Utilization of design thinking tool towards solving an organizational challenge 

 Challenge : 

 I am currently working in the capacity of Strategy & Marketing manager for the ‘ Center of   Excellence ’ for an MNC . I primarily deal with the OTC drugs , cosmeceuticals and nutraceutical   businesses the organization has across multiple emerging markets . While direct to consumer ( DTC )   promotion is a key source of business , we also derive significant value by promoting portfolio to   doctors and other relevant health care professionals ( HCP ) in the countries . 

 Prior to COVID-19 , physical face to face interaction was the most popular mode of communication   with HCPs . Digital marketing was used as additional channels to increase visibility and share of voice .   Customer engagement model was predominantly based on real experiences through physical   presence at sponsored seminars , round tables etc . However during COVID , the scope for physical   interactions reduced significantly . The country marketing teams were required to quickly shift from   the physical model to a digital model of customer ( HCP ) interactions . The criticality of digital is now   considered supreme even in a post COVID world based on the sheer advantages it generates . 

 I was faced with the task of uplifting the digital skillset of the marketing teams so as to consolidate   their existing knowledge and induce necessary up - gradation to deliver their marketing goals through   digital marketing initiatives . 

 Selection : 

 Over the course of several interactions , I realized that the marketing teams had existing knowledge   about digital platforms and engagement models , however the degrees of comfort varied   considerably . Consolidation of fragmented knowledge and beliefs into a structured algorithm   delivering customer value through digital marketing was the need of the hour . So to bring things into   perspective I picked up the design marketing tool ‘ VISUALIZATION ’ , so as to clearly explain the   interconnections of different stakeholders , concepts , customer life cycle stages and measurable   KPIs . I created process algorithms through VISUALIZATION tool to provide absolute clarity to the   internal customers . 

 Application : 

 The target audience was ready with their business objectives and they also translated these to   marketing objectives . My task started there .   The process of converting the marketing objectives to   digital marketing objectives and subsequently to customer facing touch - points based on customer   needs was demonstrated . The overlap of brand needs and customer needs was highlighted as the   key action area , which were subsequently taken up for ‘ content strategy ’ . The final part was most   important and exciting which described sustaining a customer from the ‘ awareness ’ phase of a   customer life cycle to final ‘ usage / advocacy / loyalty ’ phase through a digital journey . 

 A glimpse of one of the VISUALIZATION slide : 

 Insight : 

 Over the first few interactions , when I tried to provide digital solutions to individual marketing   problems , it seemed ad - hoc and the participants in most of the cases were not being able to carry   forward the learnings to the next problem he / she was trying to solve . However when the   VISUALIZATION tool was adopted , a clear understanding and road map was successfully created with   most participants and they took forward the learnings to create sustainable digital engagement plan   for the external customers . This will encourage me to use the tool in future to solve diverse   communication challenges . 

 Approach : 

 Continuous improvement in marketing or processes is a dynamic loop . Based on your strategy ,   execution has to follow and then the findings / impact have to be fed back as a ‘ feedback loop ’ to   continuously improve the process . Even when you have explained through VISUALIZATION tool , the   level of understanding might vary across the recipients as some elements may or may not resonate   with them . It ’s hence imperative that feedback is collected and based on that continuous   improvement is pursued for improving the visualization .   This is something I intend to follow to   pursue sustainable improvement . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Utilization of design thinking tool towards solving an organizational challenge 

 Challenge : 

 I am currently working in the capacity of Strategy & Marketing manager for the ‘ Center of   Excellence ’ for an MNC . I primarily deal with the OTC drugs , cosmeceuticals and nutraceutical   businesses the organization has across multiple emerging markets . While direct to consumer ( DTC )   promotion is a key source of business , we also derive significant value by promoting portfolio to   doctors and other relevant health care professionals ( HCP ) in the countries . 

 Prior to COVID-19 , physical face to face interaction was the most popular mode of communication   with HCPs . Digital marketing was used as additional channels to increase visibility and share of voice .   Customer engagement model was predominantly based on real experiences through physical   presence at sponsored seminars , round tables etc . However during COVID , the scope for physical   interactions reduced significantly . The country marketing teams were required to quickly shift from   the physical model to a digital model of customer ( HCP ) interactions . The criticality of digital is now   considered supreme even in a post COVID world based on the sheer advantages it generates . 

 I was faced with the task of uplifting the digital skillset of the marketing teams so as to consolidate   their existing knowledge and induce necessary up - gradation to deliver their marketing goals through   digital marketing initiatives . 

 Selection : 

 Over the course of several interactions , I realized that the marketing teams had existing knowledge   about digital platforms and engagement models , however the degrees of comfort varied   considerably . Consolidation of fragmented knowledge and beliefs into a structured algorithm   delivering customer value through digital marketing was the need of the hour . So to bring things into   perspective I picked up the design marketing tool ‘ VISUALIZATION ’ , so as to clearly explain the   interconnections of different stakeholders , concepts , customer life cycle stages and measurable   KPIs . I created process algorithms through VISUALIZATION tool to provide absolute clarity to the   internal customers . 

 Application : 

 The target audience was ready with their business objectives and they also translated these to   marketing objectives . My task started there .   The process of converting the marketing objectives to   digital marketing objectives and subsequently to customer facing touch - points based on customer   needs was demonstrated . The overlap of brand needs and customer needs was highlighted as the   key action area , which were subsequently taken up for ‘ content strategy ’ . The final part was most   important and exciting which described sustaining a customer from the ‘ awareness ’ phase of a   customer life cycle to final ‘ usage / advocacy / loyalty ’ phase through a digital journey . 

 A glimpse of one of the VISUALIZATION slide : 

 Insight : 

 Over the first few interactions , when I tried to provide digital solutions to individual marketing   problems , it seemed ad - hoc and the participants in most of the cases were not being able to carry   forward the learnings to the next problem he / she was trying to solve . However when the   VISUALIZATION tool was adopted , a clear understanding and road map was successfully created with   most participants and they took forward the learnings to create sustainable digital engagement plan   for the external customers . This will encourage me to use the tool in future to solve diverse   communication challenges . 

 Approach : 

 Continuous improvement in marketing or processes is a dynamic loop . Based on your strategy ,   execution has to follow and then the findings / impact have to be fed back as a ‘ feedback loop ’ to   continuously improve the process . Even when you have explained through VISUALIZATION tool , the   level of understanding might vary across the recipients as some elements may or may not resonate   with them . It ’s hence imperative that feedback is collected and based on that continuous   improvement is pursued for improving the visualization .   This is something I intend to follow to   pursue sustainable improvement .
### Output: 