Thomas Maurer

My father used to say in his management training courses that "decision-making means doing without". Hardly an omnichannel workshop goes by without me quoting him. Reaching decisions in the complex web of framework conditions, constraints and success factors is a challenge. All the more so when the result and the success depend on the buy-in of numerous stakeholders, from the sales force to the management.

After the duty comes the freestyle: Successfully circulating approved emails or 1-to-1 emails via a CRM system like Veeva means being aware of the usage scenarios and the resulting requirements, as well as the necessary content processes. In this article, we build on the success factors for approved emails, FTEs and 1-to-1 emails and enrich them with further recommendations: What should you consider when using FTEs and RTEs?

Once the system is up and running and the KPIs have been defined, the design of the email templates and "fragments" (= modular content modules) begins. Here it becomes important to at least partially break away from the do's and don'ts of classic newsletters. But which factors determine the success of approved emails? What should be considered in the design?

As a communications agency with digital roots, we are fascinated by digital developments of all kinds - including virtual reality (VR) and augmented reality (AR). Both are considered trend technologies with high potential. But how can a meaningful use in the context of healthcare marketing look like - and how likely is the breakthrough of VR at all?