are partial competitors such as consulting companies that only provide strategy and companies that specialize in training, but I think there are few companies that can provide such a wide range of services from consulting to implementation support. In particular, the pharmaceutical industry is one that requires a lot of knowledge and expertise, and we have built a unique position in the industry as a company that knows the pharmaceutical industry well and can provide a wide range of consulting services.
For the past year or so, we have been focusing on digital marketing and content marketing to acquire new projects and maintain communication with customers, and I am in charge of overall supervision and management of these efforts.
Mr. Tojo: I am in charge of digital marketing and media-related tasks such as videos and webinars. In addition to this, four consultants are involved in digital marketing through practical work and data collaboration with Salesforce.
【Challenges before implementation】I felt it was important to expand the scope of the tool.
What challenges did you face before implementing MA?
Ms. Schnuck: We have had some kind of relationship with many major pharmaceutical companies. However, in this industry, even within the same company, each area of responsibility is as independent as a separate company, and even if we are able to connect with a company once, that doesn't mean it will work for all.
In the past, our consultants were able to build relationships with various personnel and obtain referrals, which led to the acquisition of new projects. However, it is not uncommon for the lead time for consulting services to be more than one year, as it takes time to review and obtain budget. It was important for us to be the first to be remembered by our clients at the exact moment when they were ready to consider our services, and to do so, we thought it was necessary for us to disseminate information and widen our market.
【Selection Points】We chose a tool that was easy to start with for our web renewal.
What was the deciding factor for you to choose BowNow among the many MA tools available?
Ms. Schnuck: The original impetus for this project came from the fact that we were planning to renew our company website. While thinking about the strategy for the site renewal, we realized that it was important not only to prepare the outside of the site, but also to set up a mechanism and system for content marketing.
Mr. Tojo: For our website, we had been using Google Analytics and other tools to analyze the site, but the site analysis tools do not tell us who is looking at the site. Therefore, we started to use BowNow's free plan to analyze the companies viewing our site based on IP addresses.
When we introduced the MA tool, we thought about introducing a tool with strong integration with Salesforce, which we are using. However, these tools with advanced settings can only be effective when we have a lot of content and can design scenarios.
Also, we thought that it would be easier to transfer the technology if the operation is not too difficult when we ask other staff to do the digital marketing work in the future. In that sense, BowNow's simple functions and low cost suited our "first try" phase.
【Measures & Effects】Realizing the effects of online seminar announcements
What kind of measures are you currently using BowNow for?
Ms. Schnuck: Most recently, we have been holding free online seminars and using BowNow to distribute e-mails to attract participants. We used to hold similar seminars at actual venues in the past, but by going online, we have been able to attract more participants from overseas and regional areas. In addition, many times more people forwarded the seminar information to their colleagues and subordinates and introduced us to them than we had imagined. In this way, we were able to realize the effect of using the tool to expand our reach.
It is difficult to measure the direct effects after the seminar, but we have seen a steady increase in business negotiations after attending the seminar, and I feel that we are gradually building a system that allows people to ask for advice the moment their needs become apparent.
Mr. Tojo: We had about 700 participants in the first online seminar and about 600 in the second seminar. Of these, 60-70% were originally acquired leads, and the rest were newly acquired leads. Since we also place advertisements in industry newspapers and social networking sites, we cannot say that all of these are the effects of email marketing, but I think it is a good thing that we are now able to segment the recipients of our emails according to themes by using BowNow to distribute them.
【Future Outlook】Aiming to expand content and personalize the approach
What would you like to challenge in the future with BowNow and marketing initiatives?
Ms. Schnuck: I think there are many customers who attended our seminar a few years ago and had a good impression of us, but the timing was not right at that time and they have forgotten about it. In addition, the pharmaceutical industry has been changing drastically in recent years, and we have been revamping our services to meet the needs of the times, but there are still many customers who are not aware of our new services.
From now on, we would like to communicate with our customers on a regular basis by providing information through white papers, blogs, videos, and other contents on our renewed website.
Mr. Tojo: The response rate to questionnaires from participants of our online seminars is very high, for example, more than half of the participants responded to our second seminar.
In the past, we have segmented our emails by selecting the recipients based on the theme of the seminar, but we hope to be able to use this function to deliver emails that match the needs and issues of the customers who responded to the questionnaire, and to take a more personalized approach. I hope to be able to use this feature to deliver more personalized emails to customers who responded to the survey.
【Customer's Voice】I'm excited about the Salesforce integration!
What do you expect from BowNow in the future and what do you think of Mtame's proposal?
Ms. Schnuck: The regular meetings we had with Mtame at the beginning of the implementation were very useful in terms of standardizing the variations in the understanding of the members involved. In terms of functionality, we are looking forward to the ability to change the labeling of the dashboard and Salesforce integration in the future.
Mr. Tojo: I think BowNow's manual site is suitable for "getting started" because it is focused on what is necessary. In the future, we are looking forward to updates such as flexible language settings and the ability to log in while maintaining the specified URL.
Thank you very much!
